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Retail in Sweden

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    Report

  • 105 Pages
  • April 2024
  • Region: Sweden
  • Euromonitor International
  • ID: 5783146
Retail in Sweden continued to be affected by the challenging Swedish macroeconomic environment in 2023, characterised by negative real GDP growth and high inflation rates. The high inflationary pressure on prices especially affected groceries, but all retail categories were impacted as consumers showed more caution over spending. Indeed, many consumers prioritised essential or immediate need purchases. Such factors fostered a difficult year for the industry.

The Retail in Sweden report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Retail market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Retail in 2023: The big picture
  • Active year for mergers and acquisitions
  • Sustainability targets for every retailer
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2023
  • Seasonality
  • Christmas
  • Summer sales
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
  • Table 3 Sales in Retail Offline by Channel: Value 2018-2023
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
  • Table 5 Retail Offline Outlets by Channel: Units 2018-2023
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
  • Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
  • Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
  • Table 21 Retail GBO Company Shares: % Value 2019-2023
  • Table 22 Retail GBN Brand Shares: % Value 2020-2023
  • Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
  • Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
CONVENIENCE RETAILERS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Convenience retailers experience a tough business period at the end of the review period
  • Creative advertising campaigns to lure consumers to Pressbyrån outlets
  • Unmanned outlets offer expansion opportunities for smaller formats like convenience stores
PROSPECTS AND OPPORTUNITIES
  • The stabilisation of the inflation rate to help convenience stores reduce costs and increase margins
  • Reuseable packaging to be offered to consumers
  • Improving electric charging facilities to boost forecourt retailers’ sales opportunities
CHANNEL DATA
  • Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
  • Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
  • Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
  • Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
  • Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
  • Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028
DISCOUNTERS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Challenging macroeconomic situation drives turnover for discounters
  • As Lidl dominates discounters in Sweden its main competitors are found in other areas of grocery retailing
  • Costco Wholesale emerges as a potential threat to discounters
PROSPECTS AND OPPORTUNITIES
  • Geopolitical and economic challenges to continue to boost the appeal of discounters
  • Lidl to continue its gradual expansion around the country
  • Lidl is a key partner of EURO 2024 in Germany
CHANNEL DATA
  • Table 155 Discounters: Value Sales, Outlets and Selling Space 2018-2023
  • Table 156 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 157 Discounters GBO Company Shares: % Value 2019-2023
  • Table 158 Discounters GBN Brand Shares: % Value 2020-2023
  • Table 159 Discounters LBN Brand Shares: Outlets 2020-2023
  • Table 160 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 161 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HYPERMARKETS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Inflationary surge forces hypermarkets to adapt quickly
  • ICA Maxi is the most dynamic channel within the ICA Gruppen stable
  • Sustainability plays an important role in new store developments
PROSPECTS AND OPPORTUNITIES
  • Hypermarkets is set to maintain its momentum among grocery retailers
  • Costco Wholesale is set to compete with hypermarkets for growth opportunities
  • City Gross to benefit from deeper integration into Axfood business processes
CHANNEL DATA
  • Table 148 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
  • Table 149 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 150 Hypermarkets GBO Company Shares: % Value 2019-2023
  • Table 151 Hypermarkets GBN Brand Shares: % Value 2020-2023
  • Table 152 Hypermarkets LBN Brand Shares: Outlets 2020-2023
  • Table 153 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 154 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SUPERMARKETS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Supermarkets adapt strategies to gain a competitive advantage
  • Supermarkets use price reduction campaigns to win over consumers
  • Axfood gains ground on ICA Sverige in 2023
PROSPECTS AND OPPORTUNITIES
  • Focus on pricing strategies to be maintained as macroeconomic uncertainty remains
  • Supermarkets to adopt the latest technologies
  • Food waste is one of key priorities among sustainable goals
CHANNEL DATA
  • Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
  • Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 67 Supermarkets GBO Company Shares: % Value 2019-2023
  • Table 68 Supermarkets GBN Brand Shares: % Value 2020-2023
  • Table 69 Supermarkets LBN Brand Shares: Outlets 2020-2023
  • Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SMALL LOCAL GROCERS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Small local grocers remain under strong pressure from rival grocery retailers
  • Consumers become more rational amid high economic concerns
  • Specialisation and unique positioning strategies for the survival of small local grocers
PROSPECTS AND OPPORTUNITIES
  • Grocery retailing’s direction of travel continues to move away from small local grocers
  • Catching a unique experience and sustainability wave
  • Traditional focus to marry with technological tools
CHANNEL DATA
  • Table 72 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 73 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 74 Small Local Grocers GBO Company Shares: % Value 2019-2023
  • Table 75 Small Local Grocers GBN Brand Shares: % Value 2020-2023
  • Table 76 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
  • Table 77 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 78 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPAREL AND FOOTWEAR SPECIALISTS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Positive effects of the return to pre-COVID-19 pandemic lifestyles ebbs by 2023
  • H&M is a confident leader in a highly fragmented competitive landscape
  • Sustainability-orientated concepts abound among apparel and footwear specialists
PROSPECTS AND OPPORTUNITIES
  • Apparel and footwear specialists retains room for improvements and growth
  • Stockmann Group plans to prioritise its Lindex operations
  • Circular business models to become more and more important sources of revenue
CHANNEL DATA
  • Table 79 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 80 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 81 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
  • Table 82 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
  • Table 83 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 84 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 85 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPLIANCES AND ELECTRONICS SPECIALISTS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Focus on essential or immediate need products and services and experiences hits appliances and electronics specialists towards the end of the review period
  • Power enters Sweden by purchasing Media Markt
  • The first full year after Komplett’s acquisition of Netonnet
PROSPECTS AND OPPORTUNITIES
  • Innovations to stimulate appliances and electronics specialists’ evolution
  • Replacement cycles to become shorter for appliances and electronics
  • Sustainability to play important role in planning activities in the forecast period
CHANNEL DATA
  • Table 86 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 87 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 88 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
  • Table 89 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
  • Table 90 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 91 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 92 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HEALTH AND BEAUTY SPECIALISTS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Two major pharmacy chains Apotek Hjärtat and Apoteket lead health and beauty specialists in Sweden
  • Kicks drives beauty specialists and attracts a new owner
  • Synsam Group Sweden invests to consolidate its leadership of optical goods stores
PROSPECTS AND OPPORTUNITIES
  • The channel faces issues regarding the ageing population trend and skin care sales to minors
  • Pharmacies to add more healthcare services
  • Matas has the potential to disrupt the competitive landscape
CHANNEL DATA
  • Table 93 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 94 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 95 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
  • Table 96 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
  • Table 97 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
  • Table 98 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
  • Table 99 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 100 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 101 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 102 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
  • Table 103 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028
HOME PRODUCTS SPECIALISTS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Record low new housing construction starts stymie growth potential for home products specialists
  • Ikea leverages its flagship role in the channel
  • Pet shops and superstores’ leader proves resilient to economic challenges
PROSPECTS AND OPPORTUNITIES
  • It is expected to take time for home products specialists to recover
  • Construction tempo to remain slow in the early forecast period
  • Sustainability is a growing necessity for retailers
CHANNEL DATA
  • Table 104 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 105 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 106 Sales in Home Products Specialists by Channel: Value 2018-2023
  • Table 107 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
  • Table 108 Home Products Specialists GBO Company Shares: % Value 2019-2023
  • Table 109 Home Products Specialists GBN Brand Shares: % Value 2020-2023
  • Table 110 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 111 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 112 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 113 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
  • Table 114 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028
GENERAL MERCHANDISE STORES IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Variety stores’ success draws the attention of investors
  • Rusta goes public and lists on Nasdaq Stockholm
  • A first full year of operations for Åhléns under a new owner
PROSPECTS AND OPPORTUNITIES
  • Variety stores is set to continue to develop and grow in retail value sales and outlet terms
  • Norwegian player Europris AS to acquire ÖoB in full
  • Department stores retains room for further development as a channel in Sweden
CHANNEL DATA
  • Table 115 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
  • Table 116 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 117 Sales in General Merchandise Stores by Channel: Value 2018-2023
  • Table 118 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
  • Table 119 General Merchandise Stores GBO Company Shares: % Value 2019-2023
  • Table 120 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
  • Table 121 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
  • Table 122 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 123 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 124 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
  • Table 125 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028
DIRECT SELLING IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Only high inflationary pressure stimulates retail current value growth as direct selling comes under growing pressure
  • Direct selling gains new sales representatives during a challenging economic period
  • Consumer health direct selling grows in popularity
PROSPECTS AND OPPORTUNITIES
  • Building consumer trust and loyalty remains a key aspect of direct selling
  • Digital direct selling to the fore
  • Competition for new direct sellers to intensify
CHANNEL DATA
  • Table 126 Direct Selling by Product: Value 2018-2023
  • Table 127 Direct Selling by Product: % Value Growth 2018-2023
  • Table 128 Direct Selling GBO Company Shares: % Value 2019-2023
  • Table 129 Direct Selling GBN Brand Shares: % Value 2020-2023
  • Table 130 Direct Selling Forecasts by Product: Value 2023-2028
  • Table 131 Direct Selling Forecasts by Product: % Value Growth 2023-2028
VENDING IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Vending enters a new period of turbulence
  • Selecta stays on top of the channel
  • Growing competition from unmanned grocery stores
PROSPECTS AND OPPORTUNITIES
  • A positive forecast for vending as consumers resume work and travel norms
  • Vending a perfect place for new concepts and tech solutions
  • Vending operators to partner with innovative food and drinks producers
CHANNEL DATA
  • Table 132 Vending by Product: Value 2018-2023
  • Table 133 Vending by Product: % Value Growth 2018-2023
  • Table 134 Vending GBO Company Shares: % Value 2019-2023
  • Table 135 Vending GBN Brand Shares: % Value 2020-2023
  • Table 136 Vending Forecasts by Product: Value 2023-2028
  • Table 137 Vending Forecasts by Product: % Value Growth 2023-2028
RETAIL E-COMMERCE IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • E-commerce stabilises while environmental concerns grow
  • Leading online pharmacies perform well amid the strong healthy lifestyle trend
  • Klarna helps consumers to shop online
PROSPECTS AND OPPORTUNITIES
  • The channel is set to resume a positive growth trajectory
  • Chinese low-cost players Temu and Shein are expected to intensify the competition
  • Fast technological progress and lifestyles to drive delivery concepts
CHANNEL DATA
  • Table 138 Retail E-Commerce by Channel: Value 2017-2022
  • Table 139 Retail E-Commerce by Channel: % Value Growth 2017-2022
  • Table 140 Retail E-Commerce by Product: Value 2017-2022
  • Table 141 Retail E-Commerce by Product: % Value Growth 2017-2022
  • Table 142 Retail E-Commerce GBO Company Shares: % Value 2018-2022
  • Table 143 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
  • Table 144 Forecast Retail E-Commerce by Channel: Value 2022-2027
  • Table 145 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
  • Table 146 Forecast Retail E-Commerce by Product: Value 2022-2027
  • Table 147 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027