The employment trend in Sweden's advertising and market research sector has fluctuated significantly from 2013 to 2023. In 2023, the number of persons employed stood at 29.77 thousand, reflecting a 2.75% increase from the previous year. However, the long-term trend shows a complex pattern with both growth and declines, especially with sharp drops in 2018 and 2020, and recovery periods in 2019 and 2021. Over the last five years, the compound annual growth rate (CAGR) has been moderately positive at 0.62%, suggesting some resilience in the industry.
Looking forward, the forecast through 2028 predicts a slight decline with a CAGR of -0.2%. Future trends to watch for include the impact of digital transformation, shifts in consumer behavior, and the increasing importance of data analytics and AI in shaping market research and advertising methodologies.
