Premium international brand owners enjoyed a stronger presence in the Swedish market in 2016 and 2017. Chanel opened its first store in Sweden in 2016, and was followed by Céline. Mulberry expanded and opened another store in 2016, while Bottega ...

Swedish designers are receiving more attention and support from the industry. The Precious Stockholm Nordic Watch & Jewellery Fair is growing in terms of number of both local and international exhibitors on an annual basis. Furthermore, Swedish ...

Personal accessories in Sweden continued to record healthy current value growth in 2017. Swedes are becoming increasingly willing to spend more money on personal accessories, although growth in 2017 was not as strong as that in 2015. This willingness...

Swedes showed an interest in newly emerging local brands in 2017. Following the success of Daniel Wellington in 2010, new Swedish companies launched mid-priced analogue watches, for example Triwa, Knut Gadd and TID Watches. In 2016 and 2017, emerging...

Sweden is one of the most digitalised countries in the world. As a result, writing instruments have been disappearing from schools and workplaces. This has led to a decline in the quality of handwriting, with the handwriting of many Swedes being ...

In 2017, eyewear is set to deliver healthy retail volume and value growth in 2017 that is faster than the respective review period CAGRs. Spectacles is expected to register the fastest retail value sales growth as Swedes demand more premium and ...

Sports glasses enjoyed growing demand during 2017, as health and wellness trends remained strong in Sweden. Previously, manufacturers tended to release general purpose sports glasses and ski goggles; however, consumers are increasingly interested in ...

Toys and games displayed strong growth in current value terms in 2016. Both traditional toys and games and video games easily outperformed their respective value CAGRs for the review period. Digital and in-game purchases were the main drivers behind ...

Traditional toys continued to become more educational in 2016. Toys now often strive to make learning experiences more vivid by bringing scientific phenomenon “to life”, allowing children to see and experience them. These toys hence frame the ...

Sales of physical video games software have been on the decline, as more Swedes are buying video games digitally. However, 2016 was an exception, as physical video games software also increased slightly, by 3% in current value terms. This increase, ...

Explosion of the craft beer trend continued in Sweden in 2016, as tremendously huge varieties of styles, tastes, designs and “languages” of beer were sold. Craft beers were offered by foreign breweries, for instance in the US and the UK, as well as ...

Cider/perry is one of the alcoholic drinks to be sold outside of Systembolaget (state retail monopoly) through regular retail outlets in the off-trade channel. Despite the availability of cider/perry in regular retail stores, there was a strong shift...

Total volume sales of alcoholic drinks declined marginally in 2016, although this was lower than the average decline posted over the review period. The decline in total volume terms was a direct consequence of an increasing focus on value ...

Ginger beer continued to gain in popularity in Sweden in 2016, as it is made at micro-breweries and considered to be a speciality drink, just like beer products that offer new and interesting flavourings. The best-selling ginger beer in 2016 was ...

Swedish consumers are becoming increasingly educated about alcoholic drinks, which is due to the efforts made by Systembolaget and to the base of affluent consumers who can afford to spend more. Systembolaget has well-trained staff at its outlets who...

Swedish consumers have become educated about what they drink and eat, which had a significant impact on wine consumption habits in 2016. Swedes are showing increasing interest in the content, additives and origin of the wine they pick. Systembolaget,...

Air care sales grew by 2% in 2016, the category’s strongest performance since 2012, and a significant rebound from the previous year’s decline. All categories saw an improved performance during the year, with gel air fresheners and liquid air ...

Bleach saw value sales fall annually throughout the review period until the 1% current value growth registered in 2016. This growth was primarily down to price rises in the category, with bleach seeing value stagnate in constant terms during the ...

Automatic dishwashing liquids were introduced to Sweden in 2016 in the form of Reckitt Benckiser’s Finish Eco Power Gel. The brand was responsible for all of the category’s SEK1 million sales during the year....

Home insecticides grew by 2% to reach SEK87 million in 2016. This was below the 3% CAGR for the review period as a whole and was, indeed, the poorest year-on-year performance seen during 2011-2016. The category’s sluggishness is in part attributable ...