The fifth edition of the Business Climate Survey in Germany reflects on the developments and aims to deepen the understanding of Swedish companies on the German market and their experiences. The survey explores key success factors and strategies used by Swedish companies in response to market dynamics and recounts some of the events organised by Team Sweden Germany (the Swedish Embassy, Business Sweden, and the Swedish Chamber of Commerce) over the past year.

This year’s report shows signs of the challenges experienced by Swedish companies in Germany. within the sample of companies, fewer are planning to increase their investments on the German market. Sixty-one per cent of respondents in this year’s Business Climate Survey reported a profitable year in 2023: while this marks a slight decrease from 63 per cent in 2022, it remains consistent with the results from 2021, indicating ongoing stability and profitability in the market.

The report shows that the Swedish brand continues to contribute positively to the companies’ business activities in Germany. Overall, the Swedish image is perceived positively among respondents, with 59 per cent reporting its beneficial impact, and over a quarter believe it greatly contributes to their business in Germany.

The results of this year’s survey indicate an increase in the importance German customers place on environmental and sustainable aspects when making purchasing decisions. These results are reflected in comments from respondents, with one stating that sustainability has become noticeably more important in the German market in comparison to five years ago.

Please download the report to fully overview the results with a detailed analysis. 


Launched in 2020 as a global initiative by Team Sweden, the Business Climate Survey serves as an important tool that provides insights from Swedish companies on the business environment across 23 markets globally.

This year, for the fifth year in a row, the survey was conducted by Team Sweden in Germany between February and March 2024. With the joint efforts of Business Sweden, the Embassy of Sweden in Germany, and the Swedish Chamber of Commerce, 137 responses were collected.

Finally, much gratitude is extended to all survey participants for their valuable insights in shaping this fifth Business Climate Survey in Germany. Team Sweden Germany is proud to continue to strengthen the relationship between Germany and Sweden and to support Swedish companies’ growth in Germany.