Savoury Snacks in Sweden

PROSPECTS

Healthy ingredients, premiumisation and portion control aim to broaden consumption

Savoury snacks saw continued growth in 2019, benefitting from premiumisation, the health trend, and consumers’ desire to treat themselves outside traditional consumption moments. Premiumisation is particularly strong within potato chips, where premium brands aim to capitalise on new consumption opportunities, when Swedes have previously restricted consumption of chips to the weekend.

Traditional Swedish knäckebröd goes upmarket, with smaller and premium packs

Savoury biscuits are particularly popular in the savoury snacks environment. This is thanks to Swedish knäckebröd, a traditional crispbread widely consumed for breakfast, rather than as a snack.

Lentil- and bean-based products offer healthier options

Many of the new innovations have a health focus, with chips made from lentils and beans seeing strong new product development towards the end of the review period, such as the range offered by Estrella. The health trend also drove sales of snacks, which is evident in the broad range of products, but also their positioning.

COMPETITIVE LANDSCAPE

Emerging players focus on niche, ethical and health positioning to attract modern Swedes

The savoury snacks environment continues to be strongly led by Orkla Confectionery & Snacks Sverige AB, Estrella AB and Barilla Sverige AB. However, there were some new entrants in recent times.

Consumers seek upmarket feel even for less expensive products

Estrella AB continued to lead the potato chips category in 2019. It almost created a new category with the release of its lentil chips, with the most popular flavour being Sourcream & Onion.

Naturally healthy perception of nuts results in high private label share

In nuts, natural nuts or plain salted flavours continue to dominate. These products are often perceived as healthier alternatives to other savoury snacks, with many Swedish consumers remaining conservative with regards to flavours in this category.

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