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Country Report

Soft Drinks in

Soft Drinks in Sweden

Dec 2019

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Executive Summary

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Health-focused Swedes boost value sales of healthier soft drinks

After strong retail volume growth in 2018 due to the long hot summer, overall retail volume sales declined slightly in 2019 as the weather returned to more normal patterns. The soft drinks market in Sweden is fairly mature, and volume sales fell in bottled water and carbonates, given the cooler weather.

Focus is on reduced sugar beverages

Swedes are taught from a young age how to live a healthier life, including what to eat and drink. Discussions regarding a healthy lifestyle are common in the Swedish media and in schools, hence Swedes have become rather health conscious.

Coca-Cola Enterprises Sverige remains the clear leader in soft drinks

Coca-Cola Enterprises Sverige remained the clear leader in terms of volume and value sales of soft drinks in 2019, despite losing some share to smaller players. The company is a subsidiary of the globally well-known The Coca-Cola Co, and markets its beverages in bottled water, carbonates, juice, energy drinks and sports drinks.

Cross category or hybrid launches an increasing trend

An interesting theme in new product launches in soft drinks was the introduction of cross-category or hybrid launches in 2019. Players launched products with well-known brand names in one category into new categories, or launched brands into different categories at the same time.

Retail value and on-trade volume sales set to grow, while categories will shift

Total volume sales of soft drinks in Sweden are set to grow over the forecast period, mostly in line with population growth. Off-trade volume sales will likely grow stronger than in the on-trade, as consumption returns to more normal patterns after the long hot summer of 2018, while younger Swedes are likely to continue to go out with friends, supporting moderate on-trade volume growth.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks 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 Soft Drinks industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Sweden for free:

The Soft Drinks 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
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Sweden?
What are the major brands in Sweden?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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.

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Soft Drinks in Sweden

EXECUTIVE SUMMARY

Health-focused Swedes boost value sales of healthier soft drinks

Focus is on reduced sugar beverages

Coca-Cola Enterprises Sverige remains the clear leader in soft drinks

Cross category or hybrid launches an increasing trend

Retail value and on-trade volume sales set to grow, while categories will shift

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
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 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2014-2019
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2014-2019
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024

APPENDIX

Fountain sales in Sweden

Trends

SOURCES

Summary 1 Research Sources

Bottled Water in Sweden

HEADLINES

PROSPECTS

Consumption of bottled water declines in 2019 after the long hot summer in 2018

New product launches drive growth of functional bottled water

Still bottled water increasingly popular

COMPETITIVE LANDSCAPE

Spendrups Bryggeri extends its lead

New brands appear in flavoured bottled water

The share of private label continues to decline

CATEGORY DATA

Table 33 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 34 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Sweden

HEADLINES

PROSPECTS

Consumption returns to more normal levels after the hot summer of 2018

Reduced sugar the major theme of new product launches

“Less but better” attitude among consumers negatively impacts private label

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Sverige loses share

Coca-Cola Enterprises Sverige launches new packaging

Coca-Cola Enterprises Sverige withdraws Coca-Cola Life

CATEGORY DATA

Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 49 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 50 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 53 Total Sales of Carbonates by Fountain On-trade: Volume 2014-2019
Table 54 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2014-2019
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 63 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024

Concentrates in Sweden

HEADLINES

PROSPECTS

Long-term decline in consumption of liquid concentrates due to concerns over the high sugar content

Players turn to recycling in an attempt to attract consumers

Powder concentrates suffer competition from energy drinks and functional bottled water

COMPETITIVE LANDSCAPE

Orkla Foods Sverige continues to extend its lead

Private label retains its retail volume share

Launches focus on flavour extensions

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 66 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 67 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 78 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 79 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Sweden

HEADLINES

PROSPECTS

New types of energy drinks, hybrids and environmental responsibility resonate well with consumers

Reduced sugar energy drinks to the fore

Retail volume growth set to slow over the forecast period

COMPETITIVE LANDSCAPE

Red Bull Sweden continues to lose share

Private label continues to suffer

New flavours launched

CATEGORY DATA

Table 81 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 82 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Sweden

HEADLINES

PROSPECTS

Consumption of juice continues to grow in 2019 after the hot summer of 2018

Companies invest in eco-friendly packaging

Greater fragmentation with new entrants

COMPETITIVE LANDSCAPE

Eckes-Granini, Proviva and Skånemejerier continue to lead juice

Froosh is acquired by Karl Fazer

Internet retailing continues to soar

CATEGORY DATA

Table 93 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 94 Off-trade Sales of Juice by Category: Value 2014-2019
Table 95 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 96 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 97 Leading Flavours for Off-trade 100% Juice: % Volume 2014-2019
Table 98 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2014-2019
Table 99 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2014-2019
Table 100 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 101 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 102 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 103 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 104 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 105 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 106 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 107 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Coffee in Sweden

HEADLINES

PROSPECTS

Cold brew coffee appreciated for its mellow flavour

Strong growth expected as RTD coffee meets many consumer needs

Fortified RTD coffee increasingly popular as a source of caffeine and protein

COMPETITIVE LANDSCAPE

Arla Foods retains its strong lead despite losing share

New product developments focus on cold brew, dairy free and high protein RTD coffee

Mode Cold Brew Coffee performs well

CATEGORY DATA

Table 108 Off-trade Sales of RTD Coffee: Volume 2014-2019
Table 109 Off-trade Sales of RTD Coffee: Value 2014-2019
Table 110 Off-trade Sales of RTD Coffee: % Volume Growth 2014-2019
Table 111 Off-trade Sales of RTD Coffee: % Value Growth 2014-2019
Table 112 NBO Company Shares of Off-trade RTD Coffee: % Volume 2015-2019
Table 113 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2016-2019
Table 114 NBO Company Shares of Off-trade RTD Coffee: % Value 2015-2019
Table 115 LBN Brand Shares of Off-trade RTD Coffee: % Value 2016-2019
Table 116 Forecast Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 117 Forecast Off-trade Sales of RTD Coffee: Value 2019-2024
Table 118 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 119 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2019-2024

RTD Tea in Sweden

HEADLINES

PROSPECTS

Still plenty of room for growth despite strong dynamism over the review period

New flavours attract consumers to RTD tea

Carbonated RTD tea to remain a niche

COMPETITIVE LANDSCAPE

Piwa Food maintains its lead

Private label remains significant in RTD tea despite losing share in 2019

Players active in new product development

CATEGORY DATA

Table 120 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 121 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2014-2019
Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Sports Drinks in Sweden

HEADLINES

PROSPECTS

Moderate growth for a niche category

Sports drinks are largely consumed by an older consumer group

Inertia in sports drinks

COMPETITIVE LANDSCAPE

Powerade gains share

Smaller brands tick along

Internet retailing continues to take share

CATEGORY DATA

Table 133 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 134 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 135 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 136 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 137 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 138 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 139 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 140 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 141 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 142 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 143 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 144 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

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Country Report

Soft Drinks in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

Health-focused Swedes boost value sales of healthier soft drinks

Focus is on reduced sugar beverages

Coca-Cola Enterprises Sverige remains the clear leader in soft drinks

Cross category or hybrid launches an increasing trend

Retail value and on-trade volume sales set to grow, while categories will shift

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Overview

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Table of Contents

Soft Drinks in Sweden

EXECUTIVE SUMMARY

Health-focused Swedes boost value sales of healthier soft drinks

Focus is on reduced sugar beverages

Coca-Cola Enterprises Sverige remains the clear leader in soft drinks

Cross category or hybrid launches an increasing trend

Retail value and on-trade volume sales set to grow, while categories will shift

MARKET DATA

APPENDIX

Fountain sales in Sweden

SOURCES

Bottled Water in Sweden

HEADLINES

PROSPECTS

Consumption of bottled water declines in 2019 after the long hot summer in 2018

New product launches drive growth of functional bottled water

Still bottled water increasingly popular

COMPETITIVE LANDSCAPE

Spendrups Bryggeri extends its lead

New brands appear in flavoured bottled water

The share of private label continues to decline

CATEGORY DATA

Carbonates in Sweden

HEADLINES

PROSPECTS

Consumption returns to more normal levels after the hot summer of 2018

Reduced sugar the major theme of new product launches

“Less but better” attitude among consumers negatively impacts private label

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Sverige loses share

Coca-Cola Enterprises Sverige launches new packaging

Coca-Cola Enterprises Sverige withdraws Coca-Cola Life

CATEGORY DATA

Concentrates in Sweden

HEADLINES

PROSPECTS

Long-term decline in consumption of liquid concentrates due to concerns over the high sugar content

Players turn to recycling in an attempt to attract consumers

Powder concentrates suffer competition from energy drinks and functional bottled water

COMPETITIVE LANDSCAPE

Orkla Foods Sverige continues to extend its lead

Private label retains its retail volume share

Launches focus on flavour extensions

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Sweden

HEADLINES

PROSPECTS

New types of energy drinks, hybrids and environmental responsibility resonate well with consumers

Reduced sugar energy drinks to the fore

Retail volume growth set to slow over the forecast period

COMPETITIVE LANDSCAPE

Red Bull Sweden continues to lose share

Private label continues to suffer

New flavours launched

CATEGORY DATA

Juice in Sweden

HEADLINES

PROSPECTS

Consumption of juice continues to grow in 2019 after the hot summer of 2018

Companies invest in eco-friendly packaging

Greater fragmentation with new entrants

COMPETITIVE LANDSCAPE