The Swedish economy is expected to continue its recovery in 2025 and over the forecast period, leading to increased consumer spending on groceries overall. This is likely to benefit supermarkets over discounters, however, a degree of polarisation will continue, and discounters is expected to remain popular with a segment of consumers who have become accustomed to the good price-to-quality ratio offered by discounters such as Lidl, along with the chain’s expansion plans further adding to proximity convenience.
Private labels are expected to become an increasingly important strategic focus for discounters over the forecast period, with players such as Lidl launching their own lines in various areas of consumer interest. For example, as seen with Lidl’s dedicated Matriket brand for its locally produced offer, which is also specifically marketed with a “From Sweden” label.
Swedish discounters have yet to embrace e-commerce and currently neither Lidl nor Pekås offer e-commerce options in the country. The high costs associated with running an e-commerce platform, delivery costs, logistics, and the like, make it difficult for discounters to offer e-commerce to consumers at discount prices.
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Understand the latest market trends and future growth opportunities for the Discounters industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Discounters industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsThis report originates from Passport, our Discounters research and analysis database.
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