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Fortified/functional and natural health claims support growth and innovation in 2024
In 2024, Swedish consumers increasingly sought food and drink products that actively support health, driving innovation around low sugar, low fat, high fibre, high protein, and nutrient-fortified formulations. Functional claims, such as added vitamins, probiotics, omega-3s, and electrolytes, extended across categories, while natural, plant-based, and clean-label positioning reinforced health perceptions. Plant-based and ethically sourced products combined nutritional value with everyday functionality, and local Nordic ingredients strengthened trust and authenticity.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Sweden with research from Euromonitor International's team of analysts.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food and beverages categories.
If you're in the Health and Wellness industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity; or to offer resilience amidst market uncertainty.
The Health and Wellness in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Health and Wellness in Sweden?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Sweden?
- Which are the leading brands in Health and Wellness in Sweden?
- How are products distributed in Health and Wellness in Sweden?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Sweden
Fortified/functional and natural health claims support growth and innovation in 2024
Nutrition-led reformulation and functional claims shape innovation across food and drink in Sweden
Natural, plant-based and clean-label positioning support sales in Sweden in 2024
Reformulation and plant-based, functional innovations are set to support future growth
HW Hot Drinks in Sweden
KEY DATA FINDINGS
Health and wellness trends drive growth in organic, decaffeinated, and functional hot drinks in Sweden
Rising health and wellness trends drive demand for organic and functional hot drinks in Sweden
Price pressures challenge Sweden’s traditionally strong organic market despite high consumer interest in ethical tea
Growing concerns over sleep and anxiety drive adoption of no caffeinate hot drinks
Low sugar and plant based formulas are set to be the focus of innovation
Organic hot drinks sales are set to grow in Sweden, but recovery will depend on economic conditions
Growing interest in sleep and wellbeing will fuel demand for no caffeinate and functional hot drinks in Sweden
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Sweden
KEY DATA FINDINGS
Soft drinks continue to shift toward no sugar, wellness-centred formulas
Reduced sugar, functional hydration, and plant-based innovations drive Swedish soft drink growth in 2024
Low and no sugar soft drinks gain ground as Coca-Cola Zero leads growth in carbonates and energy drinks
Health-focused energy drinks drive demand, blending functional benefits with fitness appeal
Low sugar and functional benefits are expected to shape soft drinks across the forecast period
No sugar positioning is set to become the default for health-focused soft drinks
Energy-boosting functionality is set to support innovation within soft drinks in Sweden
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Sweden
KEY DATA FINDINGS
Consumer demand for natural, high protein and plant based products fuels innovation in Sweden
High protein, plant-based, low sugar, and functional innovations rise in snacks in Sweden
The natural claims strengthen as consumers increasingly expect products free from artificial additives
The vegan claim aims to offer both nutritional and ethical appeal to Swedish consumers
Health claims are expected to be balanced with flavour and indulgence in snacks
Natural claims and local superfoods are set to gain prominence in snacks in Sweden
Vegan innovation will continue to expand, combining ethical sourcing, premium quality, and health-focused attributes
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Sweden
KEY DATA FINDINGS
High protein, plant based, and functional products are the focus of innovation in 2024
Consumers seek high protein, low fat and plant based ingredients within dairy products and alternatives
Natural and additive-free dairy products remain popular as interest rises for fortified and functional options
Lactose free dairy expands with high protein and fortified/functional innovations
Plant-based protein and nutrient-focused innovations are set to expand across the forecast period
The natural claim will retain its appeal, especially when combined with fortified/functional claims
The lactose free claim is set to record growth and innovation within dairy products
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Sweden
KEY DATA FINDINGS
Plant-based and local trends shaping cooking Ingredients and meals in Sweden
Health and wellness claims shape products through nutrition, plant-based innovation and local provenance
Vegetarian innovation combines natural ingredients with strong nutritional claims
Vegan innovation persists despite short-term pressure from price sensitivity
Health-led private label ranges and vegetable-rich formulations are set to gain momentum
Vegetarian meals are set to strengthening their appeal through health-led positioning and satiating formats
Plant-based protein will remain a key health driver despite short-term softness in vegan meat substitutes
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Sweden
KEY DATA FINDINGS
High fibre, plant-based proteins and organic claims shape innovation in 2024
Players focus on reducing sugar, salt and fat while increasing fibre and protein
Organic claims are driven by consumer demand for natural, nutritious, and sustainable products
High fibre and vegetable-enriched products support health driven innovation in staple foods
Health, sustainability and plant-based proteins are set to drive innovation in Swedish staple foods
Organic sales are set to rise as health, nutrition, and sustainability drive demand
High fibre products, including private label, are set to combine multiple health and wellness benefits
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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