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2025 Developments
Retail in Sweden demonstrated resilience in 2025, with higher retail current value sales growth compared with 2024, supported by a favourable macroeconomic climate that included a slight rise in real GDP growth and a marked slowdown in the rate of inflation. The environment is shaped by advancing sustainability initiatives and rapid adoption of artificial intelligence, as evidenced by leading retailers introducing in-store farming and deploying AI-driven solutions for supply chain optimisation and transparency. Supermarkets continued to outperform all other formats in absolute retail value sales, while discounters and e-commerce stood out for their growth performances, fuelled by sustained price-sensitivity and shifting consumer preferences. The industry is benefiting from investments in innovation in digitalisation, technology, logistics, physical retail space and sustainability, while retailers are adapting to a changing consumer landscape, which is seeing a polarisation between economy and premium purchasing decisions, through agile channel strategies and differentiation through experiential shopping.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail 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:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail 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 Retail in Sweden report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- 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 Retail in Sweden?
- Which are the leading retailers in Retail in Sweden?
- How are products distributed in Retail in Sweden?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Sweden?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Sweden
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
Supermarkets Lead In-Store Sustainability While Price-Sensitivity Boosts Discounters
Chart 2 Coop Launches In-Store Farming
Ikea and H&M Invest in Ai to Improve Efficiency, Sustainability and Marketing
Chart 3 Ikea Signs AI Agreement with Rebl Industries
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Retailers Attracting Value-Seeking Shoppers to Register Strong Growth Amidst a Polarisation of Demand Trend
Chart 6 Analyst Insight for Retail
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Innovation through Partnerships Adds Dynamism to the Competitive Landscape
Chart 9 Åhléns Partners with TrusTrace
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas
Black Friday/Black Week
Summer sales
Chart 13 Economic Context for Retail
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025
Convenience Retailers in Sweden
Key Data Insights
Convenience Retailers Summary
Chart 19 Key Industry Trends for Convenience Retailers
Robust Performance as Convenience-Driven Shopping Gains Momentum
The Rise of E-Commerce and the Redefining of Retail Convenience Shape Channel Development in 2025
Chart 20 Wolt Grows E-Commerce Delivery for Convenience Retailers
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Major Brands to Expand Healthy Ranges and Delivery Reach
Chart 23 Analyst Insight for Convenience Retailers
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Ica Nära's Store Network Expands to Strengthen Its Dominant Position
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Chart 28 Economic Context for Convenience Retailers
Chart 29 Real GDP Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Convenience Retailers
Chart 32 Population 2020-2030
Chart 33 Population by Generation 2025
Supermarkets in Sweden
Key Data Insights
Supermarkets Summary
Chart 34 Key Industry Trends for Supermarkets
Partnerships with Swegreen Transform Retail Spaces with In-Store Farming
Chart 35 Coop Launches In-Store Farms
Wolt Boosts Instant Delivery Positioning as Consumer Demand Grows Online
Chart 36 Value Sales 2020-2030
Positive Macroeconomic Indicators and a Sustainability Drive to Generate Growth Opportunities
Chart 37 Analyst Insight for Supermarkets
E-Commerce to Grow in Importance as a Competitive Tool as Retailing Intensifies
Chart 38 Wolt and Other Delivery Platforms Gain Momentum
Chart 39 Forecast Value Sales 2020-2030
Ica Consolidates Its Leadership as Coop Experiences a Mixed Performance
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Chart 42 Economic Context for Supermarkets
Chart 43 Real GDP Growth 2020-2030
Chart 44 Inflation 2020-2030
Chart 45 Consumer Context for Supermarkets
Chart 46 Population 2020-2030
Chart 47 Population by Generation 2025
Hypermarkets in Sweden
Key Data Insights
Hypermarkets Summary
Chart 48 Key Industry Trends for Hypermarkets
Axfood Enters Hypermarkets through City Gross Acquisition to Intensify the Competition
Swegreen Initiative Redefines In-Store Experience with All-Year-Round Farm Installations
Chart 49 Coop Launches In-Store Farming
Chart 50 Value Sales 2020-2030
Private Label Expansion to Reshape Supplier Relationships and Margins
Chart 51 Analyst Insight for Hypermarkets
E-Commerce Upgrades Drive Competition for Shopper Loyalty
Chart 52 Forecast Value Sales 2020-2030
Ica Maxi Expands Lead as Axfood’S Acquisition Adds to Competitive Dynamics
Chart 53 Axfood Acquires City Gross
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Chart 56 Economic Context for Hypermarkets
Chart 57 Real GDP Growth 2020-2030
Chart 58 Inflation 2020-2030
Chart 59 Consumer Context for Hypermarkets
Chart 60 Population 2020-2030
Chart 61 Population by Generation 2025
Discounters in Sweden
Key Data Insights
Discounters Summary
Chart 62 Key Industry Trends for Discounters
Lidl Drives Store Expansion as Value-Focused Shoppers Increase Footfall
Lidl Leverages Private Label Innovation to Boost Fresh Meals Sales
Chart 63 Lidl Launches New Fresh Meals Private Label Products
Chart 64 Value Sales 2020-2030
Lidl to Expand Private Label Offer to Capture Value-Focused Spend
Chart 65 Analyst Insight for Discounters
Chart 66 Forecast Value Sales 2020-2030
Lidl Invests to Reinforce Its Dominant Position
Chart 67 Company Shares 2025
Chart 68 Brand Shares 2025
Chart 69 Economic Context for Discounters
Chart 70 Real GDP Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Discounters
Chart 73 Population 2020-2030
Chart 74 Population by Generation 2025
Small Local Grocers in Sweden
Key Data Insights
Small Local Grocers Summary
Improving Economic Situation and Grocer Flexibility Drive Retail Value Growth Despite Outlet Decline
Chart 75 Value Sales 2020-2030
Independent Stores Are Set to Increase Their Focus on Differentiation, but Lose Ground to Larger Competitors
Chart 76 Analyst Insight for Small Local Grocers
Chart 77 Forecast Value Sales 2020-2030
Varsego Sverige Consolidates Leadership in a Highly Fragmented Competitive Landscape
Chart 78 Company Shares 2025
Chart 79 Brand Shares 2025
Chart 80 Economic Context for Small Local Grocers
Chart 81 Real GDP Growth 2020-2030
Chart 82 Inflation 2020-2030
Chart 83 Consumer Context for Small Local Grocers
Chart 84 Population 2020-2030
Chart 85 Population by Generation 2025
General Merchandise Stores in Sweden
Key Data Insights
General Merchandise Stores Summary
Chart 86 Key Industry Trends for General Merchandise Stores
Dollarstore's Expansion Intensifies the Competition and Boosts Variety Stores' Profile
Åhléns Leverages Ai Solutions to Advance Supply Chain Sustainability
Chart 87 Åhléns Partners with TrusTrace to drive AI Solutions
Chart 88 Value Sales 2020-2030
Chart 89 Value Sales by Category 2025
Variety Stores to Continue to Drive General Merchandise Stores Amidst Growing E-Commerce Competition
E-Commerce Competition Compels Omnichannel Investment and Outlet Innovation
Chart 90 Analyst Insight for General Merchandise Stores
Chart 91 Forecast Value Sales 2020-2030
Chart 92 Forecast Value Sales by Category 2025-2030
Rusta Expands Store Network to Capture Gains
Chart 93 Company Shares 2025
Chart 94 Brand Shares 2025
Chart 95 Economic Context for General Merchandise Stores
Chart 96 Real GDP Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for General Merchandise Stores
Chart 99 Population 2020-2030
Chart 100 Population by Generation 2025
Apparel and Footwear Specialists in Sweden
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 101 Key Industry Trends for Apparel and Footwear Specialists
Kappahl Leverages Zalando Partnership to Drive Digital Reach
Chart 102 Newbie and KappAhl Sell on Zalando
H&M Pioneers Digital Twins to Boost Marketing Efficiency
Chart 103 Value Sales 2020-2030
Physical Sales Growth Despite Store Closures, but Digital Sales to Continue to Drive Momentum
Chart 104 Analyst Insight for Apparel and Footwear Specialists
Live Shopping and Omnichannel Tactics Boost Engagement and Service
Chart 105 Forecast Value Sales 2020-2030
H&M Defends Leadership as Online Rivals Intensify the Pressure
Chart 106 H&M Uses AI to Create Digital Twins Fashion Models
Chart 107 Company Shares 2025
Chart 108 Brand Shares 2025
Chart 109 Economic Context for Apparel and Footwear Specialists
Chart 110 Real GDP Growth 2020-2030
Chart 111 Inflation 2020-2030
Chart 112 Consumer Context for Apparel and Footwear Specialists
Chart 113 Population 2020-2030
Chart 114 Population by Generation 2025
Appliances and Electronics Specialists in Sweden
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 115 Key Industry Trends for Appliances and Electronics Specialists
Improving Economic Indicators Stimulate Spending
Power and Elgiganten Leverage Digital and In-Store Innovation to Attract Enthusiasts
Chart 116 Power Runs Live Shopping Events
Chart 117 Value Sales 2020-2030
Physical and Online Rivals Are Intensifying the Competition as Price Transparency Grows
Chart 118 Analyst Insight for Appliances and Electronics Specialists
Chart 119 Forecast Value Sales 2020-2030
Digitalbutikerna Sees the Fastest Growth through New Store Openings
Chart 120 Elgiganten Launches New Store Concept for Gamers
Chart 121 Company Shares 2025
Chart 122 Brand Shares 2025
Chart 123 Economic Context for Appliances and Electronics Specialists
Chart 124 Real GDP Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Appliances and Electronics Specialists
Chart 127 Population 2020-2030
Chart 128 Population by Generation 2025
Home Products Specialists in Sweden
Key Data Insights
Home Products Specialists Summary
Chart 129 Key Industry Trends for Home Products Specialists
Home Products Specialists Rebound as Economic Conditions Improve
Ikea’S Loyalty Programme and Robotics Deal Fuel Innovation and Engagement
Chart 130 Ikea Signs Agreement with Local AI Robotics Company
Chart 131 Value Sales 2020-2030
Chart 132 Value Sales by Category 2025
Pet Humanisation Trend to Continue to Push Growth for Pet Shops and Superstores
Chart 133 Analyst Insight for Home Products Specialists
Omnichannel and Sustainability Approaches to Shape Retailer Strategies
Chart 134 Forecast Value Sales 2020-2030
Chart 135 Forecast Value Sales by Category 2025-2030
Clas Ohlson Gains through New Stores and Product Launches
Chart 136 Ikea Goes Viral with Its Loyalty Programme
Chart 137 Company Shares 2025
Chart 138 Brand Shares 2025
Chart 139 Economic Context for Home Products Specialists
Chart 140 Real GDP Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Home Products Specialists
Chart 143 Population 2020-2030
Chart 144 Population by Generation 2025
Health and Beauty Specialists in Sweden
Key Data Insights
Health and Beauty Specialists Summary
Chart 145 Key Industry Trends for Health and Beauty Specialists
Discount Retailing Gains Momentum in the Channel
Kicks-Algonomy Partnership Aims to Enhance Loyalty with Ai-Powered Recommendations
Chart 146 Kicks Partners Algonomy to Deliver AI-driven Personalisation
Chart 147 Value Sales 2020-2030
Chart 148 Value Sales by Category 2025
Omnichannel Strategies to the Fore in an Intensifying Competitive Landscape
Chart 149 Analyst Insight for Health and Beauty Specialists
Pharmacies to Maintain Dominance While Beauty Specialists Are under Pressure From Online Rivals
Chart 150 Forecast Value Sales 2020-2030
Chart 151 Forecast Value Sales by Category 2025-2030
Apotek Hjärtat Extends Lead Despite Contracting Footprint
Chart 152 Company Shares 2025
Chart 153 Brand Shares 2025
Chart 154 Economic Context for Health and Beauty Specialists
Chart 155 Real GDP Growth 2020-2030
Chart 156 Inflation 2020-2030
Chart 157 Consumer Context for Health and Beauty Specialists
Chart 158 Population 2020-2030
Chart 159 Population by Generation 2025
Vending in Sweden
Key Data Insights
Vending Summary
Commuters and Active Consumers Drive Robust Sales Growth
Chart 160 Value Sales 2020-2030
Chart 161 Value Sales by Category 2025
Grocery Retailers Expand Their Convenience Offer to Increase the Competition with Vending Operators
Drinks Vending Remains on the up in Sweden
Slow Adaptation to Health Trends Restricts Vending Opportunities
Chart 162 Forecast Value Sales 2020-2030
Chart 163 Forecast Value Sales by Category 2025-2030
Fazer Food Services Narrows the Share Gap on Selecta
Chart 164 Company Shares 2025
Chart 165 Brand Shares 2025
Chart 166 Economic Context for Vending
Chart 167 Real GDP Growth 2020-2030
Chart 168 Inflation 2020-2030
Chart 169 Consumer Context for Vending
Chart 170 Population 2020-2030
Chart 171 Population by Generation 2025
Direct Selling in Sweden
Key Data Insights
Direct Selling Summary
Chart 172 Key Industry Trends for Direct Selling
Health and Beauty Direct Selling Witnesses Consumer Loyalty Amidst the Wellness Trend
Digital Transformation Accelerates as Brands Adapt to a Challenging Environment
Chart 173 PM-International's new E-shop Leverages AI-powered CRM system
Chart 174 Value Sales 2020-2030
Chart 175 Value Sales by Category 2025
Direct Selling Is Set to Show Some Resilience through Digital Migration and Brand Loyalty
Chart 176 Analyst Insight for Direct Selling
Shift to Digital Engagement to Counter E-Commerce Threat
Chart 177 Forecast Value Sales 2020-2030
Chart 178 Forecast Value Sales by Category 2025-2030
Tupperware's Exit Brings Share Gains for Leading Players but Underscores the Channel's Vulnerability
Chart 179 Company Shares 2025
Chart 180 Brand Shares 2025
Chart 181 Economic Context for Direct Selling
Chart 182 Real GDP Growth 2020-2030
Chart 183 Inflation 2020-2030
Chart 184 Consumer Context for Direct Selling
Chart 185 Population 2020-2030
Chart 186 Population by Generation 2025
Retail E-Commerce in Sweden
Key Data Insights
Retail E-Commerce Summary
Chart 187 Key Industry Trends for Retail E-Commerce
Kappahl Leverages Marketplace Expansion to Attract New Consumers
Chart 188 Newbie and KappAhl Brands Sell on Zalando
Mobile-First Strategies Accelerate as Consumers Shift to M-Commerce
Ikea Deploys Ai Robotics to Streamline Warehouse and Fulfilment Efficiency
Chart 189 Value Sales 2020-2030
Chart 190 Value Sales by Category 2025
Consumers Are Embracing Online Shopping with Health and Beauty and Appliances and Electronics Specialists
Zalando Faces New Challengers as Omnichannel Innovation Drives Loyalty
Chart 191 Analyst Insight for Retail E-Commerce
Local Platforms to Respond as Marketplace E-Commerce Maintains a Fast Growth Trajectory
Chart 192 Forecast Value Sales 2020-2030
Chart 193 Forecast Value Sales by Category 2025-2030
Apotea Leverages Online Pharmacy Demand as Temu Marketplace Intensifies Price Competition
Chart 194 Ikea Adopts AI-powered Fulfilment
Chart 195 Company Shares 2025
Chart 196 Brand Shares 2025
Chart 197 Economic Context for Retail E-Commerce
Chart 198 Real GDP Growth 2020-2030
Chart 199 Inflation 2020-2030
Chart 200 Consumer Context for Retail E-Commerce
Chart 201 Population 2020-2030
Chart 202 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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