NEW YORK, June 9, 2016 /PRNewswire/ -- Market Overview
- Drinks (both alcoholic and non-alcoholic) market in Sweden offers a multitude of opportunities in terms of revenues growth but also, knowledge and experience
- The economic landscape is robust. Unemployment is low. The population is ageing, yet it is dynamic
- Swedes spend an average SEK6,000 a year on wine, soft drinks, water, beer, spirits, fruit juice, coffee, tea and chocolate powder. This translates into SEK500 a month
- Wine alone represents one third of drinks consumption in retail value terms
- Connoisseurs (wine and spirits), strong cultural habits (coffee), health (soft drinks and tea), individualism (beer), novelties (fruit juice) and environmental concerns characterise the market
- Drinks with an alcohol by volume greater than 3.5% are strictly regulated. State owned stores are the only channel for retail sales. On-line purchases are allowed though
- Micro-breweries make significant in-roads in the market. Consumers' demand for individual products and local manufacturing drive retail sales of beer upwards
- International players such as Carlsberg face tougher competition from smaller and regional players
- Fruit juice experience weak growth between 2010 and 1015 at an annual average pace of just 1% in value terms
- Juice producers broaden their offer to focus more on children but extend their consumer targets to adults too. Premium versions of fruit juice maintain the category in positive growth
- Arla and Skånemejerier drive the market with brands like God Morgon or Rynkeby for the former and Bravo for the latter
- Packaging sizes and flavours are important drivers for fruit juice, and bottled water
- Coffee is an iconic drink in Sweden. Grounded coffee makes 90% of the retail sales in volume terms. Consumers can easily have four to five 150ml cups a day. Coffee breaks or fika both in the office and outside work run high
- Nestlé and Mondelez dominate the market with Zoéga and Gevalia respectively. The brands are also available in all formats, not just grounded but instant, capsules and beans
- Capsules have reached the country but their success is not as high as expected, mostly for price reasons
- Sweden is clearly a "coffee country". This explains why the consumption of tea is low at just SEK78 per head
- Unilever is the leading player for tea, ahead of Twining's and other international players such as South African Khoisan Tea
- The interest for tea is growing because it is healthy and carries out messages expected from "modern consumers" ie organic, sustainable, fair trade, exciting, individual…
- EC Strategy & Analytics predicts retail growth of 2.5% in value terms over the coming 12-24 months, except for spirits whose adverse market conditions prevent positive growth
Read the full report: http://www.reportlinker.com/p03814577-summary/view-report.html
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