Health and Wellness in Sweden

Health and Wellness in Sweden
Euromonitor International
February 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020
Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
Table 3 Sales of Health and Wellness by Category: Value 2015-2020
Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Change of shopping habits does not negatively impact category sales
Health trends drive sales for reduced-sugar carbonates
Reduced sugar RTD tea continues strong growth whilst growth of reduced sugar flavoured bottled water stalls
RECOVERY AND OPPORTUNITIES
Boost expected for BFY reduced sugar beverages; less interest in BFY reduced caffeine beverages
E-commerce set to continue explosive growth, although store-based retailing still dominates sales
Private label to return to limited category presence
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020
Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
FF energy drinks still controls value sales of FF beverages but suffers from decreased impulse purchases
FF 100% juice sales continue to show strong dynamism benefitting from strong association with health and wellness
No presence of FF hot drinks whilst FF soft drinks continues to expand
RECOVERY AND OPPORTUNITIES
Sales of FF energy drinks to drive growth as consumers return to busy lifestyles
FF RTD coffee recording strong growth from its small sales base
Impulse purchases set to resume as threat of COVID-19 declines
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020
Table 27 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2015-2020
Table 28 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020
Table 29 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020
Table 30 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020
Table 31 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2015-2020
Table 32 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
Table 33 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
Table 34 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
Table 35 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
Table 36 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Limited impact on sales as naturally healthy is not influenced by impulse buys
NH hot drinks is represented by NH fruit/herbal, green and other tea
Private label growth as consumers seek cheaper options
RECOVERY AND OPPORTUNITIES
Slow growth expected with competition from better for you and fortified/functional categories
Strong growth expected for NH superfruit juice
Once promising NH RTD tea set for stalled growth
CATEGORY DATA
Table 37 Sales of NH Beverages by Category: Value 2015-2020
Table 38 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 40 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 41 Distribution of NH Beverages by Format: % Value 2015-2020
Table 42 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 43 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Slowed growth for organic beverages despite strong growth in organic liquid concentrates
Private label products rebound from declining sales as consumers seek cheaper options
Juice leader Eckes-Granini holds narrow lead against coffee leader Löfbergs Lila
RECOVERY AND OPPORTUNITIES
Slowed growth expected for organic beverages due to limited availability of ingredients
Organic coffee set to continue dominating organic beverages current value sales
Large players expected to withdraw organic brand extensions as smaller organic-first brands gain trust
CATEGORY DATA
Table 44 Sales of Organic Beverages by Category: Value 2015-2020
Table 45 Sales of Organic Beverages by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Organic Beverages: % Value 2016-2020
Table 47 LBN Brand Shares of Organic Beverages: % Value 2017-2020
Table 48 Distribution of Organic Beverages by Format: % Value 2015-2020
Table 49 Forecast Sales of Organic Beverages by Category: Value 2020-2025
Table 50 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increased health awareness boosts retail category sales
Social distancing measures leads to greater home consumption
Category continues to be driven by healthier options of staple items but faces competition from natural products
RECOVERY AND OPPORTUNITIES
Consumers trends to lead manufacturers to adjust marketing, branding and package design
Indulgence products expected to be main drivers of category development
Snacking trend expected to entice new players and shake up relatively stable competitive landscape
CATEGORY DATA
Table 51 Sales of BFY Packaged Food by Category: Value 2015-2020
Table 52 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
Table 53 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
Table 54 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
Table 55 Distribution of BFY Packaged Food by Format: % Value 2015-2020
Table 56 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
Table 57 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Category benefits from increased focus on health
Free from meat remains most dynamically growing category
Free from dairy to be boosted by oat and other plant-based options
RECOVERY AND OPPORTUNITIES
Free from set to remain most dynamic category by aligning with key drivers
Oat-based milk alternatives to continue experiencing popularity
Category expected to be driven by private label free from expansion
CATEGORY DATA
Table 58 Sales of Free From by Category: Value 2015-2020
Table 59 Sales of Free From by Category: % Value Growth 2015-2020
Table 60 NBO Company Shares of Free From: % Value 2016-2020
Table 61 LBN Brand Shares of Free From: % Value 2017-2020
Table 62 Distribution of Free From by Format: % Value 2015-2020
Table 63 Forecast Sales of Free From by Category: Value 2020-2025
Table 64 Forecast Sales of Free From by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
General health and wellness awareness continue to benefit category
Mediterranean food and olive oil are prominent representatives of naturally healthy cuisine
Swedes like healthy indulgence
RECOVERY AND OPPORTUNITIES
Popularity of high-fibre products and olive oil means that NH food is relatively saturated
Naturally healthy packaged food to compete against increasingly advanced offerings from other categories
Bigger players expected to follow smaller operators into interesting new niches
CATEGORY DATA
Table 65 Sales of NH Packaged Food by Category: Value 2015-2020
Table 66 Sales of NH Packaged Food by Category: % Value Growth 2015-2020
Table 67 NBO Company Shares of NH Packaged Food: % Value 2016-2020
Table 68 LBN Brand Shares of NH Packaged Food: % Value 2017-2020
Table 69 Distribution of NH Packaged Food by Format: % Value 2015-2020
Table 70 Forecast Sales of NH Packaged Food by Category: Value 2020-2025
Table 71 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales moderated by preference for non-organic domestic products
Organic packaged food growth has slowed in recent years as retailers place less focus on these products
Organic baby food attracts big players as consumers demand high-quality for their children
RECOVERY AND OPPORTUNITIES
Organic ranges to expand in discounters and e-commerce
Environmental debate around organic ‘greenness' to negatively impact sales
Swedish KRAV label provides potential for brands to stand out
CATEGORY DATA
Table 72 Sales of Organic Packaged Food by Category: Value 2015-2020
Table 73 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
Table 74 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
Table 75 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
Table 76 Distribution of Organic Packaged Food by Format: % Value 2015-2020
Table 77 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
Table 78 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Health consciousness and vegan/vegetarian diets drive category growth
Probiotic products come under government pressure about their claims
High-protein products remain popular despite lack of strong messaging
RECOVERY AND OPPORTUNITIES
Legislation and the Swedish climate to continue impacting fortified/functional packaged food
Fewer products expected to carry fortified/functional label
Stability expected with some categories to continuing being dominated by one or two companies
CATEGORY DATA
Table 79 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
Table 80 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
Table 81 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
Table 82 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020
Table 83 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
Table 84 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
Table 85 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
Table 86 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
Table 87 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020
Table 88 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
Table 89 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
Table 90 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025