Population growth fell to its lowest level since 2000 as immigration eases and fertility stays below replacement, while an ageing society sustains a single dominant household form: the person living alone. Incomes are high and set to rise faster than the regional average, yet several difficult years have left households saving rather than spending and trading towards discounters and private label. Sustainability, quality and durability, also shape how Swedes choose what to buy.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in Sweden report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in Sweden report answers:
- How consumers in Sweden are changing?
- What are key changes in Sweden population, society and generational structure and how it is affecting businesses?
- What is the household structure in Sweden and how it is changing consumer landscape?
- What are key income groups in Sweden? What is the outlook for the future?
- Where consumers are spending the money in Sweden?
- How is the consumer mindset in Sweden changing?
- In Sweden, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in Sweden?
Scope
Key findings
Key drivers affecting consumers in Sweden in 2025
How developments today shape consumer of tomorrow
Today 2025: Population growth slows as migration controls tighten
Sweden’s median age rises as birth rates fall and life expectancy increases
Sweden remains a comparatively healthy country despite rising obesity rates
Tomorrow 2040: Rapid population ageing set to continue
Millennials and younger generations set to shape market demands
Urbanisation set to continue with Stockholm at the centre
Opportunities for growth
Case study: Eucerin targets anti-ageing market with science-backed launch
Case study: Eucerin targets anti-ageing market with science-backed launch
Today 2025: Childless and single-person households on the rise
Ageing population leading to rise in single person dwellings
Housing costs on the rise with Swedes preferring apartment living
Tomorrow 2040: Demographic shifts to lead to more single person households
Older women set to be the key decision makers of the future
Sweden remains one of the leading digital markets
Opportunities for growth
Case study: Polarn O. Pyret and Newbie expand their circular retail models
Today 2025: Rising unemployment creates growing economic uncertainty
The majority of Swedes are concerned about the rising cost of living
Baby boomers investing in a healthier future
Tomorrow 2040: Wealth set to become increasingly concentrated in urban areas
Incomes set to rise gradually as over 65s shape luxury consumption behaviours
Swedes set to spend more with Stockholm the key beneficiary
Opportunities for growth
Case study: Essity delivers premium value with new launch
Key findings consumer survey
High quality, healthy and locally-sourced products find favour with Swedes
Swedes adopt bargain hunting behaviour in the face of economic pressures
Swedes show growing commitment to protecting the environment
Economic uncertainty prevails with little hope of a short-term recovery
A strong work-life balance the key priority for Swedish workers
Opportunities for growth
Case study: Mini Rodini launches sustainable childrenswear collection
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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