The coffee category has declined in the grocery trade. This is evident from Dagligvarhandeln’s calculations.
Sweden is a major consumer
Sweden is the country apart from Finland that drinks the most coffee in Europe, and the development is tough for the coffee-loving people.
But there are exceptions.
Two Swedish family companies dominate
The family business Löfberg’s coffee roastery has increased its sales by 42 percent over the past year. While other companies are backing down, Löfbergs is growing at the expense of other competitors, such as Gevalia and Zoega.
Every fourth package is Löfberg’s Lila
Löfberg now accounts for every fourth coffee package sold in Sweden, 25.9 percent. This can be compared with 16.5 percent the year before.
This made Löfbergs the market leader last year.
It is clear from information from Grocery news.
A new favourite: Arvid Nordquist
But the fact is that another company has also grown, and has overtaken Löfbergs this year as the largest coffee distributor in Sweden.
Arvid Nordquist, another family company, actually overtook Löfberg’s Lila as the Swedes’ favorite breakfast this year.
Arvid Nordquist now has 27.5 percent of the sales volume.
Proud second
But it doesn’t matter to Löfbergs that Arvid Nordquist has passed on, says press manager Anders Thorén to the newspaper Dagligvarunytt:
– We are barely behind an industry colleague from Stockholm, which means that two Swedish family companies take the lead, he says to the newspaper Dagligvarunytt.
Multinational giants in third and fourth place
There are two more major players in the Swedish coffee market. One is Zoega and the other is Gevalia. Gevalia is owned by Jacobs Douwe Egberts, a Dutch chain that bought the brand from Kraft foods.
Zoega, in turn, is owned by the world’s largest food producer, Nestlé.
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