Market study: The Swedish market for tea and herbal infusions

The purpose of this market study is to offer a comprehensive guide for companies that are interested in entering the Swedish market for tea and herbal infusions. It aims to offer valuable insights and support actionable strategies for exporters of pre-packed teas and herbal infusions to establish a foothold in Sweden.

This study focuses on finished teas and herbal infusions (loose leaves and bagged) packaged for retail or catering use, excluding fresh herbs and medicinal extracts.

Although total volumes remain modest, market dynamics are shifting. According to Te-Centralen (2024), sales of Lipton (largest mainstream tea brand sold in Sweden) fell by approximately 36 per cent, from around SEK 326 million to SEK 208 million between 2023 and 2024.5 This decline reflects a wider trend away from conventional mass-market black teas and toward organic, private-label and premium loose-leaf teas.

Swedish consumers are increasingly experimenting with green tea, matcha, rooibos and caffeine-free herbal infusions, and are drawn to brands emphasising authenticity, origin and ethical sourcing.