PROSPECTS AND OPPORTUNITIES
Discounters set to remain popular, despite stronger consumer spending power
The Swedish economy is expected to continue its recovery in 2025 and over the forecast period, leading to increased consumer spending on groceries overall. This is likely to benefit supermarkets over discounters, however, a degree of polarisation will continue, and discounters is expected to remain popular with a segment of consumers who have become accustomed to the good price-to-quality ratio offered by discounters such as Lidl, along with the chain’s expansion plans further adding to proximity convenience.
Private labels set to become increasingly important for discounters
Private labels are expected to become an increasingly important strategic focus for discounters over the forecast period, with players such as Lidl launching their own lines in various areas of consumer interest. For example, as seen with Lidl’s dedicated Matriket brand for its locally produced offer, which is also specifically marketed with a “From Sweden” label.
E-commerce is yet to develop in the discounter space
Swedish discounters have yet to embrace e-commerce and currently neither Lidl nor Pekås offer e-commerce options in the country. The high costs associated with running an e-commerce platform, delivery costs, logistics, and the like, make it difficult for discounters to offer e-commerce to consumers at discount prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Discounters industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Discounters industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Discounters in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Discounters in Sweden?
- Which are the leading retailers in Discounters in Sweden?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Discounters in Sweden - Category analysis
KEY DATA FINDINGS
Discounters benefit from consumers’ ongoing price-sensitivity
Lidl maintains its lead and continues with its expansion plans
“Soft discounter” Willys poses competition to Lidl
Discounters set to remain popular, despite stronger consumer spending power
Private labels set to become increasingly important for discounters
E-commerce is yet to develop in the discounter space
Retail in Sweden - Industry Overview
Retail in 2024: The big picture
Retail e-commerce returns to stronger sales after its previous slump
Polarisation between premium and budget options
What next for retail?
Informal retail
Opening hours for physical retail
Seasonality
Christmas
Black Friday/Black Week
Summer sales
DISCLAIMER
Discounters
Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Discounters research and analysis database.
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