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Country Report

Tea in

Tea in Sweden

19 pages, Feb 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Assortment boxes and new tea types maintain value sales

Retail volume sales of tea declined in 2017, with unit prices growing relatively strongly in the area over the forecast period due to the increasing popularity of premium positioned speciality brands such as Yogi Tea, Dilmah and Kung Markatta. Players turned their focus to launching assortment boxes of different flavours, often offering four flavours of the same brand to allow consumers to try different options, with one example being Kung Markatta Våra Teer.

Focus turns to differentiating tea from coffee

According to a study carried out by GFK, some 60% of households buy at least one pack of tea annually. Tea companies are relatively happy about this as it means that more than half of Swedes consume tea at least occasionally in a country where coffee is by far traditionally the most popular hot drink.

Green tea outperforms fruit and herbal tea

The fastest growing area in 2017 was green tea, both in retail volume and value terms, with the area set to continue outperforming fruit and herbal tea over the forecast period. Tea brands in fruit and herbal tea such as Friggs are already available or are set to be launched in green tea as well.

COMPETITIVE LANDSCAPE

Unilever Sverige continues to dominate sales despite falling share

Unilever Sverige remains the clear leader in tea due to the popularity of its Lipton brand, which leads sales in black, green and other tea. In addition, the company also offers PG Tips in black tea, although sales remain marginal.

Polarisation trend comes to end in 2017

Tea was subject to polarisation over the review period, with sales of premium, speciality and organic tea brands, such as Kung Markatta, Arvid Nordquist, Eguale, Yogi Tea and Dilmah, growing. This clearly contributed to growing unit prices, with less affluent and less savvy Swedes demanding cheaper private label products, thus boosting sales of ranges such as Ica, Coop, Garant and Lord Nelson.

No game changing new product launch in 2017

While there were several new product launches in tea in Sweden in 2017, players failed to introduce a truly unique new offering. Löfbergs Lila launched Kobbs Lugn, Energi and Balans fruit and herbal tea for modern and active women in February 2017, with the company targeting women, who account for the majority of tea drinkers in Sweden.

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Samples

Tea Market Sample Report Tea Market Sample Data

Overview

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.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Tea 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 Tea in Sweden?
What are the major brands in Sweden?
Is loose leaf tea available in Sweden?
Is there a shift from unpackaged to packaged tea in Sweden?
Is there a market for tea pods in Sweden?
What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Sweden?
How are market trends changing in flavours/types for fruit/herbal and other tea?

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 Hot Drinks market research database.

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Tea in Sweden - Category analysis

HEADLINES

PROSPECTS

Assortment boxes and new tea types maintain value sales

Focus turns to differentiating tea from coffee

Green tea outperforms fruit and herbal tea

COMPETITIVE LANDSCAPE

Unilever Sverige continues to dominate sales despite falling share

Polarisation trend comes to end in 2017

No game changing new product launch in 2017

CATEGORY DATA

Table 1 Retail Sales of Tea by Category: Volume 2012-2017
Table 2 Retail Sales of Tea by Category: Value 2012-2017
Table 3 Retail Sales of Tea by Category: % Volume Growth 2012-2017
Table 4 Retail Sales of Tea by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Tea: % Retail Value 2013-2017
Table 6 LBN Brand Shares of Tea: % Retail Value 2014-2017
Table 7 Forecast Retail Sales of Tea by Category: Volume 2017-2022
Table 8 Forecast Retail Sales of Tea by Category: Value 2017-2022
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2017-2022
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2017-2022

Hot Drinks in Sweden - Industry Overview

EXECUTIVE SUMMARY

Hot drinks volume sales continue to fall, despite population growth

Rising demand for convenience and healthier products impacts sales

Nestlé Sverige and Jacobs Douwe Egberts SE lead sales

Certification and healthy image key drivers of new product launches

Retail sales supported by smaller upcoming areas and certifications

MARKET DATA

Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2012-2017
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2012-2017
Table 13 Retail Sales of Hot Drinks by Category: Volume 2012-2017
Table 14 Retail Sales of Hot Drinks by Category: Value 2012-2017
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2012-2017
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2012-2017
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2012-2017
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2012-2017
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2012-2017
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2012-2017
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2013-2017
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2014-2017
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2012-2017
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2012-2017
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2017
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2017-2022
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2017-2022
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2017-2022
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2017-2022
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2017-2022
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2017-2022
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2017-2022
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2017-2022
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2017-2022
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2017-2022

Megatrends

Country Report

Tea in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Assortment boxes and new tea types maintain value sales

Focus turns to differentiating tea from coffee

Green tea outperforms fruit and herbal tea

COMPETITIVE LANDSCAPE

Unilever Sverige continues to dominate sales despite falling share

Polarisation trend comes to end in 2017

No game changing new product launch in 2017

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Overview

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Table of Contents

Tea in Sweden - Category analysis

HEADLINES

PROSPECTS

Assortment boxes and new tea types maintain value sales

Focus turns to differentiating tea from coffee

Green tea outperforms fruit and herbal tea

COMPETITIVE LANDSCAPE

Unilever Sverige continues to dominate sales despite falling share

Polarisation trend comes to end in 2017

No game changing new product launch in 2017

CATEGORY DATA

Hot Drinks in Sweden - Industry Overview

EXECUTIVE SUMMARY

Hot drinks volume sales continue to fall, despite population growth

Rising demand for convenience and healthier products impacts sales

Nestlé Sverige and Jacobs Douwe Egberts SE lead sales

Certification and healthy image key drivers of new product launches

Retail sales supported by smaller upcoming areas and certifications

MARKET DATA

DEFINITIONS

SOURCES

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