Consumer Lifestyles in Sweden

November 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Sweden.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Sweden report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Sweden report answers:

  • How is the consumer mindset in Sweden changing? In Sweden, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Sweden purchase decisions?
  • Where and how do consumers shop in Sweden?
  • What health-related activities do consumers in Sweden participate in?
  • What megatrends should I focus on in Sweden (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer landscape in Sweden 2022
Life priorities
Swedes put finding time for themselves at the top of their priorities
Generation X’s prime focus is on finding time for their favourite activities
High value placed on uniquely tailored and curated experiences
Gen Z place greater value on other people seeing they are doing well
Brand engagement is low, but consumers will research products before they try them
Millennials more interested in new products and have higher preference for branded goods
Home life
Low levels of entertaining at home as households connect virtually
Gen Z have high rates of home-based activities, especially gaming, exercising and hobbying
Baby Boomers are more focused on living in a home with outside space
Eating habits
High preference for home-cooked meals; ready meals not as popular as global average
Consumers are focused on low prices when selecting foods
Millennials embrace veganism at higher rates than other cohorts
Swedes tend to eat more snacks in the evening at the weekend
Fewer Generation Z eat meals at the same time each day
Working life
Work-life balance is a key consideration for Swedish workers
Working from home appeals more to middle generations
Generation Z have highest expectations of earning a high salary
Expectations to work from home in the future lower than global average
Flexible working hours more important to middle cohorts
Leisure habits
Baby Boomers not as keen to socialise online as much as other cohorts
Over a third of Swedes go on a day trip at least once every few months
Baby Boomers not as keen on leisure shopping as younger generations
Baby Boomers take fewer trips than other generations
Swedes look for relaxing holidays above other features and activities
Top priority for all generations is finding a place to relax
Health and wellness
Nearly 40% take health supplements/vitamins almost every day
Walking or hiking favourite regular exercise routine for over 70%
Older cohorts prefer cycling to running or jogging to keep fit
Herbal remedies less popular than global average
Millennials have higher rates of most stress-reduction activities than other cohorts
Sustainable living
Consumers have most trust in recyclable labels
Baby Boomers lead in their efforts to have a positive impact on the planet
Nearly 70% of consumers recycle items - higher than the global average
Over half of respondents will repair items instead of replacing them
Over 30% of consumers will boycott brands that do not share their ethos
Baby Boomers more likely to boycott brands that do not share their beliefs
Shopping habits
Less interest in personalised shopping experiences than global average
Middle generations are more focused on buying less to afford better quality
Swedes not as influenced to buy products via their social media network
Older generations more influenced by independent consumer reviews
Convenience is the biggest driver for using subscription services
Gen Z and Millennials use subscription services to received tailored products and services
Consumers shop in-store for immediate purchase and to see and try first
Older generations more motivated by seeing and trying before buying
Best price is biggest motivator to shop online, along with free shipping
Generation Z less motivated by best prices when shopping online
Spending habits
Younger generations have more ambitious spending intentions
Baby Boomers have low intentions of saving more or spending more
Swedes less likely to share personal information online than average
Millennials prefer to communicate online
Swedish consumers currently have low uptake of smart appliances
Ownership of wearable devices lower than global average
Regular online video gaming not as popular as global average
Generation Z more active online video gaming than Millennials

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!