What HUI Research does

HUI Research AB is a Stockholm-headquartered consulting and research firm founded in 1970 as Handelns Utredningsinstitut and wholly owned by Svensk Handel, the Swedish Trade Federation. The firm specializes in market intelligence, economic forecasting, and consumer behavior analysis for the Swedish retail, shopping-center real estate, financial, and public sectors, employing approximately 30 staff with multidisciplinary backgrounds spanning economics, statistics, engineering, anthropology, and political science.

The company's core assets include proprietary subscription products — Detaljhandelns konjunkturrapport (quarterly Swedish retail economic forecast, 16,900 SEK/year) and HUI Retail Mapping (quarterly benchmarking of major Swedish retail chains, 14,990 SEK/year) — and the SSCD (Swedish Shopping Centre Directory), the only comprehensive database of Swedish shopping centers covering tenants, visitors, turnover, owners, and planned projects. The firm also publishes sector indices (Dagligvaruindex, E-barometern, Branschindex), the annual Julhandelsrapporten Christmas trade forecast, the nationally recognized Årets Julklapp tradition (now in its 38th year and archived by Nordiska museet), and the Handelsfakta.se knowledge platform. More recent additions include a 2026 analysis of GLP-1 drugs' impact on Swedish consumption and an 'AI Implementation in Retail' report produced with AI Sweden, Google, and Trustpilot.

Revenue is generated through auto-renewing annual subscriptions, bespoke Målgruppsanalys and other consulting engagements, and ad-hoc commissioned studies, sold via direct B2B sales and distributed through the hui.se website, newsletters, the Detaljhandelspodden podcast, seminars and webinars, and frequent media appearances by HUI analysts. Strategic partners include Svensk Dagligvaruhandel (Dagligvaruindex), NCSC (Svenska Köpcentrum), AI Sweden, Google, Trustpilot, and sponsors Svea, VISA, PostNord, and GS1 Sweden. All operations are focused on the Swedish market with selected Nordic reach via NCSC.

Name

HUI Research

Legal name

HUI Research AB

Website

https://hui.se

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

HUI Research AB, founded in 1970 and owned by Swedish trade federation Svensk Handel, delivers market intelligence, consumer behavior analysis, and economic forecasting for Sweden's retail, real estate, finance, and public sector clients through proprietary databases and subscription research products.

Ownership category

akta.pro rank

Product category

Retail Market Research and Consumer Insights

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Industry & Sector Research (Syndicated/Custom) (BPAHALAE), Market, Shopper & Category Insights / Research Services (CRAOAOAI)

Keywords

• Retail market research
• Consumer behavior analysis
• Retail economic forecasting
• Shopping center data
• Consumer trend reporting

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Report Subscriptions: Annual subscriptions for recurring publications including Detaljhandelns konjunkturrapport (16,900 SEK/year) and HUI Retail Mapping (14,990 SEK/year). Subscriptions auto-renew for 12-month periods.
2. Consulting Services: Custom consulting projects including target group analysis, market positioning studies, concept development, and strategic recommendations. Projects delivered in teams working closely with clients.
3. Custom Research Reports: Ad-hoc research assignments, specialized industry reports, and commissioned studies on specific consumer trends or market segments.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

HUI Research is a Swedish retail and consumer research institute that sells subscription research reports, proprietary databases, indices, and bespoke consulting to retail, e-commerce, real estate, finance, and public-sector clients. Its core paid offerings include quarterly and annual analytics products (HUI Retail Mapping, Detaljhandelns konjunkturrapport, Julhandelsrapporten, Dagligvaruindex, E-barometern, Branschindex), the SSCD shopping center database, and tailored consulting services such as Målgruppsanalys.

Product overview

HUI Research is a consulting firm offering a portfolio of research reports, indices, and advisory services focused on Swedish retail and consumer behavior. The core offerings include HUI Retail Mapping (quarterly retail chain performance reports), SSCD (Swedish Shopping Centre Directory database), Detaljhandelns konjunkturrapport (quarterly retail economic forecasts), Julhandelsrapporten (annual Christmas trade forecasts), and the annual 'Årets Julklapp' tradition (Christmas Gift of the Year since 1988). Additional services include various sector indices (Dagligvaruindex, E-barometern, Branschindex), research reports (AI Implementation in Retail), knowledge platforms (Handelsfakta.se), and consulting services such as Målgruppsanalys (target group analysis). The portfolio provides market intelligence, forecasting, and strategic advisory for retail, e-commerce, real estate, and public sector clients.

Differentiator

Problem solved

Functional benefit

Brands

• SSCD (Swedish Shopping Centre Directory): The only comprehensive database with information about Sweden's shopping centers and commercial areas, containing data on turnover, space, owners, management, number of visitors, tenant lists and more.
• HUI Retail Mapping
• Julhandelsrapporten
• Detaljhandelns konjunkturrapport

Products and services

• Detaljhandelns konjunkturrapport (Retail Economic Report) Quarterly in-depth economic assessment published four times per year, providing two-year forecasts for retail trade development, individual Swedish retail sectors, and the Swedish economy overall. Sold as an annual subscription targeting retail, finance, and public-sector decision-makers.
• HUI Retail Mapping (formerly BUN) Quarterly subscription report based on the quarterly reports of major Swedish retail chains and e-retailers, tracking company-level development across net revenue, market share, operating result, operating margin, solidity, liquidity, store count, and employees. Targets retail and finance analysts needing continuous benchmarking.
• SSCD (Swedish Shopping Centre Directory) Proprietary database product containing comprehensive information on Sweden's shopping centers and commercial areas, including turnover, area, owners, management, visitor counts, tenant lists, and planned projects from early idea stage through opening. Searchable tables with filtering, map view, comparison functions, and rankings for shopping center owners, retailers, and real estate professionals.
• Julhandelsrapporten (Christmas Trade Report) Annual Christmas trade forecast report predicting the upcoming holiday shopping season in Sweden, with sales projections and market analysis to help retailers plan inventory and marketing around the holiday season.
• Årets Julklapp (Christmas Gift of the Year) Annual tradition since 1988 in which HUI selects the 'Christmas Gift of the Year' based on analysis of current societal trends and Swedish consumer behavior, with selection criteria of contemporary relevance, significant sales value, and novelty or renewed interest. The selected gift is donated to Nordiska museet (from 2011). Functions as a public thought-leadership product and brand asset for HUI.
• Målgruppsanalys (Target Group Analysis) Custom consulting service involving visitor surveys, consumer segmentation, and focus groups to help clients understand customer types, behaviors, and preferences. Used for concept development, marketing strategy, and repositioning, primarily for shopping center owners and retail companies.
• AI Implementation in Retail Report Research report analyzing AI adoption in Swedish retail, including a consumer survey on Swedish AI usage, case studies with major retailers, and a roundtable with Swedish retailers. Produced in collaboration with AI Sweden, Google, and Trustpilot, with sponsorship from Svea, VISA, PostNord, and GS1 Sweden.
• Dagligvaruindex (Daily Goods Index) Index tracking the Swedish grocery retail sector, managed in collaboration with Svensk Dagligvaruhandel (Swedish Grocery Trade Association). Targets grocery retailers and FMCG suppliers.
• E-barometern (E-commerce Barometer) E-commerce barometer tracking the development of online retail in Sweden, used by e-commerce operators and retail strategists.
• Svenska Köpcentrum Comprehensive report on the Swedish shopping center industry produced with NCSC (Nordic Council of Shopping Centres), providing an overview of Swedish shopping center stock with key metrics and benchmarking built on SSCD data.
• Handelsfakta.se Knowledge platform providing data and insights about Swedish commerce and retail, managed by HUI Research as a public-facing resource for the Swedish trade ecosystem.
• Branschindex (Industry Indices) Suite of industry indices tracking different Swedish retail sectors and market trends, used by retailers and suppliers for sector-level benchmarking.
• Custom Consulting and Research Projects Bespoke consulting engagements and commissioned research assignments, including target group analysis, market positioning studies, concept development, and strategic recommendations. Delivered by HUI teams working closely with clients in retail, real estate, finance, and the public sector.

Quantifiable outcome

• Christmas sales forecast helping retailers plan inventory and marketing
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• AI SwedencoreStrategic or Co-development Partner · 6 July 2026Collaboration on 'AI Implementation in Retail' report - first version released July 2026. AI Sweden serves as expert partner providing AI research expertise and knowledge.
• GooglecoreStrategic or Co-development Partner · 6 July 2026Expert partner in AI Implementation in Retail report project. Contributed case studies and expertise on AI in retail.
• TrustpilotcoreStrategic or Co-development Partner · 6 July 2026Expert partner in AI Implementation in Retail report project. Contributed insights on consumer reviews and AI applications.
• SveaminorStrategic or Co-development Partner · 6 July 2026Sponsor of AI Implementation in Retail report project.
• VISAminorStrategic or Co-development Partner · 6 July 2026Sponsor of AI Implementation in Retail report project.
• PostNordminorStrategic or Co-development Partner · 6 July 2026Sponsor of AI Implementation in Retail report project.
• GS1 SwedenminorStrategic or Co-development Partner · 6 July 2026Sponsor of AI Implementation in Retail report project.
• Svensk DagligvaruhandelcoreStrategic or Co-development PartnerSwedish Daily Goods Trade Organization. HUI leads all projects in collaboration with Svensk Dagligvaruhandel, including Dagligvaruindex (Daily Goods Index).
• NCSC (Nordic Council of Shopping Centres)coreStrategic or Co-development PartnerCollaborates with HUI on 'Svenska Köpcentrum' report, combining SSCD data with Nordic shopping center analysis.
• Svensk HandelminorStrategic or Co-development PartnerHosted roundtable discussion with Swedish retailers on AI in retail at Svensk Handels facilities.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Regional players

• Statistics Sweden (SCB): Swedish government statistics agency producing official retail trade and consumer data — adjacent competitor and data source; HUI's commercial reports often complement (rather than directly compete with) SCB's official series.

Direct peers

• Euromonitor International: Global market research firm producing country-level consumer and retail reports, including syndicated Sweden-focused industry analysis — comparable to HUI's economic forecasting and trend reports.
• Kantar Sifo: Swedish arm of Kantar, one of the largest consumer research and insights providers in Sweden, offering syndicated panels, custom research, and consumer analytics — directly overlapping HUI's market intelligence offering for the Swedish market.
• Cint: Stockholm-based consumer research technology platform providing panel and survey infrastructure for B2B research — comparable as a Swedish-headquartered research-industry peer with overlapping customer base.
• NielsenIQ (NIQ): Global consumer intelligence firm providing retail measurement, market share tracking, and shopper insights — overlapping with HUI Retail Mapping's quarterly chain-level KPIs and consumer trend reports.
• Mintel: Global provider of consumer product intelligence and market research reports, including retail and consumer trend analysis — comparable in product format (subscription research + custom) to HUI's report portfolio.
• Novus Group International: Swedish-headquartered research and insights firm offering custom studies, opinion polling, and consumer research — directly comparable Swedish competitor for B2B research engagements.
• Ipsos (Sweden): Global market research firm with active Swedish operations providing consumer and retail insights, public opinion polling, and syndicated studies — a direct competitor for Swedish B2B research budgets.
• GfK (now part of NIQ): Legacy consumer research firm historically active in Nordic retail measurement and consumer panels, sharing HUI's focus on retail trade analytics and consumer behavior studies.

Broad incumbents

• Morningstar: Global investment research and analytics firm serving finance and retail investor segments — broad incumbent in adjacent research and data analytics used by some of HUI's banking and financial-institution clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hui-research

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HUI Research