Soft Drinks in Sweden

December 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Sweden report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Sweden?
  • To what extent are health considerations impacting consumption of Soft Drinks in Sweden?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Sweden?
  • Which are the leading brands in Soft Drinks in Sweden?
  • What potential exists for multinational or domestic soft drinks companies to expand in Sweden?
  • How are products distributed in Soft Drinks in Sweden?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Sweden

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2019-2023
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2020-2023
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
Fountain sales in Sweden

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Sweden

KEY DATA FINDINGS

Off-trade volume performances vary according to category
Increasing brand and private label pressure on Loka
Sustainability provides push-pull factors for bottled water
Company activity and healthier perception to boost functional and flavoured products
Sustainability to continue to gain leverage
Single-portion and premium products to boost on-trade consumption
Table 37 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 38 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 39 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 40 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 41 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 42 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 43 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 44 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 46 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 48 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in Sweden

KEY DATA FINDINGS

Reduced sugar carbonates drives volume growth in the off- and on-trade channels
Manufacturers focus on reduced sugar portfolios
Private label gains in an uncertain economic climate
Sugar and calorie concerns to shape the category
Private label and premium craft products offer growth potential
Sustainability to form strategic focus
Table 49 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 50 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 51 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 52 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 53 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 54 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 55 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 56 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 57 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 58 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
Table 59 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 60 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 61 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 62 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 63 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 64 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028

Concentrates in Sweden

KEY DATA FINDINGS

Downward trajectory in demand continues in liquid concentrates
Private label wins over price-sensitive consumers
Consumers losing interest in powder concentrates
Sports-orientated powder concentrates may offer some respite from ongoing decline
Consumers and manufacturers to pay more attention to sustainability
Reduced sugar offer to gain importance
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 69 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 70 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 71 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 72 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in Sweden

KEY DATA FINDINGS

Divergent demand trends but overall off-trade volume decline for juice
Proviva and Brava jockey for the leading position
Foodservice continues to make gains as consumers resume pre-pandemic lifestyles
Juice to continue shifts to perceived healthier juice products and the on-trade channel
Sustainability to shape offer
Small portion healthy options to provide juice with a shot in the arm
Table 84 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 85 Off-trade Sales of Juice by Category: Value 2018-2023
Table 86 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 87 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 88 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 89 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 90 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 91 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 92 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 93 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 94 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 95 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

RTD Coffee in Sweden

KEY DATA FINDINGS

Rising availability stimulates interest and fast demand growth
RTD coffee sees moves towards healthier offer
Increasing pressure on the leading Starbucks brand
Fast growth projected for RTD coffee in the retail and foodservice channels
New entrants to continue to add vibrancy to a young category
Private label may emerge more strongly through improved offerings and local products
Table 96 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 97 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 98 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 99 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 100 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 101 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 102 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 103 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 104 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 105 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 106 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 107 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028

RTD Tea in Sweden

KEY DATA FINDINGS

Level of maturity hampers regular still RTD tea
Health and wellness trend continues to drive kombucha appeal
Pfanner Ice Tea’s offer creates volume and value sales opportunities
Shift from regular to reduced sugar and kombucha products
Growing offer and local presence to boost reduced sugar still RTD tea and kombucha, respectively
Private label to retain its appeal
Table 108 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 109 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028

Energy Drinks in Sweden

KEY DATA FINDINGS

Regular energy drinks continues to rebound from COVID-19 slump
Reduced sugar energy drinks leverage healthier perception and higher investment to lead
Private label continues to develop and grow in energy drinks
Reduced sugar to continue to shape and drive energy drinks
Possible regulations on energy drinks cast a shadow
Retail is set to remain the main distribution arena
Table 121 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 122 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 123 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 124 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 125 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 126 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 127 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 128 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 129 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 130 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 131 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 132 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028

Sports Drinks in Sweden

KEY DATA FINDINGS

Low investment hampers category development
Array of alternatives threaten sports drinks
Gatorade starts to challenge Powerade’s dominance
Sports drinks to continue to struggle in the forecast period
Alternatives may cannibalise sports drinks consumption occasions
Niche and mainstream products to offer some growth potential for sports drinks
Table 133 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 134 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 135 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 136 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 137 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 138 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 139 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 140 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 141 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 142 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 143 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 144 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Coconut and Other Plant Waters
    • Juice Drinks (up to 24% Juice)
    • Nectars
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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