Sweden

Retail volume growth for sanitary protection in 2021 was up marginally on 2020, with most categories – even those that posted declines – showing improved performances in this regard. Overall demand picked up as consumers began to resume their usual…

As a result of the pandemic many Swedes were more interested in keeping their homes, especially their bathrooms, clean in 2020 resulting in a steep increase in retail value sales growth of surface care during 2020. There were more articles and tips…

Home insecticides are generally a distress product, considered necessary and essential when there is a high incidence of insects in Sweden. Thus, it is greatly seasonal in the Nordic climate and demand is dependent on weather conditions being…

Variety stores was amongst the best-performing store-based retail channels in Sweden during 2020 and 2021 in terms of value growth, as well as growth in the number of outlets. Due to the increased acceptance of variety stores by Swedes, Dollarstore…

Supermarkets remained the leading modern grocery retail channel in Sweden in 2021, accounting for around half of sales. The channel also continued to see minor current value growth in 2021, although the growth rate was below the average for overall…

Lidl continued to dominate discounters in terms of number of outlets as well as value sales in 2021, with increasing numbers of consumers appreciating its mix of affordable private label products and A-brands. The only significant challenger to Lidl…

RTD tea continued to see strong off-trade volume growth in 2021, albeit not at the levels being seen before the outbreak of COVID-19. Demand for RTD tea rocketed over the review period thanks to entry of new brands such as Fuze Tea and also private…

Sales of bottled water declined in 2020 in off-trade and on-trade volume terms, with home seclusion limiting demand. Tap water in Sweden is generally safe to drink and therefore most households see limited need to purchase bottled water. On-trade…

Several categories within apparel accessories, such as gloves, scarves and hats/caps, were relatively mildly affected by the drop in demand seen in many apparel categories in 2020. Sales of such accessories were buoyed by strong consumer interest in…

After seeing higher than average growth in 2020 due to the COVID-19 pandemic, overall retailing maintained a similar current value performance in 2021. Grocery retailers performed particularly well in 2020. Life was more concentrated at home, with…

Increased working and studying from home, as well as less moving around generally during the pandemic, hampered the growth of convenience stores in 2021. Smaller convenience stores in particular lost out to bigger format stores. For instance, the…

RTD coffee is seen as a convenient and tasty option for coffee enthusiasts. Prior to the outbreak of COVID-19 these products were typically purchased for on-the-go consumption; however, as a result of the pandemic this demand shifted to those…

After robust retail value sales growth during 2020 as a result of the pandemic and Swedes’ intensified hygiene routines, laundry care sales declined in 2021. Nevertheless, the e-commerce channel’s retail value sales continued to grow at the expense…

Despite Sweden not implementing strict lockdown periods due to COVID-19, consumer caution and limitations on capacity and social distancing had a strong negative impact on consumer foodservice value sales in 2020. A new wave of infections led to a…

In general, there has been a gradual shift away from the mid-priced segment in grocery retail in Sweden, with growth being seen by both cheaper stores and more premium outlets. This has led to growth for hypermarkets in Sweden, since they have a…

Bucking the previous trend, direct selling saw marginal current value growth in 2020. According to the World Federation of Direct Selling Associations (WFDSA), the number of independent representatives increased by 2.7% in 2020, boosted by concerns…

Sports drinks witnessed a sharp decline in retail volume terms in 2020 with social distancing measures and concerns about catching COVID-19 resulting in consumers reducing their activities outside of the home. Furthermore, economic pressures meant…

Sales of organic beverages in Sweden have seen slowed retail value growth during the pandemic as the economic impact of COVID-19 has negatively affected demand for organic beverages. Organic beverages tend to be expensive, premium products due to…

During the initial outbreak of COVID-19, Sweden, unlike other EU countries, did not introduce strict restrictions that closed foodservice outlets; instead, all venues remained open, as long as they introduced social distancing measures. Despite this,…

Although foodservice venues were not closed in Sweden during 2020, rules and regulations were put in place, including social distancing measures and limiting party numbers to eight and under. These measures, partnered with consumers ongoing fear of…