Soft Drinks in Sweden

Soft Drinks in Sweden

EXECUTIVE SUMMARY

Volume sales fall despite the growing population

Growth of smaller categories not enough to offset the decline of carbonates

Coca-Cola remains the clear market leader

Manufacturers copy successful brand extensions and focus on health aspects

Manufacturers to focus on value rather than volume sales

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2012-2017
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2012-2017
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 30 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 31 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in Sweden

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Sweden

PROSPECTS

Bottled Water in Sweden

HEADLINES

PROSPECTS

Sales largely driven by functional bottled water

Still bottled water seeking new consumer groups

Off-trade to slightly increase its share of volume sales

COMPETITIVE LANDSCAPE

Spendrups Bryggeri remains the clear category leader

Strongest performing players and brands mainly active in functional bottled water

Category dominated by local brands

CATEGORY DATA

Table 32 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 33 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 34 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 35 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 36 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 37 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 38 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Carbonates in Sweden

HEADLINES

PROSPECTS

Lack of big sporting events contributes to a decline in volume sales in 2017

Low-calorie carbonates the best performers

Prices continue to rise sharply

COMPETITIVE LANDSCAPE

Coca-Cola remains the clear category leader

Little change in the competitive environment

Private label benefiting from the rising prices of branded products

CATEGORY DATA

Table 44 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 45 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 46 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 47 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 48 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 49 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 50 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 51 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 52 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 53 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 54 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 55 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 56 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 57 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 58 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 59 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 62 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 63 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Concentrates in Sweden

HEADLINES

PROSPECTS

Dilution ratio increasing

More liquid concentrates become part of the deposit system

COMPETITIVE LANDSCAPE

Orkla Foods remains the clear category leader

New product launches

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 64 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 65 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 66 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 67 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 68 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 69 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 70 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 71 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 72 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 73 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 74 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 75 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 76 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 79 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in Sweden

HEADLINES

PROSPECTS

Sales driven by reduced-sugar variants

Manufacturers to launch beverages for new ethnic minority groups

Threat to energy drinks with a high caffeine content

COMPETITIVE LANDSCAPE

Red Bull remains the clear category leader

Nocco BCAA and Burn the best performers in terms of volume sales growth

Private label products find it difficult to keep up with branded offerings

CATEGORY DATA

Table 80 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 81 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 82 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 83 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 84 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 85 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 86 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 87 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 88 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 89 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 90 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 91 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

RTD Coffee in Sweden

HEADLINES

PROSPECTS

Focus turns towards speciality launches and line extensions

Premiumisation drives up average unit price

On-trade sales remain marginal

COMPETITIVE LANDSCAPE

Arla Foods leads the category with its Starbucks and Cocio brands

Starbucks and Löfbergs Ice the best performers

Private label suffering from the premiumisation trend

CATEGORY DATA

Table 92 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 93 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 94 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 95 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 96 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 97 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 98 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 99 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 100 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 101 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 102 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 103 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in Sweden

HEADLINES

PROSPECTS

Value sales boosted by premium launches

Piwa Food drives volume sales

Peach and citrus the two main flavours but new ones are gaining ground

COMPETITIVE LANDSCAPE

Piwa Food remains the clear category leader

International brands lead the category

Off-trade to continue to outperform the on-trade

CATEGORY DATA

Table 104 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 105 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 106 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 107 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 108 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in Sweden

HEADLINES

PROSPECTS

Sports drinks continues to record modest volume growth

Sports drinks purchased by an ageing consumer group

COMPETITIVE LANDSCAPE

Carlsberg remains the leading player

Shares remain stable due to a lack of new launches

No private label sports drinks available in Sweden

CATEGORY DATA

Table 117 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 118 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 119 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 120 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 121 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 122 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 123 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 124 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 125 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 126 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 127 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 128 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

Juice in Sweden

HEADLINES

PROSPECTS

Manufacturers focus on generating value growth as volume sales continue to fall

Lemon flavour boosted by the launch of lemonade beverages

Manufacturers turn their attentions to specific categories to combat the lingering effect of the sugar debate

COMPETITIVE LANDSCAPE

Proviva and Skånemejerier compete for the leading position

Company and brand shares remain fairly stable

CATEGORY DATA

Table 129 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 130 Off-trade Sales of Juice by Category: Value 2012-2017
Table 131 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 132 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 133 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 134 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 135 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 136 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 137 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 138 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 139 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 140 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 141 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 142 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 143 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

---