The limited growth in baked goods partly reflects overall maturity and the rising share of private label over 2025. Discount chain Willys is performing well in baked goods and attracting more customers through competitive prices. Swedes are drawn to baked products produced locally, giving artisanal producers a strong position.

Breakfast cereals in Sweden faces maturity with limited volume sales over 2025. However, the combination of convenience, health benefits, and innovation is sustaining value growth. Consumption occasions are broadening to include snacking whilst muesli and granola benefits from a shift towards healthier options.

The Swedish consumer is already dependent on rice, pasta and noodles for quick and convenient meals, but this mature category has faced limited sales growth in 2025. Downward pressure on price is evident with promotional offers used in a highly competitive landscape led by private label.

Swedes continue to rely on processed fruit and vegetables, with frozen processed products gaining consumer interest. Aside from the health benefits, consumers enjoy the convenience of frozen lines which can help reduce food wastage and therefore aligns with sustainable values.

Staple foods in Sweden enjoyed a slight uptick in volume and value sales over 2025, denoting a stronger reliance on affordable products. Consumers were attracted by healthier options and those delivering convenience. Price sensitivity remained high as reflected by the rising share of private label and the heavy influence of modern retailers in the staple food category.

Sales of processed meat, seafood and alternatives to meat witnessed an improvement over 2025, with consumers drawn to the convenience of such staples. Rising health consciousness and sustainability concerns are driving change with local players responding to increasing consumer demand for meat and seafood substitutes.

Sauces, dips and condiments recorded further growth in 2025, supported by Swedish consumers’ ongoing appreciation for products that make home cooking faster, easier, and more flavourful. While the category is mature, product innovation remained a key engine for growth as brands launched new, elevated taste experiences inspired by global cuisines. The continued popularity of home cooking, paired with the influence of international food culture and street food trends, sustained steady demand. Prod

The edible oils category in Sweden faced a decline in current value terms in 2025, largely due to falling retail prices after the significant price spikes recorded during 2024. While consumers benefited from lower shelf prices, the overall value decline was a reflection of price correction rather than waning demand. In fact, volume sales increased modestly as Swedes continued to cook at home, supported by the enduring popularity of home-prepared meals and baking. Players responded to this enviro

Sweet spreads in Sweden recorded modest growth in 2025 as rising unit prices helped sustain value sales despite volume stagnation in several mature subcategories. The category remains a staple in Swedish households, anchored in long-established breakfast and snack habits. However, consumer preferences are shifting as interest in healthier, lower-sugar products continues to rise. While traditional jams and chocolate spreads faced challenges linked to their high sugar content, innovation within nu

Cooking ingredients and meals continued to record positive value growth in 2025, supported by Swedes’ ongoing pursuit of convenience and quality in their everyday routines. While some mature categories faced volume stagnation, rising unit prices and steady demand for practical solutions sustained overall performance. Consumers increasingly sought products that made meal preparation quicker and easier without compromising on health or taste. This combination of convenience, nutritional value, and

Meals and soups continued to grow in 2025, supported by Swedish consumers’ need for convenient, quick, and high-quality meal solutions. Urban lifestyles, longer working hours, and a rise in single-person households increased reliance on ready meals, soups, and other easy-to-prepare products that fit seamlessly into busy routines. Manufacturers responded with innovations that delivered both practicality and quality, improving recipes and using fresher ingredients to appeal to a wider consumer bas

In 2025, luxury goods in Sweden experienced a notable shift, influenced by a complex interplay of socioeconomic and macroeconomic factors. The persistence of inflationary pressures and cautious consumer sentiment, particularly among middle-aged demographics, constrained demand to some extent. Despite ongoing financial uncertainty and elevated living costs, overall luxury goods demonstrated resilience, with the industry benefiting from sustained inbound tourism, especially within the region, driv

In 2025, fine wines/champagne and spirits in Sweden experienced moderate value growth of 5%, driven by a combination of consumer trends. Premiumisation continued to be a key factor, with Swedish consumers showing a heightened willingness to pay higher prices for products that offer unique flavours, exceptional craftsmanship, and a sense of exclusivity. This trend was particularly evident in luxury whiskies, which continued to record solid retail volume growth, largely due to the status-driven co

In 2025, designer apparel and footwear (ready-to-wear) in Sweden recorded low retail volume and value growth, due to ongoing inflationary pressures and cautious consumer spending. In Sweden, much like globally, the category faced challenges, with major brands such as Louis Vuitton, Gucci, Hermès, and Burberry seeing weaker momentum as consumers shifted away from logo-driven purchases. Unlike major hubs such as Paris or Milan, the Swedish market is not heavily reliant on international visitors, w

In 2025, experiential luxury in Sweden sustained a positive trajectory, underpinned by a combination of evolving consumer preferences and broader socioeconomic factors. Luxury hotels, driving sales, experienced robust growth, driven by a surge in inbound tourism from the Nordic region and key European markets. Inbound tourism from key markets such as Denmark, Finland, and Norway contributed significantly to this trend, with a 3% increase in visitor numbers compared to 2024. The competitive value

In 2025, premium and luxury cars in Sweden witnessed significant developments, primarily driven by the market's shift towards sustainability and advanced technology. The category recorded robust growth in both retail volume and value terms, reflecting the expanding preference among Swedish consumers for electric and hybrid vehicles. This trend underscores the country's commitment to environmental consciousness, with premium and luxury car brands actively responding by broadening their electric v

In 2024, the alcoholic drinks packaging market in Sweden recorded a 2% unit volume decline, primarily driven by the ongoing reduction in alcohol consumption in the country due to prevailing health trends. The implementation of EU regulations on packaging, combined with the sustainability policies enforced by Systembolaget, Sweden’s state-owned alcohol retail monopoly, led to a shift towards packaging types that are lighter or more environmentally friendly, as producers sought to avoid penalties

There was stagnation in Swedish beauty and personal care packaging unit volumes in 2024. Trends shaping the market in this year were evolving consumer habits and brand-led innovation. Packaging choices have become central to purchasing decisions, with Swedish shoppers showing a clear preference for minimalist aesthetics, recyclable plastics and paper-based alternatives. Skin care packaging is the biggest category in beauty and personal care in unit volume terms in Sweden.

In 2024, Sweden’s home care packaging unit volumes increased by 3%, driven by a combination of product innovation, evolving consumer routines and structural shifts in retail and logistics. Demand in key categories such as laundry detergents, dishwashing liquids or multi-surface cleaners increased, driven by sustained household spending and a growing preference for convenient, time-saving formats, including pre-measured pods, spray refills and compact concentrates.

Analgesics in Sweden is seeing positive retail value growth in 2025, with sales buoyed by busy lifestyles and increased participation in sports and other activities among Swedish consumers. Systemic analgesics is the most dynamic subcategory, recording the strongest value growth.

Cough, cold and allergy (hay fever) remedies is posting slight growth in retail value sales in Sweden in 2025, with allergy remedies the main driver. Longer and warmer summers are extending pollen seasons in the country, contributing to a rise in allergy cases and higher demand for treatment.

Sports nutrition is recording further solid growth in Sweden in 2025, with all subcategories performing well. While younger gym-goers remain the core audience, older consumers are increasingly recognising the importance of adequate protein intake for maintaining muscle mass and health as they age.

NRT smoking cessation aids is recording declines in both value and volume sales in Sweden in 2025, reflecting the ongoing reduction in smoking prevalence in Sweden. As cigarette sales continue to contract and the overall number of smokers declines, the consumer base for NRT products is also shrinking.

Digestive remedies in Sweden is seeing continued positive growth in 2025. Demand is pushed by an ageing population as well as strong performance in motion sickness and diarrhoeal remedies, both benefitting from rising travel activity. Since the COVID-19 pandemic, many Swedish consumers have prioritised international holidays, and this has boosted sales in these two subcategories, particularly during the peak summer travel season.