Sweden has one of the world’s most affluent, egalitarian and digitally-advanced societies, with consumption fuelled by factors including high wages, low unemployment and a generous social security net. Consumers have been at the forefront of the sustainable living movement, driving demand for a range of clean foods and eco-friendly products. Nevertheless, an influx of low-skilled migrants and a growing housing crisis are creating a bigger wealth gap and leading to increased price-sensitivity.
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