One in ten Swedish consumers changes their product or brand choice during the purchase process
Ten percent of Swedish consumers who enter a purchase process with a specific product or brand in mind end up choosing something different before completing the purchase, according to Nepa’s Age of Influence study. The rate varies considerably by category and is highest in product areas where comparison is most active.
In home appliances, 20% of shoppers changed the product or brand they initially intended to buy. In personal electronics, the figure is 16%. Personal care and cosmetics, shoes and clothing, and toys and children’s products each show a switching rate of 13%. Sports and hobby equipment is 12%, OTC pharmaceuticals and wellness products 8%, and furniture and interiors 7%.
The finding matters because high switching rates indicate that initial brand preference — being in consideration at the start of the journey — is not a reliable predictor of the final purchase decision. Research tools, price comparison, customer reviews, retailer ranking algorithms, and increasingly AI recommendations all remain active influences after a consumer has nominally decided on a brand.
For marketing strategy, this suggests that investment in the later stages of the purchase journey — product page quality, review management, retailer presence, and AI-answer visibility — carries measurable impact in categories with high switching rates. Being chosen initially and being chosen at the point of purchase are two different objectives, and the data indicates they require different approaches.
The Age of Influence is a consumer research study by Nepa. The Swedish sample comprises 1,372 respondents aged 16–74, surveyed between 27 June and 18 July 2025.
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FAQ
Quick answers to questions you might have
How often do Swedish consumers change their brand or product choice during a purchase?
According to Nepa’s Age of Influence study, 10% of Swedish consumers who begin a purchase with a specific product or brand in mind end up buying something different before the transaction is complete.
Which product categories have the highest brand switching rates in Sweden?
Nepa’s Age of Influence study finds that home appliances have the highest in-process switching rate at 20%, followed by personal electronics (16%), personal care and cosmetics, shoes and clothing, and toys and children’s products (each at 13%), and sports and hobby equipment (12%).
Why do Swedish consumers switch brands during the purchase process?
The data from Nepa’s Age of Influence study indicates that switching is most common in complex, higher-involvement categories where comparison is straightforward. Research tools, customer reviews, retailer pages, ranking algorithms and AI recommendations can all surface alternatives that prompt a consumer to change their original intention before completing the purchase.
Is purchase intent a reliable predictor of final purchase in Sweden?
Not for all consumers or categories. Nepa’s Age of Influence study finds that 10% of Swedish consumers who express a clear brand preference change it before buying — rising to 20% in home appliances. This suggests that being in initial consideration does not guarantee conversion, particularly in categories where active comparison is common.
What can brands do to reduce in-process brand switching?
The data from Nepa’s Age of Influence study points to the importance of performance at the point of comparison: product page quality, review volume and recency, retailer ranking presence, and visibility in AI-generated answers. In high-switching categories, investment in these areas can make the difference between initial consideration and final purchase