Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Graph - Scope | 2 | 1 |
| Disclaimer | 2 | 1 |
| Contents | 3 | 1 |
| Contents (CONT) | 4 | 1 |
| Consumer values and behaviour in Sweden | 5 | 1 |
| Highlights of consumer values and behaviours from our 2026 survey | 5 | 1 |
| Graph - Personal traits and values | 6 | 1 |
| Consumers have complex ideals, preferences and concern | 7 | 1 |
| Graph - Personal traits and values % of respondents (agree or strongly agree) | 7 | 1 |
| Graph - Older generations are most concerned about the rising costs of daily goods | 8 | 1 |
| Graph - Swedes have enjoying trying new products and services | 9 | 1 |
| Graph - Older generations purchase items from companies and brands that they trust | 10 | 1 |
| Consumers expect they will be happier in five years time | 11 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years % of respondents | 11 | 1 |
| Table/Chart: Tabular Data Analysis | 11 | 1 |
| Gen Z expect to work more than they do now | 12 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years by generation % of respondents | 12 | 1 |
| Table/Chart: Tabular Data Analysis | 12 | 1 |
| Gen Z expect to work more than they do now (CONT) | 13 | 1 |
| Graph - While at home, consumers in Sweden connect with friends or family virtually | 14 | 1 |
| Graph - Frequency of home activities by generation % of respondents (at least weekly) | 14 | 1 |
| While at home, consumers in Sweden connect with friends or family virtually (CONT) | 15 | 1 |
| Swedes prefer to cook or bake themselves | 16 | 1 |
| Graph - Weekly meal choices % of respondents (at least weekly) | 16 | 1 |
| Graph - Weekly meal choices by generation % of respondents (at least weekly) | 16 | 1 |
| A quarter of Sweden say someone else in the household typically cooks for them | 17 | 1 |
| Graph - Barriers to cooking at home | 17 | 1 |
| Younger generations state that cooking meals is too expensive | 18 | 1 |
| Graph - Barriers to cooking at home by generation | 18 | 1 |
| Graph - 38% of consumers look for healthy ingredients in food and beverages | 19 | 1 |
| 38% of consumers look for healthy ingredients in food and beverages (CONT) | 20 | 1 |
| Generation X prefer to work close to home | 21 | 1 |
| Graph - Work-life balance | 21 | 1 |
| Swedes primarily desire to ensure stability in employment | 22 | 1 |
| Graph - Work priorities % of respondents | 22 | 1 |
| Graph - Swedes say they uphold a division between their job and private life | 23 | 1 |
| Graph - Note: *% who agree/strongly agree with this statement | 23 | 1 |
| Swedes say they uphold a division between their job and private life (CONT) | 24 | 1 |
| Consumers in Sweden enjoy socialising with friends online | 25 | 1 |
| Graph - Frequency of leisure activities % of respondents | 25 | 1 |
| Graph - Younger generations socialise in person more frequently | 26 | 1 |
| Consumers' top travel priority is relaxation | 27 | 1 |
| Graph - Most important features when planning a trip or vacation | 27 | 1 |
| Millennials look for value for money when travelling | 28 | 1 |
| Graph - Most important features when planning a trip or vacation by generation % of respondents | 28 | 1 |
| Graph - Graph/Chart Analysis | 29 | 1 |
| Swedes engage in walking or hiking for exercise | 30 | 1 |
| Graph - Frequency of exercise habits % of respondents | 30 | 1 |
| Gen Z are most likely to run or jog for exercise | 31 | 1 |
| Graph - Weekly exercise habits by generation | 31 | 1 |
| Swedes are interested in massages to improve wellbeing | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months % of respondents | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months by generation % of respondents | 32 | 1 |
| Swedes are interested in massages to improve wellbeing (CONT) | 33 | 1 |
| Consumers are feeling uneasy about the effects of climate change | 34 | 1 |
| Graph - Key sustainability concerns % of respondents | 34 | 1 |
| Over half of consumers actively recycle items and Rating food waste | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life | 35 | 1 |
| Graph - Note: Only showing results from respondents who try to have a Rating impact on the environment | 35 | 1 |
| Swedes are motivated to repair damaged objects instead of purchasing new ones | 36 | 1 |
| Graph - Green behaviours and activism | 36 | 1 |
| Graph - Green behaviours and activism by generation % of respondents | 36 | 1 |
| Generation Z are most likely to buy from brands that share their political and social values | 37 | 1 |
| Graph - Activism in political and social issues % of respondents | 37 | 1 |
| Graph - Activism in political and social issues by generation % of respondents | 37 | 1 |
| Generation Z are most likely to buy from brands that share their political and social values (CONT) | 38 | 1 |
| Consumers in Sweden enjoy discovering good deals | 39 | 1 |
| Graph - Attitudes to shopping % of respondents | 39 | 1 |
| Graph - Younger generations are most likely to visit retail centers | 40 | 1 |
| Consumers are open to purchasing used or pre-owned goods | 41 | 1 |
| Graph - Shopping preferences | 41 | 1 |
| Graph - Older generations are most likely to buy private label and low cost goods | 42 | 1 |
| Swedes subscribe to streaming platforms on the internet | 43 | 1 |
| Graph - Current use of subscription services | 43 | 1 |
| Current use of subscription services (CONT) | 44 | 1 |
| Consumers in Sweden expect to increase spending on groceries | 45 | 1 |
| Graph - Spending intentions over the next 12 months % of respondents | 45 | 1 |
| Graph - Gen Z set to increase spending on clothing and footwear the most | 46 | 1 |
| 35% of consumers show apprehension regarding their current financial condition | 47 | 1 |
| Graph - Financial status and concerns % of respondents | 47 | 1 |
| Baby Boomers are most comfortable with their finances | 48 | 1 |
| Graph - I rely on government financial support or subsidies | 48 | 1 |
| Younger generations plan to save over the next 12 months | 49 | 1 |
| Graph - Spending and saving intentions over the next 12 months % of respondents | 49 | 1 |
| Graph - Intentions to increase spending and savings over the next 12 months by generation % of respondents (increase) | 49 | 1 |
| Younger generations plan to save over the next 12 months (CONT) | 50 | 1 |
| Swedes state that online targeted ads are intrusive | 51 | 1 |
| Graph - Attitudes to technology % of respondents (agree or strongly agree) | 51 | 1 |
| Graph - Baby Boomers are most likely to manage date sharing and privacy settings | 52 | 1 |
| Swedes access social media accounts to edit profiles | 53 | 1 |
| Table/Chart: Frequency of online activities % of respondents | 53 | 1 |
| Table/Chart: Tabular Data Analysis | 53 | 1 |
| Graph - Generation Z and Millennials regularly stream videos | 54 | 1 |
| Younger generations are most likely to read consumer reviews | 55 | 1 |
| Graph - Frequency of selected online activities by generation | 55 | 1 |
| Consumers follow or like companies' social media feed or posts | 56 | 1 |
| Graph - Interactions with companies online in the previous six months % of respondents | 56 | 1 |
| Younger generations help promote products by sharing | 57 | 1 |
| Graph - Interactions with companies online in the previous six months by generation % of respondents | 57 | 1 |
| About the authors | 58 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 59 | 1 |
| Graph - Analysts in 100 countries | 59 | 1 |
| Tailor these insights to your business | 60 | 1 |
