Retail in Sweden - Research and Markets

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.

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Get a detailed picture of the Retail market;
Pinpoint growth sectors and identify factors driving change;
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Use five-year forecasts to assess how the market is predicted to develop.

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

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