FF energy drinks will continue to be, by some way, the biggest category in fortified/functional beverages in Sweden in 2020. The growth of the category over the review period was mostly driven by new product launches of reduced-sugar energy drinks, which are typically versions of the original beverage with reduced or zero sugar.
FF 100% juice will continue to demonstrate strong current value growth in 2020 benefitting from the category’s association with fruit, which are perceived as healthy, and new product launches of recent years. In volume terms this is the second-best selling category after FF energy drinks and therefore has a strong impact on overall category growth or decline.
Fortified/functional beverages in Sweden is comprised solely of FF soft drinks in 2020, with FF hot drinks not being notably sold in Sweden. Coffee, which is far the greatest category in hot drinks, is a traditional drink in Sweden, in which the focus is on finding interesting and exotic flavour combinations or a rich and high-quality taste, rather than fortification.
FF soft drinks are set to regain momentum over the forecast period, with volume sales largely being driven by FF energy drinks. Consumers will be keen to return to their busy active lifestyles following the pandemic, and thus will resume using FF energy drinks to boost their energy levels.
The strong growth in FF RTD coffee was being driven by continued strong sales of Löfbergs Ice Caffine Boost from Löfbergs Lila, which was only introduced in 2018, and the launch of Njie ProPud, with no added sugar, from Njie Foods. Buoyed by these new launches, FF RTD coffee is expected to record the strongest current value growth over the forecast period, albeit growing from a small sales base.
In the short-term, impulse purchases are set to remain low for fortified/functional beverages, as the threat of the virus is set to linger in the country until vaccines have been more fully rolled out. Consumers are likely to continue staying at home, to reduce the risk of contracting the virus, and are less likely to shop in forecourt retailers or convenience stores during this time.
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Understand the latest market trends and future growth opportunities for the Fortified/Functional Beverages industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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