Lifestyle shifts and recovery in travel help drive positive current value growth
The personal accessories market in Sweden exhibited a mixed performance in 2025, with overall growth driven by specific categories and trends. The total retail sales in personal accessories was SEK15.8 billion in 2025, representing 4% current value growth from the previous year, largely influenced by lifestyle shifts and the recovery in travel. The rise of resale platforms and tech innovation in connected watches are significant trends shaping the market. With a growing number of high-net-worth individuals HNWIs by 2030, the market prospects are expected to remain positive, driven by demand for luxury goods and sustainable options.
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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
Lifestyle shifts and recovery in travel help drive positive current value growth
Travel recovery helps drive personal accessories growth
Watches most dynamic, bags and luggage also seeing strong growth
Affordable luxury resale gains traction in Stockholm
Luxury resale gains traction among younger consumers
Connected watches drive growth with health and wellness focus
Sustainability and technology integration shape future trends
Fragmented market with polarisation between luxury and budget segments
No significant mergers or acquisitions in 2025
Market polarisation deepens, favouring budget and luxury
In-store retail leads distribution with strong specialist chains
E-commerce grows with rise of resale and omnichannel retail
Online resale platforms capitalise on demand for luxury goods
COUNTRY REPORTS DISCLAIMER
Bags and Luggage in Sweden
KEY DATA FINDINGS
Steady growth for bags and luggage in 2025
Rising outbound travel drives demand for durable luggage
Largest category driven by demand for practical products
Resale and rental trends reshape market dynamics
Premium brands and second-hand market will drive growth
Lifestyle shifts and economic pressures impact sales
Retail e-commerce gains share with omnichannel strategies
Leading brands maintain their positions amidst market polarisation
Premium and budget brands thrive amid market polarisation
Sustainable luxury gains traction through resale platforms
In-store retail leads bags and luggage sales, although e-commerce continues growing
Retail e-commerce drives sales with its convenience and omnichannel options
Trends shaping distribution channels prioritise convenience and sustainability
Jewellery in Sweden
KEY DATA FINDINGS
Quality and sustainability drive Swedish jewellery’s performance
Growing polarisation and modest growth as wedding figures flatten in Sweden
Fine jewellery outperforms with sustainable alternatives
Retail innovation responds to changing consumer behaviour
Affordable premium brands and sustainability will drive continued growth
Lab-grown diamonds set to gain mainstream acceptance
E-commerce and digital strategies expected to enhance competitive edge
Domestic players dominate jewellery landscape
Offline retail remains dominant in jewellery distribution
Retail e-commerce drives growth in jewellery sales
Omnichannel strategies shape jewellery retail
Traditional and Connected Watches in Sweden
KEY DATA FINDINGS
Connected watches with advanced health and wellness features helping drive growth
Apple drives growth with innovative health features
Resale market sustains demand for luxury timepieces
AI and tech innovation boosts connected watches sales
Connected watches drive growth with health features
Luxury resale market expands with digital platforms
Omnichannel strategies and sustainability will shape the future
Apple leads a fragmented watch market
Market polarisation affects brand shares
No mergers or acquisitions, but opportunities abound
Omnichannel strategies drive sales through multiple channels
Retail e-commerce continues making gains in watch sales
Emerging trends and retail concepts to watch
Writing Instruments in Sweden
KEY DATA FINDINGS
Educational policies and Gen Z creativity sustain growth
Policy shifts counter demographic decline
Pens remain largest category despite digital shift
Markers and highlighters sees dynamic growth among Gen Z
Educational policies and creative pursuits will sustain growth
Pens to remain dominant; markers and highlighters will continue to gain strong momentum
E-commerce set to make further gains although in-store shopping will remain preferred choice
Bic and Pilot maintain lead through wide distribution
Lamy targets creative enthusiasts with limited edition
Offline retail dominates distribution through accessibility
E-commerce posts fastest growth
COUNTRY REPORTS DISCLAIMER
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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