COMPETITIVE LANDSCAPE
Proviva cements its lead in juice through its affordability, marketing and new flavours
Proviva AB was the leading juice company in Sweden in 2025. Owned globally by Danone, its brand Proviva Fruktdryck retained a strong lead in off-trade volume terms in both nectars and juice drinks (up to 24% juice).
Foco continues to see success with line of healthy coconut water
Thai Agri Foods Public Co Ltd was the most dynamic juice company in Sweden in 2025, with it offering its Foco brand in coconut and other plant waters. The company saw strong growth throughout the review period with this continuing in 2025, albeit from a small base.
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Overview:
Understand the latest market trends and future growth opportunities for the Juice industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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.
If you're in the Juice 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 Juice 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 Juice in Sweden?
- To what extent are health considerations impacting consumption of Juice in Sweden?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Juice in Sweden?
- Which are the leading brands in Juice in Sweden?
- What potential exists for multinational or domestic soft drinks companies to expand in Sweden?
- How are products distributed in Juice in Sweden?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Juice?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Juice in Sweden - Category analysis
KEY DATA FINDINGS
A tough year for juice due to orange shortage
Shortage of oranges has a negative impact on the market
Nectars benefits from a more affordable positioning
Orange shortage expected to remain a challenge for juice companies
Digital tools present new opportunities but health concerns present a challenge
Declining birth rate could push players to adjust their portfolios
Proviva cements its lead in juice through its affordability, marketing and new flavours
Foco continues to see success with line of healthy coconut water
Supermarkets dominate sales thanks to their varied offer and convenience
Discounters benefit from price increases in the market
Soft Drinks in Sweden - Industry Overview
Soft drinks sees a more favourable performance in 2025
KEY DATA FINDINGS
Functional soft drinks prove popular in 2025
Reducing sugar intake a pressing concern for Swedes
Products with a clear health and wellness positioning find favour
Consumer preferences evolving with juice losing favour while demand for energy drinks rises
New flavours present opportunities for differentiation
Digital marketing and social media could be key to growth
Coca-Cola continues to invest heavily in new product development and marketing
Löfbergs riding the wave of success in RTD coffee
Supermarkets lead retail sales as on-trade sales continue to recover
Discounters winning over price-sensitive shoppers
Fountain sales in Sweden
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Juice
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- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Juice research and analysis database.
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