Category Deep Dive: What Drives Swedish Beauty Consumers?

Beauty has been one of the fastest growing categories in the past 3 years. In our latest report, we provide a comprehensive analysis of Swedish beauty consumers and the evolving market trends together with our friends at Balmid, an established one-stop shop within beauty, providing services ranging from sourcing, product development and warehousing, to brand development and communications.

Through a unique combination of survey data and transaction data, this report uncovers what truly influences buying behavior and identifies the fastest-growing categories.

Key Insights Include:

• Evolving Spending Patterns: Which target groups are seeing the highest growth, and how seasonality plays a crucial role in purchasing decisions.
• What Really Drives Purchases: From product effectiveness to sustainability, find out which factors have the biggest impact on consumer choices and how these differ across age groups and spending levels.
• Channel Preferences and Research Habits: Learn where consumers are seeking inspiration and doing their research, with social media platforms like Instagram and TikTok playing a major role.
• The Power of Combining Data: By merging actual transaction data from open banking with detailed consumer surveys, this report delivers insights that go beyond the surface, providing a clearer, more accurate picture of consumer behavior.

This report is your key to understanding the beauty consumer landscape and staying ahead in an increasingly competitive market.