Health and Wellness in Sweden
Health and wellness in 2021: The big picture
What next for health and wellness?
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
Summary 1 Research Sources
Better For You Beverages in Sweden
Culture of drinking caffeinated coffee means there is little need for brands to introduce BFY reduced caffeine options
Health trends drive sales for reduced-sugar carbonates
Grocery retailers remain top channel despite growth of e-commerce
Reduced sugar categories to continue growing as consumers substitute carbonates for healthier options
Limited rise expected for reduced far and reduced caffeine BFY beverages
Private label to return to limited category presence
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
Better For You Packaged Food in Sweden
BFY packaged food retains popularity amongst consumers wanting healthier variants of their favourite food products
Category continues to face competition from zero-fat or zero-sugar variants
Indulgence categories remain a niche
Demand for natural options set to hamper sales in BFY packaged food
With packaged food becoming healthier through government initiatives, there will be little need for consumers to purchase BFY alternatives
BFY dairy to have strongest sales despite driving growth in smaller categories
Table 24 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 28 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
Fortified/Functional Beverages in Sweden
FF hot drinks is a niche with sales concentrated around FF fruit/herbal tea
FF soft drinks growth is driven by FF fruit/vegetable juice and FF energy drinks, with innovation strong in both categories
Fastest growth is seen in e-commerce thanks to its convenience and safety
FF fruit/herbal tea to grow with packaging designs becoming more important
Strong prospects for FF soft drinks driven by popularity of FF energy drinks
Impulse purchases set to resume as the threat of COVID-19 declines
Table 31 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 34 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2016-2021
Table 35 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 36 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 37 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 38 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
Table 39 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 40 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 41 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 42 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 43 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
Fortified/Functional Packaged Food in Sweden
Protein and vitamin enhanced products drive category growth
Vague labelling impedes progress of category growth
Exercise trend continues to boost popularity of high protein products
Strict EU and national regulations limit potential for growth
Lack of active FF marketing to become the norm
Little innovation expected due to monopolisation of several categories
Table 44 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 45 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 46 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 47 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 48 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 49 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 50 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 51 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 52 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 53 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
Free From in Sweden
Loyal consumer base ensures strong retail growth for free from category
Free from meat continues to see dynamism with constant innovations boosting awareness
Strong trend in free from dairy is partially based on strong local options
Category to remain dynamic as it increasingly appeals to more consumers
Free from meat and free from dairy expected to remain main trends
Private label expected to continue driving innovation, particularly in free from meat
Table 56 Sales of Free From by Category: Value 2016-2021
Table 57 Sales of Free From by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Free From: % Value 2017-2021
Table 59 LBN Brand Shares of Free From: % Value 2018-2021
Table 60 Distribution of Free From by Format: % Value 2016-2021
Table 61 Forecast Sales of Free From by Category: Value 2021-2026
Table 62 Forecast Sales of Free From by Category: % Value Growth 2021-2026
Naturally Healthy Beverages in Sweden
Strong competition characterises NH tea
NH soft drinks driven by rising sales in NH bottled water and NH superfruit juice
Private label growth as consumers seek cheaper options
Competition from BFY and FF categories set to hamper growth in NH beverages
NH tea set to continue being a highly competitive category; RTD tea prospects likely to stall
Demand for convenience expected to lead to greater e-commerce sales
Table 63 Sales of NH Beverages by Category: Value 2016-2021
Table 64 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 66 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 67 Distribution of NH Beverages by Format: % Value 2016-2021
Table 68 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 69 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
Naturally Healthy Packaged Food in Sweden
As consumers strive to eat healthier, NH packaged food sales rise
Premium and locally sourced products are increasingly sought after in Sweden
Increasing overlap between HW categories as products become more advanced
Popularity of high-fibre products and olive oil means that NH food is relatively saturated
Bigger players expected to follow smaller operators into interesting new niches
Healthy snacks set for long-term success as on-the-go consumption occasions rise
Table 70 Sales of NH Packaged Food by Category: Value 2016-2021
Table 71 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 72 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 73 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 74 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 75 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
Organic Beverages in Sweden
Economic impact of pandemic hampers growth of organic beverages
Löfbergs Lila narrowly maintains lead over Jacobs Douwe Egberts in organic coffee thanks to local focus
Private label products rebound from declining sales as consumers seek cheaper options
Growth to be hampered by competition from other categories and limited availability of organic ingredients
Consumers to show preference for local and organic-only brands in organic hot drinks
Large players expected to withdraw organic brand extensions as smaller organic-first brands gain trust
Table 77 Sales of Organic Beverages by Category: Value 2016-2021
Table 78 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 79 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 80 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 81 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 82 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 83 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
Organic Packaged Food in Sweden
Category sales limited by debate over healthiness and greenness of organic produce
Increased investment from private label is aiding overall category growth
Organic baby food attracts big players as consumers demand high-quality for their children
Consumers and retailers to show greater interest in other HW categories
Swedish KRAV label provides potential for brands to stand out
Environmental debate around organic ‘greenness’ to negatively impact sales
Table 84 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 85 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 86 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 88 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026