Megatrends in Sweden

November 2022

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in Sweden.

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This report comes in PPT.

Overview:

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?
Scope
The drivers shaping consumer behaviour
Megatrend Framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Three Sweden improves home network connectivity with new Inseego 5G router
Swedes lag behind their global counterparts in most areas of personal tech
Consumers are wary of sharing their personal information
Millennials are the most active in both sharing and protecting their data
Family and friends are the most trusted source of information
Shift towards online activities set to continue
Experience more
H&M offered chance to win a shareable tailored selfie with one of its new virtual looks
Swedes prefer real world over virtual experiences
The pandemic drove consumers to socialise online
Travellers prioritise relaxation and safety
Gen Z are the most eager to increase both online and offline activities
Middle class reset
Coop Sweden caters to squeezed consumers with new soft discounter format
Mindful consumption is on the rise
Repurposing continues to gain traction
Gen Z are the most frugal cohort
Premiumisation
Premium plant-based pizza brand One Planet Pizza debuts in Sweden
Millennials are the most individualistic cohort
Swedes are less confident in their investments than their global peers
Quality is a priority when it comes to clothing and home essentials
Shifting market frontiers
Lifvs expands its network of unstaffed grocery kiosks across rural Sweden
International products are more widely available despite global supply disruptions
Baby Boomers are the most eager to support local businesses
Shopping reinvented
Reitan Convenience’s new PBX concept is designed to test new sustainability strategies
Most clothing and accessories now purchased online
Brand engagement by Swedish shoppers is still relatively low
Young consumers are stepping up their interaction with companies on social media
Sustainable living
AliasSmith launches cardboard tequila bottle made with 94% recycled material
Swedes are highly supportive of ecological issues
Recycling and reducing food waste are top environmental concerns
Almost a third of consumers boycott brands that do not share their beliefs
Recyclable and biodegradable packaging types are considered the most sustainable
Wellness
Mycorena creates prototype for healthier, mycoprotein-based butter alternative
Over half of Swedes regularly take health supplements
Massage is the most common way to deal with stress
Swedes lag behind global counterparts in health tech
Only around half of consumers take health and safety precautions outside the home
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