The sale of alcohol-free products at Systembolaget, the state monopoly on sale of alcoholic beverages, is breaking records every year. Last year it increased by 26 per cent, while sales of alcoholic beverages continues to decrease.
Swedes are are buying four times as much non-alcoholic beverages at Systembolaget now than they were ten years ago.
"It's a health trend, you are more concerned about what you eat and drink," says Lennart Agén at Systembolaget, to daily Dagens Nyheter.
Systembolaget is estimated to have a market share of 64 per cent, according to the Centre for Social Research on Alcohol and Drugs at Stockholm University.