Market Report, "Alcoholic Drinks Packaging in Sweden", published

Swedish state alcohol monopoly Systembolaget is increasingly concerned about the sustainability of the packaging for alcoholic drinks, including beer, spirits and wine. Because it is a monopoly, this organisation can impose strong requirements on its suppliers. A slowly starting trend is Systembolaget’s demand for lightweight bottles. As a result, PET for wine, which was introduced in 2008-2009; continue growing in 2012, however, the growth rate is gradually slowing. Due to low-cost production and the recycling capabilities in the Swedish system, PET has outperformed all other pack types for beer and wine packaging (except plastic pouches for wine). Although PET’s share is still small, its growth potential is immense. In 2012, PET accounted for just over 1% of total alcohol packaging in Sweden, with volumes 38% higher than in 2011. For beer, PET had volume sales of 10.5 million units, 33% higher than in 2011. Similarly, for wine, PET had volume sales of 5.6 million units, 54% higher than in 2011. This clearly indicates PET bottles are expected to become a future requirement in the Swedish wine and beer categories.

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Industry Prospects

Increasing demand for PET bottles is turning into an expected choice of wine pack type, often growing at the expense of glass and bag-in-box packaging. According to the Swedish state alcohol monopoly Systembolaget, over time PET will become as significant as the bag in box for wine packaging. In addition, glass is reaching its limits in terms of lightweighting, and there are growing doubts among brand owners about its ability to evolve with market needs. In particular, the environmental awareness of Swedes, which is increasing the emphasis on the carbon footprint of packaging supply and end-of-life management, will prove a compelling competitive advantage for plastic packaging. Similarly, PET will present an increasingly persuasive case in terms of sustainability, technical performance, and aesthetics. However, PET allows more oxygen ingress than glass, and thus the wine has a shorter shelf life, losing freshness quicker. There is also some scepticism in terms of negative images in the eyes of consumers, and convincing them that plastic is the environmentally-friendly option will be difficult, and it will be hard to get away from the "cheap look" that plastic bottles have.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks Packaging 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.

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