Consumer Values and Behaviour in Sweden

This report visually explores everyday habits and behaviours that reflect consumers' beliefs and values, linking behaviourial trends with purchase and consumption habits in Sweden

The Consumer Values and Behaviour 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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Get a detailed picture of the Consumer Values market;
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Scope
Consumer values and behaviour in Sweden
Preference for branded goods not as strong as global average
Millennials prefer to spend their money on experiences rather than things
Millennials more willing to spend money to save time
Over a quarter of Swedes feel that more activities will shift online in future
Swedes are far less convinced that more activities will shift to in-person in future
Younger generations have more positive outlook on future happiness
Swedes do not feel as strongly about more community engagement
Swedes have a more pessimistic outlook on the world being more dangerous in future
Generation Z more concerned about climate change impacting their lives more in future
High levels of virtual connections among all generations
An energy-efficient home appeals to over a quarter of Swedes
Outside space is high on Swedish households list of must-haves
High preference for home-cooked meals with ready meals less popular than globally
Low preference to eat at a restaurant or order food for delivery
Barrier to cooking for younger generations is preference for doing something else
Millennials more focused on looking for healthy ingredients in food and drinks
Swedes have low expectations to work for themselves
Working for a good manager bigger priority than earning a high salary
Millennials have strongest boundary between work and personal life
Baby Boomers do not socialise online as much as other cohorts
Shopping as a leisure activity still popular along with cultural events
Younger cohorts more frequent leisure shoppers than other generations
Walking or hiking favourite regular exercise routine for over 70%
Gen X are more regular cyclists than other generations
Millennials use most stress-reduction activities ahead of other cohorts
Consumers have most trust in recyclable labels
Over half say they are repairing rather than replacing items
Baby Boomers more likely to boycott brands that do not share their ethos
Price-conscious Swedes like to find bargains
Baby Boomers more focused on shopping in locally-owned stores
Consumers more willing to buy previously-owned items than their global cohorts
Baby Boomers leading a more minimalist lifestyle than younger cohorts
Swedes have low levels of purchases using their smartphones
Older generations far less likely to use their smartphones for purchases than younger cohorts
Highest intentions of increased spending is on travel and holidays
Generation Z have the most optimistic spending intentions of all cohorts
Younger generations expect to increase their savings more in future
Swedish consumers not as engaged online as their global counterparts
Millennials prefer to communicate online and more likely to share their data for offers
Swedish consumers slow to engage with companies/brands online
Generation Z more actively engaged with companies and brands online
Banking and in-store payments most popular regular mobile activities
Millennials more actively access services on their mobile phones than other cohorts