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The outbreak of COVID-19 is expected to lead to an increase in off-trade volume growth for soft drinks in 2020, with off-trade volume growth of 3% predicted for the year, compared to volume growth of 2% in 2020. However, unlike other countries within the EU, as a response to the outbreak of COVID-19, Sweden did not enforce a lockdown in the country. As such, stockpiling behaviour that was seen in other countries, was not noted in Sweden, with all retailers remaining open.
Euromonitor International's Soft Drinks in Sweden report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2015-2019), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2024 illustrate how the market is set to change.
Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Soft Drinks market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025APPENDIX
Fountain sales in Sweden
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
On-trade sales decline as consumers avoid public spaces, increasing sales for the off-trade
Sales of sugar-free options increase, as COVID-19 boosts the health and wellness trend
Lack of on-the-go consumption dampens share for convenience stores, as e-commerce sees an increase in sales
RECOVERY AND OPPORTUNITIES
Recovery for on-trade sales from 2021, however, the economic recession and health trends challenge growth
New product developments focus on flavour and the health and wellness trend
Players focus on sustainability across the forecast period, communicating activities with consumers
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020 Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020 Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025 Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
On-trade sales decline as consumers spend more time within the home
The growing health and wellness trend, boosted by COVID-19, drives sales of 100% juice and nectars
E-commerce drives sales as consumers seek to reduce time spent outside the home
RECOVERY AND OPPORTUNITIES
On-trade growth recovers in 2021, however, health concerns and the economic recession challenges off-trade growth
New product developments focus on added-value, despite the economic recession
The health and wellness trend, boosted by COVID-19, shapes future product developments
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 54 Off-trade Sales of Juice by Category: Value 2015-2020 Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 56 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 57 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020 Table 58 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020 Table 59 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020 Table 60 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 61 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 62 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 63 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 64 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 65 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 66 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 67 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Positive off-trade volume growth as consumers focus on multipack purchases
Convenience and forecourt retailers suffer from a lack of on-the-go consumers, while the share in e-commerce increases
Leading players lose share as price-sensitivity sees private label players gaining ground
RECOVERY AND OPPORTUNITIES
Retail sales remain positive over the forecast period, boosted by the health trend and the return to on-the-go consumption
New product launches will align with the health and wellness trend
E-commerce growth is set to continue over the forecast period, as a host of new users adapt to the platform
CATEGORY DATA
Table 68 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 69 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 70 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 71 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 73 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 74 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 75 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 76 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 77 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 78 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Despite gyms and on-trade establishments remaining open, sports drinks record an on-trade double-digit decline
Sports drinks record a decline in off-trade volume sales as consumers focus on essential items throughout 2020
Powerade from Coca-Cola extends its share, as Pripps Sport Energy leaves the landscape
RECOVERY AND OPPORTUNITIES
On and off-trade growth recover from 2021; however, sales are challenged by low-level distribution
Little innovation over the forecast period, with no private label offerings expected
Sports drinks are viewed as unessential items by new consumers, hindering performance
CATEGORY DATA
Table 80 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 81 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 82 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020 Table 83 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020 Table 84 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 85 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 86 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 87 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 88 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 89 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 90 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 91 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Energy drink sales suffer as on-the-go consumption declines, with many consumers viewing the product as unessential
Players launch and focus on new product developments, despite the outbreak of COVID-19
Red Bull loses share as consumers trade down to cheaper options
RECOVERY AND OPPORTUNITIES
Sales recover from 2021, as energy drinks records a strong performance over the forecast period
Regulations on the caffeine content allowed in energy drinks would shake up the landscape
Energy drinks blur with other soft drinks across the forecast period
CATEGORY DATA
Table 92 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 93 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 94 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 95 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 96 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 97 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 98 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 99 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 100 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 101 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 102 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 103 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sales decline as concentrates face tough competition from alternative soft drinks
Private label gains ground as price-point becomes key to the purchasing decision
Orkla Foods Sverige retains its lead, however, share is lost to private label offerings
RECOVERY AND OPPORTUNITIES
Concentrates record an off-trade volume decline, as competition and unhealthy perceptions dampen sales
Concentrates players focus on environmental efforts to boost their reputation
E-commerce is set to rise over the forecast period, as a host of new consumers adapt to the channel
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 104 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020 Table 105 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 106 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 107 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 108 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
On-trade growth declines as consumers avoid public locations, through fear of contracting COVID-19
Lack of on-the-go consumers leads to a decline in sales for convenience stores and forecourt retailers
Sales of multipack offerings and private label increases, as price-sensitivity heightens
RECOVERY AND OPPORTUNITIES
Positive results for the forecast period, as growth recovers from 2021
New launches are set to support ongoing positive growth across the forecast period
Private label lines set to rise, as well as healthier, organic and more expensive offerings
CATEGORY DATA
Table 120 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 121 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020 Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
On-trade sales record a double-digit decline and on-the-go consumption falls
Private label increases its share; however, Swedish retailers are not set to offer private label ranges
Starbucks retains its lead, as players launch new products onto the landscape
RECOVERY AND OPPORTUNITIES
Growth is set to be positive over the forecast period, as on-the-go lifestyles return
The economic recession is set to impact sales over the early forecast period; however, players are unlikely to respond with new offerings
New product developments will focus on flavour extensions and fortified RTD coffee options
CATEGORY DATA
Table 133 Off-trade Sales of RTD Coffee: Volume 2015-2020 Table 134 Off-trade Sales of RTD Coffee: Value 2015-2020 Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020 Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020 Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020 Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020 Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020 Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020 Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025 Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025 Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025 Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025