Milk, and drinking milk products overall, enjoyed a resurgence during the Coronavirus (COVID-19) pandemic in Sweden. In boosting demand, the pandemic reversed a retail volume sales decline trend.
Growing health trends have accelerated the demand for free from lactose and high-protein drinking milk products in Sweden. This trend was boosted in 2020 as the pandemic increased consumer awareness of the importance of health, including a healthier diet.
Plant-based options are set to continue to other drinking milk categories in retail volume and value growth terms in 2021. This is due to variety of factors, such as consumers looking to reduce their dairy consumption for dietary health reasons, the rise of veganism in Sweden, environmental/sustainability concerns, a proliferation in product availability (driven primarily by the domestic player Oatly), wider distribution, and generally wider acceptance for milk alternatives.
A dip in retail volume sales is projected in 2022, largely due to a reduced demand for fresh milk. Meanwhile, the intensification of health and sustainability trends, driven by younger consumers, is expected to exert upward pressure on prices and help to stimulate positive retail value (2021 constant prices) growth through the forecast period.
Private label is well placed to increase its already strong retail value share in drinking milk products in the forecast period. This development is expected to be supported by the growing private label offer in the most dynamic category, “other” milk alternatives.
The outlook for organic milk remains uncertain in Sweden. Organic products are often considered to be of higher quality and organic sales tend to grow relatively fast, although organic’s market size is relatively modest.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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