Sustainability is a major driving trend across both coffee and tea in Sweden, with younger consumers particularly interested in environmental matters. Within this landscape, players in hot drinks are seeking ways to appeal to this generation of eco-friendly consumers, such as switching to more sustainable styles of packaging such as recycled plastic, alongside corporate social responsibility activities, sustainable production, and fair-trade labelling.
A second major trend in hot drinks is that of health and wellness, which is leading to organic and functional offerings – from organic fresh coffee beans to functional teas. Indeed, the Twinings Superblends (Haugen-Gruppen AB) range was launched in Sweden in 2022.
The main three players in hot drinks in Sweden are Nestlé Sverige AB, Jacobs Douwe Egberts SE AB, and Arvid Nordquist HAB. Together, these major players hold around two-thirds of all shares thanks to strong brand recognition, wide retail distribution, and ongoing product developments.
E-commerce saw a boost during the era of the pandemic due to necessity and continues to cannibalise shares from other distribution channels as online shopping has become a habit which looks set to stay longer term. Indeed, consumers have become used to the ease and convenience of shopping online and grown more confident in using the channel.
On-trade continued to recover dynamically in 2022, rebounding as pandemic restrictions were removed and consumers felt confident to visit public spaces again. It is noted that, whilst Sweden did see extensive closures of restaurants, bars, and cafés at times during the pandemic, the country was quite lenient in its measures.
Hot drinks is expected to return to more normal, pre-pandemic, sales levels over the forecast period, with the overall hot drinks category seeing moderate volume growth. Coffee will continue to lead the way with the highest growth, marginally outpacing tea, whilst other hot drinks will continue to decline due to its unhealthy image and the lack of innovation within the category.
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Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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This is the aggregation of Coffee, Tea, and Other Hot Drinks.See All of Our Definitions
This report originates from Passport, our Hot Drinks research and analysis database.
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