Soft Drinks in Sweden

Soft Drinks in Sweden

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

APPENDIX

Fountain sales in Sweden

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Sweden

KEY DATA FINDINGS

2020 IMPACT

On-trade sales decline as consumers avoid public spaces, increasing sales for the off-trade

Sales of sugar-free options increase, as COVID-19 boosts the health and wellness trend

Lack of on-the-go consumption dampens share for convenience stores, as e-commerce sees an increase in sales

RECOVERY AND OPPORTUNITIES

Recovery for on-trade sales from 2021, however, the economic recession and health trends challenge growth

New product developments focus on flavour and the health and wellness trend

Players focus on sustainability across the forecast period, communicating activities with consumers

CATEGORY DATA

Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025

Juice in Sweden

KEY DATA FINDINGS

2020 IMPACT

On-trade sales decline as consumers spend more time within the home

The growing health and wellness trend, boosted by COVID-19, drives sales of 100% juice and nectars

E-commerce drives sales as consumers seek to reduce time spent outside the home

RECOVERY AND OPPORTUNITIES

On-trade growth recovers in 2021, however, health concerns and the economic recession challenges off-trade growth

New product developments focus on added-value, despite the economic recession

The health and wellness trend, boosted by COVID-19, shapes future product developments

CATEGORY DATA

Table 53 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 54 Off-trade Sales of Juice by Category: Value 2015-2020
Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 56 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 57 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 58 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 59 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 60 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 61 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 62 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 63 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 64 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 65 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 66 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 67 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Sweden

KEY DATA FINDINGS

2020 IMPACT

Positive off-trade volume growth as consumers focus on multipack purchases

Convenience and forecourt retailers suffer from a lack of on-the-go consumers, while the share in e-commerce increases

Leading players lose share as price-sensitivity sees private label players gaining ground

RECOVERY AND OPPORTUNITIES

Retail sales remain positive over the forecast period, boosted by the health trend and the return to on-the-go consumption

New product launches will align with the health and wellness trend

E-commerce growth is set to continue over the forecast period, as a host of new users adapt to the platform

CATEGORY DATA

Table 68 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 69 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 70 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 71 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 73 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 74 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 75 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 76 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 77 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 78 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Sweden

KEY DATA FINDINGS

2020 IMPACT

Despite gyms and on-trade establishments remaining open, sports drinks record an on-trade double-digit decline

Sports drinks record a decline in off-trade volume sales as consumers focus on essential items throughout 2020

Powerade from Coca-Cola extends its share, as Pripps Sport Energy leaves the landscape

RECOVERY AND OPPORTUNITIES

On and off-trade growth recover from 2021; however, sales are challenged by low-level distribution

Little innovation over the forecast period, with no private label offerings expected

Sports drinks are viewed as unessential items by new consumers, hindering performance

CATEGORY DATA

Table 80 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 81 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 82 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 83 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 84 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 85 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 86 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 87 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 88 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 89 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 90 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 91 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Sweden

KEY DATA FINDINGS

2020 IMPACT

Energy drink sales suffer as on-the-go consumption declines, with many consumers viewing the product as unessential

Players launch and focus on new product developments, despite the outbreak of COVID-19

Red Bull loses share as consumers trade down to cheaper options

RECOVERY AND OPPORTUNITIES

Sales recover from 2021, as energy drinks records a strong performance over the forecast period

Regulations on the caffeine content allowed in energy drinks would shake up the landscape

Energy drinks blur with other soft drinks across the forecast period

CATEGORY DATA

Table 92 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 93 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 94 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 95 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 96 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 97 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 98 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 99 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 100 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 101 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 102 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 103 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Sweden

KEY DATA FINDINGS

2020 IMPACT

Sales decline as concentrates face tough competition from alternative soft drinks

Private label gains ground as price-point becomes key to the purchasing decision

Orkla Foods Sverige retains its lead, however, share is lost to private label offerings

RECOVERY AND OPPORTUNITIES

Concentrates record an off-trade volume decline, as competition and unhealthy perceptions dampen sales

Concentrates players focus on environmental efforts to boost their reputation

E-commerce is set to rise over the forecast period, as a host of new consumers adapt to the channel

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 104 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 105 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 106 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 107 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 108 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Sweden

KEY DATA FINDINGS

2020 IMPACT

On-trade growth declines as consumers avoid public locations, through fear of contracting COVID-19

Lack of on-the-go consumers leads to a decline in sales for convenience stores and forecourt retailers

Sales of multipack offerings and private label increases, as price-sensitivity heightens

RECOVERY AND OPPORTUNITIES

Positive results for the forecast period, as growth recovers from 2021

New launches are set to support ongoing positive growth across the forecast period

Private label lines set to rise, as well as healthier, organic and more expensive offerings

CATEGORY DATA

Table 120 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 121 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Sweden

KEY DATA FINDINGS

2020 IMPACT

On-trade sales record a double-digit decline and on-the-go consumption falls

Private label increases its share; however, Swedish retailers are not set to offer private label ranges

Starbucks retains its lead, as players launch new products onto the landscape

RECOVERY AND OPPORTUNITIES

Growth is set to be positive over the forecast period, as on-the-go lifestyles return

The economic recession is set to impact sales over the early forecast period; however, players are unlikely to respond with new offerings

New product developments will focus on flavour extensions and fortified RTD coffee options

CATEGORY DATA

Table 133 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 134 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025

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