Private Label Sales Rose By 11.6% In Sweden Last Year

Private-label products accounted for 24.6% of total food sales during 2024, the data indicated, with more than half of the overall increase in food and beverage sales in 2024 driven by store brands.

“A contributing factor to the sharp rise in private-label products is likely the increase in food prices in recent years, as private-label items are generally cheaper than other products,” Statistics Sweden noted.

Food And Beverage Sales

Overall, retail sales of food and beverages in Sweden amounted to SEK 402 billion (€36.2 billion) in 2024, which represented an increase of SEK 18 billion (€1.6 billion), or 4.6% compared with the previous year, ESM Magazine reports.

The largest contribution came from food, which saw sales rise by SEK 12 billion (€1.1 billion), while sales of non-alcoholic beverages increased by SEK 5 billion (€0.45 billion), and alcoholic beverages added another SEK 1 billion (€90 million).

Per Capita Spend

On a per capita basis, Swedish shoppers spent SEK 39,389 (€3,545) each on food and beverages last year, a rise of SEK 1,566 (€141) compared with 2023.

Fruit, nuts, and vegetables represented the largest share of the food budget, accounting for 17% of the total, while milk, other dairy products, and eggs accounted for 15%. Meat accounted for 14%, with sugar, confectionery, and desserts representing 13% of total spend.

Not all product groups experienced growth – sales of meat decreased marginally (-0.4%), while fish and seafood recorded a sharper decline, of 13.5%, according to the data.