Sweden

Western Europe sees sales decline for menswear over the review period due macroeconomic challenges, aggressive competitive environment and weakened demand. Athleisure and casual clothing trends favour the cheapest categories, such as jeans and tops. ...

2019 saw retail volume decline throughout cigars, cigarillos and smoking tobacco, with the exception of cigars which sustained marginal growth. Both cigars and cigarillos recorded moderate current value growth, while pipe tobacco continued to ...

Cigarettes saw positive marginal growth in both constant and current value terms in 2019, following a decline that began mid-review period amid rising health concerns and social disapproval, and increasingly stringent laws around smoking in public ...

Towards the end of the review period, there was a flurry of new product launches in tobacco-free Swedish-style snus: Zyn from Swedish Match, Lyft from Fielder and Lundgren introduced Lyft, Nordic Spirit True White from JTI Sweden, Skruf Super White ...

Compared to the rest of Europe, Sweden has taken an unorthodox approach to managing the outbreak of Coronavirus (COVID-19) in 2020, with no mandated lockdown measures, enforced social restriction regulations or business closures. The country’s ...

Oral care is a staple of the upbringing of all Swedish citizens that attend nursing or the first years of public primary school, with state-funded dental appointments providing both free dental care and free marketing of oral care habits. As a ...

In 2019, mass category products increasingly exhibited aesthetic, design and usage attributes that were similar to those of premium-category products. It has become easier to rapidly develop and launch clean-looking, relatively cheap and effective ...

Swedish consumers are not fond of strong, overly feminine or overly masculine fragrances, providing an excellent base for unisex products to expand. Unisex products also tie in to existing political and egalitarian narratives, which are relatively ...

Swedish parents are increasingly sensitive to anything affecting their children’s health, actively looking for products that they perceive may positively impact their children’s wellbeing – while also opting out of consumption that is perceived to ...

In Sweden, deodorants are everyday consumer goods, used by most of the Swedish population, with the only exception being those of very low income or recent arrivals from areas with differing consumption patterns. As a result, mass products dominate ...

While the impact of COVID-19 is still ongoing on the beauty and personal care market in Sweden, it has differed slightly from other countries, not least because of the government’s decision not to apply a universal lockdown or to force retail ...

The bath and shower category is characterised by substantial saturation, which is a determining factor for category development, and competition is fierce. In addition, product differentiation in both mass and larger premium product categories is ...

Consumer convenience is a strong driver in non-professional hair care. As few consumers have the time, facilities or funds to engage in a full-scale equivalent to a professional hair care routine, combination and 2-in-1 products have become ...

The significant attention paid to extreme weather conditions, as well as the tangible effects of the drought and unusual heatwave of 2018, has helped make consumers aware of weather as a factor directly impacting health and wellness, fuelling ...

Consumers are increasingly educated about skin care routines and product content properties, resulting in greater emphasis on product content and quality rather than brand image. As a result, consumer interest in products marketed as containing ...

During the past few years, gender stereotypes, behaviour and the position of men in society have come under intense debate, generating renewed consumer interest in manliness and male consumer goods. Traditional male attributes, such as beards and ...

Aesthetic and quality differences between mass and premium cosmetics have been narrowing during recent years, blurring the lines between the two categories and helping to reignite category competition and innovation. Premium brands are being forced ...

With market growth primarily related to general beauty trends and demographics, category development has stagnated over the past few years. While clinics and cheaper products have previously kept category value growth below that of which would be ...

With mass categories attempting differentiation and market development through premiumisation, the distance in terms of quality, aesthetics and personalised offering between mass and premium categories is continuing to shrink. This has forced ...

The economy will experience a sharp recession in 2020 due to COVID-19. Concerns about infection risk and official advice to limit social contacts has put a major dampener on household demand. Falling demand coupled with disruptions in production ...