Sales of organic beverages in Sweden have seen slowed retail value growth during the pandemic as the economic impact of COVID-19 has negatively affected demand for organic beverages. Organic beverages tend to be expensive, premium products due to limited availability of ingredients.
In 2021, organic fresh coffee is by far the largest organic hot drinks category. Local Swedish players, such as Löfbergs Lila and Arvid Nordquist strongly compete with global giants, such as Nestlé and Jacobs Douwe Egberts, in this category and have an advantage in understanding the preferences of Swedish consumers.
The fortunes of private label organic beverages saw a reversal in 2020 and continued growth in 2021, as consumers turned to such products during a time of economic instability. When the economy had been performing well, Swedes have sought higher-end products and private label products did not always seem to satisfy the quality criteria of many consumers.
Over the forecast period, organic beverages is expected to see a positive performance in retail value terms albeit at a slower pace than recorded prior to the pandemic. This is largely due to increasing competition from other NH categories that are marketed and represented better.
Sales of organic hot drinks are set to grow over the forecast period, driven by sales of both organic coffee and organic tea. In organic coffee, local players such as Löfbergs Lila and Arvid Nordquist are expected to retain strong positions with consumers increasingly turning to local brands for their sustainability credentials.
Since the growth rate for organic products has significantly slowed when compared with the earlier years of the review period, some major players have decided to withdraw their organic brand extensions. Examples of such products include Orkla’s Bob Ekologisk Blandsaft (an extension of the well-established Bob Saft brand in liquid concentrates) and Höllinger and Smiling Crush (in organic non-cola carbonates).
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Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Organic Beverages research and analysis database.
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