Summary

Overall retail sales grew in Sweden in 2022, benefiting from local society reopening following the impact of COVID-19 on consumers’ lives. In particular, retail offline benefited from greater mobility outside of the home as consumers enjoyed regular trips to stores to browse, resulting in declines for e-commerce. However, over the course of the year, there was a constant flow of negative news in the Swedish media, starting with the war in Ukraine, and followed by soaring energy prices, high infl...

Euromonitor International's Retail in Sweden report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

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

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Table of Contents

Retail in Sweden
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN SWEDEN
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Technical advancements shape retail
Sustainability comes to the fore
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas
Summer sales
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales recovery after pandemic-related low footfall
Concept of unmanned stores continues to gain momentum in Sweden
Sustainability and technical innovation – two central trends
PROSPECTS AND OPPORTUNITIES
Challenging forecast for convenience retailers
Unmanned stores set to reshape local retail
Independent stores unable to keep up with the pace of chained operators
CHANNEL DATA
Table 54 Convenience Retailer: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailer: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Economic uncertainty and inflation boost demand through discounters
New openings help drive growth in 2022
Lidl retains dominances of discounters in sales terms and outlet numbers
PROSPECTS AND OPPORTUNITIES
Looming recession likely to boost demand through discounters
Competition for channel over the forecast period
Future developments for Lidl to remain relevant
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Greater caution among price-sensitive consumers hinders stronger growth
Stores have to adapt to remain competitive and profitable
Fragmented landscape, but specialist
PROSPECTS AND OPPORTUNITIES
Sluggish forecast as small local grocers continues to struggle with competition from modern channels
Mature channel and lack of innovation
Specialisation a way forward
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 89 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Value sales struggle to recover in 2022 following previous year’s rebound
Sustainability top of mind for both consumers and players
Independent players are struggling
PROSPECTS AND OPPORTUNITIES
Challenges lie ahead for apparel and footwear specialists
Second-hand shopping and repairs address budget pressures and sustainability
Despite the challenge from e-commerce, physical outlets will remain important
CHANNEL DATA
Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Economic uncertainty undermines sales
Surging demand for energy-efficient appliances
Sustainability increasingly important
PROSPECTS AND OPPORTUNITIES
Challenges lie ahead, forcing players to adapt
The Internet of Things and 5G
E-commerce set to continue to grow, placing fruther pressure on offline stores
CHANNEL DATA
Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong value growth across the channel in 2022
Expansion of other formats offsets declining outlet numbers for beauty specialists
Consolidated competitive landscape for health and beauty specialists
PROSPECTS AND OPPORTUNITIES
Moderate but positive growth for health and beauty specialists overall
Further competition from e-commerce
Growing number of outlets but omnichannel approach will be crucial
CHANNEL DATA
Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive overall growth but consumer sentiment wanes towards end of 2022
Ikea expands Planning Studio concept in city centres
Independent players steadily losing ground
PROSPECTS AND OPPORTUNITIES
Sluggish forecast and declining store network
Property prices predicted to decline after historic growth
Digital strategies and sustainability concerns
CHANNEL DATA
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 120 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 122 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 123 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Returning tourism boosts sales of department stores
Unsettling development in second half of year
Variety stores benefits from location and value image
PROSPECTS AND OPPORTUNITIES
Despite challenges in 2023, general merchandise stores set to record overall positive performance
Tougher climate for department stores
Low-price image to continue benefiting variety stores
CHANNEL DATA
Table 147 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 148 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 149 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 150 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 151 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 152 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 153 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 154 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 155 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 156 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 157 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Direct selling struggles with outdated image in Sweden
Direct selling can still offer a path to success
Health and beauty direct selling remains important category despite weak performance
PROSPECTS AND OPPORTUNITIES
Continual sales decline expected for direct selling over the forecast period
Growing use of social media as players look to prevent stronger declines
Direct sellers must create strong trust and loyalty amongst consumers
CHANNEL DATA
Table 129 Direct Selling by Product: Value 2017-2022
Table 130 Direct Selling by Product: % Value Growth 2017-2022
Table 131 Direct Selling GBO Company Shares: % Value 2018-2022
Table 132 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 133 Direct Selling Forecasts by Product: Value 2022-2027
Table 134 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vending continues to recover from impact of pandemic on mobility
Innovative solutions also start to emerge in vending
Selecta and Fazer Food Services continue to dominate value sales
PROSPECTS AND OPPORTUNITIES
Positive performance but vending will struggle to fully recover by 2027
Greater move away from snacks towards perceived healthier alternatives
Technical innovation will help shape vending in the future
CHANNEL DATA
Table 135 Vending by Product: Value 2017-2022
Table 136 Vending by Product: % Value Growth 2017-2022
Table 137 Vending GBO Company Shares: % Value 2018-2022
Table 138 Vending GBN Brand Shares: % Value 2019-2022
Table 139 Vending Forecasts by Product: Value 2022-2027
Table 140 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Declines for retail e-commerce following pandemic boost
Explosion of innovation
Sustainability increasingly shaping e-commerce solutions
Booming development for Q-commerce
PROSPECTS AND OPPORTUNITIES
Dynamic growth set to noticeably slow but channel will outperform retail overall
“On-demand shopping” and Q-commerce
Sustainability moving from last mile to full delivery chain
CHANNEL DATA
Table 141 Retail E-Commerce by Product and Category: Value 2017-2022
Table 142 Retail E-Commerce by Product and Category: % Value Growth 2017-2022
Table 143 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 144 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 145 Forecast Retail E-Commerce by Product and Category: Value 2022-2027
Table 146 Forecast Retail E-Commerce by Product and Category: % Value Growth 2022-2027
HYPERMARKETS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hypermarkets benefits from growing economic uncertainty
Sluggish innovation and limited store openings
Hypermarkets remains consolidated competitive landscape
PROSPECTS AND OPPORTUNITIES
Rising cost of living likely to benefit hypermarkets over forecast period
Slow trend for new outlets resulting in stable competitive landscape
The move towards sustainability is set to continue, driven by players and consumers
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN SWEDEN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Supermarkets maintains stable growth in 2022 despite rising cost of living
Share of private label remains relevent as players meet consumers’ needs
Coop launches new, economy-positioned brand
PROSPECTS AND OPPORTUNITIES
Challenging economic outlook will favour other grocery channels over supermarkets
Innovation will be an important competitive tool for channel players
New economy-positioned brand set to gain share in the coming years
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027