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Distribution Trends in Soft Drinks Sweden
Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
Distribution Trends ........................................................................................................................................... 2
Market Valuation/Pricing .................................................................................................................................. 2
Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ............................................. 3
Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) ................................................ 3
Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ......... 4
Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth) .................................... 4
Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) ............................................................. 5
Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ................................................ 5
Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) ... 6
Soft Drinks Product Definitions ..................................................................................................... 7
Glossary ......................................................................................................................................... 14
Forecast Methodology.................................................................................................................. 16
Soft Drinks Service/Dec-2010 1
Sweden Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
Shift from on- to off-premise
The recession prompted consumers to stay at home and this had considerable repercussions for on-premise
sales which fell by as much as 6% in 2009 helping off–premise to record a growth of nearly 1%. In terms of
share on-premise sales is estimated to have now slipped to below 15% of total sales. This figure does however
vary between categories and is more than 20% for carbonated soft drinks. The low on-premise share reflects
the fact that when compared to many other western European markets, the Swedes simply do not have the
same culture of eating out in bars and restaurants.
Overall the total Swedish grocery market expanded by just over 4% in 2009.
Fast food sales are reported to have held up quite well compared to other on-premise outlets. McDonald’s
carbonates sales are even said to have increased as consumers downgrade from regular restaurants. Quick
service restaurants are a very important channel for carbonates and almost 12% of all carbonates sales come
through this channel. Swedes can also boast to being the biggest drinkers of juice in McDonald’s outlets in the
world, although juice sales only make up 6% of overall sales.
Market Valuation/Pricing
Superpremium helps increase value
Although there was plenty of evidence of improved Private Label performance in 2009, the interest in premium
and superpremium products continued despite the poor economic conditions. This pushed up average prices
which in turn enabled the value of the market to increase by nearly 1%. This despite the 6% decline in on-
premise value. High prices commanded in on-premise account for less than 15% volume but more