Much like coffee, over the review period, sales of tea improved through foodservice, as a huge number of cafés opened up in Sweden, attracting a greater number of visitors. This also included workers who used foodservice venues as an alternative work spot, with freelancers and office employees working from cafés, as well as being venues for consumers to socialise.
Although retail sales of tea are set to decline in 2020, healthier options are expected to record positive growth. The existing health and wellness trend in Sweden is set to be boosted by the outbreak of COVID-19, as consumers pay more attention to their health, aiming to be fit with a robust immune system.
Sales of private label tea are expected to grow in 2020, as the outbreak of COVID-19 leads consumers to become more price-conscious. With some Swedes losing their jobs, and many working from home, financial insecurity rose, and consumers have been adapting their purchasing decisions accordingly.
Total volume sales of tea are set to decline in 2020, with foodservice facing the biggest drop, as consumers avoid public venues and spent more time indoors. In addition, retail sales are also set to suffer from increased price-sensitivity, with consumers trading down, and purchasing less tea in line with reduced budgets.
E-commerce is set to be boosted across the forecast period, having seen a rise in share in 2020. This rise was linked to consumers being wary of leaving the home, turning instead to online shopping, especially for essential household goods.
As the tea landscape is saturated, players are expected to launch added value tea offerings, or alternative products to the traditional tea; similar to strategies that are being taken on the coffee landscape. Some players are expected to launch RTD tea extensions to their well-established tea products during the forecast period.
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This report originates from Passport, our Tea research and analysis database.
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