Biscuits & Crackers In Sweden [May 2026]

Table Of Contents

1. Summary

2. Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Store Brand

   5. Price Positioning

   6. Flavor Preferences

5. Recent Developments

   1. Product Launches (Year To Date)

6. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Store Brand

   6. Brand Market Share By Segment: Price Positioning

   7. Competitor Profiles

Summary

Industry Landscape

1. There are around 50 biscuit and cracker brands in Sweden.

2. Major variants include regular biscuits, crackers, wafers, and sandwich biscuits & crackers, of which regular biscuits account for the biggest share.

3. The better-for-you (BFY) segment is modest.

4. Store brand presence is meaningful, accounting for a over a fifth of the market.

5. Brands positioned in the first quartile (Q1) of the price spectrum lead in terms of market share.

6. Chocolate is the top flavor profile.

Recent Developments

1. No meaningful product launches to date.

Competitive Landscape

1. Brands from Sweden are most popular.

2. Göteborgs is the overall market leader.

3. ICA leads the regular biscuits and wafers segments, LU leads the crackers segment, while Göteborgs leads the sandwich biscuits segment.

4. Friggs is the top brand in gluten-free, Garant is the top brand in organic.

5. ICA is the top store brand.

6. Across the pricing spectrum, ICA leads in the first quartile, Göteborgs in the second, LU in the third, and Marabou in the fourth quartile.

Competitor Profiles

1. Göteborgs

2. ICA

3. LU