Apparel accessories in Thailand demonstrated resilience in 2025, with a 4% growth driven by tourism and shifting fashion trends. This growth, which was stronger than the regional average, is expected to accelerate, with a forecast CAGR of 7% by 2030. The market's attractiveness is enhanced by its moderate concentration, allowing for opportunities for both established brands and new entrants. Digital innovation is crucial, with social media platforms driving growth and real sales.

The apparel and footwear market in Sweden recorded positive growth in 2025, driven by, among other factors, the rising popularity of resale and rental services, particularly in childrenswear and womenswear. Growth is expected to continue to be seen, supported by increasing disposable income. The market is characterised by polarisation, with economy-focused players like Lager 157 and premium brands such as House of Dagmar thriving alongside mid-priced brands. To succeed, brands should leverage om

The childrenswear market in Sweden experienced a challenging year in 2025 due to demographic pressures, with retail volume growth of 0.5% and retail value growth of 3%. Despite these challenges, the market remained attractive due to the trend towards premiumisation and sustainability, driven by parents’ willingness to spend on higher-quality, durable garments. Baby and toddler wear was recording strong growth in 2025, with brands like Polarn O Pyret and Mini Rodini leading the way in terms of su

The hosiery market in Sweden is characterised by steady demand for everyday essentials, driven primarily by grocery retailers, with a growing trend towards specialised sports socks and niche segments. To succeed in a category expected to see a current value CAGR of 3% over the forecast period to reach SEK2.9 billion in 2030, brands should focus on differentiating their products through sustainability, quality and specialised features, and leverage e-commerce to improve visibility and accessibili

The Swedish jeans market in 2025 was characterised by a strong discounting culture, which maintained steady volume sales but put pressure on value growth, with a retail volume of 7.9 million units and a retail value of SEK4.0 billion. The market is becoming increasingly fragmented, with top players like Lager 157 and Levi’s maintaining their lead alongside niche brands. Sustainability is playing a crucial role in shaping product development, with brands adopting eco-friendly practices. The marke

Apparel accessories in Thailand demonstrated resilience in 2025, with a 4% growth driven by tourism and shifting fashion trends. This growth, which was stronger than the regional average, is expected to accelerate, with a forecast CAGR of 7% by 2030. The market's attractiveness is enhanced by its moderate concentration, allowing for opportunities for both established brands and new entrants. Digital innovation is crucial, with social media platforms driving growth and real sales.

Womenswear in Sweden experienced growth in 2025, with market developments driven by stabilising consumer demand, digital engagement and price sensitivity, with the resale and rental trend playing a significant role. The market is expected to continue increasing at a current value CAGR of 3% to reach SEK50.9 billion in 2030, driven by omnichannel strategies and the increasing popularity of second-hand fashion. To succeed, brands should focus on enhancing their digital presence, investing in secon

Menswear in Sweden experienced modest growth in 2025, driven by the continued strength of sportswear and the expansion of e-commerce. The market is characterised by a mix of economy-driven chains, international fast fashion players and growing multi-brand platforms. As Swedish men increasingly prioritise quality and durability, the demand for versatile and functional pieces is expected to continue driving sales growth. Retail sales are expected to increase at a current value CAGR of 3% over the

In 2024, Sweden’s packaging landscape was evolving around sustainability, convenience and cost pressures, which are currently driving innovation across all major industries. Flexible pack types such as pouches, refills and mono-material films are gaining ground in food, pet food, home care and beauty and personal care, offering lightweight, resealable and space-saving solutions that appeal to busy, eco-conscious consumers. Paper-based formats, brick cartons and biodegradable packs are increasing

Sweden is widely seen as amongst the candidates to become the world’s first cashless society, despite locals’ concerns about the prospect of losing cash entirely. On the one hand, this is supporting growth in financial card transactions. However, on the other, the number of cards in circulation is declining, partly as a result of less prominent card types losing out to the ongoing shift towards debit cards and partly as a result of the expansion of alternative payment methods, including mobile a

In 2024, Swedish consumers increasingly sought food and drink products that actively support health, driving innovation around low sugar, low fat, high fibre, high protein, and nutrient-fortified formulations. Functional claims, such as added vitamins, probiotics, omega-3s, and electrolytes, extended across categories, while natural, plant-based, and clean-label positioning reinforced health perceptions. Plant-based and ethically sourced products combined nutritional value with everyday function

The number of credit cards in Sweden is declining as consumers increasingly shift to debit cards, which have come to be seen as a default everyday payment method by many Swedes. Nonetheless, credit card usage is going up amongst those that still hold such cards, with significant room remaining for a further increase in the frequency of use.

Sweden is already amongst the economies that has moved furthest away from the availability and use of cash. Nonetheless, the number of debit cards in circulation and the use of these cards continue to grow, driven by population growth and people acquiring more than one debit card.

Pre-paid cards is suffering from the declining use of closed loop pre-paid cards to pay for public transport, with such payments moving to apps (which often use debit cards) and contactless payments with physical debit cards. However, merchant issued gift cards are becoming increasingly popular.

Charge cards is entirely focused on the commercial segment, in which it is increasingly struggling to compete with commercial credit and debit cards. Nonetheless, charge cards remain important in commercial payment cards overall.

An old fashioned image and extremely limited acceptance mean that store cards is seeing decline in terms of card numbers, transaction volume and transaction value. Consumers are increasingly shifting to more convenient and widely accepted options, such as debit cards, credit cards and BNPL. At the same time, companies are proving less and less willing to invest in store cards, with several withdrawing their cards and focusing on other options.

In 2024, health and wellness trends were supporting growth in Swedish hot drinks, particularly for products with organic, no caffeinated, and functional claims. Organic tea remained especially strong, while organic coffee was constrained by price sensitivity. Consumers were increasingly seeking products that support sleep, relaxation, and overall wellbeing, boosting demand for no caffeine coffee and herbal/fruit teas. Innovation also focused on low sugar, plant based coffee, and functional teas,

In 2024, health and wellness strongly shaped soft drinks in Sweden, with low and no sugar options leading across carbonates, energy drinks, and sports beverages. Consumers gravitated toward functional benefits such as hydration, vitamins, electrolytes, and protein, driving growth in sports drinks, functional waters, and plant-based or lactose-free RTD coffees. Energy drinks increasingly blended fitness-oriented positioning with low sugar and added nutrients, appealing to active, health-conscious

In 2024, Swedish snack innovation was strongly driven by health and wellness, with high protein, low sugar, low fat, functional, and plant-based products across savoury snacks, chocolate, confectionery, and ice cream. Oat-based crackers, protein/energy bars, and functional chocolate or gums offered fibre, probiotics, and nutrients while maintaining taste and indulgence. Natural, clean-label ingredients and locally sourced foods reinforced the appeal of transparency and authenticity. Vegan and al

In 2024, health, nutrition, and sustainability drove innovation in Swedish dairy products and alternatives, with strong focus on high protein, low fat, lactose free, and plant-based claims. Rapeseed oil spreads, protein-enriched yoghurts, fortified oat drinks, and functional milk formulas highlighted heart health, gut support, and overall nutrient density. Natural and clean-label products, often locally sourced, remained popular, while private labels expanded with low sugar, fortified, and plant

Health and wellness strongly shaped innovation in cooking ingredients and meals in Sweden in 2024, with brands focusing on improved nutrition, natural ingredients, plant-based positioning and local provenance to build trust and value. Across categories, products increasingly combined health claims with convenience and quality, while domestic sourcing and sustainability reinforced wellness-led messaging and supported premiumisation. Vegetarian and vegan products remained central to health and wel

In 2024, Swedish staple foods was strongly shaped by health and wellness trends, with consumers prioritising products that were low in sugar, salt, and fat, high in fibre and protein, and free from allergens such as gluten or lactose. Breakfast cereals, hot oat porridges, and baked goods emphasised whole grains, high fibre content, and added nutritional value. Plant-based proteins, meat and seafood substitutes also gained prominence, combining health benefits with ethical and sustainable conside

Coffee saw dynamic growth in current value terms in 2025 but this was contrasted with a steep decline in retail volume terms. This was due to the soaring price of coffee, which reached record levels on the global market in 2025. With many consumers already facing financial pressures there was a shift towards private label and discounters as consumers looked for savings. In the longer term it is expected that the focus will be on sustainability and quality, with many of the leading players alread

Hot drinks saw a polarised performance in 2025 as value growth rocketed as the price of coffee, tea and cocoa increased, while volume sales declined as these rising costs were passed onto the consumer. Aside from financial pressures, consumers also paid more attention to health and wellness claims, with hot drinks increasingly seen as a way to relax and unwind. Once prices start to stabilise it is expected that the retail market will start to recover, although concerns remain over the impact of