The Market Research and Public Opinion Polling sector in Sweden experienced a mix of growth and decline from 2013 to 2023. In 2023, the turnover stood at 3.87 billion Swedish Kronas, highlighting a relatively modest growth of 3.73% from the previous year, succeeding a series of ups and downs.
The most significant year-on-year growth occurred in 2018 with a substantial increase of 45.17%. However, this was immediately followed by a sharp decline of 36.99% in 2019 and continued to drop through 2020 by 10.11%. The industry rebounded in 2021 with a 28.39% increase but settled into a slower growth trend with 4.93% in 2022 and 3.73% in 2023. Over the last five years, the sector saw a cumulative average growth rate (CAGR) of -4.57%.
Future trends to watch for include a projected five-year CAGR of 1.19% from 2023 onwards, with an expected turnover reaching 4.17 billion Swedish Kronas by 2028. This suggests a steady, albeit slow, recovery and growth pattern for the sector. Market researchers should watch for technological advancements and shifts in public opinion that could affect demand for services.
