Sweden

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Sweden. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Sweden StatisticsConsumer Lifestyles in SwedenSweden Country BriefingsFuture Demographics: Sweden in 2030

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    Country Report

    Toys and Games in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Traditional Toys and Games in Sweden

    Jun 2019

    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. ...

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    Country Report

    Country Report

    Video Games in Sweden

    Jun 2019

    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 ...

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    Strategy Briefing

    Strategy Briefing

    Sportswear in Western Europe

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Baby and Child-Specific Products in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Bath and Shower in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Colour Cosmetics in Sweden

    Jun 2019

    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, ...

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    Country Report

    Country Report

    Deodorants in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Depilatories in Sweden

    Jun 2019

    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. ...

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    Country Report

    Country Report

    Fragrances in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Hair Care in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Men's Grooming in Sweden

    Jun 2019

    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,...

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    Country Report

    Country Report

    Oral Care in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Beauty and Personal Care in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Premium Beauty and Personal Care in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Skin Care in Sweden

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Sun Care in Sweden

    Jun 2019

    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 ...

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    Strategy Briefing

    Strategy Briefing

    Small Appliances in Western Europe

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Cat Food in Sweden

    Jun 2019

    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 ...

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