In 2024, sales of cigarettes in Sweden declined in volume terms, extending the downward trend observed throughout the review period. During the year, Sweden became the first country in the world to achieve official “smoke-free” status, with fewer than 5% of adults smoking cigarettes daily - reaching this milestone 16 years ahead of the European Union’s 2040 target.

While the number of cigarette smokers in Sweden continues to decline, the use of alternative tobacco products is one the rise, especially among young adults. This reflects evolving social norms, whereby smokeless options are increasingly viewed as modern and socially acceptable alternatives to traditional cigarettes. With rising living costs, many consumers are also turning to more affordable options, such as nicotine pouches, which are taxed less heavily than cigarettes. The growing popularity

The Swedish market for cigars, cigarillos, and smoking tobacco in Sweden saw a decline in volume terms in 2024, largely driven by a pronounced shift in consumer preferences towards smokeless nicotine alternatives. Growing public awareness of the health risks linked to smoking has prompted many consumers to opt for perceived safety nicotine delivery methods. This shift is further supported by Sweden’s progressive harm reduction policies, which include a 20% tax reduction on snus and a 9% increase

The overall market for smokeless tobacco, e-vapour products, and heated tobacco continued to grow in volume terms in 2024, maintaining the positive momentum seen in the previous year. However, the dominant category of smokeless tobacco, which comprises Swedish-style snus, registered a decline, as users gravitated towards newer alternatives, such as e-vapour and heated tobacco products. Despite snus’s long-standing cultural presence in Sweden, shifting attitudes - particularly among younger consu

Eyewear in Sweden is maintaining steady growth in 2025, with value outpacing volume across many categories due to premiumisation, innovation, and price increases.

Spectacles in Sweden continue to show stable growth in 2025, with value growth outpacing volume thanks to rising demand for more advanced and premium products. A key driver of value growth has been the growing popularity of premium spectacle lenses, including progressive lenses for older consumers and myopia control lenses for younger users. Frames are also benefiting from the ongoing premiumisation trend, with consumers increasingly seeking well-known brands, high-quality materials, and more ex

Contact lenses and solutions is maintaining positive growth in Sweden in 2025, in both value and volume terms. This positive performance is supported by both price increases and more advanced features. While volume sales have remained relatively stable in previous years, they have started to pick up slightly, helped by the continued trend towards dual use where consumers alternate between spectacles and contact lenses, depending on the occasion. Advanced features, such as improved moisture rete

Sunglasses continues to be one of the more dynamic categories within eyewear in Sweden in 2025, with volume sales up on the previous year and value supported by ongoing premiumisation and gradual price increases.

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviors. It quantifies consumer behaviors, preferences, and motivations, aligning them with broader trends.

In 2025, pet care in Sweden is poised for continued value growth, even as volume growth stabilises. This trend reflects a shift in consumer behaviour from quantity to quality, as pet owners increasingly favour thoughtful, functional, and often premium solutions over bulk purchasing. Rather than expanding the number of products they buy, Swedish consumers are investing in items that reflect their pets’ health, wellbeing, and place within the household. From nutritionally tailored foods to sustain

Value sales of cat food in Sweden are expected to increase in 2025, driven by rising demand for premium and health-oriented products. Swedish cat owners are becoming more discerning, seeking options that support wellbeing while aligning with personal values around sustainability and ingredient quality. Products featuring grain-free recipes, high meat content, and natural or functional ingredients — such as those supporting digestion, coat condition, or urinary health — are gaining traction. Whil

Value sales of pet products in Sweden are set to increase in 2025, reflecting rising consumer focus on wellbeing, hygiene, and the emotional bond between humans and their pets. As pets are increasingly treated as family members, Swedish owners are investing in products that enhance daily life — from interactive toys and grooming tools to functional accessories and supplements. Cat litter continues to contribute significantly to value sales as an essential, high-frequency purchase. At the same ti

Sales of other pet food in Sweden are expected to decline slightly in 2025, reflecting a stable or shrinking population of pets such as birds, fish, and small mammals. Compared to the dog and cat food categories, purchasing in this segment is less frequent and more price-sensitive, with consumers typically focused on routine feeding rather than premiumisation. Limited product innovation and constrained shelf space in general retail further contribute to the category’s underperformance. Nonethele

Value sales of dog food in Sweden are set to rise in 2025, driven by consumers’ growing willingness to invest in products that offer specific health and nutritional benefits for their pets. Swedish dog owners are increasingly focused on tailored diets that address issues such as digestion, joint health, skin sensitivities, and allergies. This has spurred demand for premium, grain-free, and limited-ingredient recipes, many of which feature functional claims and natural ingredients. There is also

Colour cosmetics in Sweden continued to perform well in current value terms in 2024. Value growth was boosted by a strong premiumisation trend, product innovation, and sustained consumer interest. Sweden’s minimalist aesthetic still influences usage, with a focus on skin-first, natural-looking make-up and multifunctional products. However, colour cosmetics as a whole has become more central to beauty routines, especially among younger consumers.

2024 was another strong year for beauty and personal care in Sweden, with solid value growth driven by premiumisation, ingredient-led product development, and a growing focus on skin health and routine building. While volume growth remained modest due to category maturity and cautious consumer spending, brands and retailers continued to add value through ingredient-led innovation, multifunctional formats, and a greater emphasis on performance and personalisation. The Swedish market also saw incr

Bath and shower saw steady growth in current value terms in Sweden in 2024. However, volume sales continued to decline due to category maturity and increasing commodification. In contrast, value sales continued to grow thanks in part to the premiumisation trend. For example, liquid soap and body wash/shower gel are becoming more sensorial and design-oriented, particularly in the premium segment. Private label lines like Neutral, Änglamark, and Urtekram are also gaining in popularity for their ec

Deodorants remained a slow-moving, mature category in Sweden in 2024 reporting only moderate growth in current value terms. Meanwhile, volume sales declined, with value growth largely driven by inflation and modest premiumisation. Deodorant roll-ons continued to dominate sales, but many shoppers traded down, switching to low-cost stores like Normal and Rusta to save money on basic necessities. However, at the same time, some consumers also traded up from private label lines from grocery retailer

Oral care remained a stable and mature category in Sweden in 2024, recording healthy growth in current value terms. Volume sales also saw moderate growth, driven by population growth, rising awareness among immigrant groups, and more regular oral hygiene routines. Oral care saw stronger growth in current value terms, supported by price increases and growing demand for more advanced products, particularly electric toothbrushes and peripheral items like dental floss and mouthwashes/dental rinses.

Skin care saw healthy growth in current value terms in 2024 with sales driven by premiumisation and a high degree of product innovation. However, signs of maturity are becoming more visible after several years of pandemic-driven home treatment and self-care trends with volume sales seeing a small decline. Consumers continue to show a willingness to invest in quality skin care, particularly products that offer long-term benefits and support for sensitive skin. The demand for barrier-repair produc

Hair care in Sweden continued to show solid growth in current value terms and steady growth in retail volume terms in 2024, with value sales boosted by premiumisation. While commodification remains a challenge—especially in the grocery retailers channel—the post-pandemic shift towards home treatments has fuelled stronger interest in high-performance and ingredient-led hair care solutions. Am increasing number of consumers are treating hair care more like skin care, adopting multi-step routines a

Fragrances was the most dynamic category in beauty and personal care in Sweden in 2024, although the pace of growth was more moderate than in the post-pandemic surge in sales seen in 2022 and 2023. The category has expanded rapidly over the last few years of the review period reflecting a structural shift in consumer behaviour, with fragrances increasingly viewed as a daily-use item, an affordable luxury, and a way to express identity.

Sun care saw a moderate increase in retail volume terms in Sweden in 2024, supported by an unusually early start to summer, warmer conditions in the north, and increased domestic and international travel. While June and July brought mixed weather across much of the country, August was more stable, and Lapland experienced record-breaking heat. This encouraged more frequent use of sun protection products, particularly for outdoor activities outside the summer holidays. Sweden’s high melanoma rate

Baby and child-specific products in Sweden saw steady growth in current value terms in 2024, supported by the fact that Swedish parents continue to prioritise spending on their children over themselves. Furthermore, there has been a growing preference for clean, minimal-ingredient products that are gentler for a baby’s skin. While volume sales declined slightly in 2024, value sales saw moderate growth due to the continued premiumisation trend.