Press release —
Swedes least worried about winter bills as Finns cut back and Norwegians worry about borrowing costs
A new Nordic survey commissioned by Sambla reveals clear differences in how households in Sweden, Finland and Norway are approaching the financial challenges of winter. Swedes are the least worried, Finns are the most likely to tighten their household budgets, and Norwegians are the most concerned about interest rates and borrowing costs.
As winter approaches, many Nordic households are preparing for higher bills. But a new survey with nationally representative samples in Sweden, Finland and Norway conducted by Sambla Group reveals marked differences in what households are worried about and how they would respond.
In Sweden, almost one in five respondents (19 per cent) say they are not worried about any particular expense this winter. That is nearly twice the proportion in Finland and Norway, where the figure is 10 per cent.
Electricity and heating bills are the biggest concern in all three countries. In Norway, 50 per cent of respondents are worried about these costs, compared with 48 per cent in Finland and 42 per cent in Sweden. Norway also stands out when it comes to interest rates and borrowing costs: 31 per cent cite these among their biggest financial concerns this winter, compared with 19 per cent in Sweden and 18 per cent in Finland.
“The survey shows that households across the Nordic region are heading into winter with different financial priorities. Swedes seem to be taking more of a wait-and-see approach, while Finns are more inclined to take control by budgeting and cutting back on spending. Norwegians, meanwhile, are feeling the pressure of interest rates and borrowing costs more keenly. This says a lot about the types of expenses households face in each of the three countries,” says Marcus Karlsson, personal finance expert at Sambla.
Finns most likely to cut back
When asked what they would be most likely to do to have more money left over each month this autumn, cutting back on eating out, shopping or entertainment is a common response in all three countries. The proportion is highest in Finland, at 40 per cent, compared with 34 per cent in both Sweden and Norway.
Finns are also the most likely to draw up or revise a budget. Almost a third (31 per cent) say they would do so, compared with 21 per cent in Norway and 20 per cent in Sweden.
Norwegians place greater emphasis on reducing regular outgoings. Some 35 per cent say they would cut spending on subscriptions and other fixed costs, compared with 29 per cent in Finland and 26 per cent in Sweden.
Swedes, meanwhile, are more likely to say they would take no specific action to free up money each month. In Sweden, 18 per cent give this answer, compared with 11 per cent in Finland and 10 per cent in Norway.
“The key is to act before costs rise. Start by reviewing your biggest outgoings: housing, loans, electricity, insurance and subscriptions. Small savings can add up, but the biggest difference often comes from shopping around, negotiating better interest rates and cancelling subscriptions or services you no longer use,” says Marcus Karlsson.
Food and fuel costs cause greater concern in Finland and Norway
Food and grocery costs are a much greater source of concern in Finland and Norway than in Sweden. In both Finland and Norway, 45 per cent of respondents are worried about food bills this winter, compared with 28 per cent in Sweden.
Transport and fuel costs also worry more people in Finland and Norway. Some 41 per cent of Finns and 35 per cent of Norwegians cite these as a concern, compared with 26 per cent of Swedes.
Concern about the cost of Christmas and other festive celebrations is highest in Norway, where 23 per cent identify this as a particular worry this winter. The corresponding figures are 17 per cent in Sweden and 14 per cent in Finland.
“A good way to get on top of your finances is to draw up a winter budget now. Work out how your budget would be affected if electricity bills, food costs or interest payments were higher than expected, and decide in advance where you could cut back. That makes it easier to make considered decisions rather than having to find a quick fix at the last minute,” says Marcus Karlsson.
Share of respondents concerned about different expenses this winter
Expense | Sweden | Finland | Norway |
Electricity and heating | 42% | 48% | 50% |
Food and groceries | 28% | 45% | 45% |
Transport and fuel | 26% | 41% | 35% |
Interest rates and loans | 19% | 18% | 31% |
Christmas and festive celebrations | 17% | 14% | 23% |
No particular expense | 19% | 10% | 10% |
Actions respondents would be most likely to take to free up money each month this autumn
Action | Sweden | Finland | Norway |
Cut back on eating out, shopping or entertainment | 34% | 40% | 34% |
Reduce spending on subscriptions and other fixed costs | 26% | 29% | 35% |
Set or revise a budget | 20% | 31% | 21% |
Try to increase income, for example by taking on extra work | 18% | 20% | 20% |
Take no specific action | 18% | 11% | 10% |
Compare mortgage rates or negotiate a better rate | 8% | 2% | 12% |
Consolidate loans or review existing borrowing | 6% | 5% | 10% |
About the survey
The survey was conducted online by Syno International on behalf of Sambla Group from 17 to 23 September 2026 in Sweden, and from 17 to 24 September 2026 in Finland and Norway. A total of 1,000 people took part in each country. The samples are nationally representative in terms of age, gender and region.
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Sambla Group is a leading Nordic fintech company dedicated to helping consumers strengthen their financial well-being. Through its market-leading brands, Sambla Group helps people improve the terms of their financial commitments and navigate important financial decisions with greater confidence and transparency. By combining technology, data-driven insights, and customer-centric services, the Group's ambition is to become the most trusted partner in personal finance in the Nordics.
