Sweden: Kraft largest, dark roast trend growing Nestlé\'s market

In 2008, market leading Kraft, with the Gevalia brand, saw its share of the Swedish coffee market shrink from 38.4% to 37.5% in terms of value. The second largest market player Nestlé, with the Zoégas and Nescafé brands, grew its share from 25.9% to 27.4% (Zoégas grew from 18% to 19.6%, while Nescafé's share fell from 7.9% to 7.8%). Löfbergs Lila's market share remained at 12.8%. Arvid Nordquist, with the Classic brand, grew its share of the market from 8.1% to 8.3%. Ica's share grew from 4.5% to 4.6%, while KF's share fell from 3.1% to 3%.

This is according to figures from Nielsen and are for sales in the grocery retail sector.

One important reason that Zoégas market share grew is the trend with espresso and other types of special coffee that has convinced many Swedes, particularly under 30 years of age, to drink dark roast coffee and Zoégas has 65% of this market.