Sweden

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.

Sweden StatisticsConsumer Lifestyles in SwedenSweden Country BriefingsFuture Demographics: Sweden in 2030

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    Strategy Briefing

    Strategy Briefing

    Opportunities for Halal Beauty in Western Europe

    Jul 2018

    Muslim consumers increasingly seek beauty products that align with their religious beliefs while not compromising their modern Western European values. Lack of halal certification standards, and low consumer awareness of the benefits of halal ...

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    Country Briefing

    Country Briefing

    Economy, Finance and Trade: Sweden

    Jul 2018

    Innovation and technological know-how are the cornerstones of the Swedish economy, which continues to attract foreign investment. However, its open economy also exposes Sweden to demand and supply shocks arising within its trading partners. A weak ...

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    Country Report

    Country Report

    Eyewear in Sweden

    Jul 2018

    Eyewear displayed continuous growth in 2018, but the unit price of contact lenses declined as competition increased in that category and premiumisation was unable to attract as many consumers to luxury spectacle frames as it had in the previous year....

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    Country Report

    Country Report

    Spectacles in Sweden

    Jul 2018

    The ageing population in Sweden has been one of the main growth drivers in spectacles in Sweden in recent years; the other one is the screen habits of Swedish youths. The growth in these two population groups has contributed much of the category’s ...

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    Country Report

    Country Report

    Bags and Luggage in Sweden

    Jul 2018

    Fast fashion sales declined in Sweden during 2017, with this trend continuing in 2018 and consumers now spending more on beauty products instead. This has mainly impacted basic items, which saw a decline in sales in 2017. However, in 2018, sales of ...

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    Country Report

    Country Report

    Jewellery in Sweden

    Jul 2018

    The trend towards luxury branded jewellery is expected to continue over the coming years. The only concern is the long term impact on small retailers, especially in Stockholm, where the concentration of high end retailers is greater. Sales of branded...

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    Country Report

    Country Report

    Personal Accessories in Sweden

    Jul 2018

    Personal accessories continued to grow during 2018 as Swedish consumers turned towards accessories to personalise their look. One of the drivers of the personalisation trend is the increased focus on appearance, which is being exacerbated by social ...

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    Country Report

    Country Report

    Watches in Sweden

    Jul 2018

    The key factor behind the continued success of Daniel Wellington is its strong knowledge and effective targeting of its customer base. The company’s main clientele is millennials, who are still in the early stages of their careers and generally lack ...

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    Country Report

    Country Report

    Writing Instruments in Sweden

    Jul 2018

    As a result of digitalisation, the need for writing instruments has declined substantially, with advancing technology expected to continue negatively impacting stationery sales, albeit it at a gradual rate. Increased digitalisation will lead ...

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    Country Profile

    Country Profile

    Sweden: Country Profile

    Jun 2018

    The economy will experience another year of moderately strong growth in 2018. Exports will see robust gains and consumer spending will strengthen modestly. Rising wages and an expansionary fiscal policy are other drivers. A weaker housing market and ...

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    Strategy Briefing

    Strategy Briefing

    Sportswear in Western Europe

    Jun 2018

    The trends for healthy living and wellness continue to encourage sales of sportswear across Western Europe, with consumer preference shifting towards performance apparel and footwear as more people integrate exercise into their daily routine. The top...

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    Country Report

    Country Report

    Better For You Beverages in Sweden

    Jun 2018

    The Swedish Health Minister pointed out the shortage of physical activity and the high intake of salt and sugar among Swedes in 2016, and called for cooperation between society, authorities and producers of food and drink. Hence, Coca-Cola ...

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    Country Report

    Country Report

    Better For You Packaged Food in Sweden

    Jun 2018

    In 2017, the indulgence trend continued to put pressure on various BFY packaged food categories, primarily those offering reduced fat, reduced salt, sugar-free or reduced sugar products. This trend is impacting all types of foods because BFY products...

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    Country Report

    Country Report

    Fortified/Functional Beverages in Sweden

    Jun 2018

    FF energy drinks made up nearly two thirds of FF beverages in terms of retail value sales in 2017, and sales continued to soar. The key driver of FF energy drinks was reduced sugar energy drinks, as Swedish consumers were health-conscious and showing...

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    Country Report

    Country Report

    Fortified/Functional Packaged Food in Sweden

    Jun 2018

    Swedish consumers are generally sceptical about additives, regarding them as synthetic or unnatural. The exception is products which have to be fortified by law, such as milk, for which vitamin D fortification is mandatory. Thus, Swedish consumers’ ...

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    Country Report

    Country Report

    Free From in Sweden

    Jun 2018

    Free from products faced significant consumer scepticism in 2016 and 2017, particularly free from gluten and free from lactose offerings. This is the result of a long period of media attention questioning the health benefits of such products. The ...

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    Country Report

    Country Report

    Naturally Healthy Beverages in Sweden

    Jun 2018

    As living standards are rather high in Sweden, ever more Swedes continue to pay more attention to their health and wellbeing. This is reflected by a continued demand for additive-free NH beverages; such products do not have added sugar, fat, ...

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    Country Report

    Country Report

    Naturally Healthy Packaged Food in Sweden

    Jun 2018

    NH products account for a large share of Swedish packaged food sales. They play a strong role in the nation’s staple diet and include traditional foods such as honey, high fibre breakfast cereals and sour milk products. Swedes are generally very ...

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    Country Report

    Country Report

    Organic Beverages in Sweden

    Jun 2018

    According to EkoWeb, the Swedish organic market grew by 18% in 2016, and the increase was expected to be rather strong in 2017 as well. Sales of organic products are driven by strong marketing, the education of potential customers, and advertisement ...

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    Country Report

    Country Report

    Organic Packaged Food in Sweden

    Jun 2018

    The organic category has grown rapidly in recent years but is now showing signs of a slowdown as organic products are available on a relatively large scale in most packaged food categories. Future organic products will increasingly have to compete ...

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