Executive Summary

Jul 2019
PROSPECTS
Candy shots continue to gain huge popularity among young adult Swedes

Candy shots continued to gain popularity in Sweden, with sales increasing at a faster rate in 2018 than had been expected a year earlier. The flagship brand in the category is Små, which was available in several flavours, such as Små Sure Cola, Små Sure Äpple, Små Sure Melon or Små Sure Blåbär.

English gin the second fastest-growing category from a relatively high base

Other liqueurs recorded the strongest total volume sales growth in 2018. The category was clearly driven by candy shots, mainly by the above-mentioned Små, which became the best-selling brand in its category.

Sales of organic spirits continue to surge, but future sales growth could slow

According to Systembolaget, volume sales of organic spirits grew by almost 14% in 2018, much faster than the overall spirits growth rate, meaning there was a continued shift towards sales of organic spirits in 2018. Nearly 5% of all spirits sold through Systembolaget was organic in volume terms.

COMPETITIVE LANDSCAPE
Altia Sweden remains the clear leader

Altia Sweden remained the clear leader in spirits in 2018. The strong position of Altia Sweden is the result of the acquisition of several Pernod Ricard Sweden brands in 2009.

Craft distilleries and microdistilleries sales are rather limited in Sweden

Volume sales of craft spirits continued to grow in Sweden, however their share remained relatively small. The biggest craft distilleries in Sweden are Mackmyra Svensk Whisky, Box Destilleri, Hernö Gin and Backafallsbyn.

Significant amounts of spirits being consumed in Sweden are bought abroad

As spirits are very expensive in Sweden, due to high excise tax, many opt to drive abroad, mainly Germany, and do their shopping there. Due to the customs union in the EU, a person can bring spirits from abroad for private consumption.

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Spirits in Sweden

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Overview

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

The Spirits 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 volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Sweden?
  • What are the major brands in Sweden?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

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 Alcoholic Drinks market research database.

Spirits in Sweden - Category analysis

HEADLINES

PROSPECTS

Candy shots continue to gain huge popularity among young adult Swedes
English gin the second fastest-growing category from a relatively high base
Sales of organic spirits continue to surge, but future sales growth could slow

COMPETITIVE LANDSCAPE

Altia Sweden remains the clear leader
Craft distilleries and microdistilleries sales are rather limited in Sweden
Significant amounts of spirits being consumed in Sweden are bought abroad

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Sweden - Industry Overview

EXECUTIVE SUMMARY

Volume sales of alcoholic drinks grow in 2018
Farm sales coming closer to reality as organic alcoholic drinks sales surge
Spendrups Bryggeri overtakes Carlsberg Sverige
Food/drink/tobacco specialists channel is biggest, internet sales increase
Volume sales will grow, driven by lower alcohol content and speciality drinks

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources