Swedish cider market controlled by Kopparberg and Rekorderlig

The Swedish cider market tends to drift in and out of fashion, depending on the marketing support and product innovation of the time.

2012 saw the market enjoy some support and sales grew, but all the indicators in the first half of 2013 suggest that cider consumption has lost momentum and sales are down.

The cider market may be showing symptoms of maturity but the category only dates back to the late 1960s when Herrljunga produced the first apple cider in Sweden.

The category only really gained momentum in the mid-nineties when Kopparberg began producing alcoholic versions of the no and very low alcohol ciders sold in supermarkets

According to a recent market report, 'Sweden Cider Market Insights 2013,' sweet and semi-sweet cider dominated sales in Sweden in 2012 as well as during the 2008-12. However, this domination is increasingly challenged by dry/semi-dry cider.

Dry/semi-dry cider targets adult consumers who find other types of cider too sweet. The negative attitudes towards too much consumption of sugar are also influencing the current trend. Still, sweet/semi-sweet cider will continue to dominate sales for a long time, whilst the strongest growth potential is in dry cider. Between 2009 and 2011 dry/semi-sweet cider increased by over 14%.

Two companies lead the Swedish cider sector in 2012: Kopparbergs Bryggeri AB with the brand Kopparberg and Åbro Bryggeri AB with Rekorderlig Cider. Both companies offer a wide range of different flavours and variations in alcohol level.

In 2012 Kopparberg led with a 29% volume share whilst Åbro reached an over 19% share. These companies were the first ones to introduce sweet cider with higher alcohol level than 3.5% ABV and they have remained at the leading positions since then (1996).

For more information on the Swedish cider market, see the latest research: Swedish Cider Market

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