Colour cosmetics in Sweden recorded retail value sales of SEK8,144 million in 2025, representing 4% growth from the previous year, as the category delivered positive performance despite a more measured pace compared with the double-digit increases recorded such as 15% in 2022 and 11% in 2023 following the post-pandemic recovery. Growth is underpinned by sustained consumer engagement, particularly among younger shoppers who continue to treat makeup as an extension of personal identity and lifesty

Beauty and personal care in Sweden delivered stable value growth in 2025, underpinned by consumers’ willingness to trade up to premium and pharmacy-positioned products despite stagnant volumes. Lifestyle orientation, ingredient transparency and efficacy continue to drive demand, particularly in skin care and fragrances. Sweden’s ageing population sustains demand for anti-ageing and barrier-repair formulations, while younger consumers energise fragrances, colour cosmetics and self-tanning through

Bath and shower in Sweden recorded retail value sales of SEK2,020,986,449 in 2025, representing 3% growth from the previous year. Growth was driven by consumers gradually trading up to more premium products rather than broad volume expansion, as the category maintained a mature profile with stable household routines. Value growth slowed compared with previous years, reflecting both the economic environment and softer premiumisation momentum, with many consumers remaining price-aware and opting f

Deodorants in Sweden recorded retail value sales of SEK967 million in 2025, representing 3% growth from the previous year, as the category continued to be shaped by cautious consumer spending and an inherently commoditised structure that limited both innovation and consumers’ willingness to pay more for standard formats. Price competition intensifies as discount retailers such as Normal and Rusta continue to expand their assortments of leading brands, including Dove, Rexona and Nivea, at lower p

Oral care in Sweden recorded retail value sales of SEK3,545 million in 2025, representing 4% growth in current terms, as a mature and routine-driven category delivered stable performance shaped by habitual replacement purchasing and price sensitivity. Sweden’s population of approximately 10.6 million supported consistent demand for routine oral care products, while real GDP growth of 2% and a low inflation rate of 0.7% provided a stable macroeconomic backdrop conducive to steady consumer spendin

Baby and child-specific products in Sweden recorded retail value sales of SEK715 million in 2025, representing 3% growth from the previous year, as the category delivered positive but structurally constrained performance. The declining birth rate and shrinking child population continue to weigh on volume growth, meaning most value gains come from modest premiumisation and consumers trading into pharmacy-positioned products rather than expanding usage frequency or adding new categories to their r

Hair care in Sweden recorded robust growth in 2025, with retail value sales reaching SEK5,811 million, representing 6% growth in current terms. Growth was driven primarily by continued premiumisation and evolving consumer routines, as many consumers increasingly approach hair care in a similar way to skin care. Multi-step routines focused on repair, hydration and scalp health support strong value growth in conditioners, treatments and leave-in products. Premium and professional brands such as Ol

Fragrances in Sweden continued to grow in 2025, although the pace moderated compared with the exceptionally strong expansion seen in previous years, indicating a gradual normalisation following the post-pandemic boom. Retail value sales reached SEK3,432 million, representing 2% growth in current terms. Premium fragrances remained the largest and best-performing category, recording 3% value growth to SEK3,023 million, driven by frequent launches, gifting occasions and strong retail visibility fro

Sun care in Sweden recorded retail value sales of SEK870 million in 2025, representing 4% growth in current terms, supported by strong health awareness, continued travel and growing everyday use of sun protection beyond seasonal holidays. Sweden’s population of approximately 10.6 million and steady consumer expenditure in constant prices provide a stable demand foundation, with the country’s high melanoma rate continuing to make UV protection a serious health concern and supporting demand for hi

Depilatories in Sweden recorded retail value sales of SEK304 million in 2025, representing 4% growth from the previous year, as this mature, routine-driven category delivered steady performance shaped by cautious consumer spending and established grooming habits. As hair removal products are considered everyday essentials rather than discretionary beauty purchases, demand remains relatively stable with limited scope for increased usage, constraining overall volume growth.

Men’s grooming in Sweden continued to show modest performance in 2025, with retail value sales reaching SEK2,859 million, representing 2% growth in current terms. This reflects the category’s structural maturity and limited penetration beyond core segments such as shaving and fragrances. Consumer behaviour remains largely functional and price-sensitive, with many Swedish men relying on unisex or shared household products rather than men-specific alternatives, particularly in bath and shower, hai

Mass beauty and personal care in Sweden recorded retail value sales of SEK17,000 million in 2025, representing 3% growth in current terms, supported by a stable economic environment with real GDP growth of 2% and inflation of 1%, sustaining consumer purchasing power and enabling selective spending on personal care products. Mass skin care remained the largest category at SEK5,276 million, driven by sustained consumer preference for functional, sensitive-skin formulations from pharmacy-positioned

Premium beauty and personal care in Sweden reached retail value sales of SEK13,857 million, representing 4% growth in current terms, supported by strong consumer willingness to pay for perceived quality, efficacy and brand value. Sweden’s macroeconomic environment provides a favourable backdrop, with real GDP growth of 2%, low inflation of 1%, and rising consumer expenditure underpinning continued discretionary spending on premium products. Premium skin care continued as the largest category, wi

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In 2025, menstrual care in Sweden recorded modest yet positive growth, with retail volume increasing to 674 million units and retail value rising by 1% to SEK983 million. This performance was shaped by a combination of consumer resilience, ongoing product innovation, and shifting preferences towards premium offerings, even amid broader economic challenges. Although the rate of growth was modest in both value and volume, the market remains robust due to a natural increase in the female population

Wipes in Sweden continued to see steady current value growth in 2025, achieving SEK424 million, a year-on-year increase of 2% in current value terms. This performance reflects resilience within a mature context, particularly given a regional trend of slowing growth after the pandemic-related peak in demand. Sweden’s total population rose modestly to 10.6 million in 2025, providing a stable base for household and personal care product consumption, while real GDP growth of 2% and inflation of 0.7%

Value sales of nappies/diapers/pants in Sweden increased by 1% in 2025 to SEK1.5 billion. However, this value growth contrasted with a continuing volume decline, with retail volume falling to 555 million units, a drop of 1%. The contraction in volume is directly linked to demographic shifts with Sweden's population aged 0-3 years decreasing from 440,000 in 2024 to 424,000 in 2025, underscoring a shrinking base of end-users and reinforcing the impact of falling birth rates on demand.

Away-from-home tissue and hygiene in 2025 recorded current value growth of 2% in 2025 to reach SEK2.5 billion. Although the category maintained its upward trajectory, the pace of growth softened compared to the surge seen during the immediate post-pandemic years, with growth rates dampened by heightened economic uncertainty and rising price sensitivity among purchasers. This reflects a broader Western European context, where consumer expenditure is rising yet cost concerns have made institutiona

Retail tissue in Sweden maintained positive momentum in 2025, with both value and volume growing on the back of population expansion and increased unit prices. Retail volume reached 93,000 tonnes, up 2% compared to the previous year, while retail value climbed 3% to SEK5.0 billion. This reflects a broader trend of premiumisation and innovation as key levers for value creation. Sweden’s population reached 10.6 million in 2025, supporting the underlying growth in demand for retail tissue, while ho

In 2025, tissue and hygiene in Sweden demonstrated robust momentum, surpassing the inflation-adjusted growth seen across Western Europe. The market is benefiting from sustained demand drivers, such as an expanding older population, rising consumer spending, and innovation that elevates both efficacy and sustainability standards. Tissue and hygiene saw growth of 2% to SEK8.1 billion in 2025, outpacing inflation of 0.7%, while maintaining high consumer engagement in core essentials and acceleratin

Retail adult incontinence in Sweden recorded robust growth in 2025, with both volume and value indicators reflecting a strong performance relative to regional and global trends. Retail volume reached 47 million units, up 5% from the previous year, while retail value rose 7% to SEK165 million. These figures underscore continued momentum following a period of acceleration in both unit and value growth from 2023 onwards, largely driven by demographic shifts and high consumer engagement.

In 2025, Rx/reimbursement adult incontinence in Sweden recorded steady value growth, with sales increasing to SEK326 million and volume rising 2% to 156 million units. This robust performance is underpinned by demographic and health trends, particularly the annual increase in the population aged 65 and over, which reached 2.2 million people in 2025, and the rising prevalence of obesity, with half of the Swedish population classified as overweight or obese. These factors are directly correlated w

In 2025, polishes in Sweden posted positive value growth, with sales reaching SEK82 million, representing 2% growth in current terms. The pace of price growth has markedly slowed since spiking in the aftermath of the COVID-19 pandemic. This price surge was largely driven by inflationary pressures arising from material shortages, challenges in procurement, supply chain disruptions, and increased labour costs. The deceleration in price growth observed in 2025 reflects not only the normalisation o

In 2025, dishwashing in Sweden saw value sales growth, driven by premiumisation, as Swedish consumers were willing to pay more for products that deliver tangible benefits such as time-saving, improved efficiency, and sensorial experiences. Value sales reached SEK1,236 million, representing 5% growth. The median disposable income per household in Sweden grew to SEK546,235 in 2025 in current terms, indicating a steady increase in household income, which supports the premiumisation trend as consume