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…

Following the outbreak of COVID-19, sales have continued to normalise, with Swedes ventured back to their workplaces, and eating out more often. However, the unit prices hikes seen in 2022, continued to grow in 2023, driven by the inflation and…

Drinking milk products in Sweden witness relative stability in 2023. Nonetheless, cow's milk consumption continues to drop as plant-based milks, new launches, and strong marketing allure consumers away. In addition, Swedes are often eating out,…

The unit prices in the other dairy category have experienced price hikes, due to inflation and increased production costs. In addition, sales have fallen back into the pre-pandemic area, as consumption habits normalised and Swedes ventured back into…

Plant-based dairy product selections have been expanded, as new trendy launches and focused marketing efforts boost sales. The cooking and eating-at-home trend is being met with new launches aligning with this rising trend, especially within…

The yoghurt and sour milk landscape is a mature one in Sweden. Inflation and increasing production costs hiked up the unit prices in 2022 and continued to do so at the beginning of 2023. Players reacted to the new demands as consumers began comparing…

Analgesics remained a key product area within consumer health in Sweden in 2023, having accounted for close to a quarter of overall OTC value sales. The most popular analgesics were those based on active ingredients acetaminophen or ibuprofen, with…

The Swedish market consumer health saw healthy growth in retail current value terms in 2023, continuing the trend of the previous year. However, this was driven mainly by inflationary pressures, rather than any real upturn in demand. While the rate…

Cough, cold and allergy (hay fever) remedies remained the largest product area within consumer health in Sweden in 2023. Following a two-year period of buoyant volume growth for most subcategories, demand weakened significantly in 2023, This was due…

Dermatologicals experienced a modest decline in overall constant value terms in 2023, although performance varied considerably according to subcategory. One notable development was the buoyant demand for antiparasitics/lice treatments, continuing the…

The health and wellness trend continued have a positive impact on sales on dietary supplements in 2023 as consumers focused on preventative health measures, rather than treating symptoms as they occurred. This trend was exacerbated by the COVID-19…

Retail sales of digestive remedies suffered a decline in constant value terms in 2023, albeit at a slower rate than the previous year. Growth continued to be impacted by inflationary pressures, exacerbated by the ongoing war in Ukraine, which…

Retail volume sales of eye care products continued to expand in 2023, albeit to a lesser extent than the previous two years. The return of pre-pandemic lifestyles, including the revival of international travel, gave rise to a growing incidence of…

Herbal/traditional products accounted for around one sixth of overall consumer health value in Sweden in 2023,. During 2022 and 2023, the high rate of inflation resulted in increased manufacturing and distribution, which placed pressure on margins.…

With only around one in 16 Swedes claiming to smoke, there is a limited potential consumer base for NRT smoking cessation aids compared with other categories, such as analgesics, cough, cold and allergies (hay fever) remedies, and wound care, which…

Paediatric consumer health remains a minor part of total consumer health in Sweden. The key reasons for this low share include the fact that children are usually treated with general products (suitable for adults and children) with the appropriate…

Retail volume sales of sleep aids saw a modest decline in Sweden in 2023, in contrast to the buoyant pattern of growth seen during the earlier years of the review period. The rate of growth was particularly high during the pandemic, when high levels…

Sports nutrition continued to see positive growth in constant value terms in 2023. The culture of going to the gym plays a significant role in generating demand for these products, as such venues also serve as important points of sale. As lives…

Vitamins saw exceptional growth during 2020, the first year of the COVID-19 crisis, thanks to a strong consumer focus on preventive health and a desire to boost the functioning of immune systems. This exceptional growth meant limited growth…

Weight management and wellbeing is small compared to categories such as sports nutrition, vitamins, and dietary supplements. While obesity is a major health issue in Sweden, consumers typically try to battle their weight problems by other means,…