Sweden is a highly export-oriented country – very much like Switzerland. The automotive, chemical and pharmaceutical products, and electrical power industries are of particular importance. Active consumer spending by private households, targeted state spending and continuous investment stabilize the economy. Thus, Sweden is often used as a testbed for consumer products, including food. It is however vital to understand the importance of brand building and story-telling when it comes to FMCG, since the market is highly competitive, and Sweden trend-sensitive and -setting.

Sweden's gross value added consists primarily of services, although its innovative and groundbreaking production industries account for a large share of exports. The largest of the Nordic countries, with almost 11 Million inhabitants, Sweden is a popular base for Nordic regional headquarters. Be aware, though, that “what works in Sweden” doesn’t automatically mean that it works in the rest of the Nordics – there’s no “one size fits all”!