Carbonates in Sweden

PROSPECTS

Consumption returns to more normal levels after the hot summer of 2018

Sweden experienced a hot summer in 2018, which produced a strong increase in consumption of carbonates as Swedes tried to remain cool. The summer of 2019 returned to more normal weather patterns, which led to a steep decline in retail volume sales that year.

Reduced sugar the major theme of new product launches

There was a continued shift towards sales of low calorie cola carbonates and reduced sugar non-cola carbonates in 2019. This aspect of carbonates reaches back to when the Swedish Health Minister pointed out the shortage of physical activity and high intake of salt and sugar among Swedes in 2016, which was taken seriously by companies selling carbonates.

“Less but better” attitude among consumers negatively impacts private label

Private label again lost retail value share in carbonates in 2019 as Swedish consumers increasingly adopted a “less but better” attitude when choosing carbonates. Private label products tend to perform best in times of financial crisis, and with a positive outlook for the economy, private label carbonates are not expected to rebound anytime soon.

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Sverige loses share

Coca-Cola Enterprises Sverige maintained its strong lead in carbonates in 2019, despite losing share, mainly to Carlsberg Sverige. Coca-Cola Enterprises Sverige markets a wide range of carbonates, such as Coca-Cola, Fanta and Sprite with various flavour extensions and reduced sugar variants.

Coca-Cola Enterprises Sverige launches new packaging

Coca-Cola Enterprises Sverige relaunched several of its cans in a new format in 2019. The new cans are taller, slim 330ml versions for the company’s Coca-Cola, Fanta and Sprite brands.

Coca-Cola Enterprises Sverige withdraws Coca-Cola Life

Coca-Cola Enterprises Sverige withdrew Coca-Cola Life (the green Coca-Cola) in Sweden in 2019. The product was sweetened with both sugar and stevia, offering a lower sugar content, rather than a totally sugar free product.

Files are delivered directly into your account within a few minutes of purchase.