Personal accessories in 2024: The big picture
In 2024, personal accessories in Sweden saw a retail value growth of 5%, alongside a modest uplift in retail volume sales of 2%. Growth was challenged by the higher cost of living, leading to more cautious spending on certain items, such as fine jewellery, which was further challenged by a decline in engagement and weddings due to rising price sensitivity.
2024 key trends
Within personal accessories, sales of engagement rings and wedding bands declined in 2024, with the number of weddings falling due to inflation and rising living costs. This shift had an impact on both fine and costume jewellery.
Competitive landscape
Personal accessories remained a relatively fragmented category in 2024, consisting of a wide range of brands, both domestic and international, at different price levels. Outside of the larger luxury brands, it is rare for a brand to be available across all personal accessory categories.
Retailing developments
In Sweden, the share of retail e-commerce in personal accessories continued to grow in 2024. For bags and luggage, the convenience of online shopping and the rise of second-hand platforms like Tradera and Miinto were significant drivers.
What next for personal accessories?
Over the forecast period, retail value and volume growth is expected to remain positive, driven by demand for traditional and connected watches and bags and luggage. The number of weddings is expected to rise, boosting jewellery sales, while the luxury segment is anticipated to return to stronger growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories 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 Personal Accessories 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 Personal Accessories in Sweden?
- Which are the leading brands in Personal Accessories in Sweden?
- How significant is tourism in determining sales and demand for Personal Accessories in Sweden?
- How are COVID-19 and global recession impacting demand for Personal Accessories in Sweden?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in Sweden
Personal accessories in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for personal accessories?
DISCLAIMER
Bags and Luggage in Sweden
KEY DATA FINDINGS
Luggage records the strongest uplift in growth, driven by frequent travellers in Sweden
Samsonite and Louis Vuitton lead the landscape offering premium quality to consumers
Eco-friendly materials, traceability and circularity increase as sustainability becomes central to products
Stable growth is expected to be supported by travel, sports and the luxury category
Changing lifestyles, a preference for durability and frequent discounts are set to impact retail value growth
Retail e-commerce is expected to grow as consumers appreciate ease and players invest in omnichannel strategies
Jewellery in Sweden
KEY DATA FINDINGS
A lower level of weddings and engagements negatively impacts sales of fine jewellery
The competitive landscape remains fragmented, however, Iduna AB retains its strong lead
Lab-grown diamonds gain ground as consumers' demand for sustainable attributes rise
Premiumisation and the demand for quality, timeless designs is expected to drive growth
The share of retail e-commerce is expected to grow, bolstered by omnichannel strategies
Sustainability and minimalist designs are expected to shape product innovation
Traditional and Connected Watches in Sweden
KEY DATA FINDINGS
Positive retail value growth with basic mechanical watches recording solid results
Connected watches drive the strongest value growth, benefiting from the rising health and wellness trend
Brands place emphasis on sustainability while second-hand options remain popular
Positive retail value growth driven by investors, customisation and a strong performance from connected watches
Swedish watch brands will seek to capitalise upon their local heritage
Luxury players are expected to balance an online presence with exclusive instore experiences
Writing Instruments in Sweden
KEY DATA FINDINGS
Positive retail value and volume growth despite the rising challenge of digitisation
Consumers focus on established brands that offer quality and durability
Innovation focuses on functionality, sustainability and social media trends
Retail volume sales are expected to stagnate while value sales will benefit from price rises and premium goods
Creativity, hobbies and art will remain key drivers of growth for writing instruments
Retail e-commerce is expected to gain share while grocery retailers remains the preferred choice
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
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This report originates from Passport, our Personal Accessories research and analysis database.
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