Tea in Sweden - New Study Released

Health and sport trends continued to gain more ground in Sweden, although having no impact on tea consumption. According to category players, tea is not correlated to health and sport in consumers’ minds like for instance energy bars and protein bars are, which explains the stagnation. If it is, for instance, written in the media that a certain ingredient is healthy and should be consumed in bigger quantities, they will do so, but will not correlate with tea, even if this ingredient would be available in tea.

Competitive Landscape

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The clear category leader remained Unilever Sverige AB with a 44% retail value share in 2014. The company markets and distributes the globally well-known Lipton tea brand, which is available in almost all tea categories. The company is even supported by Unilever Group in terms of finances and marketing activities. The second biggest player was Haugen-Gruppen Sweden AB with a 21% retail value share in 2014, with more focus on the slowly developing premiumisation trend.

Industry Prospects

Polarisation is forecast to be one of the key trends in tea, where branded products will focus on emphasising their naturally healthy image and naturalness, while retailers will compete with their cheaper private label brands. Midsona Sverige AB will aim to plant a new idea in consumers’ minds that tea can also be correlated to healthiness and sport like protein bars and energy bars. It still remains to be seen if Midsona Sverige AB with its relatively small share can succeed with that, but if bigger players, such as Unilever Sverige AB and Haugen-Gruppen Sweden AB gave a try, it would help a lot.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in Sweden market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Tea in Sweden?
* What are the major brands in Sweden?
* Is loose leaf tea available in Sweden?

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