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RTD Tea in
Sweden

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Coca-Cola Enterprises Sverige enters RTD tea in Sweden

Nestlé and The Coca-Cola Co agreed to dissolve their 50-50 RTD tea joint venture as of 1 January 2018. That resulted in the launch of Fuze Tea by Coca-Cola Enterprises Sverige in Sweden later in the year.

Unit price is boosted by new product launches and smaller packaging

The average unit price of RTD tea increased significantly in 2018, which was mainly driven by the launch of Fuze Tea, as well as increasing sales of other premium positioned still RTD teas, such as Arizona Tea and Beijing8, and kombucha ice tea in carbonated RTD tea, such as Kung Markatta Kombucha, Karma Kombucha, Renée Voltaire Kombucha and Svensk Kombucha. Brand extensions in new packaging, with growing sales of smaller packaging types contributed to the rise in the average price.

Carbonated RTD tea is dominated by kombucha tea

Sales of carbonated RTD tea are low, as RTD tea loses something of its thirst quenching effect once it is made sparkling. Löfbergs Lila, the well-established family-owned Swedish coffee company, launched Löfbergs ICE Sparkling Tea in 2016; however, due to low sales of carbonated RTD tea, Löfbergs ICE Sparkling Tea was withdrawn from the market in 2017.

COMPETITIVE LANDSCAPE
Piwa Food loses significant value share to Coca-Cola Enterprises Sverige

Piwa Food remained the category leader in terms of off-trade volume sales in 2018, but Coca-Cola Enterprises Sverige took the leading position in terms of off-trade value sales. Piwa Food markets the Austrian Pfanner Ice Tea.

Private label portfolio expands in 2018

Private label holds a substantial share in RTD tea, driven by the German discounter chain Lidl Sverige’s Freeway Ice Tea and the Danish discounter chain Netto Marknad’s Kingsway Ice Tea. The leading Swedish retailer ICA Sverige launched ICA Iste in 2018.

Swedes are becoming more familiar with the concept of RTD tea

The competitive landscape and category size will change significantly over the forecast period, if Coca-Cola Enterprises Sverige succeeds in convincing Swedish consumers with its Fuze Tea to drink RTD tea, instead of other soft drinks. The concept of RTD tea is unfamiliar to many in Sweden, unlike in Germany or Austria.

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RTD Tea in Sweden

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Tea industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTD Tea industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Tea in Sweden market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Tea in Sweden?
  • What are the major brands in Sweden?
  • What flavors of RTD Tea, like green tea, are the most popular in Sweden?
  • Who is the consumer profile of RTD tea drinkers in Sweden?
  • What are the key on-trade market trends for RTD Tea sales and how these are changing?
  • What is the key on-trade distribution channel for Sweden?
  • Are fountain sales available for RTD Tea in Sweden?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

RTD Tea in Sweden - Category analysis

HEADLINES

PROSPECTS

Coca-Cola Enterprises Sverige enters RTD tea in Sweden
Unit price is boosted by new product launches and smaller packaging
Carbonated RTD tea is dominated by kombucha tea

COMPETITIVE LANDSCAPE

Piwa Food loses significant value share to Coca-Cola Enterprises Sverige
Private label portfolio expands in 2018
Swedes are becoming more familiar with the concept of RTD tea

CATEGORY DATA

Table 1 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 2 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 3 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 5 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 6 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 7 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 8 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 9 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 10 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 11 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 12 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 13 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Soft Drinks in Sweden - Industry Overview

EXECUTIVE SUMMARY

Health-focused Swedes boost value sales of soft drinks
Focus is on launching reduced sugar beverages
Coca-Cola Enterprises Sverige remains the clear leader in soft drinks
New product launches are characterised by a few key trends
Value sales and on-trade will grow, categories will shift

MARKET DATA

Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 23 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 25 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 27 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 28 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 29 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 30 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 31 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 32 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 33 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 36 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 46 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Sweden
Trends

SOURCES

Summary 1 Research Sources