COMPETITIVE LANDSCAPE
Established brands maintain lead through trust and innovation
The concentrated competitive landscape in Sweden recorded marginal share movement in 2025 and remained characterised by its concentration to a relatively small number of brands and manufacturers which are long-established, recognisable and trusted, such as Oral-B, Philips and Braun. Braun retained its leadership position with a 33% share in 2025, up from 30% in 2024, while Philips held second place with a share of 15% in 2025, down from 16% in 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances 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 Personal Care Appliances 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 Care Appliances 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 Care Appliances in Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in Sweden - Category analysis
KEY DATA FINDINGS
Volume sales increase amid oral care innovation
Growth driven by innovation in oral care
Smart and AI-powered technology enhances personalisation in Sweden
Premiumisation drives product development
Smart technology to drive oral care growth
Multi-functionality and versatility to enhance value proposition
Premiumisation to shape product positioning
Established brands maintain lead through trust and innovation
Retail e-commerce holds the leading position through omnichannel expansion
Convenience and customisation meet household preferences
Consumer Appliances in Sweden - Industry Overview
Economic caution drives volume decline amid sustainability surge and government support
Households delay purchases amid economic unease and high price sensitivity
Convenience and customisation priorities shape product innovation in Sweden
Segmented consumer focus intensifies as economic pressures deepen
Volume sales set to decline as sustainability and energy efficiency concerns reshape demand
Manufacturers expected to shift towards service-based offerings and connectivity innovation
Design personalisation is set to become a key differentiator
Leading global brands maintain lead despite minor share shifts
Dreame brand gains traction in robotic vacuum cleaners
Appliances and electronics specialists and e-commerce dominate sales
Omnichannel strategies reshape the role of physical stores
Smart and AI-powered appliances enhance functionality and sustainability
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
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 Personal Care Appliances research and analysis database.
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