Sweden

Having recorded healthy growth rates over the historic period, sportswear sales in Western Europe went into reverse in 2020, impacted by Coronavirus (COVID-19) and the measures implemented to contain its spread. These included, at times, gym closures...

Home furnishing received an unexpected boost from COVID-19. The pandemic left people spending significant time at home, leading consumers to revalue the home environment and spend more money on home furnishings. Furthermore, as people were not able ...

Home improvement benefitted from people spending more time at home in 2020, due to COVID-19. Consumers with more time on their hands turned to renovating and products such as home paint, floor coverings, carpets and power tools performed well in ...

Gardening benefitted from COVID-19, with current value growth more than double that of 2019 and was the best performer in home and garden overall. With people staying at home more and with more time on their hands, this led to more time spent in ...

Sweden has been an outlier to terms of its handling of COVID-19, with little restrictions in place. For the most part, guidelines rather than rules were put in place, with for instance people encouraged rather than obliged to work from home....

Homewares benefitted from COVID-19, with current value growth doubling in 2020. With people wary of dining out in crowded spaces, they cook at home instead. Products such as beverageware and ovenware were strong performers. Food storage also ...

After seeing slow but stable current value growth during most of the review period, in 2020 mass beauty and personal care turned to decline. COVID-19 caused performances to diverge, with counteracting forces affecting different categories. With ...

After seeing growth for the last three years of the review period, in 2020 sun care turned to significant decline in both retail volume and current value terms. With tourism-related sales an important source of demand for aftersun and sun protection,...

In 2020 deodorants turned to slight current value decline, after seeing growth during the rest of the review period. Nevertheless, the fall was insignificant, and the volume decline was similar to that seen in other years of the review period. The ...

Bath and shower saw slow but stable increases for most of the review period due to its maturity, but in 2020 growth rocketed. Many Swedish consumers changed their consumption habits due to COVID-19. On the one hand, they cut back on non-essential ...

Premium beauty and personal care saw solid current value growth rates throughout the review period, until 2020, when sales turned to strong decline. Premium categories particularly suffered from consumers’ avoidance of physical retail locations due ...

After seeing both retail volume and current value growth for several years, hair care turned to decline by both measures in 2020. However, volume sales only saw a slight decline, with the much stronger fall in current value terms driven by lower ...

Oral care is a mature category with high penetration, and saw slow but stable retail volume and current value growth rates for most of the review period. Although sales turned to decline by both measures in 2020, the fall was minimal. Oral care ...

Colour cosmetics was hit hard by COVID-19 in 2020, with both retail volume and current value sales falling from slow growth to significant decline. This is a category that is largely dependent on trips outside the home to drive demand and ...

Beauty and personal care saw solid current value growth rates during most of the review period, but turned to decline in 2020 due to the impact of COVID-19. Whilst the Swedish economy has been as badly hit by the pandemic as that of most other ...

Depilatories saw very slow but stable current value increases for most of the review period, with growth primarily related to general beauty trends and demographics, whilst category development stagnated. However, the category turned to decline in ...

After seeing slow but stable retail volume and current value growth rates for most of the review period, baby and child-specific products turned to slow decline by both measures in 2020, with falling sales in both the premium and mass segments. ...

After seeing a static retail volume performance in 2019, skin care turned to decline in 2020, with an even stronger current value decline due to price cuts and trading down. Skin care saw a significant fall in demand during spring 2020, as consumers ...

Fragrances turned to current value decline in 2020, after seeing growth during most of the review period. Although the value decline was only slow despite the challenging conditions, it should be noted that this was mainly due to price rises, since ...

Men’s grooming saw slow retail volume growth and solid current value growth during most of the review period, but turned to decline in 2020. With the onset of COVID-19, men’s priorities shifted towards the most essential products. Grooming products ...