2025 Developments
In 2025, home and garden in Sweden experienced a further contraction in value, falling to SEK85.3 billion and extending a multi-year decline even as some neighbouring countries experienced a more robust recovery. This subdued performance was shaped by cost pressures, a cautious approach to spending, and strong urbanisation, with consumers directing expenditure towards affordable, multifunctional and long-lasting products, while deferring major projects and favouring smaller, incremental home updates. While the landscape remained moderately consolidated with Ikea, Mio and Jysk defending their positions through omnichannel investment and value-led innovation, the appeal for new entrants was limited by stable competitive dynamics and the absence of major market disruption. Growth prospects hinge on the ability to meet evolving demand for sustainability, digital convenience and price transparency, as both regulatory requirements and consumer preferences converge on certified, circular and traceable goods. To succeed, brands must pair sharp pricing and modular design with credible environmental documentation and seamless digital-physical integration, ensuring relevance as value and compliance become non-negotiable standards in Swedish home and garden.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home and Garden in Sweden?
- Which are the leading brands in Home and Garden in Sweden?
- How are products distributed in Home and Garden in Sweden?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Sweden
2025 Developments
Key Data Insights
Ikea and Value Retailers Drive Polarised Spending Habits
Modular Furnishings and Affordable Homewares Anchor Resilient Demand
Ikea Leverages Circularity and Omnichannel to Capture Cautious Shoppers
Ikea Set to Advance Omnichannel Integration to Shape New Shopping Journeys
Homewares and Home Furnishings to Sustain Leadership as Value-Consciousness Endures
Sustainability Regulations Set to Prompt Brands to Invest in Circularity and Compliance
Ikea Defends Lead as Value and Circularity Set New Standards
Ikea, Mio and Jysk Anchor Physical Shops as Consumer Priorities Shift
E-Commerce Accelerates as Digital Tools and Sustainability Reshape Buying Habits
Home Improvement in Sweden
Key Data Insights
Home Improvement Summary
Ongoing Decline for Home Improvement Amidst Cost-Of-Living Pressures
Bathroom Upgrades Anchor Spend as Eco-Credentials Become Essential
Tikkurila and Akzo Nobel Meet Demand for Affordable, Eco-Labelled Refreshes
Specialists to Bridge Digital and In-Store Journeys to Drive Growth
Bathroom and Sanitaryware to Maintain Lead as Renovation Priorities Shift
Sustainability and Value Offers Set to Reshape Consumer Expectations
Tarkett and Ikea Sustain Leadership as Sustainability Shapes Demand
Home Improvement Stores Maintain Dominance through Digital Integration and Circular Models
Click-And-Collect Fuels Hybrid Shopping
Gardening in Sweden
Key Data Insights
Gardening Summary
Blomsterlandet and Plantagen Shift Retail Focus to Convenience and Sustainability
Elho and Ikea Drive a Surge in Demand for Design-Led Planters
Husqvarna’S Robotic Tech Accelerates the Transition to Cleaner, Quieter Gardens
Steady Growth, with Consumers Expected to Prioritise Low-Maintenance Solutions
Demand for Recycled Pots and Planters Set to Rise as Urban Living Reshapes Preferences
Husqvarna Set to Drive Battery and Smart Technology as App-Connected Tools Replace Petrol Equipment
Blomsterlandet Extends Its Lead as Plantagen Retrenches
Home Products Specialists Maintains Dominance as E-Commerce Accelerates
Homewares in Sweden
Key Data Insights
Homewares Summary
Ikea and Nordic Nest Drive Digital-First, Value and Design Polarisation
Kitchen Brands Expand Modular, Sustainable Ranges to Capture Growth
Ikea and Sellpy Mainstream Circular Design and Second Life for Homewares
Urban Consumers to Shift to Modular Essentials and Online Discovery
Retailers Set to Elevate Compliance and Value Clarity to Retain Relevance
Ikea Retains Lead through Value, Design and Digital Reach
Ikea and Nordic Nest Reshape Shopping through Omnichannel Agility
E-Commerce Accelerates as Omnichannel Strategies Attract Younger Shoppers
Home Furnishings in Sweden
Key Data Insights
Home Furnishings Summary
Ikea and Value Brands Intensify Competition as Households Prioritise Affordability
Modular Indoor Living Solutions Meet Urban Demand for Flexibility
Smart Lighting and Digital Personalisation Drive Resilience and Engagement
Ikea Set to Elevate Digital-Physical Integration to Capture Value-Driven Shoppers
Dux to Strengthen Premium Appeal with Circular Design and Wellness Focus
Jysk Looks to Gain Share by Combining Sharp Pricing and Modular Offers
Ikea, Mio and Jysk Retain Lead as Value and Flexibility Drive Loyalty
Ikea Accelerates Omnichannel Strategy as Physical Stores Retain Lead
Jysk Expands Digital Tools and Circular Offers to Capture Value Seekers
Country Reports Disclaimer
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home and Garden research and analysis database.
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