Sweden

Swedes consume cheese on many occasions during the day; for breakfast with sandwiches and using it in meals, while premium cheese is often indulged on and offered on cheese platters. As such, some cheeses are specifically positioned to be indulgent…

Baby food is facing challenges in Sweden, with the declining birth rate dampening retail volume sales. However, due to inflation and increasing production costs, baby food saw fast price rises in 2022 and continued to face growing prices at the…

Inbound travel to Sweden has made a swift recovery in 2023, with the number of trips expected to return to pre-pandemic levels. The volume of trips made by foreign tourists was very modest in 2023, following the dynamic increases seen in 2022. All…

Despite the economic uncertainties in 2023, pent-up travel demand from the COVID-19 pandemic is driving bookings in Sweden. With both outbound and domestic travel on the rise, driven by elevated costs owing to general inflation, booking value…

As the most popular pet type in Sweden, cat ownership is now fairly mature, with growth in adoptions in 2023 starting to stagnate when compared to the jump witnessed over 2020-2021. Swedes are gradually returning to their pre-pandemic habits and…

Value sales through supermarkets continued to rise in 2022, with some consumers, encouraged by the easing of pandemic-related restrictions and greater mobility outside of the home, returning to physical stores to choose their own groceries rather…

While overall value sales declines and the fall in outlet numbers within discounters in 2020 were driven by the exit of Netto, the other players in the channel, namely Lidl and Pekos Värmland AB, recorded positive performances, as pandemic-related…

Broad increases in retail price points occurred across sanitary protection driven by cost inflation from energy prices, raw materials, labour and logistics. The rate of inflation rose significantly in Sweden in line with the trend seen across Europe…

Growth was polarised within surface care in 2022 sales declining in retail volume terms but seeing strong growth in current value terms. This polarised performance was largely tied to significant price increases across most categories within surface…

Like most areas of home care, home insecticides was hard hit by inflation in 2022 as manufacturing costs spiralled forcing players to raise their prices. With consumers being faced with a sharp rise in the cost of living in general they were forced…

RTD Tea continued to witness dynamic volume growth in 2022 supported by a recovery in the on-trade as foot-traffic triggered higher rates of on-the-go consumption. RTD tea is a popular drink for consumption at home as well as when on the go in Sweden…

Bottled water posted solid retail volume growth in 2022, with sales continuing to recover after a steep decline during the COVID-19 pandemic. Tap water in Sweden is generally safe to drink and therefore most households see limited need to purchase…

In 2022, apparel accessories was impacted by inflation and higher unit prices, which underpinned current value growth. However, as demand for core categories declined, retail volume sales of personal accessories declined by 6%. Several categories…

Following a two-year period of healthy volume growth, sales of spirits declined in 2022. This was attributable to the poor performance of the off-trade, as inflationary pressures forced many consumers to show more prudence with their spending.…

Beer saw a fairly flat performance in volume terms in 2022, when compared to the previous year. While on-trade volumes continued to edge towards their pre-COVID-19 levels, thanks to the removal of pandemic-related restrictions, off-trade sales were…

Smoking prevalence in Sweden continued to decline in 2022 reaching just 6% nationwide. Indeed, low smoking prevalence has been a topical debate for some years now. Nevertheless, more Swedes continue to give up the smoking habit while new generations…

Spectacles experienced a decline in 2020 as a result of the outbreak of COVID-19 and home seclusion. However, the landscape saw positive growth in 2021, with pent-up demand and reduced spending on services resulting in many updating their spectacles.…

Sun care was the best performing category within beauty and personal care in 2022, continuing the trend of the previous year. Growth was boosted by the return of international travel, which was curtailed during the pandemic. During the health crisis,…

Retail sales of fragrances made a full recovery in constant value terms in 2022, following the decline seen during the pandemic. Growth was boosted by an increase in the number of social occasions, such as parties and weddings, which are closely…

Deodorants was marginally impacted by the pandemic due to the essential nature of such products. While consumers engaged in fewer social events, consumers still used deodorants on a daily basis, with demand being further boosted by the strong…