Consumer Values and Behaviour in Sweden

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

USD 1,475
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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Sweden report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Sweden report answers:

  • How is the consumer mindset in Sweden changing? In Sweden, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Sweden purchase decisions?
  • Where and how do consumers shop in Sweden?
  • What health-related activities do consumers in Sweden participate in?
  • What megatrends should I focus on in Sweden (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download Table of Contents
Scope
Consumer values and behaviour in Sweden
Swedes say that expressing their identity openly with friends and family comes naturally
Older generations are much more comfortable expressing their identity with others
Consumers in Sweden enjoy experimenting with new goods and services
Older consumers are more set on brands they have used previously
Swedes are not as optimistic about the future as the rest of the world
Younger generations are gearing up to work more in the future
When at home, Swedes most frequently choose to connect with friends or family virtually
Safe location remains the most desired home feature
All generations of Swedes are comfortable with their cooking and baking abilities
Swedes say that someone else in the household typically cooks for them
Gen Z are not skilled in the kitchen
Younger generations are more concerned about identifying healthy ingredients
Gen X are the most concerned about balancing work and life
Swedes primarily desire to attain a lucrative wage
Consumers say they uphold a division between their job and private life
Swedish consumers enjoy face-to-face interactions with others
Gen Z spend the most time socialising in person and virtually
Swedish consumers consider relaxation as their top travel consideration
Older generations are particularly interested in relaxation as a feature when on holiday
Less strenuous exercise such as weekly walks/hikes remains the most frequent exercise habit
Older generations are much more likely to enjoy weekly walks or hikes as exercise
Millennials are most concerned about managing stress reduction and mental wellbeing
Swedish consumers are concerned about climate change
Consumers are actively working towards greener and more sustainable practices
Consumers in Sweden are motivated to fix broken items, instead of buying new ones
Swedes hold strong views about boycotting brands/companies not aligned to their beliefs
Bargains impact shopping behaviour, but not at the same level as the global average
Baby boomers are always on the lookout for bargains
Swedes are open to purchasing used or pre-owned goods, far above the global average
Baby boomers are most comfortable adopting a minimalist way of living
Swedish consumers are drawn to digital platforms for streaming online content
Spending on technology to see the biggest decrease
Younger generations foresee increasing spending on travel/holidays the most
Swedish consumers show apprehension regarding their current financial condition
Baby boomers are in a comfortable position financially
Baby boomers are least concerned about saving money or increasing their expenditure
Swedes are less concerned about the impact of technology compared to the global average
Younger generations are more active using technology for online activities
Swedish consumers update their social networks almost daily
Older generations are more active managing their finances online
Younger generations are diligent in both reading reviews and providing feedback of their own
Swedes show support for companies by following their social media updates
Baby boomers are not interested in interacting with companies online in any way
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