Consumer Values and Behaviour in Sweden

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Sweden report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Sweden report answers:

  • How is the consumer mindset in Sweden changing? In Sweden, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Sweden purchase decisions?
  • Where and how do consumers shop in Sweden?
  • What health-related activities do consumers in Sweden participate in?
  • What megatrends should I focus on in Sweden (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in Sweden
Consumers in Sweden say they can express their identity with loved ones openely
Baby Boomers believe society accepts their identity
Consumers prefer to explore innovative products and services
Baby Boomers purchase solely from brands and companies that they have complete faith in
Consumers expect they will be happier than they are now in future
Younger generations expect their life will be better
While at home, consumers in Sweden connect with friends or family virtually
Safe location - the most desired home feature
Swedes prefer to prepare a meal themselves
Swedes prefer to engage in activities other than preparing meals
Gen Z say that choosing to eat at a restaurant is a more hassle-free alternative
Consumers in Sweden look for healthy ingredients in food and beverages
Millennials expect to be able to work from home
Consumers in Sweden primarily desire to attain a lucrative wage
Consumers say they have a strict boundary between work and personal life
Consumers in Sweden enjoy interacting with companions face-to-face
Baby Boomers enjoy interacting with companions face-to-face
Consumers' top travel motivation - maximizing the benefits while minimizing the cost
Older generations expect secure place to visit options when on vacation
Consumers in Sweden engage in walking or hiking
Millennials frequently cycle or ride a bike for excercise
Swedes are interested in massages to improve wellbeing
Consumers in Sweden are feeling concerned about the effects of climate change
Consumers actively pursuing environmentally-conscious lifestyles
Consumers motivated to try fixing broken items, instead of buying new ones
Consumers purchase products from companies that support their social and political causes
Swedes enjoy discovering good deals
Baby Boomers like to browse in stores even if they don't need to buy anything
Consumers are willing to buy second-hand or previously-owned items
Baby Boomers are willing to buy second-hand or previously-owned items
Swedes subscribe to streaming platforms on the internet
Consumers set to increase spending on groceries
Younger generations foresee increasing spending on groceries the most
Consumers are concerned about current financial situation
Older generations are capable of routinely putting away a fraction of their salary
Younger generations planning on saving more money in future
Consumers take an active role in controlling the sharing of data and managing privacy
Baby Boomers say that targeted ads based on their searches are an invasion of privacy
Swedes visit or update social networking site
Younger consumers use apps to track their health and fitness
Younger consumers frequently make online purchases
Consumers follow or like companies' social media feed or posts
Younger generations share purchases they make with their social network
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