Sweden

The yoghurt and sour milk landscape is a mature one in Sweden. Inflation and increasing production costs hiked up the unit prices in 2022 and continued to do so at the beginning of 2023. Players reacted to the new demands as consumers began comparing…

Writing instruments saw a decline in volume terms in 2023, following the sluggish performance of the previous year. While writing instruments remain essential in schools, they are less used in offices and universities. As technology involves,…

Wound care continued to see positive, yet modest growth in retail volume terms in 2023. The category saw an notable increase in demand in 2021 and 2022, as life returned to normal following the pandemic. With people spending more time outside the…

In 2023, the performance of womenswear will exhibit the same dynamics as the overall apparel industry, recording a decline in retail volume sales, while current retail value is set to remain positive, primarily driven by inflation and rising unit…

In 2023, retail value sales of wipes registered a moderate rise. Inflation drove up retail prices of wipes in 2023 as manufacturers faced rising costs from energy, raw materials and imports. Cost inflation, increased input prices, supply chain…

Wine total volumes remained flat in Sweden in 2023. While off-trade volume sales registered a marginal decline, there was significant growth in on-trade volumes, which continued to recover and finally exceeded pre-pandemic levels. With consumers…

Weight management and wellbeing is small compared to categories such as sports nutrition, vitamins, and dietary supplements. While obesity is a major health issue in Sweden, consumers typically try to battle their weight problems by other means,…

In 2024, there is a notable shift in consumer preferences from activity wearables to smart wearables in Sweden. This transition is primarily driven by the demand for greater functionality, as smart wearables offer a broader range of features that…

Vitamins saw exceptional growth during 2020, the first year of the COVID-19 crisis, thanks to a strong consumer focus on preventive health and a desire to boost the functioning of immune systems. This exceptional growth meant limited growth…

2023 was a great year for video games in Sweden which was mainly thanks to the successful launch of several highly popular video games titles such as Hogwarts Legacy, Baldur’s Gate 3 and Zelda. Subscription rates also rose with many gamers seeing…