Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Sweden. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
Supermarkets in Sweden were at the forefront of the battle against inflation surges in Sweden towards the end of the review period. This is unsurprising as supermarkets is the highest-value channel within grocery retailers in the country. In 2023,…
Vending in Sweden was one the channels that was heavily hit by the mobility restrictions implemented to stem the spread of the Coronavirus (COVID-19) pandemic in the country. When all of the COVID-19 restrictions were removed through 2022, the…
Baby and child-specific products in Sweden maintained its positive trajectory in 2023. While volume sales remained stable, value sales received a boost from inflation and a growing preference for premium products. Swedish parents prioritise their…
Bath and shower, as a product area as a whole, faces challenges due to its high degree of maturity and commodification. This translates to declining volume sales. However, a silver lining exists in the form of a strong premiumisation trend and…
Beauty and personal care in Sweden remained stable in terms of volume sales in 2023. However, value growth was significant due to a powerful trend towards premiumisation and high inflation. Swedes view beauty and personal care products as essential,…
Colour cosmetics in Sweden continues to flourish, demonstrating strong post-pandemic sales. While volume growth has slowed down due to market maturity, value sales remain robust. This is fuelled by a powerful premiumisation trend, a steady stream of…
Deodorant sales in Sweden exhibited stagnation in 2023. Volume sales remained flat, with any growth in value primarily driven by inflation and a modest premiumisation trend. Deodorants are considered an essential beauty and personal care product,…
Depilatories remained a relatively uneventful category in 2023. While the continued popularity of the Estrid brand injects some innovation, overall growth is modest. Depilatory products are considered an essential item by most Swedish women, leading…
A powerful current of premiumisation is sweeping fragrances in Sweden. Consumers are increasingly drawn to niche or artisanal scents, seeking individuality and exclusivity. These unique olfactory experiences offer a way to stand out from the crowd.…
Hair care in Sweden continues to see positive volume growth, with value further boosted by inflation and a modest premiumisation trend. Unlike other beauty and personal care categories like fragrances and skin care, hair care has not witnessed a…
Flexible packaging continued to dominate hot drinks packaging unit volumes in 2023. Flexible packaging provides industry players with scope to experiment with their packaging design, and also offers affordability, durability and convenience. Leading…
Swedish mass beauty and personal care experienced a positive year in 2023, with retail value sales growing at a near double-digit rate. This growth comes despite the ongoing shift towards premium products in beauty and personal care overall.
Men's toiletries in Sweden experienced a rise in segmentation in 2023, with consumers demanding products specifically formulated for their needs. This trend is fuelled by a growing awareness of the differences between men's and women's skin and hair.…
Oral care in Sweden is a well-established category, experiencing stable volume growth and strong value gains in 2023. Significant volume increases are limited due to the product area's maturity. Growth is primarily driven by two factors: consumers…
Premium beauty and personal care in Sweden continues to be a powerhouse, experiencing robust growth in 2023. This growth comes at the expense of mass beauty and personal care, with consumers increasingly trading up for more sophisticated beauty and…
Skin care continues to be a bright spot within beauty and personal care in Sweden in 2023. While volume growth has shown signs of slowing down after a period of rapid expansion, strong trends in premiumisation and inflation have kept value sales…
In soft drinks as a whole, metal beverage cans was recording increasing unit volumes and was gaining share in 2023, which is expected to continue over the forecast period. Metal beverage cans have continued eating into the share of PET bottles, which…
Sun care in Sweden continues to bask in positive developments, fuelled by a return to travel and a warm, sunny summer in 2023. While weather fluctuations can impact consumption patterns, the overall trend towards sun protection remains strong.…
In 2024, retail value sales were positive in cat food, with cats being the most prevalent pet choice in the country. However, cat ownership has reached a stable phase, with the growth in adoptions showing signs of plateauing compared to the surge…
In 2024, dog food in Sweden is recording positive growth, with the humanisation trend driving sales of dog treats and mixers. As pet owners increasingly view their furry companions as integral parts of their families, they seek out treats and mixers…
In 2024, other pet food in Sweden is recording a decline in retail volume, while birds, fish, and small mammal food is expected to record retail value growth. This uptrend is primarily the result of rising unit prices attributed to inflation and a…
In 2024, pet ownership of cats and dogs remains popular in Sweden, while other pet ownership is in decline. However, the rising number of pets purchased during COVID-19 has led to increased pet abandonment reports, consequently slowing pet food…
In 2024, pet products is recording positive retail value growth, driven by other pet products and pet healthcare. Supplements for large animals, such as cats and dogs, are extensively developed and easily accessible in most pet aisles. Conversely,…
In 2023, Sweden’s economy contracted slightly, with a decline in private spending and housing investment. However, the economy is projected to improve in 2024, with a forecast compound annual growth rate of 1.7% over 2023-2028. Furthermore, inflation…
Retail volume sales of contact lenses and solutions has been relatively stagnant in Sweden for much of the review period, although there was a slight uptick in 2024. Advanced features and rising prices brought on by inflation has underpinned current…
Eyewear in Sweden continues to display a robust performance in 2024, buoyed by an ageing population and increasing time spent on digital screens, which are both boosting the need for more specialist or value-added eyewear products. The rising…
Spectacles in Sweden continues to display solid retail volume and current value growth boosted by rising unit prices and inflation. The ageing population along with lifestyle changes, such as greater exposure to digital screens, is boosting demand…
Sunglasses in Sweden is one of the most dynamic categories in eyewear. Since the post-pandemic boom in sales, volume growth slowed in 2022 and 2023, but momentum is building in 2024. The strong premiumisation trend coupled with inflation continues to…
In 2023, the gardening category in Sweden experienced declining growth across categories such as fertilisers, gardening equipment, and watering products. This downturn was primarily driven by consumers postponing purchases due to the rising cost of…
In 2023, the home and garden market in Sweden experienced a decline due to a decrease in consumer confidence. This, coupled with rising inflation and interest rates, contributed to a negative economic outlook. This downturn led to a reduction in the…
In 2023, the global surge in demand for LED lamps was propelled by multiple factors, creating a cohesive narrative of growth and opportunity. Initially, the momentum stemmed from the renowned energy efficiency of these products, a trait highly…
In 2023, the home improvement category in Sweden witnessed a notable decline, primarily attributed to the crash in the real estate market. With dwindling property demand and reduced construction activity amid an ailing economy, the housing sector…
In 2023, the homewares category in Sweden faced significant challenges as consumers delayed purchases due to the rising cost of living, driven by inflation, higher interest rates, and increased energy and food prices. Consequently, the category…
STEM (science, technology, engineering and maths) toys remained highly popular within traditional toys and games in Sweden in 2023. This surge in popularity has been driven by parents seeking educational alternatives to screen time. Integration of…
Traditional toys and games continued to see steady growth in current value terms in 2023 with consumers remaining willing to invest in gifts and treats for their children despite the challenging economic situation. When it came to the purchasing…
2023 was a great year for video games in Sweden which was mainly thanks to the successful launch of several highly popular video games titles such as Hogwarts Legacy, Baldur’s Gate 3 and Zelda. Subscription rates also rose with many gamers seeing…
This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.
In 2023, retail volume sales of cigarettes declined marginally in Sweden. The Swedish government’s strategy to reduce the smoking rate has been successful with smoking prevalence steadily falling to a record low of 5.5% in 2023, which is extremely…
Smoking tobacco and cigarillos are both steadily losing popularity in Sweden, particularly among young adults who have been switching to snus and nicotine pouches. Border trade is typical in tobacco products within the Nordic region, with the return…
Sweden continues to invest in its unique ‘harm reduction’ policy in efforts to try to reduce smoking cigarettes. Indeed, the country’s low smoking rate is widely reported in the international media. In 2022-2023, there was a clear increase in vaping…
In 2023, tobacco in Sweden witnessed steady growth in retail volume and current value terms, although rates have slowed down year-on-year. Retail volume sales of cigarettes and smoking tobacco continued to plummet in Sweden, while cigars and nicotine…
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.
The commodities country overview provides comprehensive data on production, consumption and price trends on key commodities markets. The commodities overview in Sweden covers production and consumption trends in agricultural commodities, energy…