Energy Drinks in Sweden

PROSPECTS

New types of energy drinks, hybrids and environmental responsibility resonate well with consumers

New types of energy drinks appeared in 2019, including Naia*, launched in March 2019 and Wato, introduced at the end of the review period, both of which joined the previous launch of Clean Drink, which expanded its distribution via 7-Eleven and Pressbyrån at the end of the review period. A common feature of these products is that they are promoted as healthy rehydration while participating in sports, whilst prominently featuring social responsibility.

Reduced sugar energy drinks to the fore

A clear and strong shift towards reduced sugar energy drinks was observed at the end of the review period, with reduced sugar energy drinks set to account for the majority of retail volume sales by the end of the forecast period. Brands such as Celsius by People’s Choice will likely benefit from this trend, whilst sales of Nocco BCAA may continue to decline due to the perception of an unpleasant aftertaste from BCAA.

Retail volume growth set to slow over the forecast period

Albeit remaining high, retail volume growth of energy drinks is set to be lower over the forecast period than that witnessed over the review period. The category is beginning to show signs of saturation, with many brands having dropped out during the review period.

COMPETITIVE LANDSCAPE

Red Bull Sweden continues to lose share

Although Red Bull Sweden remained the leader in energy drinks in 2019, it continued to lose retail value and volume share and remained in second place in retail value terms. Red Bull Sweden is the Swedish subsidiary of the Austrian Red Bull company, selling its world-famous premium positioned Red Bull energy drink.

Private label continues to suffer

The retail value and volume shares of private label in energy drinks continued to decline in 2019. Axfood seems to be the most active private label player with the launch of its Powerking BCAA in 2019.

New flavours launched

A number of new flavour extensions were launched in energy drinks in 2019. Sweden's best-selling BCAA drink, Nocco BCCA launched a Limited Summer Edition for the fourth consecutive year.

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