Retailing in Sweden
Euromonitor International's Retailing in Sweden examines whether recent high growth rates can be sustained in an economic downturn. Growth has been boosted by richer consumers spending more and some companies’ decision to sell a wider range of non-food products. Rising sales have supported expansion into new markets, new store formats and moves into private label products. However, the economic downturn has set some of these strategies back, this analysis looks at whether grocery retailers will continue to enjoy similar rates of growth in the future.
Tables: 199 | Publication date: Apr 2009
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Product coverage
Non-store retailing; Store-based retailing
Executive summary
Slowing economic growth impacts negatively on retail sales in 2008
Retailing in Sweden saw growth slow in 2008 as a result of weaker economic growth, particularly during the second part of the year. Increasing food prices, record petrol prices and interest rates which were higher than they had been in a decade, all contributed to consumers having less money to spend. In particular, categories in which purchases were not immediately necessary were affected, with consumers postponing expenditure. Such product types were, for instance, durable goods and furniture. Other product types started to suffer from consumers shifting to less premium products and brands due to lower disposable incomes. For instance, in beauty products and clothing, luxury brands lost share, but also in grocery retail consumers traded down to less expensive products.
Store-based retailing dominates, but non-store retailing gains share in 2008
Store-based retailing continued to dominate sales, whilst non-store retailing remained marginal in 2008. Non-store retailing, however, saw rapid growth, mainly thanks to the growth of internet retailing. This channel continued to gain acceptance amongst many consumers in 2008, and also gained share in areas where it traditionally had negligible shares, such as in grocery retail. Growth in non-store retailing was also spurred by company activity, as internet companies increasingly promoted themselves.
Shopping centres continue to gain ground, but at slower pace
Out-of-town shopping centres continued to gain share from high street outlets in 2008, but at a slower pace. Shopping centres was to some degree becoming saturated, and local supermarkets and convenience stores also gained ground somewhat in 2008 as a result of busier lifestyles. Shopping centres are, however expected to gain ground over the coming years, as a slowing economy will lead to growth in discounters, and these are mainly situated in out-of-town shopping centres in Sweden.
Chains continue to dominate and push out independent operators
Retail chains dominated sales at all levels in Sweden, while independent outlets struggled to survive. In fact, the largest ten retail companies together accounted for close to half of retail sales in Sweden, of which a large proportion consisted of sales through the three leading grocery retail chains. Over the coming years, a slowing economy is set to intensify competition between retailers further, and the remaining independent outlets are expected to be the ones to suffer the most from decreasing demand.
Table of contents
RETAILING IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Slowing economic growth impacts negatively on retail sales in 2008
Store-based retailing dominates, but non-store retailing gains share in 2008
Shopping centres continue to gain ground, but at slower pace
Chains continue to dominate and push out independent operators
KEY TRENDS AND DEVELOPMENTS
Economy weakening at a rapid pace in 2008
Climate debate continues to impact retailing
Increasingly busy lifestyles, but the trend is weakened by the slowing economy
Chains dominate and continue to strengthen their grip in 2008
MARKET INDICATORS
Table 1 Employment in Retailing 2003-2008
MARKET DATA
Table 2 Sales in Retailing by Sector: Value 2003-2008
Table 3 Sales in Retailing by Sector: % Value Growth 2003-2008
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2008
Table 5 Sales in Store-Based Retailing by Sector: Value 2003-2008
Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2003-2008
Table 7 Sales in Non-store Retailing by Sector: Value 2003-2008
Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2003-2008
Table 9 Retailing Company Shares: % Value 2004-2008
Table 10 Grocery Retailers Company Shares: % Value 2004-2008
Table 11 Grocery Retailers Brand Shares: % Value 2005-2008
Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2008
Table 13 Non-Grocery Retailers Brand Shares: % Value 2005-2008
Table 14 Non-store Retailing Company Shares: % Value 2004-2008
Table 15 Non-store Retailing Brand Shares: % Value 2005-2008
Table 16 Forecast Sales in Retailing by Sector: Value 2008-2013
Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2008-2013
Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2008-2013
Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2008-2013
Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2008-2013
Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2008-2013
APPENDIX
Operating environment
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
ÅHLENS AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Åhlens AB: Key Facts
Summary 3 Åhlens AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 4 Åhlens AB: Private Labels
COMPETITIVE POSITIONING
Summary 5 Åhlens AB: Competitive Position 2008
APOTEKET AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Apoteket AB: Key Facts
Summary 7 Apoteket AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 8 Apoteket AB: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 9 Apoteket AB: Competitive Position 2008
AXFOOD AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Axfood AB: Key Facts
Summary 11 Axfood AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 12 Axfood AB: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 13 Axfood AB: Competitive Position 2008
BERGENDAHL & SON AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Bergendahl & Son AB: Key Facts
Summary 15 Bergendahl & Son AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 16 Bergendahl & Son AB: Competitive Position 2008
Table 22 Major independent chains supplied by Bergendahl & Son AB, 2007
CLAS OHLSON AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Clas Ohlson AB: Key Facts
Summary 18 Clas Ohlson AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 19 Clas Ohlson AB: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 20 Clas Ohlson AB: Competitive Position 2008
COOP SVERIGE AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Coop Sverige AB: Key Facts
Summary 22 Coop Sverige AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 23 Coop Sverige AB: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 24 Coop Sverige AB: Competitive Position 2008
Table 23 Largest Konsumentföreningar 2006
EL-GIGANTEN AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 25 El-Giganten AB: Key Facts
Summary 26 El-Giganten AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 27 El-Giganten AB: Competitive Position 2008
HENNES & MAURITZ (H&M) AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Hennes & Mauritz (H&M) AB: Key Facts
Summary 29 Hennes & Mauritz (H&M) AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 30 Hennes & Mauritz (H&M) AB: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 31 Hennes & Mauritz (H&M) AB: Competitive Position 2008
ICA SVERIGE AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 32 ICA Sverige AB: Key Facts
Summary 33 ICA Sverige AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 34 ICA Sverige AB: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 35 ICA Sverige AB: Competitive Position 2008
IKEA AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 36 IKEA AB: Key Facts
Summary 37 IKEA AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 38 IKEA AB: Competitive Position 2008
LINDEX AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 39 Lindex AB: Key Facts
Summary 40 Lindex AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 41 Lindex AB: Competitive Position 2008
NETONNET AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 42 Netonnet AB: Key Facts
Summary 43 Netonnet AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 44 Netonnet AB: Competitive Position 2008
ÖOB ÖVERSKOTTSBOLAGET AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 45 Öob Överskottsbolaget AB: Key Facts
Summary 46 Öob Överskottsbolaget AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 47 Överskottsbolaget AB: Competitive Position 2008
STADIUM SWEDEN AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 48 Stadium Sweden AB: Key Facts
Summary 49 Stadium Sweden AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 50 Stadium Sweden AB: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 51 Stadium Sweden AB: Competitive Position 2008
SYSTEMBOLAGET AB - RETAILING - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 52 Systembolaget AB: Key Facts
Summary 53 Systembolaget AB: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 54 Systembolaget AB: Competitive Position 2008
Table 24 Additional Systembolaget data
Table 25 Busiest sales days at Systembolaget, 2006
HYPERMARKETS IN SWEDEN
OVERVIEW
SECTOR DATA
Table 26 Hypermarkets: Value Sales, Outlets and Selling Space 2003-2008
Table 27 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 28 Hypermarkets Company Shares by Value 2004-2008
Table 29 Hypermarkets Brand Shares by Value 2005-2008
Table 30 Hypermarkets Brand Shares by Outlets 2005-2008
Table 31 Hypermarkets Brand Shares by Selling Space 2005-2008
Table 32 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 33 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
SUPERMARKETS IN SWEDEN
HEADLINES
OVERVIEW
SECTOR DATA
Table 34 Supermarkets: Value Sales, Outlets and Selling Space 2003-2008
Table 35 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 36 Supermarkets Company Shares by Value 2004-2008
Table 37 Supermarkets Brand Shares by Value 2005-2008
Table 38 Supermarkets Brand Shares by Outlets 2005-2008
Table 39 Supermarkets Brand Shares by Selling Space 2005-2008
Table 40 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 41 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
DISCOUNTERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Discounters: Value Sales, Outlets and Selling Space 2003-2008
Table 43 Discounters: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 44 Discounters Company Shares by Value 2004-2008
Table 45 Discounters Brand Shares by Value 2005-2008
Table 46 Discounters Brand Shares by Outlets 2005-2008
Table 47 Discounters Brand Shares by Selling Space 2005-2008
Table 48 Discounters Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 49 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
CONVENIENCE STORES IN SWEDEN
HEADLINES
OVERVIEW
SECTOR DATA
Table 50 Convenience Stores: Value Sales, Outlets and Selling Space 2003-2008
Table 51 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 52 Convenience Stores Company Shares by Value 2004-2008
Table 53 Convenience Stores Brand Shares by Value 2005-2008
Table 54 Convenience Stores Brand Shares by Outlets 2005-2008
Table 55 Convenience Stores Brand Shares by Selling Space 2005-2008
Table 56 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 57 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
FORECOURT RETAILERS IN SWEDEN
HEADLINES
OVERVIEW
SECTOR DATA
Table 58 Forecourt Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 59 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 60 Forecourt Retailers Company Shares by Value 2004-2008
Table 61 Forecourt Retailers Brand Shares by Value 2005-2008
Table 62 Forecourt Retailers Brand Shares by Outlets 2005-2008
Table 63 Forecourt Retailers Brand Shares by Selling Space 2005-2008
Table 64 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 65 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
MIXED RETAILERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Mixed Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 67 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 68 Mixed Retailers Company Shares by Value 2004-2008
Table 69 Mixed Retailers Brand Shares by Value 2005-2008
Table 70 Mixed Retailers Brand Shares by Outlets 2005-2008
Table 71 Mixed Retailers Brand Shares by Selling Space 2005-2008
Table 72 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
HEALTH AND BEAUTY SPECIALIST RETAILERS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 75 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 76 Health and Beauty Retailers Company Shares by Value 2004-2008
Table 77 Health and Beauty Retailers Brand Shares by Value 2005-2008
Table 78 Health and Beauty Retailers Brand Shares by Outlets 2005-2008
Table 79 Health and Beauty Retailers Brand Shares by Selling Space 2005-2008
Table 80 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 81 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
CLOTHING AND FOOTWEAR SPECIALIST RETAILERS IN SWEDEN
HEADLINES
OVERVIEW
SECTOR DATA
Table 82 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 83 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 84 Clothing and Footwear Retailers Company Shares by Value 2004-2008
Table 85 Clothing and Footwear Retailers Brand Shares by Value 2005-2008
Table 86 Clothing and Footwear Retailers Brand Shares by Outlets 2005-2008
Table 87 Clothing and Footwear Retailers Brand Shares by Selling Space 2005-2008
Table 88 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 89 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
FURNITURE AND FURNISHINGS STORES IN SWEDEN
HEADLINES
OVERVIEW
SECTOR DATA
Table 90 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2003-2008
Table 91 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 92 Furniture and Furnishings Stores Company Shares by Value 2004-2008
Table 93 Furniture and Furnishings Stores Brand Shares by Value 2005-2008
Table 94 Furniture and Furnishings Stores Brand Shares by Outlets 2005-2008
Table 95 Furniture and Furnishings Stores Brand Shares by Selling Space 2005-2008
Table 96 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 97 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
DIY, HOME IMPROVEMENT AND GARDEN CENTRES IN SWEDEN
HEADLINES
OVERVIEW
SECTOR DATA
Table 98 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space 2003-2008
Table 99 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 100 DIY, Home Improvement and Garden Centres Company Shares by Value 2004-2008
Table 101 DIY, Home Improvement and Garden Centres Brand Shares by Value 2005-2008
Table 102 DIY, Home Improvement and Garden Centres Brand Shares by Outlets 2005-2008
Table 103 DIY, Home Improvement and Garden Centres Brand Shares by Selling Space 2005-2008
Table 104 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 105 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN SWEDEN
HEADLINES
OVERVIEW
SECTOR DATA
Table 106 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 107 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 108 Electronics and Appliance Specialist Retailers Company Shares by Value 2004-2008
Table 109 Electronics and Appliance Specialist Retailers Brand Shares by Value 2005-2008
Table 110 Electronics and Appliance Specialist Retailers Brand Shares by Outlets 2005-2008
Table 111 Electronics and Appliance Specialist Retailers Brand Shares by Selling Space 2005-2008
Table 112 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 113 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
LEISURE AND PERSONAL GOODS SPECIALIST RETAILERS IN SWEDEN
HEADLINES
OVERVIEW
SECTOR DATA
Table 114 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 115 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 116 Leisure and Personal Goods Specialist Retailers Company Shares by Value 2004-2008
Table 117 Leisure and Personal Goods Specialist Retailers Brand Shares by Value 2005-2008
Table 118 Leisure and Personal Goods Specialist Retailers Brand Shares by Outlets 2005-2008
Table 119 Leisure and Personal Goods Specialist Retailers Brand Shares by Selling Space 2005-2008
Table 120 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 121 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
VENDING IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Vending: Value 2003-2008
Table 123 Vending: % Value Growth 2003-2008
Table 124 Vending Company Shares by Value 2004-2008
Table 125 Vending Brand Shares by Value 2005-2008
Table 126 Vending Forecasts: Value 2008-2013
Table 127 Vending Forecasts: % Value Growth 2008-2013
HOMESHOPPING IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 128 Homeshopping: Value 2003-2008
Table 129 Homeshopping: % Value Growth 2003-2008
Table 130 Homeshopping Company Shares by Value 2004-2008
Table 131 Homeshopping Brand Shares by Value 2005-2008
Table 132 Homeshopping Forecasts: Value 2008-2013
Table 133 Homeshopping Forecasts: % Value Growth 2008-2013
INTERNET RETAILING IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 134 Internet Retailing: Value 2003-2008
Table 135 Internet Retailing: % Value Growth 2003-2008
Table 136 Internet Retailing Company Shares by Value 2004-2008
Table 137 Internet Retailing Brand Shares by Value 2005-2008
Table 138 Internet Retailing Forecasts: Value 2008-2013
Table 139 Internet Retailing Forecasts: % Value Growth 2008-2013
DIRECT SELLING IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 140 Direct Selling: Value 2003-2008
Table 141 Direct Selling: % Value Growth 2003-2008
Table 142 Direct Selling Company Shares by Value 2004-2008
Table 143 Direct Selling Brand Shares by Value 2005-2008
Table 144 Direct Selling Forecasts: Value 2008-2013
Table 145 Direct Selling Forecasts: % Value Growth 2008-2013