From 2013 to 2023, the turnover in the advertising and market research sector in Sweden fluctuated significantly. The highest turnover was in 2017, reaching 60.01 billion SEK, followed by a notable decrease in 2018 and 2019. A considerable drop occurred in 2020, with a turnover of 50.22 billion SEK. The years 2021 to 2023 showed a slight recovery trend, with a 1.28% year-on-year increase placing the 2023 value at 53.25 billion SEK. The CAGR over the last five years (2018-2023) was -0.77%, reflecting an average annual decline.
Forecasts from 2024 onwards suggest a moderate recovery trend, with an anticipated turnover reaching 56.51 billion SEK by 2028. The projected 5-year CAGR is 0.95%, indicating modest growth. The forecasted 5-year growth rate of 4.82% points to gradual sector stabilization and recovery, albeit at a lower pre-2017 growth rate.
Future trends to watch for include increased digital and data-driven market research initiatives, the impact of global economic conditions on advertising spend, and the advancement of AI technologies that could drive efficiencies and innovation in the sector. Close monitoring of economic policy and technological integration will be critical for stakeholders in the Swedish advertising and market research landscape.
