Sweden

Despite macroeconomic adversity on a global scale, tourism in 2023 was on the rise, with a growing number of visitors taking their holidays in Sweden. The number of foreign tourists in Sweden increased significantly in spring. In the big cities, it…

Retail current value sales of fine wines/champagne and spirits grew by 19% in 2023 to total SEK2.6 billion, boosted by consumers’ desire to enjoy themselves after the coronavirus (COVID-19) pandemic. Socialising is a priority for many consumers,…

Personal luxury retail value sales increased by 18% in 2023 to amount to PLN6.6 billion, supporting growth recorded by leading brand providers, such as L’Oréal Polska Sp zoo, Kering SA and Chanel SA. Sales fell by 19% in 2020 due to the pandemic, but…

Personal luxury retail current value sales rose by 11% in 2023 to reach SEK15.2 billion, with growth supported by leading brand owners like E Saether AB, Hugo Boss AB and L’Oréal Sverige AB. Growth in 2023 was fuelled by consumers investing in luxury…

Retail current value sales of premium and luxury cars grew by 22% in 2023 to total SEK58.5 billion. This was due to rising demand from higher-income consumers, with expenditure proving resilient despite wider macroeconomic headwinds. The demand for…

Although the political scene is facing instability, Sweden will soon join NATO, whilst its state finances remain sustainable. A slowing economy has been hampered by elevated food and energy prices, but inflation is falling and infrastructure upgrades…

Total packaging volumes in baby food saw slow and stable growth in Sweden over 2020-2022, with the pandemic and associated economic uncertainties having little impact on the category. Swedish parents consider their children’s nutrition to be a…

Total confectionery packaging volumes saw a marginal decline in 2022. Although chocolate confectionery and gum saw increases in their packaging volumes in this year, the decline witnessed in sugar confectionery was enough to drive the overall…

Unit volumes of dairy packaging declined for a second year in Sweden in 2022, normalising following the surge in demand the category witnessed during the COVID-19 pandemic in 2020. Lockdowns, fears of viral transmission, and foodservice closures…

The COVID-19 pandemic provided a significant boost to volume sales of meals and soups in Sweden, as consumers remained within their homes for fear of contracting the disease. Meals and soups categories such as ready meals, frozen pizza, meal kits,…

Plant-based dairy packaging volumes continued to see strong growth in 2022, due to the rise in consumer demand for plant-based products due health, ethical, or environmental reasons. Swedish consumers are particularly conscious of the impact their…

After seeing exceptional growth in 2020, packaging volumes of processed fruit and vegetables declined in Sweden in 2022, as consumer habits returned to normal following the pandemic. When the pandemic emerged, fears of viral transmission kept…

Processed meat and seafood saw dynamic volume growth in Sweden when the pandemic emerged in 2020, as consumers sought to stock up on food that they could store, to avoid the risk of viral transmission. From 2021 onwards, however, as consumers resumed…

In 2020, when the COVID-19 pandemic emerged in Sweden, fears of contracting the disease and restrictions on mobility in the country led to an increased interest in home cooking. Sauces, dips and condiments consequently saw dynamic growth in packaging…

Despite already seeing growth in packaging volumes in 2020 and 2021, sweet spreads continued to see an increase in volumes in 2022, although at a slower rate. While many consumers returned to work, school and social lives, they continued to lead more…

The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…

Vegetarian, vegan and plant-based alternatives saw a boom in popularity in several packaged food categories towards the end of the review period with ready meals being no exception. There is a strong demand for healthier food alternatives in Sweden,…

Plant-based dairy, primarily oat-based, remained the most popular category in health and wellness dairy products and alternatives in Sweden in 2022. The category was notably boosted by the pandemic which led to consumers paying more attention to…

The lingering impact of the COVID-19 pandemic combined with the economic fallout from Russia's invasion of Ukraine led to skyrocketing unit prices as Sweden experienced spiralling rates of inflation. This led to a drop in disposable income which in…

Swedes love their snacks with high levels of per capita consumption for most categories but demand for healthier options remains comparatively quite low. Unlike most packaged food categories where consumers are opting for healthier alternatives of…

The shift from traditional or sugary alternatives, such as Coca-Cola and Pepsi, to low/no sugar variants, like Coca-Cola Zero Sugar, Coca-Cola Light, and Pepsi Max, is not a new trend, but it is the longest standing health trend in soft drinks. This…

Plant-based meat and seafood substitutes enjoyed strong growth in current value terms in 2022 with the category continuing to benefit from the rising number of vegan, vegetarian and flexitarian consumers in Sweden. Consumers are looking to eat…

Charge cards are increasingly viewed as a niche product in Sweden, accounting for just 1% of all transactions in 2023, and therefore recorded further decline in the year. In a development which started before the COVID-19 crisis, fewer and fewer…

Consumer credit suffered during the first year of the COVID-19 pandemic, when economic uncertainty saw the postponement of larger purchases. While gross lending surpassed pre-pandemic levels in 2022, consumers remained cautious, amid much uncertainty…

Gross lending in Sweden registered positive, yet slower growth in 2022, as the uncertain economic environment, exacerbated by the Russian invasion of Ukraine, led to a decline in consumer confidence. In August 2022, the annual inflation rate soared…

After the pandemic, there has been much pent-up demand for activities which were restricted, including going out and travelling abroad. Also, many Swedes managed to make significant savings during COVID-19 and have been able to spend more…

Debit cards remain the most popular type of financial card in Sweden in 2023 in terms of the number of cards in circulation, and current value and volume transactions. The popularity of debit cards is attributable to the high share of digital…

The two pandemic years boosted the use of financial cards in Sweden. While the use of cash in the country was already exceptionally low by global standards at the start of the review period, its role diminished further during the pandemic due to…

Pre-paid cards remain relatively strong in terms of the number of cards, but hold a very marginal share of all card payment transactions in 2023. Bank account penetration is almost universal in Sweden, with the result that pre-paid cards are…

Store cards are registering further decline in terms of both the number and value of transactions in 2023 as they are perceived to be old-fashioned, plus other financial card types and instruments offer greater flexibility. In contrast to credit…

Demand remained under pressure in many categories of cooking ingredients and meals in 2023 due to high inflation and rising unit prices. With the squeeze on Europe’s fuel and energy supplies resulting from the Ukraine conflict causing significant…

Edible oils registered negative volume growth during 2023 as high inflation and the normalisation of sales trends during the post-pandemic era contributed to a significant slowdown in demand. After very positive retail volume growth was recorded in…

Significant numbers of Swedish consumers continue to reach for ready meals when they need a convenient option for a quick meal or snack during their busy daily schedules. As the pace of life in Swedish cities continues to accelerate, busy urban…

Demand for sauces, dips and condiments fell over the course of 2023, the second consecutive year of retail volume sales declines in the category. The main reason for the lacklustre performance seen in the category during the year is the return to…

Sweet spreads registered static retail volume growth in 2023 as the category continued to experience a rebalancing of growth rates after the rollercoaster ride that volume sales were on earlier in the review period. Specifically, demand for sweet…

In 2023, baked goods in Sweden continues to exhibit normalising sales. After the pandemic, sales through foodservice took a hit, leading consumers to shift towards retail as they preferred dining at home. Additionally, unit prices have continued to…

In 2023, breakfast cereals have experienced normalising sales as the foodservice sector continues its recovery. However, retail sales have dropped back to pre-pandemic levels. Simultaneously, unit prices have seen an increase due to inflation and…

In 2023, processed fruit and vegetables experienced a return to normal sales as the foodservice industry rebounded, and retail sales returned to pre-pandemic levels. However, unit prices were impacted by inflation and increased production costs,…

In Sweden, the market for processed meat, seafood, and meat alternatives experienced a return to normal sales in 2023 after the pandemic. The foodservice sector recovered as dining out rebounded, while retail sales reverted to pre-COVID-19 levels.…

In 2023, sales of rice, pasta, and noodles rebounded to pre-pandemic levels as foodservice sales continued their recovery and retail sales dropped back. Additionally, unit prices saw growth due to inflation and increased production costs.

In 2023, staple foods in Sweden witnessed several key trends, influenced by consumer preferences, economic factors, and the ongoing health and wellness movement. Staple foods, including rice, pasta, and noodles, which saw a strong uptick in demand…

Apparel accessories has seen a weaker performance in 2023, following strong growth in 2021 and a stable development in 2022 (excluding Other Apparel, which plummeted due to face masks no longer being needed).

Apparel and footwear in Sweden is expected to display weaker current retail value and volume growth in 2023. Retail volume will post an overall decline, while retail value is set to remain positive, albeit lower than levels experienced in 2021 and…

In 2023, childrenswear in Sweden is anticipated to follow the overall apparel trend, showing a decrease in retail volume sales. The landscape remained relatively stable during COVID-19, but similar shopping patterns influence it, as some Swedish…

Similar to apparel, footwear is projected to exhibit a decline in retail volume growth in 2023, with retail value sales remaining positive, primarily attributed to inflation and rising unit prices. The sector faced a steeper decline than apparel…

Hosiery is set to display a retail volume decline in 2023, in line with overall apparel and footwear. The landscape experienced an upswing in performance with the return of in-store shopping following the COVID-19; however, the cost-of-living crisis,…

Jeans is predicted to register a decrease in retail volume terms in 2023, with current retail value remaining positive due to inflation and rising unit prices. Prior to the outbreak of COVID-19, jeans struggled with retail volume growth, with…

Menswear is expected to develop in line with the overall apparel landscape in 2023, displaying a retail volume decline while retail value sales remain positive due to inflation and rising unit prices. Following the outbreak of COVID-19, menswear was…

Despite facing a high degree of maturity, in 2023, sportswear will continue to display faster growth than the overall apparel and footwear industry. Sportswear performed relatively well during COVID-19, with consumers taking an even larger interest…

In 2023, the performance of womenswear will exhibit the same dynamics as the overall apparel industry, recording a decline in retail volume sales, while current retail value is set to remain positive, primarily driven by inflation and rising unit…