Sweden

In 2018, toys and games in Sweden recorded stronger current value growth than that registered the previous year. Sales continued to be driven by video games, particularly categories such as static consoles, online and mobile games and in-game ...

2018 witnessed a further significant increase in value share for the online channel in traditional toys and games. Store-based retailers have been slow to adapt to changing consumer behaviour and thus need to implement an omni-channel strategy. ...

In 2018, video games continued to record strong current value growth, albeit down slightly from the double-digit gains recorded throughout the review period. The ongoing growth of the category was supported by children’s changing preferences, with ...

Supported by more casual dress codes and the spread of sport as a status symbol, sportswear in Western Europe is seeing significant value growth, despite fierce price competition. Rising per capita spending on versatile trainers and leggings is ...

The exceptionally hot and sunny spring and summer boosted sales in baby and child-specific sun care, as Swedish parents are careful about exposing their children to the sun. Sweden generally has a rather mild summer temperature, with a mix of rain ...

Well-designed and niche scents have become increasingly important in bath and shower in Sweden. This particularly affects liquid soap, as Swedes tend to put these products on display and want them to align with their strong interest in interior ...

Colour cosmetics saw modest growth in 2018, as the holistic beauty trend involved a focus on natural beauty rather than strong make-up. The holistic beauty trend entails a focus on health and wellbeing, such as physical exercise, wholesome foods, ...

Deodorants displayed moderate current value growth in 2018, as the category was already very mature, with the high penetration of deodorant usage. There has, however, been a reduction in discussions about DIY (Do It yourself) deodorants, i.e. using ...

Many Swedish women want a hairless body. According to a study conducted by Philips and the market research company Snabba Svar in 2015, 92% of Swedish women between 20 and 44 were regularly removing their hair, and 88% were using razors and blades. ...

Demand for premium fragrances drove sales of fragrances in 2018. Fewer Swedes purchased mass fragrances as they perceived them to be lower quality, and mass fragrances also account for a rather small proportion of shelf space online and in physical ...

Salon professional hair care and premiumisation in other hair care categories drove sales in hair care in 2018, as it has become increasingly acceptable for Swedes to spend money on high-quality beauty products; this holds true for both men and ...

Swedes’ interest in beauty products and the latest beauty trends increased in 2018; despite this, many consumers dislike spending money on premium products, and prefer budget or mass products. Out of the socioeconomic groups A to E, D is the largest ...

Similar to women, men have shown a growing desire to own more beauty products. In Sweden it is very acceptable, especially amongst young urban men, to have a strong interest in their personal appearance. Following the increasing popularity of beards,...

Oral care displayed rather slow growth in 2018, which can be attributed to the strong decline of electric toothbrush units. The strong growth of electric toothbrush units in 2017 was the reason for this decline, as this growth was due to the ...

Skin care drove growth in beauty and personal care during 2018, as it took over the role of the “trendy” category from colour cosmetics. Colour cosmetics showed more modest growth in this year, as natural beauty was more popular, due to influences ...

Premium products accounted for a considerably lower share of sales in beauty and personal care than mass products in 2018. Higher prices deter most of the population from purchasing these more expensive products. However, increasing disposable ...

Consumers are increasingly interested in learning more about skin care routines and the quality of ingredients, and they demand products which ensure lasting results rather than just an instant fix. Swedes have educated themselves about the positive ...

Sun care is a seasonal category in Sweden, as consumers mainly apply sun protection during sunny days in the summer, and increasingly during the spring. The Swedish summer was particularly hot and sunny in 2018, with several weeks of more than 30°C ...

The pace of growth in small appliances is progressively slowing in Western Europe, impacted by growing degrees of maturity. Manufacturers are therefore focusing on value growth and the launch of upmarket innovations. Technologies related to ...

In 2019, wet cat food continued to record solid current value growth as part of the wider premiumisation trend, as well as adverse press reports about the suitability of dry food for cats. Premium wet cat food was once again the best performing ...