The latest Wine Intelligence report on the Swedish wine market – Sweden Landscapes 2018 – provides an overview of the consumption behaviour and attitude towards wine among Swedish regular wine drinkers, as well as the latest trends observed by the trade.
Our first in-depth report since 2015, this landscapes report focuses on the three major geographical areas of Sweden as well as the country as a whole.
1. THE WINE MONOPOLY DETERMINES CONSUMER BEHAVIOUR
Though Systembolaget continues to be the number one channel to purchase alcoholic beverages, consumers have been looking elsewhere to purchase wine since 2015.
2. STILL WINE SEES SLIGHT DECLINE OVER THE YEARS
Craft beer continues to grow and threatens the wine category. Swedes are deciding to refrain from alcohol consumption as a general health trend continues to grow.
3. SWEDES ARE CONTINUING TO PURCHASE WINE AT HIGHER PRICES
Recent tax increases and a desire for quality are both driving higher spend for Swedish wine drinkers. As interest in wine rises, consumers are becoming more willing to spend money on exclusive wines.
4. HEALTH-CONSCIOUS SWEDES ARE SEEKING ALTERNATIVE WINE OPTIONS
Following health trends, Swedish wine drinkers, especially younger consumers are seeking alternative, healthier wine options, including organic wines.
5. FOODIE CULTURE DRIVING CONSUMERS TO MATCH WINE AND FOOD CHOICES
As food knowledge grows, consumers are starting to integrate wine into their dining habits.
Drawing on data collected from our March 2018 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade and consumer interviews, secondary sources and market experience, this 91-page report offers a detailed analysis of how the market is performing and includes:
▪ Demographics of regular wine drinkers in Sweden by gender, age, Swedish regions and income
▪ Wine buying behaviour, including channel and store usage as well as choice cues
▪ Wine-producing country and region awareness and varietal consumption
▪ Wine brand health analysis and insight and measures such as brand awareness, purchase, conversion to purchase, consideration, affinity and recommendation with tracking
▪ Profiling of different age groups within the Swedish wine market
▪ Analysis of three main Swedish geographical areas – the Götaland region, the Svealand region, and the Norrland region
▪ Hot topic: A focus on alternative types of wine in the Swedish wine market
▪ A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age group, and regions