Sweden

The Stockholm in Sweden report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The Gothenburg in Sweden report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Super premium beauty and personal care has seen enhanced sales in both 2020 (bar in the case of super premium colour cosmetics, the only sub-category in declines) and into 2021 (with all sub-categories seeing positive growth). This ongoing growth is…

Premium and luxury cars is rebounding in 2021, following the sales slumps seen in 2020 during the time of the pandemic. Sweden took less restrictive measures in response to the pandemic than other EU Member States, partially cushioning the immediate…

Personal luxury, as a whole, is bouncing back in 2021 after seeing declines into negative sales figures in 2020. The main drivers of recovery are seen in designer apparel and footwear, and super premium beauty and personal care, the biggest…

Luxury writing instruments and stationery is recording only mild growth in 2021, only partially offsetting the lost values of 2020 due to reduced store visits and negligible tourism. Office workers were advised to work from home during the first half…

Luxury timepieces was hit particularly hard in 2020, falling into steep, double-digit, negative figure declines. Interestingly, more expensive watches suffered less than those in the mid-price luxury range, as the former is seen as a greater…

Luxury mobile phones remains negligible in Sweden, as they are considered discretionary items. Such products have also seen further downwards pressure during the time of the pandemic, as consumers started to cut their expenses on discretionary items,…

Luxury leather goods is rebounding in 2021, following the steep negative figure declines seen in 2020. In 2020, particularly, and also into the first part of 2021, the category was impacted by limitations on the number of people in stores per square…

Luxury jewellery, being an industry which predominantly relies on physical retail, was notably affected by reduced consumer foot-traffic in stores during 2020 and also into the start of 2021. The category was also impacted by a lack of social…

The luxury hotel industry, which traditionally heavily relies on international guests and large-scale business events, continues to be the most severely affected by the pandemic and existing travel restrictions in 2021. As of 20 September 2021, there…

In terms of the size of value sales, luxury goods is dominated by premium and luxury cars, which is rebounding in 2021 driven by the growing demand for electric cars and consumers’ desires to avoid new car tax regulations which became effective from…

In 2021, Swedish consumers are prioritising eyesight-related issues more than they did in the first year of the COVID-19 pandemic in 2020. In addition, pandemic-related restrictions on travel and leisure resulted in accumulated amounts of cash among…

Whilst many on-trade establishments were allowed to remain open during the time of the pandemic in Sweden in 2020 and 2021, the enforcement of social distancing measures, with limitations on numbers inside venues, were effective well into June 2021.…

Experiential luxury in Sweden is represented by luxury hotels and their associated restaurants, as well as independent local restaurants, with foodservice not falling under Euromonitor International’s definitions of luxury foodservice and no separate…

Even though there have been no mandated store closures in Sweden since the outbreak of COVID-19, from January 2021 shops and departments stores were obliged to allow no more than one customer per ten square meters, and no more than 500 in total. In…

The Coronavirus (COVID-19) has resulted in a significant speeding up in the move away from cash, as consumers and retailers tried to avoid handling it, particularly in the early days of the pandemic. This has therefore been providing strong impetus…

Vacuum cleaners has been decreasing in volume sales over the duration of the review period. However, in response to the COVID-19 pandemic in 2020, the product area witnessed improvements and for the first time saw an overall positive performance. The…

Small cooking appliances responded well to the COVID-19 pandemic in 2020 as volume sales rose notably. The main reason for this was due to consumers spending more time at home and having more money to spend on such items due to the restrictions. In…

Refrigeration appliances recorded strong volume growth in 2020, outperforming that seen over the review period due to the COVID-19 pandemic. As a result of the pandemic, consumers stockpiled food in preparation for retail disruption and to cater for…