Off-trade sales of wine flourished during 2020 as the retail channel benefited from minimal international travel and cross-border trade across much of the year, which drove up demand for domestic sales. Additionally, consumers increasingly purchased more units at once as well as larger pack sizes, namely bag-in-box, to reduce the number of trips to stores, which further benefitted volume sales.
Sales of sparkling wine saw strong growth in 2021 with consumers starting to see these products not only as a suitable option for celebrations and special occasions but also regular occasions too. This is especially true of “other” sparkling wine with products such as Cava, Prosecco and Spumante attracting consumers looking for a refreshing and more affordable alternative to Champagne.
The competitive landscape within wine in Sweden remained highly fragmented in 2021 with companies offering and importing a wide range of varieties and brands, with most of them being sold in smaller quantities although the main importers also have a couple of key brands that they sell in huge volumes. Leader Giertz Vinimport AB was the only player to hold double-digit total volume share in 2021, although it continued to lose share as competition increased.
Other sparkling wine is expected to remain one of the most dynamic wine categories over the forecast period in total volume terms. The category is likely to benefit from the continued popularity of Prosecco and Cava, along with the growing interest in and awareness of Crémant.
Not all consumers are expected to engage with wine as intensely over the forecast period. In line with global trends, there is a growing interest in other alcoholic beverages (such as beer) and greater moderation, which is being driven by younger consumers.
With COVID-19 fears subsiding and life returning to relative normality it is expected that on-trade sales will continue recovering in the forecast period with consumers returning to their usual routines and drinking patterns. Nonetheless, the prevailing economic uncertainty coupled with the rising cost of living is expected to be a significant obstacle to a full recovery.
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Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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