The advertising and market research sector in Sweden has experienced fluctuating trends over the years, with a noticeable decline in overall employee hours. From 2013 to 2018, the sector saw a decreasing trend marked by notable drops in certain years, such as a 10.53% decline in 2018. Thereafter, the annual variation stabilized somewhat, showing minor declines and a brief increment in 2021. By 2023, the sector had nearly plateaued with minimal year-on-year changes.
As of 2023, the sector stood at 29.56 million hours. The compounded annual growth rate (CAGR) from 2019 to 2023 indicates an average decline of 1.91% per year. Projections suggest a steadying of the sector, with minimal growth anticipated through 2028, forecasted to grow at a very modest yearly average rate of 0.01%.
Future trends to monitor include potential impacts of technological advancements, shifts in consumer behavior, and economic conditions that could influence demand for advertising and market research services. Emerging digital marketing trends and automation in market research could also play critical roles in shaping the sector's landscape.
