Executive Summary

Nov 2018
PROSPECTS
Swedish staples...

Sweden has a strong tradition of jams and preserves made from local types of berries: bilberries, blackberries, lingonberries and similar. These traditions mean that jams and preserves have a strong, passive connection to Swedish consumers regardless of marketing, with the category recording “natural” growth without any active marketing efforts.

...but not stagnant

Although most of the category is made up of traditional brands and product types, such as organic honey and raspberry marmalade, this does not indicate a lack of innovation or no space for renewal. Products within sweet spreads do not require large amounts of shelf space or specialised storage units, and are generally easy to pack and display, thus reducing in-store competition.

Organic and vegan to become the standards in nuts and seeds

Continued consumer interest in “natural” products, thematically closely related to generally strong consumer interest in environmental issues, will continue to help drive growth of honey and also nut and seed based spreads. Honey is used as a spread, as an ingredient in baking, for taking with tea and as a topping with some traditional dishes, such as pancakes.

COMPETITIVE LANDSCAPE
Oligopoly

Sweet spreads is highly segmented, with each category in practice constituting an oligopoly with a small number of large players dominating with standard products and much smaller challengers active with budget and premium brands. Jams and preserves, for example, is led by Orkla Foods Sverige’s BoB and Önos Sylt standard brands alongside Björnekulla and ICA, while chocolate spreads is dominated by Ferrero Scandinavia’s Nutella brand.

Local trumps global in terms of brand strategy

Among the brands available in Sweden, local clearly trumps global apart from the two categories of nut and seed based spreads and chocolate spreads, where “global” is part of the product concept. Jams and preserves is dominated almost entirely by spreads made from traditional Swedish berries and fruits, and honey remains a category almost exclusively populated by small, domestic companies.

Competitive situation affected by external factors rather than category dynamics

Many of the factors affecting the competitive situation within sweet spreads are generated from outside of the category. For example, the threatened trade war between the US and the EU is likely to have a direct impact on peanut butter, worries about the effects of insecticide on pollinators have a direct effect on honey, whereas health trends related to “superberries” previously had an effect on sales of jams and preserves.

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Sweet Spreads in Sweden

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Overview

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

The Spreads 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
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spreads in Sweden?
  • What are the major brands in Sweden?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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 Packaged Food market research database.

Sweet Spreads in Sweden - Category analysis

HEADLINES

PROSPECTS

Swedish staples...
...but not stagnant
Organic and vegan to become the standards in nuts and seeds

COMPETITIVE LANDSCAPE

Oligopoly
Local trumps global in terms of brand strategy
Competitive situation affected by external factors rather than category dynamics

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2013-2018
Table 2 Sales of Sweet Spreads by Category: Value 2013-2018
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2013-2018
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2013-2018
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2013-2018
Table 6 NBO Company Shares of Sweet Spreads: % Value 2014-2018
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2015-2018
Table 8 Distribution of Sweet Spreads by Format: % Value 2013-2018
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2018-2023
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2018-2023
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Sweet Spreads by Category: % Value Growth 2018-2023

Packaged Food in Sweden - Industry Overview

EXECUTIVE SUMMARY

Expect the unexpected
Drought and wildfires to help private label?
Harsher competition than normal
Online retail and fears of a property crisis
Forecast period impacted by veganism, migration and dedication to personal health

FOODSERVICE

Sales to Foodservice
Vegan to foodservice
Alternative proteins and “superfoods”
Origin matters
Consumer Foodservice
Online retail
More of the same
Experimental disruption

CATEGORY DATA

Table 13 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2013-2018
Table 18 Sales of Packaged Food by Category: Value 2013-2018
Table 19 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 20 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 21 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 23 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 24 Penetration of Private Label by Category: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format: % Value 2013-2018
Table 26 Distribution of Packaged Food by Format and Category: % Value 2018
Table 27 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources