Megatrends in Sweden
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in Sweden.
Euromonitor's Megatrends in Sweden report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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- Scope
- The drivers shaping consumer behaviour
- Megatrend Framework
- Businesses harness megatrends to renovate, innovate and disrupt
- Digital living
- Three Sweden improves home network connectivity with new Inseego 5G router
- Swedes lag behind their global counterparts in most areas of personal tech
- Consumers are wary of sharing their personal information
- Millennials are the most active in both sharing and protecting their data
- Family and friends are the most trusted source of information
- Shift towards online activities set to continue
- Experience more
- H&M offered chance to win a shareable tailored selfie with one of its new virtual looks
- Swedes prefer real world over virtual experiences
- The pandemic drove consumers to socialise online
- Travellers prioritise relaxation and safety
- Gen Z are the most eager to increase both online and offline activities
- Middle class reset
- Coop Sweden caters to squeezed consumers with new soft discounter format
- Mindful consumption is on the rise
- Repurposing continues to gain traction
- Gen Z are the most frugal cohort
- Premiumisation
- Premium plant-based pizza brand One Planet Pizza debuts in Sweden
- Millennials are the most individualistic cohort
- Swedes are less confident in their investments than their global peers
- Quality is a priority when it comes to clothing and home essentials
- Shifting market frontiers
- Lifvs expands its network of unstaffed grocery kiosks across rural Sweden
- International products are more widely available despite global supply disruptions
- Baby Boomers are the most eager to support local businesses
- Shopping reinvented
- Reitan Convenience’s new PBX concept is designed to test new sustainability strategies
- Most clothing and accessories now purchased online
- Brand engagement by Swedish shoppers is still relatively low
- Young consumers are stepping up their interaction with companies on social media
- Sustainable living
- AliasSmith launches cardboard tequila bottle made with 94% recycled material
- Swedes are highly supportive of ecological issues
- Recycling and reducing food waste are top environmental concerns
- Almost a third of consumers boycott brands that do not share their beliefs
- Recyclable and biodegradable packaging types are considered the most sustainable
- Wellness
- Mycorena creates prototype for healthier, mycoprotein-based butter alternative
- Over half of Swedes regularly take health supplements
- Massage is the most common way to deal with stress
- Swedes lag behind global counterparts in health tech
- Only around half of consumers take health and safety precautions outside the home
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