Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type;
Consumer foodservice by type and chained/independent
Executive summary
Healthy growth in 2005
Consumer foodservice in Sweden developed more positively in 2005 than in years
prior, due to both increasing disposable incomes and higher food expenditure.
Particularly, fast food contributed to growth, where developments were spurred
by increasingly busy lifestyles, geographic expansion of chained outlets and a
rapidly increasing number of petrol stations selling fast food. An increasing
interest in food culture and quality food continued to impact positively on
gourmet restaurants, which naturally boosted value sales as those are more
expensive than other restaurants. A negative impact in 2005 was the success of
ready meals, mainly sold through supermarkets. These gained share mainly from
full-service restaurants and particularly from lunch and weekday sales.
Chains continue to gain ground
Independent foodservice restaurants accounted for the majority of sales in
Sweden although chained outlets continued to gain share in 2005. Chains
increased their share across all sectors but particularly in fast food and
street stalls/kiosks. In 2005 medium size and smaller chains expanded most
rapidly, for instance burger fast food chain Max and street stall/kiosk chain
Pølsemannen. In full-service restaurants, chains however had a low share as
Swedish consumers regard unchained restaurants as more genuine and of higher
quality.
McDonald' s is market leader
McDonald' s was the clear market leader among foodservice restaurants
accounting for a quarter of sales of chained outlets in 2005. The company lost
share, mainly to competing burger chain Max but also to other formats. Below
McDonald' s, the market was much more fragmented with hotel chains, burger fast
food chains and convenience store fast food operators. Significant operators
were the "people' s centres" and "people' s parks" -- originally workers'
associations, which operate entertainment restaurants, mainly in the smaller
towns.
Market to remain stable
The market for foodservice is expected to remain stable over the forecast
period although with certain shifts between categories. Particularly, the
market will come under increasing competition from ready meals as lifestyles
become increasingly busy. Fast food will remain successful, as well as gourmet
restaurants as the interest in quality food continues to grow.
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