In 2025, menstrual care in Sweden recorded modest yet positive growth, with retail volume increasing to 674 million units and retail value rising by 1% to SEK983 million. This performance was shaped by a combination of consumer resilience, ongoing product innovation, and shifting preferences towards premium offerings, even amid broader economic challenges. Although the rate of growth was modest in both value and volume, the market remains robust due to a natural increase in the female population

Wipes in Sweden continued to see steady current value growth in 2025, achieving SEK424 million, a year-on-year increase of 2% in current value terms. This performance reflects resilience within a mature context, particularly given a regional trend of slowing growth after the pandemic-related peak in demand. Sweden’s total population rose modestly to 10.6 million in 2025, providing a stable base for household and personal care product consumption, while real GDP growth of 2% and inflation of 0.7%

Value sales of nappies/diapers/pants in Sweden increased by 1% in 2025 to SEK1.5 billion. However, this value growth contrasted with a continuing volume decline, with retail volume falling to 555 million units, a drop of 1%. The contraction in volume is directly linked to demographic shifts with Sweden's population aged 0-3 years decreasing from 440,000 in 2024 to 424,000 in 2025, underscoring a shrinking base of end-users and reinforcing the impact of falling birth rates on demand.

Away-from-home tissue and hygiene in 2025 recorded current value growth of 2% in 2025 to reach SEK2.5 billion. Although the category maintained its upward trajectory, the pace of growth softened compared to the surge seen during the immediate post-pandemic years, with growth rates dampened by heightened economic uncertainty and rising price sensitivity among purchasers. This reflects a broader Western European context, where consumer expenditure is rising yet cost concerns have made institutiona

Retail tissue in Sweden maintained positive momentum in 2025, with both value and volume growing on the back of population expansion and increased unit prices. Retail volume reached 93,000 tonnes, up 2% compared to the previous year, while retail value climbed 3% to SEK5.0 billion. This reflects a broader trend of premiumisation and innovation as key levers for value creation. Sweden’s population reached 10.6 million in 2025, supporting the underlying growth in demand for retail tissue, while ho

In 2025, tissue and hygiene in Sweden demonstrated robust momentum, surpassing the inflation-adjusted growth seen across Western Europe. The market is benefiting from sustained demand drivers, such as an expanding older population, rising consumer spending, and innovation that elevates both efficacy and sustainability standards. Tissue and hygiene saw growth of 2% to SEK8.1 billion in 2025, outpacing inflation of 0.7%, while maintaining high consumer engagement in core essentials and acceleratin

Retail adult incontinence in Sweden recorded robust growth in 2025, with both volume and value indicators reflecting a strong performance relative to regional and global trends. Retail volume reached 47 million units, up 5% from the previous year, while retail value rose 7% to SEK165 million. These figures underscore continued momentum following a period of acceleration in both unit and value growth from 2023 onwards, largely driven by demographic shifts and high consumer engagement.

In 2025, Rx/reimbursement adult incontinence in Sweden recorded steady value growth, with sales increasing to SEK326 million and volume rising 2% to 156 million units. This robust performance is underpinned by demographic and health trends, particularly the annual increase in the population aged 65 and over, which reached 2.2 million people in 2025, and the rising prevalence of obesity, with half of the Swedish population classified as overweight or obese. These factors are directly correlated w

In 2025, polishes in Sweden posted positive value growth, with sales reaching SEK82 million, representing 2% growth in current terms. The pace of price growth has markedly slowed since spiking in the aftermath of the COVID-19 pandemic. This price surge was largely driven by inflationary pressures arising from material shortages, challenges in procurement, supply chain disruptions, and increased labour costs. The deceleration in price growth observed in 2025 reflects not only the normalisation o

In 2025, dishwashing in Sweden saw value sales growth, driven by premiumisation, as Swedish consumers were willing to pay more for products that deliver tangible benefits such as time-saving, improved efficiency, and sensorial experiences. Value sales reached SEK1,236 million, representing 5% growth. The median disposable income per household in Sweden grew to SEK546,235 in 2025 in current terms, indicating a steady increase in household income, which supports the premiumisation trend as consume

Home care in Sweden experienced positive value growth in 2025, driven by premiumisation, particularly in laundry care, where consumers opted for higher-priced liquid and tablet alternatives. Swedish consumers demonstrated a willingness to spend on products offering tangible benefits, such as improved efficacy and convenience. Sustainability also played a significant role, with consumers becoming increasingly environmentally conscious and favouring eco-friendly products. The market is expected to

Value sales for toilet care in Sweden increased in 2025, reaching SEK235 million, representing 0.9% growth in current terms, with growth attributable to rim blocks and toilet liquids/foam, while rim liquids posted negative growth. Innovation within ITBs is heavily skewed to rim blocks, highlighted by the 2025 launch of the brand Bref WC de Luxe and the greater penetration of rim-block format innovations, specifically Duck Fresh Discs, which promote greater convenience and hygiene. Demand for rim

Bleach in Sweden saw value sales growth in 2025, reaching SEK35 million, representing 1% growth in current terms, driven by its versatility and lower price points compared to substitutable products in surface care and toilet care, amidst a challenging economic climate characterised by weak household sentiment and high price sensitivity. However, this growth was constrained by negative consumer perceptions about the health and environmental impacts of bleach. The lack of innovation in the categor

Air care value sales in Sweden recorded growth in 2025, led by the continued popularity of candle air fresheners, which was both the largest and best-performing category. Air care value sales reached SEK117 million in 2025, representing 1% growth, while candle air fresheners experienced 4% growth in current terms, reaching SEK41 million. Their success reflects broader lifestyle trends in the Swedish market, where wellness, relaxation, and interior design are increasingly intertwined. Candle air

Value sales of laundry care in Sweden grew in 2025, reaching SEK2,227 million, representing 2% growth in current terms, driven by a shift towards higher-priced liquid and tablet detergent alternatives from powder detergents. This growth is notable despite broader cost-of-living pressures making Swedish households price-sensitive in their purchasing patterns. The median disposable income per household in Sweden grew to SEK546,235 in 2025 in current terms, indicating a steady, albeit slow, growth

Value sales for home insecticides continued to grow in 2025, extending the positive trend established over the review period. Value sales of home insecticides reached SEK112 million in 2025, representing 3% growth in current terms. This sustained growth has been driven by manufacturers’ efforts to reposition their products in response to consumers’ increasing focus on health, wellbeing, and sustainability. Among Swedish consumers, there is a broad rejection of chemical-based insecticides for hom

Surface care in Sweden recorded growth in value sales in 2025, recording value sales reaching SEK682 million, representing 3% growth in current terms. Sustainability has shaped surface care in Sweden in 2025. Swedish consumers are becoming more conscious of the environmental impact of the products they use, leading brands to prioritise eco-friendly materials, responsible sourcing, and reduced waste. This shift influences everything from ingredient selection to packaging design, encouraging manuf

Consumer credit saw positive growth in Sweden in 2025, in both outstanding balance and gross lending, albeit at slightly lower rates of growth than seen in the previous year. It is noted that, with improvements in the economy, consumers have stronger spending power, although still use consumer credit for higher value purchases.

Non-standalone locations, particularly travel and leisure, emerged as Sweden’s most dynamic foodservice settings in 2025. Driven by a resurgence in tourism and a preference for experiential retail, these hubs capitalised on high footfall to outpace the broader market. Conversely, standalone locations—while remaining the largest category by value—recorded a modest 1% increase and continued outlet consolidation. Over the forecast period, leisure is set to lead with a 5% current value CAGR, as the

Cafés/bars in Sweden returned to stronger growth in 2025, rising by 2% as economic recovery bolstered consumer confidence. While independent operators maintain physical dominance, chained players like Espresso House and Pitcher’s AB are the primary growth drivers, using superior scale, digital loyalty, and prime locations to outperform smaller rivals. Consumption habits are shifting as health-conscious diners transition from traditional bars/pubs towards cafés. Looking ahead, a 4% current value

The improving Swedish economy and rising consumer spending continued to support consumer foodservice in Sweden in 2025 with most channels seeing positive growth. The main trends included strong demand for food delivery and further growth in apps such as Foodora and Wolt, the further shift towards more sustainable food options, along with demand for healthier options as the health and wellness trend continued.

Self-service cafeterias in Sweden recorded a 4% value increase in 2025, buoyed by a recovering economy and rising consumer confidence. Chained operators like Pincho Nation, Rasta Group, and Ikea are driving dynamism, outperforming independent rivals through strategic expansion and superior digital integration. While hybrid working patterns continue to challenge traditional lunchtime footfall, some players are exploring home delivery to capture the remote workforce segment. Looking ahead, a 3% CA

Full-service restaurants in Sweden recorded 3% value growth in 2025, driven by economic recovery and rising real wages. European full-service restaurants remained dominant, favoured for their premium appeal and authentic experiences. While independent operators command a 97% value share by offering unique, sophisticated dining, chains like Texas Longhorn are expanding rapidly. Eat-in remains the primary fulfilment method at 78%, though proprietary delivery channels are growing. Looking ahead, a

Street stalls/kiosks in Sweden saw a 1% value increase in 2025, supported by strengthening GDP and rising real wages. While independent operators dominate with a 67% value share, the channel faces intense competition from health-conscious dining formats. To adapt, traditional stalls are evolving into "high-end" food trucks with restaurant-grade equipment and integrating with delivery platforms like Foodora to reach remote workers. Moving forward, a 3% current value CAGR is projected as the chann