Summary

While Millennials was the largest generational group in Sweden in 2023, Generation Z is becoming a powerful consumer cohort. Both generations are tech savvy and comfortable with using digital platforms and marketplaces when making purchases. This is pushing businesses to innovate with new digital solutions, and Sweden is also well on its way to become a cashless society.

Euromonitor's Sweden: Consumer Profile report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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* Get a detailed picture of the Economy market;
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Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

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Table of Contents

Scope
Key findings
Key drivers affecting consumers in Sweden in 2023
How developments today shape consumer of tomorrow
Swedes currently face lower health risks, but obesity rates set increase
Opportunities for growth
A safe location has become the most important home feature as urban crime surges
Key findings consumer survey
All generations value quality in household purchases
Repairing, recycling and minimalist lifestyles more common in Sweden than elsewhere
Boomers and Gen X are more likely to engage in green activities than younger cohorts
Swedes concerned about their finances, often due to substantial debt
Swedes prioritise work-life balance, although for Gen Z a good salary is more important