Juice in Sweden

PROSPECTS

Swedes are concerned about high sugar content of juice

According to market players, 84% of Swedes think that juice comes with added sugar. Swedes are becoming ever more health conscious, and they are opting to reduce consumption of sugary food and beverages.

Swedes prefer convenient, fresh and health boosting juice products

Changing lifestyles have had an impact on sales of juice. Younger consumers tend to skip breakfast during the week, but might grab a juice product on-the-go, usually a convenient smaller pack with a higher unit price.

Juice players join the Swedish deposit system

The Swedish Returpack company has extended its deposit system to include 100% juice and nectar products with more than 50% berry, fruit or vegetable content, as of January 2018. Companies selling juice with more than 50% juice content in PET bottles or metal beverage cans can sell their products in packs with a deposit, which is reimbursed upon return of the pack.

COMPETITIVE LANDSCAPE

Eckes-Granini, Proviva and Skånemejerier are the leaders

Eckes-Granini Sverige became category leader and Proviva dropped into second place in terms of value sales in 2018. Skånemejerier retained its leading position in terms of volume sales in 2018.

Proviva performs strongest percentage growth

The strongest growth in off-trade volume sales in 2018 was seen by Proviva. The company’s products can be found at almost every grocery retailer, and are increasingly popular among consumers who are looking for healthy beverages.

Private label loses to branded products

The share of private label products declined over the review period, as consumers are opting for more innovative and high-end products. With the category shifting to a focus on higher quality juices, private label is likely to see its share continue to fall.

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