Sweden

There have been mixed performances across the various luxury goods categories in 2022, although most have continued the recovery from the effects of the COVID-19 pandemic that started in the second half of 2021 as restrictions were lifted. Growth is…

In 2022, cat food is expected to see slower retail volume and current value growth as Sweden moves past the COVID-19 pandemic and stabilisation occurs to some extent. Nonetheless, cat food will continue to perform well with growth rates closer to…

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…

During 2022, the impact of the war in Ukraine reverberated across most countries in the world, especially in Europe, and Sweden was no exception to this. With the Ukraine conflict further disrupting global supply chains and contributing to higher…

Swedish consumers have become increasingly selective and quality-sensitive in recent years, often choosing premium home video products, especially when it comes to televisions. As consumers increasingly demand high-quality, large-screen TVs,…

Whilst headphones as a whole continued to generate a positive sales performance in 2022, growth in demand slowed down over the course of the year due to the category having achieved a certain level of maturity and saturation. The unique exigencies of…

Pet products continues to perform well in 2022 although value growth is slower than that witnessed in 2021, when the COVID-19 pandemic led to a dramatic surge in demand. Demand for pet accessory remains healthy in 2022 in a similar vein to the treat…

The Swedish pet population continued to reach new highs in 2021 driven by a substantial increase in dogs and cats, thus providing a strong foundation for the development of pet care in 2022. Pet care in Sweden has moved back to similar growth…

Rising dog ownership, which was triggered by greater time spent at home during the COVID-19 pandemic, continues to spearhead growth in dog food in 2022. In 2021 alone, Sweden exceeded the registered dog count by more than a million with a record…

Homewares in Sweden in 2021 experienced further current value growth, building on the positive results from the review period. Although growth was not as high compared to 2020, the lingering impact of the pandemic still positively affected sales in…

The retail volume performances of hair care categories were quite uneven in 2020 and 2021. Coronavirus (COVID-19) remained a disrupting factor for a number of categories, such as shampoos, conditioners and treatments, perms and relaxants and styling…

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…