Casual Dating - Sweden

  • Sweden
  • Revenue in the Casual Dating market is projected to reach €5.21m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 2.14%, resulting in a projected market volume of €5.67m by 2028.
  • In the Casual Dating market, the number of users is expected to amount to 501.6k users by 2028.
  • User penetration will be 4.2% in 2024 and is expected to hit 4.8% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €11.96.
  • In global comparison, most revenue will be generated in the United States (€272.40m in 2024).
  • With a projected rate of 4.5%, the user penetration in the Casual Dating market is highest in the United States.

Key regions: United States, China, Japan, Germany, Europe

Comparaison de régions

Analyst Opinion

The Casual Dating market in Sweden has been experiencing significant growth in recent years.

Customer preferences:
Swedish consumers have shown a growing interest in casual dating, seeking short-term relationships and non-committal connections. This shift in customer preferences can be attributed to several factors. Firstly, the changing societal norms and attitudes towards relationships have played a role in the rise of casual dating. People are increasingly valuing personal freedom and independence, and are less inclined to commit to long-term relationships at an early stage. Additionally, the rise of digital platforms and dating apps has made it easier than ever to connect with potential partners, further fueling the demand for casual dating.

Trends in the market:
One of the key trends in the Swedish Casual Dating market is the increasing popularity of online platforms and dating apps. These platforms provide a convenient and accessible way for individuals to meet and connect with like-minded people. The ease of use and wide range of options available on these platforms have made them a preferred choice for casual daters. Furthermore, the use of algorithms and advanced matching systems has improved the efficiency of these platforms, allowing users to find potential matches based on their preferences and interests. Another trend in the market is the growing acceptance and normalization of casual dating. In the past, casual dating was often stigmatized and seen as taboo. However, Swedish society has become more open-minded and accepting of different types of relationships, including casual ones. This cultural shift has contributed to the increasing popularity of casual dating among Swedish consumers.

Local special circumstances:
Sweden's progressive and liberal society has created an environment that is conducive to the growth of the Casual Dating market. The country has a strong emphasis on gender equality and individual rights, which has influenced the attitudes and behaviors of its citizens. Swedish consumers are more likely to embrace non-traditional relationship models, including casual dating, compared to more conservative societies.

Underlying macroeconomic factors:
The strong economy and high disposable income levels in Sweden have also contributed to the growth of the Casual Dating market. With a high standard of living and a relatively affluent population, Swedish consumers have the financial means to invest in their personal lives and explore different dating options. This has created a favorable market for casual dating services and platforms. In conclusion, the Casual Dating market in Sweden is experiencing growth due to changing customer preferences, the popularity of online platforms and dating apps, the normalization of casual dating, the progressive and liberal society, and the strong economy. These factors have created a conducive environment for the growth of the market, making Sweden an attractive market for casual dating services and platforms.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

Vue d’ensemble

  • Revenue
  • Demographics
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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