MyTelescope Swedish Food Staples Index: Coffee & Cooking Oil Surge
From July 2021 to June 2025, Swedish grocery search trends tell a clear story: consumers are chasing value, health, and convenience.
☕ Coffee (“Kaffe”) is king—up 84% in search interest, with 1.87M searches. Price matters: “billigt kaffe” is up 815%.
🛢️ Cooking oil (“Matolja”) isn’t far behind—up 83%, with “bäst i test olivolja” (+1627%) and “rapsolja bäst i test” (+1300%) showing Swedes want quality and health.
🧈 Butter and cheese hold strong, but the real action is in vegan and lactose-free: “veganskt smör” (+4300%) and “philadelphia ost” (+820%).
🍏 Fruits and vegetables? Slight declines (-2% and -8%), but niche health searches like “mango frukt nyttigt” (+600%) and “fermenterade grönsaker ica” (+966%) are bubbling up.
🐟 Frozen fish (+33%) and 🥣 “breakfast cereals” (+24%) are riding the convenience wave—think “fiskpinnar airfryer” (+488%) and “nyttig müsli utan socker” (+1000%).
Bottom line:
Swedish consumers are more health- and price-conscious than ever. They want value, quality, and options that fit their evolving diets. Brands that deliver on these fronts—especially with vegan, premium, and “best in test” products—will win the next round.
What It Means for the Economy
As official Statistics in Sweden shows, a slowing economy makes consumers delay large, discretionary purchases. Swedes are clearly waiting on big-ticket items like cars and furniture.
However, spending hasn't stopped. Instead, consumers are prioritizing necessary, seasonal, and practical outdoor items.
The Upside and Lessons for Retailers
Sweden’s National Institute of Economic Research forecasts a recovery in the second half of 2025. As confidence returns, so will broader purchasing.
For retailers, the lesson is clear: consumers are more selective, strategic, and value-driven. They haven't stopped shopping, but they're buying smarter. Focus on essential, practical, and seasonal goods, and understand the growing interest in outdoor and lifestyle products.
Stay agile and ready for the bounce-back. For more market insights, contact us or try a free trial account.
