Retail in Sweden saw continued positive value growth in 2024. The Swedish economy is showing signs of improvement, with inflation levels dropping in 2024 compared to the highs of 2022 and 2023, leading to growth seen in real wages, and improvements in consumer spending confidence.
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.
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 2024: The big picture
- Retail e-commerce returns to stronger sales after its previous slump
- Polarisation between premium and budget options
- What next for retail?
OPERATING ENVIRONMENT
- Informal retail
- Opening hours for physical retail
- Summary 1 Standard Opening Hours by Channel Type 2024
- Seasonality
- Christmas
- Black Friday/Black Week
- Summer sales
MARKET DATA
- Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
- Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
- Table 3 Sales in Retail Offline by Channel: Value 2019-2024
- Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
- Table 5 Retail Offline Outlets by Channel: Units 2019-2024
- Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
- Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
- Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
- Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
- Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
- Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
- Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
- Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
- Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
- Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
- Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
- Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
- Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
- Table 21 Retail GBO Company Shares: % Value 2020-2024
- Table 22 Retail GBN Brand Shares: % Value 2021-2024
- Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
- Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
- Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
- Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
- Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
- Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
- Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
- Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
- Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
- Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
- Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
- Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
- Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
- Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
- Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
- Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
- Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
- Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
- Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
- Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
- Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
- Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
- Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
- Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
- Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
- Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
- Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
- Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
- Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
SOURCES
- Summary 2 Research Sources
2024 DEVELOPMENTS
- Convenience retailers benefit from on-the-go activities and stronger spending power
- ICA Sverige maintains its lead, thanks to ongoing developments and strength of its franchise model
- Leading forecourt retailers close outlets due to a decline in visitation
PROSPECTS AND OPPORTUNITIES
- Increasing competition from convenience sections in other modern grocery channels expected
- Health and wellness trends will inspire expanded and specific product selections
- Convenience players will invest further in delivery options
CHANNEL DATA
- Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
- Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
- Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
- Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
- Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
- Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
- Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
- Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
- Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029
2024 DEVELOPMENTS
- Discounters benefit from consumers’ ongoing price-sensitivity
- Lidl maintains its lead and continues with its expansion plans
- “Soft discounter” Willys poses competition to Lidl
PROSPECTS AND OPPORTUNITIES
- Discounters set to remain popular, despite stronger consumer spending power
- Private labels set to become increasingly important for discounters
- E-commerce is yet to develop in the discounter space
CHANNEL DATA
- Table 65 Discounters: Value Sales, Outlets and Selling Space 2019-2024
- Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 67 Discounters GBO Company Shares: % Value 2020-2024
- Table 68 Discounters GBN Brand Shares: % Value 2021-2024
- Table 69 Discounters LBN Brand Shares: Outlets 2021-2024
- Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
2024 DEVELOPMENTS
- Hypermarkets achieve small value growth in light of strong competition from discounters
- ICA Sverige takes the leading place in outlet share, as well as maintaining its value lead
- Sustainability drives initiatives such as Swegreen’s greenhouse-in-store concept
PROSPECTS AND OPPORTUNITIES
- Hypermarkets will develop their own competitive advantages against discounters
- Private labels set to become an increasingly important strategy for hypermarkets
- Hypermarkets will enhance their e-commerce capabilities in order to remain competitive
CHANNEL DATA
- Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
- Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 74 Hypermarkets GBO Company Shares: % Value 2020-2024
- Table 75 Hypermarkets GBN Brand Shares: % Value 2021-2024
- Table 76 Hypermarkets LBN Brand Shares: Outlets 2021-2024
- Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
2024 DEVELOPMENTS
- Supermarkets achieve healthy sales, despite competition from discounters
- ICA Sverige maintains its company lead, with Axfood in close competition
- ICA Sverige expands its Swegreen partnership to its supermarkets
PROSPECTS AND OPPORTUNITIES
- Supermarkets and discounters will remain in competition
- Supermarkets will enhance their private label ranges
- Supermarkets will continue to enhance their e-commerce capabilities
CHANNEL DATA
- Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
- Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 81 Supermarkets GBO Company Shares: % Value 2020-2024
- Table 82 Supermarkets GBN Brand Shares: % Value 2021-2024
- Table 83 Supermarkets LBN Brand Shares: Outlets 2021-2024
- Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
2024 DEVELOPMENTS
- Small local grocers maintain positive sales due to convenience of proximity and customer relations
- Hemglass ice cream truck company remains the most notable player in a highly fragmented category
- Ethnic grocery stores appeal to both ethnic groups and Swedish nationals
PROSPECTS AND OPPORTUNITIES
- Small local grocers will face challenges over the forecast period
- An ongoing focus on sustainable and organic produce is expected
- Lesser ability to embrace e-commerce and delivery options adds further challenges
CHANNEL DATA
- Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
- Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 88 Small Local Grocers GBO Company Shares: % Value 2020-2024
- Table 89 Small Local Grocers GBN Brand Shares: % Value 2021-2024
- Table 90 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
- Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
2024 DEVELOPMENTS
- General merchandise stores see a slump in sales, due to changing consumer priorities
- Variety stores remains consolidated between its main players, with Dollarstore most active in its expansion plans
- Dominance of Åhléns and NK presents a barrier to new entrants in department stores
PROSPECTS AND OPPORTUNITIES
- General merchandise stores to face ongoing competition from e-commerce
- Acquisitions and investments could help struggling variety stores
- Prospects remain for further development in department stores
CHANNEL DATA
- Table 93 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
- Table 94 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 95 Sales in General Merchandise Stores by Channel: Value 2019-2024
- Table 96 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
- Table 97 General Merchandise Stores GBO Company Shares: % Value 2020-2024
- Table 98 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
- Table 99 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
- Table 100 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 101 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
- Table 102 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
- Table 103 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029
2024 DEVELOPMENTS
- Apparel and footwear specialists struggle as consumers spend more on out-of-home activities
- High street apparel and footwear shops struggle to recover from previous impacts
- Pure online players remain a significant threat
PROSPECTS AND OPPORTUNITIES
- Challenges will remain for apparel and footwear specialists
- Social media could act as strategic channel to funnel sales via e-commerce
- Omnichannel strategies and enhanced customer service become increasingly important
CHANNEL DATA
- Table 104 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
- Table 105 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 106 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
- Table 107 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
- Table 108 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
- Table 109 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 110 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
2024 DEVELOPMENTS
- Appliances and electronics specialists continue to see declining sales
- Elgiganten maintains lead thanks to strong reputation
- Omnichannel strategies are especially important for appliances and electronics
PROSPECTS AND OPPORTUNITIES
- Competition from online players will continue
- Price comparison websites will push the online channel even further
- High-tech products and sustainability trends are other key factors
CHANNEL DATA
- Table 111 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
- Table 112 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 113 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
- Table 114 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
- Table 115 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
- Table 116 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 117 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
2024 DEVELOPMENTS
- Health and beauty specialists maintain positive growth, thanks to the “feel good” factor
- The three major brands maintain their top places, while smaller player Normal is tipped as one to watch
- In-store pharmacies face competition from online players, while remaining important for consumer advice
PROSPECTS AND OPPORTUNITIES
- Omnichannel strategies to become increasingly important
- Optical goods stores will continue to attract consumers in-person, for practical reasons
- Restrictions regarding skincare sales to minors
CHANNEL DATA
- Table 118 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
- Table 119 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 120 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
- Table 121 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
- Table 122 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
- Table 123 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
- Table 124 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
- Table 125 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 126 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
- Table 127 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
- Table 128 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029
2024 DEVELOPMENTS
- Home products specialists fall into a sales slump as consumers re-prioritise their spending
- Ikea leads in value, while Jysk leads in outlets
- Home improvement and gardening stores see positive value growth
PROSPECTS AND OPPORTUNITIES
- Sales look set to rebound in line with an improving economy
- Sustainability trends to remain of key importance
- Pet shops and superstores maintains growth, while Arken Zoo consolidates its leadership
CHANNEL DATA
- Table 129 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
- Table 130 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
- Table 131 Sales in Home Products Specialists by Channel: Value 2019-2024
- Table 132 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
- Table 133 Home Products Specialists GBO Company Shares: % Value 2020-2024
- Table 134 Home Products Specialists GBN Brand Shares: % Value 2021-2024
- Table 135 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
- Table 136 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
- Table 137 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
- Table 138 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
- Table 139 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029
2024 DEVELOPMENTS
- Direct selling remains in a slump, with declining interest in the category
- Mary Kay and Herbalife Nutrition remain the most relevant brands
- Consumer health remains a key component of direct selling
PROSPECTS AND OPPORTUNITIES
- Growing need for direct sellers to embrace digital solutions
- Health, beauty and personal care to remain the most profitable and viable area
- Competition for new direct sellers set to intensify
CHANNEL DATA
- Table 140 Direct Selling by Product: Value 2019-2024
- Table 141 Direct Selling by Product: % Value Growth 2019-2024
- Table 142 Direct Selling GBO Company Shares: % Value 2020-2024
- Table 143 Direct Selling GBN Brand Shares: % Value 2021-2024
- Table 144 Direct Selling Forecasts by Product: Value 2024-2029
- Table 145 Direct Selling Forecasts by Product: % Value Growth 2024-2029
2024 DEVELOPMENTS
- Vending maintains small positive growth thanks to consumer mobility
- Vending continues to face competition from convenience offerings from grocery players
- A rather old-fashioned image for vending, with no notable developments in modernisation
PROSPECTS AND OPPORTUNITIES
- Small growth set to maintain, with competition from grocery players continuing
- Healthier selections could help to improve sales
- Modernisation of vending machines could revive the image of vending
CHANNEL DATA
- Table 146 Vending by Product: Value 2019-2024
- Table 147 Vending by Product: % Value Growth 2019-2024
- Table 148 Vending GBO Company Shares: % Value 2020-2024
- Table 149 Vending GBN Brand Shares: % Value 2021-2024
- Table 150 Vending Forecasts by Product: Value 2024-2029
- Table 151 Vending Forecasts by Product: % Value Growth 2024-2029
2024 DEVELOPMENTS
- Retail e-commerce rebounds from its previous small slumps, thanks to revived consumer spending confidence
- A relatively fragmented category, while leading players carve out shares in their own product areas
- Foods e-commerce fares well, with the leading grocery players offering online shopping options
PROSPECTS AND OPPORTUNITIES
- Ongoing growth for a popular category, enhanced by competition and an improving economy
- Apparel and footwear e-commerce set to remain a key category
- M-commerce set to become increasingly important in the modern world
CHANNEL DATA
- Table 152 Retail E-Commerce by Channel: Value 2019-2024
- Table 153 Retail E-Commerce by Channel: % Value Growth 2019-2024
- Table 154 Retail E-Commerce by Product: Value 2019-2024
- Table 155 Retail E-Commerce by Product: % Value Growth 2019-2024
- Table 156 Retail E-Commerce GBO Company Shares: % Value 2020-2024
- Table 157 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
- Table 158 Forecast Retail E-Commerce by Channel: Value 2024-2029
- Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
- Table 160 Forecast Retail E-Commerce by Product: Value 2024-2029
- Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029