Consumer Lifestyles in Sweden

June 2024

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations, and aligning them with broader trends.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Sweden report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Sweden report answers:

  • How is the consumer mindset in Sweden changing? In Sweden, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Sweden purchase decisions?
  • Where and how do consumers shop in Sweden?
  • What health-related activities do consumers in Sweden participate in?
  • What megatrends should I focus on in Sweden (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer landscape in Sweden 2024
Personal traits and values
Swedes look for ways to simplify life
Time with children most prioritised by baby boomers
Swedes are comfortable expressing their identity among friends and family
Older generations more appreciative of real world experiences
Younger generations are more optimistic about the future
Personal traits and values survey highlights
Home life and leisure time
Baby boomers spend more time at home pursuing hobbies than other generations
In Sweden, Gen X are the most active generation on social media
Baby boomers want homes with outdoor spaces
Younger generations far less concerned about living close to public transport
Swedish travellers seek relaxation
Home life and leisure time survey highlights
Eating and dietary habits
Younger Swedes more likely to track their calories
Gen X say their poor cooking skills are their biggest reason for not cooking
Swedes generally cook their own meals
Gen Z most actively look for healthy ingredients in food and beverages
Baby boomers most willing to pay more for locally sourced food
Eating and dietary habits survey highlights
Working life
Swedes expect businesses to prioiritise employee health and safety
Swedish consumers want to work jobs that allow for a healthy work-life balance
High salaries are the top priority for Gen Z
Swedish consumers want flexible working hours
Working life survey highlights
Health and wellness
Consumers in Sweden enjoy walking or hiking for exercise
Baby boomers prefer meditation to reduce stress
Swedes consider health and nutritional properties a product’s most influential feature
Gen Z most likely own a fitness wearable
Health and wellness survey highlights
Shopping and spending
Swedish consumers like to find bargains
Baby boomers enjoy window-shopping more than others
Gen Z values personalised shopping experiences more than others
Older generations are more likely to support local businesses
Swedes often sell used or second-hand items
Gen Z most likely to make use of referral rewards
Consumers in Sweden highly trust their friends and family’s recommendations
Swedes expect their highest increase in spending to be on groceries
Millennials are more likely to have more debt than savings
Shopping and spending survey highlights
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