Executive Summary

Apr 2019
PROSPECTS
Probiotic products come under pressure

Over several years, companies marketing probiotic products have come under repeated criticism by Swedish authorities for failing to validate claims scientifically that probiotic products really are healthier. However, probiotic brands have been able to surf the wave of consumer interest in intestinal health, allowing companies to simply mark their products as containing various types of probiotics while avoiding making specific health-related claims.

Vitamin fortification set to increase

In early 2018, the Swedish National Food Agency launched new enrichment requirements, stipulating that not only dairy products but also free from dairy products, milk replacement products and cooking oils needed vitamin D enrichment. With a growing trend towards veganism, and with increasing amounts of Middle Eastern and African immigrants (who have difficulties securing the necessary vitamins in the Swedish climate), fortification with vitamins can be expected to increase.

Cereals and Läkerol are fortified but not known as such

Many cereal products, particularly breakfast cereals, are enriched with minerals, without any efforts being made to market the products actively as fortified/functional. This is the case also with confectionery brand, Läkerol, which, despite package markings clearly stating it as such, is relatively unknown for its fortified/functional qualities.

COMPETITIVE LANDSCAPE
Fortified/functional packaged food categories are oligopolistic

Most fortified/functional packaged food categories are dominated by one or two single companies, such as Cloetta Sverige in FF sugar confectionery with Läkerol or Arla Foods in FF flavoured milk drinks. In these categories, fortified/functional products are either the dominant products of their type or brand, such as Verum Hälsoyoghurt or Läkerol, or are brand extensions of lines from other category types.

Cereal competition is striking

Competition in FF breakfast cereals stands out in comparison to other fortified/functional packaged food categories with the high number of active players and the relatively small difference in value of fortified/functional products offered by these players. Here, the situation more closely resembles perfect competition, and it is possible that companies turn to fortified/functional marketing messages to attempt to drive some form of change to the status quo.

Legislation and the Swedish climate impact fortified/functional packaged food

Fortified/functional packaged food is heavily regulated at both EU and national Swedish level. The EU issues general rules on product fortification and enrichment, while local Swedish rules determine mandatory enrichment requirements.

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Fortified/Functional Packaged Food in Sweden

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food industry in Sweden with research from Euromonitor's team of in-country analysts.

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The Fortified/Functional Packaged Food in Sweden market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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Fortified/Functional Packaged Food in Sweden - Category analysis

HEADLINES

PROSPECTS

Probiotic products come under pressure
Vitamin fortification set to increase
Cereals and Läkerol are fortified but not known as such

COMPETITIVE LANDSCAPE

Fortified/functional packaged food categories are oligopolistic
Cereal competition is striking
Legislation and the Swedish climate impact fortified/functional packaged food

CATEGORY DATA

Table 1 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 5 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 6 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 7 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 8 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 9 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 10 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 11 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 12 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 13 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Health and Wellness in Sweden - Industry Overview

EXECUTIVE SUMMARY

Finding the right health and wellness segment is the key to surging sales
Fortified/functional, better for you and organic beverages drive sales
Coca-Cola Enterprises Sverige remains the clear leading player in HW beverages in 2018
Internet retailing grows fastest, while modern grocery retailers dominates
HW beverages will continue to achieve strong sales growth

MARKET DATA

Table 14 Sales of Health and Wellness by Type: Value 2013-2018
Table 15 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 16 Sales of Health and Wellness by Category: Value 2013-2018
Table 17 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 18 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 19 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 20 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 21 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 22 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 23 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 24 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 25 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 26 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 27 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 29 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources