Snacks in 2025: The big picture
Snacks in Sweden was boosted by rising unit prices in 2025, with volume sales becoming harder to achieve due to maturity and intense competition. Nonetheless, Swedes continue to snack, both at home as well as on-the-go, and increasingly pay attention to the quality of their indulgence. Snacks with value-added benefits, such as premium quality, health and wellness features, or products promising enhanced flavour and indulgence, helped to boost value sales in 2025.
Key trends in 2025
The selection of snacks in Sweden remains impressive and reflects the highly competitive landscape. Players are offering elevated levels of indulgence, novel and bolder flavours, as well as new flavour combinations, delivering new textures and tastes. New product developments in 2025 are focused on attracting Swedes with multisensory indulgences which engage their senses, with plenty of new interesting snacks being introduced.
Competitive Landscape
Snacks in Sweden is a relatively mature and consolidated category. The brands offered by larger players like Orkla Confectionery & Snacks Sverige AB, Estrella AB, Cloetta Sverige AB and Mondelez Sverige AB remain top-of-mind for many consumers. Domestic players continue to emphasise local production, and the local ingredients used in their snacks. Swedes are eager to support local production and employment when purchasing snacks. However, the competitive landscape remains fierce requiring players to invest heavily in product development and marketing support. Mondelez Sverige AB continued to lead snacks in Sweden during 2025. Its iconic Marabou brand is proudly viewed as representing the taste of Swedish chocolate. The company supports its brand with heavy marketing investment and offers limited edition flavours and on-trend seasonal snacks, in addition to its already diverse portfolio of products.
Channel developments
Supermarkets are the largest retail grocery channel with a widespread footprint across Sweden. While hypermarkets and discounters tend to be located on the outskirts of towns and cities, these supermarkets have prime positions in cities. Snacks tend to be rather impulse-based purchases, and supermarkets are easy and accessible places with great selections to choose from and plenty of special offers. As a result, supermarkets are preferred shopping places when buying snacks.
What next for snacks?
Value sales of snacks in Sweden are expected to rise over the forecast period, driven by rising unit prices and upgrades to premium chocolate. Volume sales, on the other hand, will face a challenge against the backdrop of maturity and the vast array of snack choices available. Players are expected to cater to on-going trends and will offer premium quality in order to boost sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Sweden?
- Which are the leading brands in Snacks in Sweden?
- How are products distributed in Snacks in Sweden?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Sweden?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Sweden
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Sweden
KEY DATA FINDINGS
Chocolate confectionery consumption rises
Mondelez Sverige AB holds substantial lead
Modern grocery retailers take lion’s share of chocolate confectionery
Players to develop premium lines and shrinkflation strategies
Product innovation will focus on enhancing sustainability credentials
Brands to raise levels of transparency
Gum in Sweden
KEY DATA FINDINGS
Functional qualities of gum prove popular with Swedes
Mars Sverige AB dominates with Extra brand
Supermarkets is most popular channel for gum purchases
Gum faces challenging period with sales set to decline
Natural-based gum to gain traction
Increasing variety of flavours
Sugar Confectionery in Sweden
KEY DATA FINDINGS
Marginal growth for sugar confectionery
Cloetta Sverige AB leads in sugar confectionery
Modern grocery retailers lead distribution of sugar confectionery
Sugar confectionery faces ongoing decline
Players will innovate to tackle sustainability and food waste
Innovation to focus on natural lines
Ice Cream in Sweden
KEY DATA FINDINGS
Ice cream registers steady performance
Unilever Sverige AB enjoys widespread popularity
Supermarkets have a solid position in ice cream
Premium and locally-made ice creams set to gain appeal
Expanding range of flavours
Health and sustainability will remain key trends
Savoury Snacks in Sweden
KEY DATA FINDINGS
Mature category posts relatively flat performance
Estrella AB maintains lead in savoury snacks
Supermarkets gain value share in savoury snacks
Bright outlook will be spurred by regular developments
Brands will focus on detail and local nuances to deliver new products
Sustainability agenda to gain traction
Sweet Biscuits, Snack Bars and Fruit Snacks in Sweden
KEY DATA FINDINGS
Limited growth reflects growing popularity of healthier snack options
Orkla Confectionery & Snacks Sverige AB
Modern retailers have a strong position
Mature category faces limited growth
Sustainability taking centre stage
Health and wellness will fuel the innovation pipeline
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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