Sweden

There have been no restrictions or lockdowns in Sweden. Similarly, there have been no mandated store closures, with the Public Institute of Health instead publicly making recommendations that stores try to maintain distances between customers and try...

While the government of Sweden did not implement a strict lockdown, relying instead on the good judgement of its citizens while recommending social distancing, avoiding public events and self-isolation, the Public Institute of Health recommended that...

The performances of the product areas in personal luxury during 2020 vary greatly, with some product areas not as severely hit by COVID-19 as others. The discretionary nature of personal luxury goods renders them especially vulnerable to economic ...

COVID-19 and the economic recession affected luxury jewellery particularly severely in 2020. Many traditional luxury jewellery brands rely heavily on store-based sales and have limited digital presence. Low consumer confidence affected large ticket ...

Sweden took less restrictive measures in response to the pandemic than other EU Member States, partially cushioning the immediate impact of COVID-19 on premium and luxury cars. However, muted consumer optimism suppresses private consumption, ...

With a 15% current value decline, super premium beauty and personal care shows more resilience compared to other personal luxury goods in 2020. This is in part due to the nature of beauty and personal care products as consumers tend to have the habit...

In 2019 and the beginning of 2020, the market of luxury mobile phones remained negligible, as Swedish consumers seemed reticent to purchase luxury items. After COVID-19 hit the country, consumers started to cut their expenses on discretionary items ...

Unlike most other countries, Sweden did not implement a strict lockdown, except for a ban on gatherings of more than 50 people that was introduced on 29 March (except for schools and workplaces). The Swedish government relied instead on the good ...

Luxury leather goods is one of the hardest hit product areas in personal luxury in 2020. The discretionary nature of luxury leather goods renders them especially vulnerable to economic slumps. Whilst wealthier consumers might be not be quite as ...

Luxury timepieces is one of the hardest hit product areas in personal luxury in Sweden in 2020. Many traditional luxury watch brands heavily rely on store-based sales and have limited digital presence. Home seclusion, restrictions on travel and lower...

Luxury writing instruments and stationary is one of the most affected product areas in personal luxury in Sweden in 2020. Many traditional luxury writing instruments and stationary brands heavily rely on store-based sales and have limited digital ...

COVID-19 and the economic slowdown affects luxury sun glasses more severely than luxury spectacle frames in 2020. Whilst the former is considered more of a discretionary item, the latter is needed in day-to-day life for sight. Luxury sunglasses is ...

A rising interest in gastronomy and a stronger desire to spend on experiences and occasions are the main sales drivers in fine wines/champagne and spirits in Sweden. During 2020, fine wines/champagne and spirits consumption declined as consumers ...

The economy will experience a rebound in 2021 as the country tackles the pandemic. Private consumption should lead the recovery in 2021, aided by weak inflation, and the unwinding of the pandemic-induced rise in household savings. Public consumption ...

Value sales of coffee machines saw a strong increase in 2020. With lockdown and more working from home due to COVID-19, consumers sought to recreate their café and office comforts such as high-quality coffee in their home offices. This underpinned ...

Due to the COVID-19 pandemic, consumers were forced and more willing to perform their own personal grooming in 2020, boosting sales of body shavers and hair care appliances in the year. An increased in retail price points was evident despite the ...

Sweden adopted distancing recommendations rather than introducing a widespread lockdown to combat the spread of COVID-19 in 2020. Stores, cafés, and restaurants remained open during the year; nevertheless, household purchasing patterns have changed ...

Volume sales of dishwashers experienced a decline in 2020, following steady growth over the forecast period. The drop in sales was not, however, solely related to the COVID-19 pandemic but to the already high penetration rate of dishwashers, with ...

Microwaves recorded decline in 2020 following stable growth over the review period as consumers were cautious with their spending and considered their purchases due to the economic impact of the COVID-19 pandemic. They prioritised appliances ...

The COVID-19 pandemic resulted in a slowdown in the number of new homes built and the frequency at which people both moved and renovated their homes in 2020. There is a strong link between built-in cooking appliances and home construction/renovation ...