Juice in Sweden

PROSPECTS

Consumption of juice continues to grow in 2019 after the hot summer of 2018

Off-trade volume sales of juice generally declined over the review period. The trend was, however, reversed in 2018 during the long, hot summer, and growth continued at a more moderate rate in 2019, boosted by surging sales of 100% juice.

Companies invest in eco-friendly packaging

Companies continued to focus on developing environmentally-friendly packaging solutions for their juice products, a strategy which will appeal to Swedes. Eckes-Granini Sverige, for example, has an approach of reducing both packaging materials and the weight of packaging units while reducing CO2 emissions.

Greater fragmentation with new entrants

Juice is becoming increasingly fragmented, not only in terms of the flavours available, but also with product launches offering healthier options. Shots and smoothies are gaining in popularity, usually in smaller packaging solutions, as are brands with health claims.

COMPETITIVE LANDSCAPE

Eckes-Granini, Proviva and Skånemejerier continue to lead juice

In an increasingly fragmented category, Eckes-Granini Sverige, Proviva and Skånemejerier retained their leading positions in terms of retail value sales in 2019, although the first two lost shares to smaller players over the course of the year. Eckes-Granini Sverige offers a wide range of brands and flavours in several juice categories, whereas Proviva focuses on nectars and juice drinks (up to 24% juice) with its Proviva brand, all of which are fortified.

Froosh is acquired by Karl Fazer

Froosh, the leading brand in not from concentrate 100% juice, was acquired by Karl Fazer towards the end of the review period. The acquisition allows Karl Fazer to enter a new category, whilst also expanding its presence in retailers across Sweden.

Internet retailing continues to soar

Internet retailing recorded significant retail volume growth in juice over the review period and into 2019, as in several other soft and hot drinks categories. Although remaining a minor channel in 2019, strong growth is expected by 2024, which will likely be at the expense of hypermarkets and supermarkets, although all the major retail chains operate internet stores, including ICA, Coop and Willys.

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