Swedish consumers expect firms they buy from to act sustainably

Swedish consumers are increasingly demanding that the firms that they purchase products from are active when it comes to sustainability, according to business representative group Svensk Handel.

When asked how important it was that the companies they bought from worked actively on sustainability, 75% of respondents aged 18-29 years said that it was either ‘fairly important’ or ‘very important’, compared to 62% last year.

Among 30-49 year olds, 73% said that it was ‘fairly important’ or ‘very important’ that companies acted sustainably, up from 57% last year. Elsewhere, among 50-64 year olds, the percentage was 66% (up from 59%), while among 65-79 year olds, the percentage stood at 65% (up from 60%).

Sustainable food and non-food

Svensk Handel’s study also asked consumers for the most important factors when they chose food and non-food products, as well as the role of sustainability in their food choices.

When choosing food, sustainability was the fourth-most important factor, cited by 54% of respondents, behind quality (80%), price (79%) and health/nutritional value (69%). Within sustainability specifically, the top three factors cited by consumers were absence of harmful substances (78%), consideration for animal welfare (66%) and country of origin (58%).

In non-food, sustainability ranked third (56%), behind price (81%) and quality (80%) in terms of purchase considerations, but ahead of energy consumption (53%). With regard to sustainability, the top factors cited included absence of harmful substances (76%), consideration for animal welfare (65%) and materials used (64%).

Economic challenges

Aside from that, Svensk Handel’s report noted how the economic challenges of recent months have affected Swedish consumers, with 76% reporting negative effects, down down from 81% the previous year.

Amidst personal difficulties, sustainability doesn’t necessarily take a back seat when it comes to economic concerns, but it adds to the factors influencing purchase decisions. Nearly one-third of consumers have deprioritised sustainability in the past year, possibly due to economic pressures.

Categories like food and clothing remain the most important for sustainability considerations, while electronics and appliances are less prioritised. Second-hand shopping continues to grow, with consumers associating it more with sustainable consumption than buying fewer items.

In addition, older Swedish consumers are increasingly valuing sustainability, challenging the notion that sustainability is primarily a concern for younger generations.

“As the economic situation brightens, consumers once again prioritise sustainability,” commented Svensk Handel‘s Sofia Larsen. “Seven out of 10 consider it important for companies to actively work on these issues, a significant increase from last year’s measurement.

“The customer is also price-focused. Price and quality are by far the most important factors when we shop. Companies must deal with this every day. Succeeding in clarifying the added value that sustainable choices provide will be crucial to bringing the consumer on board.”

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