Sweden flag Sweden: Buying and Selling

Advertising and marketing in Sweden

Marketing opportunities

Consumer Profile
The median age of the population, 41.1 years in 2020 and increasing slightly but remains relatively stable. Some 17.6% of the population is under 14 years old and 20.2% is over 65 years old. The population growth rate is 0.63% in 2020. On average, there are 1.9 persons per household, 51.4% of households are composed of people living alone and 38.3% are couples with or without children. There are approximately as many men as women in Sweden with 88.2% of the population living in urban areas. The southern region is more populated because of the better climate and access to Europe. Dense areas exist especially along the Baltic Sea. Stockholm is the main city with 1.515 million inhabitants. In Sweden, 83% of adults aged 25-64 have completed upper secondary education, higher than the OECD average of 78%. This is truer of women than men, as 82% of men have successfully completed high-school compared with 84% of women. Of the active population, 24.5% are professionals, 23.1% are sales and service employees, 13.8% are technicians, 9.4% are craftsmen and skilled workers, 8.5% are clerks, 7.1% are operators and assemblers, and 6.9% work. in the legal and management sector, 5.6% occupy intermediate professions, 0.8% are farmers and 0.2% are military.
Purchasing Power
The GDP per capita PPP is USD 55,814, according to the latest World Bank figures. Swedish people earn USD 42 393 per year on average, slightly less than the OECD average USD 43 241. In Sweden, the average household net adjusted disposable income per capita is USD 31 287 a year, slightly lower than the OECD average of USD 33 604. As a result of the COVID-19 crisis, household consumption decreased by 9.7 percent in May, compared with May 2019 measured in fixed prices and working day adjusted figures (Statistics Sweden data).The Gini index is relatively low at 28 though it is increasing. In Sweden, the gender pay gap stands at 14 % (the average gender pay gap in the EU is 16.3 %). Women’s average monthly salaries in Sweden are less than 88 per cent of men’s – 95.5 per cent when differences in choice of profession and sector are taken into account.
Consumer Behaviour
Sweden is a progressive and forward-looking country, and consumption patterns reflect both individuality and equality. Swedes are discerning in how they consume, valuing function and quality as much as design and branding in their purchasing decisions. Nonetheless, price is one of the main factor in purchasing. Other factors that may be involved in purchase decisions are the seller's know-how and the after-sales service. Swedish consumers are increasingly less loyal to brands. The online retail industry increased by 13 percent and was worth 87 billion Swedish kronor (8.24 billion euros) at the end of 2019. The main products purchased are the electronics, clothing and shoes, books, furniture, DIY products , sport and games. Although consumers are relatively open to international brands, Sweden's favourite brands are national.

The use of social media and mobile communication is high. There were 9.67 million internet users in Sweden in January 2020. Internet penetration in Sweden stood at 96% in January 2020, whereas Social media penetration in Sweden stood at 73%. Facebook is by far the most used network. Among the ways to make buying decisions, following influencers is the most important. Overall 44% of Swedes trust authorities to protect their personal data.

According to McKinsey survey, following the outbreak of the COVID-19, consumers expect to decrease spending, especially in-store.

Sweden is among the leading countries where health is important when it comes to consumption. The demand for fresh, eco-friendly and health-friendly products that are transparent on ingredients is on the rise. For the beauty sector, for example, the demand for natural products is growing. The consumption of organic products is rising. The total value of organic food sold in Sweden during 2018 was SEK 28.8 billion (€2.80 Bn). The second-hand market is expanding on the internet and in stores, as consumers are increasingly attracted to the circular economy and the benefits to the environment. 73% of Swedish consumers say that they are impacted by sustainability issues when purchasing goods or services. The use of collaborative platforms such as Airbnb, Uber, is widespread among Swedish consumers. The cities of Stockholm, Gothenburg, Malmî and UmeÜ will also become test cities for the national sharing economy program. The most common platforms allow you to share cars, clothes, games or even housing.
Consumers Associations
Konsument Verket , Swedish Authority for Protection of Consumers
Sveriges Konsumenter , Association of Swedish Consumers
The Swedish Consumer Coalition , Coalition of Swedish Consumers
Main Advertising Agencies
Swedish Association of Communication Agencies
Pyramid Agency
Forsman & Bodenfors
Spoon Agency

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Latest Update: June 2022

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