Free research report — 2026 edition
The Swedish Multicultural
Consumer Report 2026
Three in-depth analyses of Sweden's 2.2 million consumers with foreign backgrounds — their media habits, cultural moments, and health behaviours. Used by marketing teams at leading Swedish brands.
01
Why Eid is Sweden's most undervalued commercial moment
Consumer spending patterns, cultural significance and how Swedish brands are missing the single biggest untapped retail peak of the year.
02
How migration reshapes media consumption habits
How audiences with foreign backgrounds navigate between Swedish mainstream media and diaspora channels — and what this means for your reach strategy.
03
From traditional diet to Western lifestyle: health and migration
The tension between cultural food identities and Swedish health norms — an analysis of behaviour shifts across generations and demographics.
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