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Consumer panel · Europe

Real consumers of Sweden, profiled by Frequent Research.

Know them by age and gender.

  • CapitalStockholm
  • CurrencySwedish krona (SEK)
  • LanguagesSwedish
Explore the panel Get the panel book 211,009profiled consumers33profile tableskrSwedish krona
  • GenderMales50.4% · 106,349
  • Age30-4941.6% · 87,780
  • Education (highest level completed)Bachelor's degree23.8% · 50,220
  • Occupation / Employment StatusFull-Time Employee40% · 84,404
  • Marital StatusMarried / Civil Partnership31.9% · 67,312
  • Life Stage / GenerationMillennials (born 1981–1996)36.5% · 77,018
  • Ethnicity / Population BackgroundSwedish79% · 166,697
  • County (Län) DistributionStockholm23.5% · 49,587
  • Annual Household Income (gross, SEK)Middle Household Income · SEK 440,000 – SEK 599,99926.3% · 55,495
  • Annual Personal Income (gross, SEK)Middle Income · SEK 280,000 – SEK 379,99923.5% · 49,587
  • Home Category (living arrangement)Own Primary Residence56.6% · 119,431
  • Dwelling TypeDetached House23.8% · 50,220
  • Parents of Children (age of youngest child)18+ Years (adult children)30.7% · 64,780
  • AutomotiveMass-Market Car Owners36% · 75,963
At a glance

Sweden in 6 numbers

  • 211,009profiled consumers in Sweden
  • Gender50.4%Males
  • Age41.6%30-49
  • Occupation40%Full-Time Employee
  • Personal income23.5%Middle Income · SEK 280,000 – SEK 379,999
  • Technology19.6%iOS Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 50.4%106,349 Males
  • 49.6%104,660 Females

Largest group: Males at 50.4%

Age

5 groups
4%8,44013-17 22.2%46,84418-29 41.6%87,78030-49 21.9%46,21150-64 10.3%21,73465+

Largest group: 30-49 at 41.6%

Education (highest level completed)

9 groups
  • Less than secondary / high school13.3%28,064
  • Secondary / high school graduate21.8%46,000
  • Post-secondary vocational / technical training12.5%26,376
  • Some college / university – no degree8.8%18,569
  • Associate / short-cycle tertiary diploma4%8,440
  • Bachelor's degree23.8%50,220
  • Master's degree (MA, MSc, MBA, etc.)11.9%25,110
  • Professional degree (MD, DDS, LLB, JD, etc.)2.7%5,697
  • Doctorate (PhD, EdD)1.2%2,532

Largest group: Bachelor's degree at 23.8%

Marital Status

5 groups
  • Married / Civil Partnership31.9%67,312
  • Single / Never Married31.7%66,890
  • Divorced10.3%21,734
  • Widowed / Separated6%12,661
  • Living with Partner (Cohabiting)20.1%42,413

Largest group: Married / Civil Partnership at 31.9%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)36.5%77,018
  • Gen Z (born 1997–2012)25.3%53,385
  • Gen X (born 1965–1980)23%48,532
  • Baby Boomers (born 1946–1964)12.2%25,743
  • Silent Generation (born before 1946)3%6,330

Largest group: Millennials (born 1981–1996) at 36.5%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee40%84,404
  • Retired12.5%26,376
  • Student11.7%24,688
  • Part-Time Employee8.1%17,092
  • Unemployed7.3%15,404
  • Homemaker5.8%12,239
  • Self-Employed / Contract / Freelance5.6%11,817
  • Stay-at-Home Parent (full-time childcare)3.2%6,752
Show all 11

Largest group: Full-Time Employee at 40%

Annual Household Income (gross, SEK)

10 groups
2.6%5,486Very Low Household Income · Below SEK 200,000 13%27,431Low Household Income · SEK 200,000 – SEK 319,999 22%46,422Lower-Middle Household Income · SEK 320,000 – SEK 439,999 26.3%55,495Middle Household Income · SEK 440,000 – SEK 599,999 19.6%41,358Upper-Middle Household Income · SEK 600,000 – SEK 799,999 8.2%17,303Comfortable Household Income · SEK 800,000 – SEK 999,999 4.9%10,339Affluent Household Income · SEK 1,000,000 – SEK 1,399,999 1.7%3,587High Household Income · SEK 1,400,000 – SEK 2,099,999 1%2,110Very High Household Income · SEK 2,100,000 – SEK 3,299,999 0.7%1,477Top Household Income Tier · SEK 3,300,000 and above

Largest group: Middle Household Income · SEK 440,000 – SEK 599,999 at 26.3%

Annual Personal Income (gross, SEK)

10 groups
2.3%4,853Very Low Income · Below SEK 120,000 13.1%27,642Low Income · SEK 120,000 – SEK 199,999 20.9%44,101Lower-Middle Income · SEK 200,000 – SEK 279,999 23.5%49,587Middle Income · SEK 280,000 – SEK 379,999 19.2%40,514Upper-Middle Income · SEK 380,000 – SEK 499,999 11.3%23,844Comfortable Income · SEK 500,000 – SEK 649,999 6%12,661Affluent Income · SEK 650,000 – SEK 899,999 1.9%4,009High Income · SEK 900,000 – SEK 1,299,999 1.1%2,321Very High Income · SEK 1,300,000 – SEK 2,099,999 0.7%1,477Top Income Tier · SEK 2,100,000 and above

Largest group: Middle Income · SEK 280,000 – SEK 379,999 at 23.5%

Banking & Financial Services

12 groups
  • Credit Card Holders20.2%42,624
  • Digital Wallet / Mobile Money Users16.7%35,239
  • Debit Card Users12.9%27,220
  • Online / Mobile Banking Users10.8%22,789
  • Life Insurance Policy Holders7.8%16,459
  • Home Loan / Mortgage Holders7.6%16,037
  • Retirement / Pension Savers5.5%11,605
  • Personal Loan Holders4.5%9,495
Show all 12

Largest group: Credit Card Holders at 20.2%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence56.6%119,431
  • Rent Primary Residence26.1%55,073
  • Live with Family Member(s) in Their Residence7.1%14,982
  • Live in Student / University Accommodation5.3%11,183
  • Other Living Arrangement4.9%10,339

Largest group: Own Primary Residence at 56.6%

Dwelling Type

11 groups
  • 23.8%50,220Detached House
  • 18.7%39,459Apartment / Flat – with balcony or garden
  • 15%31,651Apartment / Flat – no outside space
  • 9.3%19,624Semi-Detached House
  • 8.3%17,514Condominium / Serviced Apartment
  • 7.6%16,037Terraced / Row House / Townhouse
  • 7.5%15,826Bungalow / Single-Storey House
  • 3.5%7,385Cottage / Farmhouse
  • 2.9%6,119Dormitory / Hostel / Group Quarters
  • 1.9%4,009Other Dwelling Type
  • 1.5%3,165Mobile Home / Caravan

Largest group: Detached House at 23.8%

Parents of Children (age of youngest child)

5 groups
12.6%26,5870-2 Years 16.1%33,9723-6 Years 21.8%46,0007-12 Years 18.8%39,67013-17 Years 30.7%64,78018+ Years (adult children)

Largest group: 18+ Years (adult children) at 30.7%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers17.1%36,083
  • Dual-Income Households15.9%33,550
  • Household Head / Main Earner14.7%31,018
  • Single Parents10.1%21,312
  • Household Budget Managers10.1%21,312
  • Children's Education Decision Makers9.5%20,046
  • New Parents (child under 1 year)4.9%10,339
  • Expecting Parents4.8%10,128
Show all 12

Largest group: Primary Grocery Shoppers at 17.1%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users14.7%31,018
  • Home Maintenance & Handyman Service Users14.6%30,807
  • Plumbing Service Customers14.5%30,596
  • Household Service Decision Makers12.8%27,009
  • Electrical Repair Service Customers12.3%25,954
  • Laundry / Dry-Cleaning Service Users11.6%24,477
  • Landlords & Property Managers9.5%20,046
  • Pest-Control Service Customers5.3%11,183
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 14.7%

Where they live

Regions and background across the country.

Ethnicity / Population Background

8 groups
  • Swedish79%166,697
  • Middle Eastern (Iraqi, Syrian, Iranian)7%14,771
  • Other European6%12,661
  • Finnish3%6,330
  • Asian2%4,220
  • African1.5%3,165
  • Other ethnic groups / minorities1%2,110
  • Sámi / Tornedalian0.5%1,055

Largest group: Swedish at 79%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 36%75,963Mass-Market Car Owners
  • 16%33,761Electric Vehicle (EV) Owners
  • 14.6%30,807Car Insurance Policy Holders
  • 8.5%17,936Hybrid Vehicle Owners
All 11 groups

Technology & Digital Usage

  • 19.6%41,358iOS Smartphone Users
  • 14%29,541Android Smartphone Users
  • 12.5%26,376Generative AI & Chatbot Users
  • 10%21,1015G Mobile Network Users
All 11 groups

Travel

  • 18.1%38,193Frequent Domestic Travellers (3+ trips a year)
  • 15.3%32,284Family Vacationers
  • 12.1%25,532International Travellers
  • 8.2%17,303Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 12%25,321Eco-Conscious / Sustainable Living Consumers
  • 11.2%23,633Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 10.9%23,000DIY & Home Improvement Enthusiasts
  • 10.2%21,523Arts, Crafts & Hobby Enthusiasts
All 12 groups

Media & Entertainment

  • 18.6%39,248OTT / Subscription Video Streaming Subscribers
  • 14.6%30,807Linear / Pay-TV Viewers
  • 11.9%25,110Free Ad-Supported Video Platform Viewers
  • 11.1%23,422Music Streaming Users
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 30.8%64,991Non-Tobacco / Nicotine Users
  • 22.8%48,110Adult Nicotine Pouch Users
  • 13.5%28,486Beer Consumers
  • 12.9%27,220Wine & Spirits Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 20.3%42,835Laptop / Desktop Computer Owners
  • 13.8%29,119Smart TV Owners
  • 11.9%25,110Consumer Electronics Purchase Decision Makers
  • 10.7%22,578Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 22.4%47,266Casual Social Media Content Posters
  • 16.3%34,394Short-Form Video Creators
  • 11.9%25,110Photo & Visual Content Creators
  • 10%21,101Long-Form Video Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

County (Län) Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

County (Län) Distribution

  1. Västra Götaland16%33,7612
  2. Stockholm23.5%49,5871
  3. Skåne13.8%29,1193
  • Stockholm23.5%49,587
  • Västra Götaland16%33,761
  • Skåne13.8%29,119
  • Östergötland4.3%9,073
  • Uppsala4.2%8,862
  • Jönköping3.5%7,385
  • Örebro3.1%6,541
  • Halland3%6,330
  • Västerbotten2.9%6,119
  • Dalarna2.8%5,908
Show all 21

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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