Soft Drinks in Sweden

Soft Drinks in Sweden

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 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 21 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 22 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 23 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 29 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 31 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 32 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 33 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

Bottled Water in Sweden

HEADLINES

PROSPECTS

Bottled water volume sales lack momentum

Product developments are grouped around key consumer trends

Still bottled water sees strongest volume growth

COMPETITIVE LANDSCAPE

Spendrups Bryggeri remains the leader, followed by Carlsberg Sverige

Saturnus sees robust growth

Sales are driven by value rather than volume

CATEGORY DATA

Table 34 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 35 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 36 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 37 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 40 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 41 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 45 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Sweden

HEADLINES

PROSPECTS

Cross-border trade boosts sales of carbonates in Sweden

Low-calorie cola carbonates and reduced sugar carbonates continue to gain at the expense of regular carbonates

Demand for high quality and smaller packaging boosts unit prices

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Sverige remains the clear leader

Carbonates category is rather consolidated

Small players focus on value with no ambitions to compete with the leaders in terms of volume sales

CATEGORY DATA

Table 46 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 47 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 48 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 49 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 50 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 51 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 52 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 53 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 54 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 55 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 56 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 57 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 58 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 59 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 60 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 61 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 63 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 65 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Sweden

HEADLINES

PROSPECTS

The concentrates category is sluggish and suffers from being unhealthy

Players try to catch attention with environmentally friendly packaging

The BCAA trend in energy drinks expands to powder concentrates

COMPETITIVE LANDSCAPE

Orkla Foods Sverige remains the clear market leader

SodaStream Nordics launches highly concentrated product

Private label share of concentrates decline

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 66 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 68 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 69 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 70 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 71 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 72 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 73 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 74 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 75 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 76 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 77 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 78 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 80 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 81 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Sweden

HEADLINES

PROSPECTS

Energy drinks with BCAA see a breakthrough in 2017

Sales of reduced sugar energy drinks soars

Looking for the next big trend after BCAA beverages

COMPETITIVE LANDSCAPE

Red Bull Sweden is being challenged by local trends

The Swedish No Carbs Co overtakes Red Bull Sweden in value sales

BCAA energy drinks players compete with higher BCAA content

CATEGORY DATA

Table 82 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 83 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 84 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 85 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 86 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 87 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 88 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 89 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 90 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 91 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 92 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 93 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Sweden

HEADLINES

PROSPECTS

Swedes are concerned about high sugar content of juice

Swedes prefer convenient, fresh and health boosting juice products

Juice players join the Swedish deposit system

COMPETITIVE LANDSCAPE

Eckes-Granini, Proviva and Skånemejerier are the leaders

Proviva performs strongest percentage growth

Private label loses to branded products

CATEGORY DATA

Table 94 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 95 Off-trade Sales of Juice by Category: Value 2013-2018
Table 96 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 97 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 98 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 99 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 100 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 101 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 102 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 103 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 104 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 105 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 106 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 107 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 108 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Sweden

HEADLINES

PROSPECTS

Innovative companies brand gain momentum in RTD coffee

Players focus more on value than volumes in RTD coffee

Craft RTD coffee and experimentation will be the new niche

COMPETITIVE LANDSCAPE

Arla Foods remains the clear category leader in 2018

The strong premiumisation trend boosts the unit price of RTD coffee

On-trade sales are also expected to perform well

CATEGORY DATA

Table 109 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 110 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 111 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 112 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 113 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 114 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 115 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 116 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 117 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 118 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 119 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 120 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Sweden

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 121 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 122 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 123 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 124 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 125 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 126 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 127 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 128 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 129 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 130 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 131 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 133 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Sweden

HEADLINES

PROSPECTS

Sports drinks suffer competition from energy drinks

Sports drinks are consumed by an ageing consumer group

The health trend has not reached sports drinks

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Sverige and Carlsberg Sverige lead sales

Internet retailing is gaining share

No sales of private label sports drinks in Sweden

CATEGORY DATA

Table 134 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 135 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 136 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 137 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 138 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 139 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 140 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 141 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 142 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 143 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 144 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 145 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

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