InfoCons Consumer Protection & Product Safety Department • Country Briefing • Sweden (SE)
Sweden on Europe’s 2025 Consumer Scorecard: Ranked 8th to 23rd of 29 on Trust, Rights Knowledge and Product Safety
Thinking of moving to, studying in, or teaching in Sweden? Here is what the European Commission’s Consumer Conditions Scoreboard 2025 reveals about how protected, informed and safe consumers feel in Sweden – and exactly where the country stands against the other 28 markets in Europe. Across the three pillars of the Scoreboard’s Knowledge, Trust & Product Safety chapter, Sweden ranks 8th for trust, 23rd for rights knowledge and 13th for product safety, out of 29 markets.
The Big Picture: Sweden vs. the EU27, Europe’s Best and Europe’s Lowest
The chart below sets Sweden side by side with the EU27 average, with Europe’s top-scoring market and with Europe’s lowest-scoring market on each of the three consumer pillars. It is the quickest way to see whether Sweden is closer to the European front-runners or to the back of the pack.
Figure 1: Sweden compared with the EU27 average, the European leader and the European lowest score on each pillar (% of adults, 2024).
What Figure 1 shows, in numbers:
- Trust in retailers: Sweden 78% vs. EU27 70% (8 percentage points above the EU27 average). Europe’s best is Austria at 88%; the lowest is Greece at 44%.
- High knowledge of rights: Sweden 22% vs. EU27 29% (7 percentage points below the EU27 average). Europe’s best is Denmark at 43%; the lowest is Greece at 10%.
- Product-safety confidence: Sweden 71% vs. EU27 68% (3 percentage points above the EU27 average). Europe’s best is Finland at 92%; the lowest is Greece at 59%.
Where Sweden Ranks Among Europe’s 29 Markets
The next infographic plots all 29 markets on a single scale for each pillar. The large navy dot is Sweden; the gold diamond is the EU27 average; the grey ticks are the other markets. The further right Sweden sits, the better it scores.
Figure 2: Sweden’s position on each pillar relative to the full European field and the EU27 average (% of adults, 2024).
What Figure 2 shows, in numbers:
- Trust: 8th of 29 at 78%, just behind Finland (80%) and ahead of Belgium (77%). The EU27 average is 70%.
- Rights knowledge: 23rd of 29 at 22%, just behind Finland (24%) and ahead of Lithuania (21%). The EU27 average is 29%.
- Product safety: 13th of 29 at 71%, just behind Austria (71%) and ahead of Poland (70%). The EU27 average is 68%.
Trust in Traders: Do Retailers in Sweden Respect Your Rights?
In Sweden, 78% of consumers agree that retailers and service providers respect their rights – 8 percentage points above the EU27 average. That is the 8th-strongest trust score of the 29 European markets surveyed. For everyday shopping that is encouraging: most people here expect fair treatment from traders. Across the EU as a whole, trust in retailers returned to its pre-pandemic level of 70% in 2024, while trust in public authorities to protect consumers stood at 61% and trust in consumer NGOs also at 61%. Trust tends to be higher among younger consumers and lower among those in a difficult financial situation.
Consumer-Rights Knowledge: How Well-Informed Are Shoppers in Sweden?
22% of consumers in Sweden reach the Scoreboard’s HIGH knowledge band – correctly answering at least three of four core questions – 7 percentage points below the EU27 average, ranking Sweden 23rd of 29. This is the pillar where Europe is weakest overall: across the EU27 only 29% qualify as highly knowledgeable, while 35% fall into the LOW band. At EU level, 59% know the 14-day cooling-off right for distance purchases, 56% know a contract cannot raise prices one-sidedly without a cancellation option, just 44% know about the two-year legal guarantee for faulty goods, and only 31% know they are not obliged to pay for unsolicited products. Sweden’s below-average score is a flag for newcomers in particular: do not assume the people around you know these rights, and verify them before you act.
Product Safety, Recalls & the Safety Gate in Sweden
71% of consumers in Sweden are confident that the non-food products on the market are safe, 3 percentage points above the EU27 average and 13th of 29. Product safety is the most reassuring pillar across Europe, averaging 68% in the EU27 – broadly stable since 2018. At EU level, 56% of consumers had seen a product recall in the past two years and 13% had owned a recalled product; 14% experienced a product-safety issue (more than half did not complain about it); and 2% reported an injury from a dangerous product. Behind the scenes, the EU’s Safety Gate rapid-alert system exchanged 4,137 alerts on dangerous non-food products in 2024 – up 22% on 2023 and 95% on 2022 – with products from China making up 40% of alerts and chemical risks the most common hazard at 49%.
The Bottom Line for Expats, Students & Faculty in Sweden
Sweden’s relative strength is trust in retailers (8th in Europe), and its weakest pillar is high knowledge of rights (23rd of 29). Wherever you settle, the same EU-wide protections travel with you: the two-year legal guarantee on goods, the 14-day cooling-off period for distance and online purchases, out-of-court (ADR) and online dispute resolution, the European Consumer Centres Network for cross-border problems, and the Safety Gate for dangerous products. In markets like Sweden where high knowledge of rights ranks lower, knowing these rights is your single most powerful tool as a consumer.
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InfoCons Consumer Protection & Product Safety Department
Data source: European Commission, Directorate-General for Justice and Consumers, Consumer Conditions Scoreboard 2025 (Knowledge, Trust & Product Safety chapter and Annex I country summaries). Analysis, ranking and visualisation by the InfoCons Consumer Protection & Product Safety Department. Country values are read from the Scoreboard’s country-summary charts; where two markets sit very close, the ordering is indicative.