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スウェーデンの健康・福祉Health and Wellness in Sweden 消費者の健康意識が高まり、有益な製品への支出を続けようとするため、HWパッケージ食品と飲料はパンデミック期間中にそれなりに良いパフォーマンスを示した。BFYパッケージ食品、BFY飲料、NHパッケージ食品、NH... もっと見る
サマリー消費者の健康意識が高まり、有益な製品への支出を続けようとするため、HWパッケージ食品と飲料はパンデミック期間中にそれなりに良いパフォーマンスを示した。BFYパッケージ食品、BFY飲料、NHパッケージ食品、NH飲料は、消費者が健康的だがそれほど高価でない製品に価値を置くようになったため、最高のパフォーマンスを示すと思われます。また、減糖やゼロ糖のトレンドもこれらのカテゴリーを後押ししています。一方、価格感受性の高まりから、オーガニック飲料も好調である。Euromonitor Internationalの調査レポート「スウェーデンの健康とウェルネス」は、様々な食品セクターにおける健康関連製品タイプの進展と競合ブランドの健康志向のポジショニングを追跡しています。2017-2021年の最新小売販売データを提供しており、健康・ウェルネスカテゴリーの相互比較や、セクターの総市場との関連で比較することが可能です。主要企業、主要ブランドを特定し、新製品開発、法的背景、ライフスタイルの影響など、市場に影響を与える主要要因の戦略的分析を提供しています。2026年までの予測は、市場がどのように変化していくかを示しています。 製品範囲主要機能性成分別フォーカスカテゴリー、カテゴリー別ヘルス＆ウェルネス、タイプ別ヘルス＆ウェルネス、プライムポジショニング別ヘルスウェルネス。 データカバレッジ：市場規模（過去および予測）、企業シェア、ブランドシェア、流通データ。 本レポートを購入する理由 * ヘルス＆ウェルネス市場の詳細なイメージを得ることができる。 * 成長分野を特定し、変化を促す要因を特定する。 * 競争環境、市場の主要プレーヤー、主要ブランドの理解。 * 5年間の予測により、市場の発展予測を評価することができます。 ユーロモニター・インターナショナルは、市場調査レポート、ビジネス参考書、オンライン情報システムの出版で40年以上の経験を有しています。ロンドン、シカゴ、シンガポール、上海、ビリニュス、ドバイ、ケープタウン、サンティアゴ、シドニー、東京、バンガロールにオフィスを構え、世界中に800人を超えるアナリストのネットワークを持つユーロモニター・インターナショナルは、情報に基づいた戦略立案を支援する信頼できる情報資源を開発する独自の能力を有しています。 目次Health and Wellness in SwedenEuromonitor International February 2022 List Of Contents And Tables HEALTH AND WELLNESS IN SWEDEN EXECUTIVE SUMMARY Health and wellness in 2021: The big picture 2021 key trends Competitive landscape Retailing developments What next for health and wellness? MARKET DATA Table 1 Sales of Health and Wellness by Type: Value 2016-2021 Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021 Table 3 Sales of Health and Wellness by Category: Value 2016-2021 Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021 Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021 Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021 Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021 Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026 Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026 DISCLAIMER SOURCES Summary 1 Research Sources BETTER FOR YOU BEVERAGES IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Culture of drinking caffeinated coffee means there is little need for brands to introduce BFY reduced caffeine options Health trends drive sales for reduced-sugar carbonates Grocery retailers remain top channel despite growth of e-commerce PROSPECTS AND OPPORTUNITIES Reduced sugar categories to continue growing as consumers substitute carbonates for healthier options Limited rise expected for reduced far and reduced caffeine BFY beverages Private label to return to limited category presence CATEGORY DATA Table 17 Sales of BFY Beverages by Category: Value 2016-2021 Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021 Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021 Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021 Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021 Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026 FORTIFIED/FUNCTIONAL BEVERAGES IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS FF hot drinks is a niche with sales concentrated around FF fruit/herbal tea FF soft drinks growth is driven by FF fruit/vegetable juice and FF energy drinks, with innovation strong in both categories Fastest growth is seen in e-commerce thanks to its convenience and safety PROSPECTS AND OPPORTUNITIES FF fruit/herbal tea to grow with packaging designs becoming more important Strong prospects for FF soft drinks driven by popularity of FF energy drinks Impulse purchases set to resume as the threat of COVID-19 declines CATEGORY DATA Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021 Table 27 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2016-2021 Table 28 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021 Table 29 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021 Table 30 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021 Table 31 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021 Table 32 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021 Table 33 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021 Table 34 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021 Table 35 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026 Table 36 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026 NATURALLY HEALTHY BEVERAGES IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Strong competition characterises NH tea NH soft drinks driven by rising sales in NH bottled water and NH superfruit juice Private label growth as consumers seek cheaper options PROSPECTS AND OPPORTUNITIES Competition from BFY and FF categories set to hamper growth in NH beverages NH tea set to continue being a highly competitive category; RTD tea prospects likely to stall Demand for convenience expected to lead to greater e-commerce sales CATEGORY DATA Table 37 Sales of NH Beverages by Category: Value 2016-2021 Table 38 Sales of NH Beverages by Category: % Value Growth 2016-2021 Table 39 NBO Company Shares of NH Beverages: % Value 2017-2021 Table 40 LBN Brand Shares of NH Beverages: % Value 2018-2021 Table 41 Distribution of NH Beverages by Format: % Value 2016-2021 Table 42 Forecast Sales of NH Beverages by Category: Value 2021-2026 Table 43 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026 ORGANIC BEVERAGES IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Economic impact of pandemic hampers growth of organic beverages Löfbergs Lila narrowly maintains lead over Jacobs Douwe Egberts in organic coffee thanks to local focus Private label products rebound from declining sales as consumers seek cheaper options PROSPECTS AND OPPORTUNITIES Growth to be hampered by competition from other categories and limited availability of organic ingredients Consumers to show preference for local and organic-only brands in organic hot drinks 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 2016-2021 Table 45 Sales of Organic Beverages by Category: % Value Growth 2016-2021 Table 46 NBO Company Shares of Organic Beverages: % Value 2017-2021 Table 47 LBN Brand Shares of Organic Beverages: % Value 2018-2021 Table 48 Distribution of Organic Beverages by Format: % Value 2016-2021 Table 49 Forecast Sales of Organic Beverages by Category: Value 2021-2026 Table 50 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026 BETTER FOR YOU PACKAGED FOOD IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS BFY packaged food retains popularity amongst consumers wanting healthier variants of their favourite food products Category continues to face competition from zero-fat or zero-sugar variants Indulgence categories remain a niche PROSPECTS AND OPPORTUNITIES Demand for natural options set to hamper sales in BFY packaged food With packaged food becoming healthier through government initiatives, there will be little need for consumers to purchase BFY alternatives BFY dairy to have strongest sales despite driving growth in smaller categories CATEGORY DATA Table 51 Sales of BFY Packaged Food by Category: Value 2016-2021 Table 52 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021 Table 53 NBO Company Shares of BFY Packaged Food: % Value 2017-2021 Table 54 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021 Table 55 Distribution of BFY Packaged Food by Format: % Value 2016-2021 Table 56 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026 Table 57 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026 FREE FROM IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Loyal consumer base ensures strong retail growth for free from category Free from meat continues to see dynamism with constant innovations boosting awareness Strong trend in free from dairy is partially based on strong local options PROSPECTS AND OPPORTUNITIES Category to remain dynamic as it increasingly appeals to more consumers Free from meat and free from dairy expected to remain main trends Private label expected to continue driving innovation, particularly in free from meat CATEGORY DATA Table 58 Sales of Free From by Category: Value 2016-2021 Table 59 Sales of Free From by Category: % Value Growth 2016-2021 Table 60 NBO Company Shares of Free From: % Value 2017-2021 Table 61 LBN Brand Shares of Free From: % Value 2018-2021 Table 62 Distribution of Free From by Format: % Value 2016-2021 Table 63 Forecast Sales of Free From by Category: Value 2021-2026 Table 64 Forecast Sales of Free From by Category: % Value Growth 2021-2026 FORTIFIED/FUNCTIONAL PACKAGED FOOD IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Protein and vitamin enhanced products drive category growth Vague labelling impedes progress of category growth Exercise trend continues to boost popularity of high protein products PROSPECTS AND OPPORTUNITIES Strict EU and national regulations limit potential for growth Lack of active FF marketing to become the norm Little innovation expected due to monopolisation of several categories CATEGORY DATA Table 65 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021 Table 66 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021 Table 67 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021 Table 68 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021 Table 69 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021 Table 70 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021 Table 71 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021 Table 72 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021 Table 73 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021 Table 74 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021 Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026 Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026 NATURALLY HEALTHY PACKAGED FOOD IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS As consumers strive to eat healthier, NH packaged food sales rise Premium and locally sourced products are increasingly sought after in Sweden Increasing overlap between HW categories as products become more advanced PROSPECTS AND OPPORTUNITIES Popularity of high-fibre products and olive oil means that NH food is relatively saturated Bigger players expected to follow smaller operators into interesting new niches Healthy snacks set for long-term success as on-the-go consumption occasions rise CATEGORY DATA Table 77 Sales of NH Packaged Food by Category: Value 2016-2021 Table 78 Sales of NH Packaged Food by Category: % Value Growth 2016-2021 Table 79 NBO Company Shares of NH Packaged Food: % Value 2017-2021 Table 80 LBN Brand Shares of NH Packaged Food: % Value 2018-2021 Table 81 Distribution of NH Packaged Food by Format: % Value 2016-2021 Table 82 Forecast Sales of NH Packaged Food by Category: Value 2021-2026 Table 83 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026 ORGANIC PACKAGED FOOD IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Category sales limited by debate over healthiness and greenness of organic produce Increased investment from private label is aiding overall category growth Organic baby food attracts big players as consumers demand high-quality for their children PROSPECTS AND OPPORTUNITIES Consumers and retailers to show greater interest in other HW categories Swedish KRAV label provides potential for brands to stand out Environmental debate around organic ‘greenness’ to negatively impact sales CATEGORY DATA Table 84 Sales of Organic Packaged Food by Category: Value 2016-2021 Table 85 NBO Company Shares of Organic Packaged Food: % Value 2017-2021 Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021 Table 87 Distribution of Organic Packaged Food by Format: % Value 2016-2021 Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026 Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
SummaryHW packaged food and beverages have performed reasonably well in during the pandemic as consumers have become more health aware, and thus are willing to continue spending on products that are beneficial. BFY packaged food, BFY beverages, NH packaged food, and NH beverages will show the best performances as consumers increasingly value healthy but not-too-expensive products. The reduced- or zero-sugar trend also supports these categories. Meanwhile, due to increased price sensitivity, organic bev... Table of ContentsHealth and Wellness in SwedenEuromonitor International February 2022 List Of Contents And Tables HEALTH AND WELLNESS IN SWEDEN EXECUTIVE SUMMARY Health and wellness in 2021: The big picture 2021 key trends Competitive landscape Retailing developments What next for health and wellness? MARKET DATA Table 1 Sales of Health and Wellness by Type: Value 2016-2021 Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021 Table 3 Sales of Health and Wellness by Category: Value 2016-2021 Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021 Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021 Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021 Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021 Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026 Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026 DISCLAIMER SOURCES Summary 1 Research Sources BETTER FOR YOU BEVERAGES IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Culture of drinking caffeinated coffee means there is little need for brands to introduce BFY reduced caffeine options Health trends drive sales for reduced-sugar carbonates Grocery retailers remain top channel despite growth of e-commerce PROSPECTS AND OPPORTUNITIES Reduced sugar categories to continue growing as consumers substitute carbonates for healthier options Limited rise expected for reduced far and reduced caffeine BFY beverages Private label to return to limited category presence CATEGORY DATA Table 17 Sales of BFY Beverages by Category: Value 2016-2021 Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021 Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021 Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021 Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021 Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026 FORTIFIED/FUNCTIONAL BEVERAGES IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS FF hot drinks is a niche with sales concentrated around FF fruit/herbal tea FF soft drinks growth is driven by FF fruit/vegetable juice and FF energy drinks, with innovation strong in both categories Fastest growth is seen in e-commerce thanks to its convenience and safety PROSPECTS AND OPPORTUNITIES FF fruit/herbal tea to grow with packaging designs becoming more important Strong prospects for FF soft drinks driven by popularity of FF energy drinks Impulse purchases set to resume as the threat of COVID-19 declines CATEGORY DATA Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021 Table 27 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2016-2021 Table 28 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021 Table 29 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021 Table 30 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021 Table 31 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021 Table 32 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021 Table 33 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021 Table 34 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021 Table 35 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026 Table 36 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026 NATURALLY HEALTHY BEVERAGES IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Strong competition characterises NH tea NH soft drinks driven by rising sales in NH bottled water and NH superfruit juice Private label growth as consumers seek cheaper options PROSPECTS AND OPPORTUNITIES Competition from BFY and FF categories set to hamper growth in NH beverages NH tea set to continue being a highly competitive category; RTD tea prospects likely to stall Demand for convenience expected to lead to greater e-commerce sales CATEGORY DATA Table 37 Sales of NH Beverages by Category: Value 2016-2021 Table 38 Sales of NH Beverages by Category: % Value Growth 2016-2021 Table 39 NBO Company Shares of NH Beverages: % Value 2017-2021 Table 40 LBN Brand Shares of NH Beverages: % Value 2018-2021 Table 41 Distribution of NH Beverages by Format: % Value 2016-2021 Table 42 Forecast Sales of NH Beverages by Category: Value 2021-2026 Table 43 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026 ORGANIC BEVERAGES IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Economic impact of pandemic hampers growth of organic beverages Löfbergs Lila narrowly maintains lead over Jacobs Douwe Egberts in organic coffee thanks to local focus Private label products rebound from declining sales as consumers seek cheaper options PROSPECTS AND OPPORTUNITIES Growth to be hampered by competition from other categories and limited availability of organic ingredients Consumers to show preference for local and organic-only brands in organic hot drinks 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 2016-2021 Table 45 Sales of Organic Beverages by Category: % Value Growth 2016-2021 Table 46 NBO Company Shares of Organic Beverages: % Value 2017-2021 Table 47 LBN Brand Shares of Organic Beverages: % Value 2018-2021 Table 48 Distribution of Organic Beverages by Format: % Value 2016-2021 Table 49 Forecast Sales of Organic Beverages by Category: Value 2021-2026 Table 50 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026 BETTER FOR YOU PACKAGED FOOD IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS BFY packaged food retains popularity amongst consumers wanting healthier variants of their favourite food products Category continues to face competition from zero-fat or zero-sugar variants Indulgence categories remain a niche PROSPECTS AND OPPORTUNITIES Demand for natural options set to hamper sales in BFY packaged food With packaged food becoming healthier through government initiatives, there will be little need for consumers to purchase BFY alternatives BFY dairy to have strongest sales despite driving growth in smaller categories CATEGORY DATA Table 51 Sales of BFY Packaged Food by Category: Value 2016-2021 Table 52 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021 Table 53 NBO Company Shares of BFY Packaged Food: % Value 2017-2021 Table 54 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021 Table 55 Distribution of BFY Packaged Food by Format: % Value 2016-2021 Table 56 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026 Table 57 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026 FREE FROM IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Loyal consumer base ensures strong retail growth for free from category Free from meat continues to see dynamism with constant innovations boosting awareness Strong trend in free from dairy is partially based on strong local options PROSPECTS AND OPPORTUNITIES Category to remain dynamic as it increasingly appeals to more consumers Free from meat and free from dairy expected to remain main trends Private label expected to continue driving innovation, particularly in free from meat CATEGORY DATA Table 58 Sales of Free From by Category: Value 2016-2021 Table 59 Sales of Free From by Category: % Value Growth 2016-2021 Table 60 NBO Company Shares of Free From: % Value 2017-2021 Table 61 LBN Brand Shares of Free From: % Value 2018-2021 Table 62 Distribution of Free From by Format: % Value 2016-2021 Table 63 Forecast Sales of Free From by Category: Value 2021-2026 Table 64 Forecast Sales of Free From by Category: % Value Growth 2021-2026 FORTIFIED/FUNCTIONAL PACKAGED FOOD IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Protein and vitamin enhanced products drive category growth Vague labelling impedes progress of category growth Exercise trend continues to boost popularity of high protein products PROSPECTS AND OPPORTUNITIES Strict EU and national regulations limit potential for growth Lack of active FF marketing to become the norm Little innovation expected due to monopolisation of several categories CATEGORY DATA Table 65 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021 Table 66 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021 Table 67 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021 Table 68 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021 Table 69 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021 Table 70 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021 Table 71 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021 Table 72 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021 Table 73 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021 Table 74 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021 Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026 Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026 NATURALLY HEALTHY PACKAGED FOOD IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS As consumers strive to eat healthier, NH packaged food sales rise Premium and locally sourced products are increasingly sought after in Sweden Increasing overlap between HW categories as products become more advanced PROSPECTS AND OPPORTUNITIES Popularity of high-fibre products and olive oil means that NH food is relatively saturated Bigger players expected to follow smaller operators into interesting new niches Healthy snacks set for long-term success as on-the-go consumption occasions rise CATEGORY DATA Table 77 Sales of NH Packaged Food by Category: Value 2016-2021 Table 78 Sales of NH Packaged Food by Category: % Value Growth 2016-2021 Table 79 NBO Company Shares of NH Packaged Food: % Value 2017-2021 Table 80 LBN Brand Shares of NH Packaged Food: % Value 2018-2021 Table 81 Distribution of NH Packaged Food by Format: % Value 2016-2021 Table 82 Forecast Sales of NH Packaged Food by Category: Value 2021-2026 Table 83 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026 ORGANIC PACKAGED FOOD IN SWEDEN KEY DATA FINDINGS 2021 DEVELOPMENTS Category sales limited by debate over healthiness and greenness of organic produce Increased investment from private label is aiding overall category growth Organic baby food attracts big players as consumers demand high-quality for their children PROSPECTS AND OPPORTUNITIES Consumers and retailers to show greater interest in other HW categories Swedish KRAV label provides potential for brands to stand out Environmental debate around organic ‘greenness’ to negatively impact sales CATEGORY DATA Table 84 Sales of Organic Packaged Food by Category: Value 2016-2021 Table 85 NBO Company Shares of Organic Packaged Food: % Value 2017-2021 Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021 Table 87 Distribution of Organic Packaged Food by Format: % Value 2016-2021 Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026 Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
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