Coffee saw dynamic growth in current value terms in 2025 but this was contrasted with a steep decline in retail volume terms. This was due to the soaring price of coffee, which reached record levels on the global market in 2025. With many consumers already facing financial pressures there was a shift towards private label and discounters as consumers looked for savings. In the longer term it is expected that the focus will be on sustainability and quality, with many of the leading players alread

Hot drinks saw a polarised performance in 2025 as value growth rocketed as the price of coffee, tea and cocoa increased, while volume sales declined as these rising costs were passed onto the consumer. Aside from financial pressures, consumers also paid more attention to health and wellness claims, with hot drinks increasingly seen as a way to relax and unwind. Once prices start to stabilise it is expected that the retail market will start to recover, although concerns remain over the impact of

Sales of RTD tea declined in off-trade volume terms in 2025. Swedish consumers are yet to show significant interest in the category, with many people preferring to consume beverages which they perceive to be healthier. A lack of variety and significant innovation has also limited the growth of the category, which remains a relatively niche area of the market. Healthier options such as reduced sugar still RTD tea and kombucha still offer some potential, although further investment in new product

Sales of soft drinks saw steady growth in off-trade volume terms in 2025, with sales buoyed by more stable prices and a slight improvement in the economic outlook. Consumers increasingly looked for healthier and more natural soft drinks, while functional products such as RTD coffee and energy drinks found favour among younger consumers pursuing busy and active lifestyles. Coca-Cola retained a stronghold in the market with it continuing to invest in new product development and marketing.

Tea sales grow in current value terms in 2025 but decline in retail volume terms. This polarised performance reflects the increase in prices seen in the market, with price sensitive shoppers under pressure to look for savings. While demand for healthier options such as fruit/herbal tea continued to grow in 2025 the category remains under the shadow of coffee, which is a significantly more popular category in Sweden. Moving forward players are expected to increase their focus on offering healthy

Bottled water sales continued to see strong and stable growth in off-trade volume terms in 2025. Demand is being fuelled by the growing interest in healthier and more natural soft drinks. Sales also benefited from record-breaking temperatures in summer 2025, as well as the launching of new flavours and zero-sugar products in dynamic categories such as functional bottled water.

Sales of concentrates declined in retail volume terms in 2025 with the category suffering from an old-fashioned and unhealthy image, with many consumers perceiving these products to be full of sugar and artificial ingredients. The category’s development has also been hindered by a lack of investment in new product development and marketing. Despite this, the category has retained a loyal following, especially among more price sensitive shoppers who appreciate the value these products offer.

Rising cocoa prices put pressure on volume sales of other hot drinks in 2025, although it helped to drive value growth. Aside from rising prices, demand has also been dipping due to growing concerns over the high sugar content in some products. A lack of competition or investment in new product development and innovation has restricted category growth with limited scope for development as Sweden’s birth rate declines.

Carbonates sees moderate growth in off-trade volume terms in 2025. This growth was fuelled by the increasing demand for reduced sugar carbonates, especially zero sugar options, with many consumers looking to reduce their sugar intake. New product development and enticing marketing also remained prominent features of the market, with Coca-Cola continuing to expand its range of products and flavours. Moving forward the focus is likely to remain on offering healthier options, with reduced sugar car

RTD coffee continues to see strong growth thanks to its increasing appeal among young consumers in Sweden. Despite this, rising coffee prices have put the brakes on the category, with growth being slower than that seen at the start of the review period. RTD coffee is, however, still full of potential with leading players continuing to invest in new product development and marketing as they look to gain an early advantage.

The biggest story in juice in 2025 was the global shortage of oranges. With oranges being the leading flavour of juice in Sweden this took its toll on the market, as producers were faced with a shortage of their key ingredient. Against a backdrop of prevailing economic uncertainty many consumers also looked to cut back on more expensive soft drinks, such as 100% juice, which placed further pressure on the market. Added to this, concerns about the high sugar content in juice did the category no f

Energy drinks remained one of the most dynamic areas of the market in 2025, with these products tapping into the needs of consumers, especially younger ones. As consumers lead increasingly busy on-the-go lifestyles there is a growing demand for products which can provide an energy boost when studying, working, socialising or exercising. Reduced sugar energy drinks is the largest and most dynamic category, with this being linked to the health and wellness trend. While sales are projected to remai

Sales continued to decline in 2025 as the initial fanfare around Prime Hydration subsided. The category has also suffered from increasing competition from other soft drinks with a healthier or more functional offer. On the plus side, as more consumers take part in sport and fitness there is a growing market for products which support fast and effective hydration, with this being further supported by the high temperatures seen in summer 2025. Moving forward the focus will be on projecting a healt

The limited growth in baked goods partly reflects overall maturity and the rising share of private label over 2025. Discount chain Willys is performing well in baked goods and attracting more customers through competitive prices. Swedes are drawn to baked products produced locally, giving artisanal producers a strong position.

Breakfast cereals in Sweden faces maturity with limited volume sales over 2025. However, the combination of convenience, health benefits, and innovation is sustaining value growth. Consumption occasions are broadening to include snacking whilst muesli and granola benefits from a shift towards healthier options.

The Swedish consumer is already dependent on rice, pasta and noodles for quick and convenient meals, but this mature category has faced limited sales growth in 2025. Downward pressure on price is evident with promotional offers used in a highly competitive landscape led by private label.

Swedes continue to rely on processed fruit and vegetables, with frozen processed products gaining consumer interest. Aside from the health benefits, consumers enjoy the convenience of frozen lines which can help reduce food wastage and therefore aligns with sustainable values.

Staple foods in Sweden enjoyed a slight uptick in volume and value sales over 2025, denoting a stronger reliance on affordable products. Consumers were attracted by healthier options and those delivering convenience. Price sensitivity remained high as reflected by the rising share of private label and the heavy influence of modern retailers in the staple food category.

Sales of processed meat, seafood and alternatives to meat witnessed an improvement over 2025, with consumers drawn to the convenience of such staples. Rising health consciousness and sustainability concerns are driving change with local players responding to increasing consumer demand for meat and seafood substitutes.

Sauces, dips and condiments recorded further growth in 2025, supported by Swedish consumers’ ongoing appreciation for products that make home cooking faster, easier, and more flavourful. While the category is mature, product innovation remained a key engine for growth as brands launched new, elevated taste experiences inspired by global cuisines. The continued popularity of home cooking, paired with the influence of international food culture and street food trends, sustained steady demand. Prod

The edible oils category in Sweden faced a decline in current value terms in 2025, largely due to falling retail prices after the significant price spikes recorded during 2024. While consumers benefited from lower shelf prices, the overall value decline was a reflection of price correction rather than waning demand. In fact, volume sales increased modestly as Swedes continued to cook at home, supported by the enduring popularity of home-prepared meals and baking. Players responded to this enviro

Sweet spreads in Sweden recorded modest growth in 2025 as rising unit prices helped sustain value sales despite volume stagnation in several mature subcategories. The category remains a staple in Swedish households, anchored in long-established breakfast and snack habits. However, consumer preferences are shifting as interest in healthier, lower-sugar products continues to rise. While traditional jams and chocolate spreads faced challenges linked to their high sugar content, innovation within nu

Cooking ingredients and meals continued to record positive value growth in 2025, supported by Swedes’ ongoing pursuit of convenience and quality in their everyday routines. While some mature categories faced volume stagnation, rising unit prices and steady demand for practical solutions sustained overall performance. Consumers increasingly sought products that made meal preparation quicker and easier without compromising on health or taste. This combination of convenience, nutritional value, and

Meals and soups continued to grow in 2025, supported by Swedish consumers’ need for convenient, quick, and high-quality meal solutions. Urban lifestyles, longer working hours, and a rise in single-person households increased reliance on ready meals, soups, and other easy-to-prepare products that fit seamlessly into busy routines. Manufacturers responded with innovations that delivered both practicality and quality, improving recipes and using fresher ingredients to appeal to a wider consumer bas