Swedish self-care market buoyant as pandemic boosts supplement sales


Sweden’s self-care sector has stayed buoyant through the pandemic, says Swedish trade body Svensk Egenvård

A new report from the group, produced in partnership with Euromonitor, shows that vitamin and dietary supplement sales grew 6.3% in 2020, as consumers focused on personal health issues. Vitamin D sales were the clearest standout category, growing by a remarkable 28% in 2020. 

While sports nutrition sales declined in 2020 – a direct result of closed gyms and reduced sports – the category has bounced back strongly in 2021, with sales growth of 9.4% predicted. 

Svensk Egenvård’s report also shows the growing importance of internet sales of supplements – which, at a 28% share, is now the largest sales channel. 

The report shows that vitamins and dietary supplements is the biggest self-care category in Sweden, followed by sports nutrition, with weight control and herbal remedies coming in third and fourth place respectively. 

Eco Life Scandinavia takes place in Malmö, Sweden, on the 17-18 November 2021