This document provides a summary of key findings from Nigel Wright Group's 2015 Nordic Consumer Sector Salary Survey. Some of the main findings from the survey of over 1,500 respondents include:
- Respondents reported relatively high job satisfaction levels, with over 75% at each level indicating they were satisfied or very satisfied. Norwegians reported the highest satisfaction rates.
- When considering changing jobs, respondents indicated new challenges, promotion opportunities, and gaining new skills were more motivating factors than salary increases.
- On average, respondents received a 4.1% salary increase in their last review and expect a 4% increase in their next review. Those in operations roles experienced slightly lower increases than those in
3. Welcome to Nigel Wright Group’s Nordic Consumer sector Salary
Survey 2015, which is specifically designed to provide you with
an insight into the salaries commanded by professionals within
this sector in the region. Nigel Wright Group has earned a strong
reputation within the consumer sector across Europe for providing
a high quality recruitment service that is built upon our industry
knowledge. We consider it important to continue to bring you
relevant, useful information that you can use, in an accessible format.
Introduction
This survey has been compiled from the responses of over 1,500 respondents who completed
our online questionnaire in the final quarter of 2014/2015 as well as data from our own extensive
database of candidates.
The survey represents a cross-section of respondents with the following profile:
• Location: Sweden (41%), Denmark (40%), Norway (19%);
• Consumer sub-sector: Food & Drink, Health & Beauty, Consumer Electronics, DIY, Fashion and
Apparel, Household Products, Luxury Goods, OTC pharmaceuticals, Leisure & Entertainment,
Media and publishing, Retail and E-commerce and Travel;
• Male 76%, female 24%;
• Average age 40;
• 83% of respondents are educated to degree level or above;
• 25% have been in their current position less than one year; 44% for between one and three
years, 20% for between three and five years and 11% for more than five years.
The first three sections of the report focus on some general points of interest, such as levels of
satisfaction, respondents’ motivation to change jobs as well as attitudes towards skill shortages
and the qualities needed to succeed in the industry. This is followed by discipline-specific analyses
of salaries.
For further information or to discuss your recruitment requirements please
contact us on +45 7027 8601 and you will be directed to a consultant
specialising in your area. For more information on our services please visit
www.nigelwright.com.
4. 04 Nordic Consumer Sector Salary Survey 2015
Contents
1. Non-monetary indicators 06
1.1 Weekly hours worked by country 06
1.2 Job satisfaction by job level 07
1.3 Job satisfaction by discipline 08
1.4 Job satisfaction by country 09
1.5 Factors influencing a change of roles 10
1.6 Factors influencing a change of roles by country 11
1.7 Methods used to search for a new role 12
1.8 Methods used to search for a new role by country 13
2. Salaries, benefits and bonuses 14
2.1 Average percentage of salary increase received and expected by level 15
2.2 Average percentage of salary increase received and expected by discipline 16
2.3 Average percentage of salary increase received and expected by country 17
2.4 Importance of benefits as part of a remuneration package 18
2.5 Importance of benefits as part of a remuneration package by gender 19
2.6 Importance of benefits as part of a remuneration package by country 20
2.7 Benefits and bonus entitlement by country 21
2.8 Comparison of bonus rates by country 22
3. Skills and attitudes 24
3.1 Skill shortages by country 25
3.2 Qualities needed to be successful by country 26
4. Analysis of salaries in relation to discipline 27
4.1 Executive 28
4.2 Marketing 29
4.3 Sales 30
4.4 Operations 31
5. Contact information 32
5. 05Nordic Consumer Sector Salary Survey 2015
Respondent’s Profile
76%
MALE
BASE:
1500+
PLUS DATABASE
Average age: 40
83%
Are educated to
degree level or above
40%
DENMARK
19%
NORWAY
41%
SWEDEN
24%
FEMALE
6. 06 Nordic Consumer Sector Salary Survey 2015
1. Non-monetary indicators
1.1 Weekly hours worked
This section presents information from respondents from all disciplines and levels of the
consumer sector, on their working hours, levels of satisfaction and the factors that motivate
them to change roles.
On average respondents work 47 hours per week. Fifty four per cent of respondents work
between 41-50 hours per week and a further 20% work between 51-60 hours per week.
1.1 – Weekly hours worked
40
41
42
43
44
45
46
47
48
49
denm
ark
sw
eden
norw
ay
Avg.No.Hours
7. Nordic Consumer Sector Salary Survey 2015 07
The results show a fairly satisfied workforce in the Nordic consumer sector. Although there are
variations between the strength of respondents’ satisfaction, over 75% of respondents at each
level of their organisations rated themselves as being between satisfied and very satisfied. This is
encouraging for HR professionals and managers alike. The challenge, then, is to find out why the
other 25% is dissatisfied and what can be done to change this, whilst ensuring that the satisfaction
level of the rest of the workforce is maintained.
1.2 Job satisfaction by job level
1.2 – Job satisfaction by job level
Respondents were asked to rate their level of job satisfaction on the following five-point scale:
1 = very dissatisfied
2 = moderately dissatisfied
3 = satisfied
4 = moderately satisfied
5 = very satisfied
0
5
10
15
20
25
30
35
40
Level of satisfaction
%ofrespondents
executive
management
non management
very
satisfied
m
oderately
satisfied
satisfied
m
oderately
dissatisfied
very
dissatisfied
8. 8 Nordic Consumer Sector Salary Survey 2015
Interestingly, respondents working within sales and operations seem to have similar levels of
satisfaction, with 80% and 81% respectively, rating themselves as satisfied to very satisfied in their
jobs. Marketing respondents are slightly less satisfied, with 74% rating themselves as satisfied
and above.
Respondents were asked to rate their level of job satisfaction on the following five-point scale:
1 = very dissatisfied
2 = moderately dissatisfied
3 = satisfied
4 = moderately satisfied
5 = very satisfied
1.3 Job satisfaction by discipline
1.3 – Job satisfaction by discipline
0
5
10
15
20
25
30
35
40
Level of satisfaction
%ofrespondents
marketing
sales
operations
very
satisfied
m
oderately
satisfied
satisfied
m
oderately
dissatisfied
very
dissatisfied
9. 9Nordic Consumer Sector Salary Survey 2015
In the Nordic countries, the Norwegians were the happiest, with 83% of respondents indicating
they were satisfied as a minimum. Danes and Swedes had an equal level of satisfaction, with 78%
of respondents from both countries saying they were satisfied or above.
Respondents were asked to rate their level of job satisfaction on the following five-point scale:
1 = very dissatisfied
2 = moderately dissatisfied
3 = satisfied
4 = moderately satisfied
5 = very satisfied
1.4 Job satisfaction by country / territory
1.4 – Job satisfaction by country / territory
0
5
10
15
20
25
30
35
40
Level of satisfaction
%ofrespondents
denmark
sweden
norway
very
satisfied
m
oderately
satisfied
satisfied
m
oderately
dissatisfied
very
dissatisfied
10. 10 Nordic Consumer Sector Salary Survey 2015
Respondents were asked to select the top three factors that would motivate them to change jobs,
both within their current company (internally) and to another organisation (externally). In the
Nordic region, although money is important, promotion, the opportunity to gain new skills and
experience new challenges are more persuasive factors for employees considering their
next move.
1.5 Changing jobs
Factors influencing a change of roles internally
or externally to another organisation.
1.5 – Factors influencing a change of roles
0
10
20
30
40
50
60
70
80
Factors
%ofrespondents
internal
external
new
challenges
prom
otion
gain
new
skills
increased
rem
uneration
achieve
an
im
proved
w
ork-life
balance
different
environm
ent/cultureflexible
w
orkingchange
disciplinechange
location
11. 11Nordic Consumer Sector Salary Survey 2015
There were marginal differences between the three countries. Promotion is slightly less important
to the Norwegians, who tend to put a greater emphasis on gaining new skills and remuneration.
While more Danes indicated they are motivated by new challenges than those in the other
countries, the Swedes showed a slight inclination towards favouring an improved work/life
balance and flexible working.
1.6 Changing jobs by country / territory
(internal & external combined).
1.6 – Changing jobs by country / territory
0
10
20
30
40
50
60
70
80
Factors
%ofrespondents
denmark
sweden
norway
new
challenges
prom
otion
gain
new
skills
increased
rem
uneration
achieve
an
im
proved
w
ork-life
balance
different
environm
ent/culture
flexible
w
orking
change
discipline
change
location
12. 012 Nordic Consumer Sector Salary Survey 2015
Respondents were asked to select all methods that they would utilise when looking for a new role.
As the respondents surveyed were mainly people already known to Nigel Wright Recruitment, it
is no surprise that our website is ranked highly. Social networking is also an increasingly important
method for Nordic job seekers. Using Social Networking sites to identify job opportunities now
surpasses the use of traditional media such as newspapers and magazines.
1.7 Methods used to search for a new role
1.7 – Methods used to search for a new role
0
10
20
30
40
50
60
70
80
Methods
%ofrespondents
nigelw
right
recruitm
ent
w
ebsite
socialnetw
orking
sites
direct
approaches
to
em
ployersonline
job
boards
recruiters
internalbulletin
boards/em
ployer
intranets
other
regionalor
localnew
spaperstrade
m
agazines
13. Nordic Consumer Sector Salary Survey 2015 013
It is interesting to see the cultural differences in the methods used by job seekers from the
different Nordic countries. Using job boards, for example, is a more popular job search method
in Norway than it is in Denmark and Sweden. The Swedes and Danes are more likely to make
direct approaches to prospective employers, while the Norwegians and Swedes rely more on
social networking.
1.8 Methods used to search for a new role
by country / territory
1.8 – Methods used to search for a new role by country / territory
0
10
20
30
40
50
60
70
80
Methods
%ofrespondents
denmark
sweden
norway
nigelw
right
recruitm
ent
w
ebsite
socialnetw
orking
sites
direct
approaches
to
em
ployers
online
job
boards
recruiters
internalbulletin
boards/em
ployer
intranets
other
regionalor
localnew
spaperstrade
m
agazines
15. 15Nordic Consumer Sector Salary Survey 2015
This section presents information from respondents from all disciplines and levels of the consumer
sector on their salaries, benefits and bonuses.
As part of their last salary review respondents received, on average, a 4.1% increase. Overall,
respondents were expecting slightly less (4.0%) in their next salary review.
2.1 Average percentage of salary increase
received and expected by level
2.1 – Average percentage of salary increase received and expected by level
0
1
2
3
4
5
6
Level
%ofsalaryincrease
received
expected
executive
m
anagem
ent
non-m
anagem
ent
16. 16 Nordic Consumer Sector Salary Survey 2015
When we consider salary increase by discipline, on average, those working in Operations roles
experienced a slightly lower rate than those working in Sales and Marketing.
2.2 Average percentage of salary increase
received and expected by discipline
2.2 – Average percentage of salary increase received and expected by discipline
0
1
2
3
4
5
6
Discipline
%ofsalaryincrease
received
expected
sales
m
arketing
operations
17. 17Nordic Consumer Sector Salary Survey 2015
The Danes aren’t expecting much fluctuation in their annual remuneration review this year.
Norwegians indicated they were slightly positive about their next review, with an anticipated 0.3%
average increase. Swedes, on the other hand, are expecting a slight decline of around 0.5%.
2.3 Average percentage of salary increase
received and expected by country
2.3 – Average percentage of salary increase received and expected by country
0
1
2
3
4
5
6
Country
%ofsalaryincrease
received
expected
denm
ark
sw
eden
norw
ay
18. 18 Nordic Consumer Sector Salary Survey 2015
Respondents were asked to select their top three preferences towards benefits and bonuses.
Across the Nordic region, the attractiveness of flexible working is very high, with 62% of
respondents’ selecting it in their top three most important benefits. This was followed by personal
bonuses (59%) and employer contributory pensions (37%).
2.4 Importance of benefits as part of a
remuneration package
2.4 – Importance of benefits as part of a remuneration package
0
10
20
30
40
50
60
70
80
Benefits
%ofrespondents
flexible
w
orking
bonus
-personal
em
ployer
contributory
pension
com
pany
car
and
petrol
bonus
-com
pany
perform
ance
health
insurance
holiday
entitlem
ent
share
options
car
allow
ance
non-contributory
pension
career
breaks/sabbaticals
com
pany
car
w
ithout
petrol
childcare
allow
ances
19. 19Nordic Consumer Sector Salary Survey 2015
Men value bonuses, share options and a company car as important factors in their overall
benefits package while women tend to see greater value in benefits such as flexible working
and healthcare.
2.5 Importance of benefits as part of a
remuneration package by gender
2.5 – Importance of benefits as part of a remuneration package by gender
0
10
20
30
40
50
60
70
80
%ofrespondents
male
female
Benefits
flexible
w
orking
bonus
-personal
em
ployer
contributory
pension
com
pany
car
and
petrol
bonus
-com
pany
perform
ance
health
insurance
holiday
entitlem
ent
share
options
car
allow
ance
non-contributory
pension
career
breaks/sabbaticals
com
pany
car
w
ithout
petrol
childcare
allow
ances
20. 20 Nordic Consumer Sector Salary Survey 2015
This table highlights the variations in the preferences of employees across the different countries
towards benefits and bonuses. Although, generally, there is a great deal of consistency in
respondents’ preferences, the key differences included: pensions being more important to Danes
than they are to Norwegians and Swedes; company bonuses being a bigger factor for Norwegians
than anywhere else and Swedes favouring holiday allowances more so than their Nordic peers.
2.6 Importance of benefits as part of a
remuneration package by country
2.6 – Importance of benefits as part of a remuneration package by country
0
10
20
30
40
50
60
70
80
%ofrespondents
Benefits
flexible
w
orking
bonus
-personal
em
ployer
contributory
pension
com
pany
car
and
petrol
bonus
-com
pany
perform
ance
health
insurance
holiday
entitlem
ent
share
options
car
allow
ance
non-contributory
pension
career
breaks/sabbaticals
com
pany
car
w
ithout
petrol
childcare
allow
ances
denmark
sweden
norway
21. 21Nordic Consumer Sector Salary Survey 2015
Overall 82% of those surveyed receive some form of benefit or bonus. The most common being a
pension (81%), a company performance related bonus (65%) and healthcare (59%).
2.7 Benefits and bonus entitlement by country
2.7 – Benefits and bonus entitlement by country
0
10
20
30
40
50
60
70
80
90
%ofrespondents
Benefits
pension
healthcare
com
pany
bonus
personalbonus
car
allow
ance
guaranteed
bonus
denmark
sweden
norway
22. 22 Nordic Consumer Sector Salary Survey 2015
Respondents in Sweden were the most positive about receiving a higher bonus next year, with an
average expected increase of 0.8%. Comparatively, in Denmark, respondents believe their bonus
would likely decline by around 0.5% on average.
2.8 Importance of benefits as part of a
remuneration package by country
2.8 – Comparison of bonus rates by country
8
8.5
9
9.5
10
10.5
11
11.5
%ofbonus
Country
denm
ark
sw
eden
norw
ay
received
expected
23. 23Nordic Consumer Sector Salary Survey 2015
Guaranteed bonuses were generally expected to rise this year across the different countries,
with the exception of Denmark. With regards to company bonuses, respondents are confident
of incremental gains in all countries. Only personal bonuses are expected to decline on average
in the region, with particularly big anticipated falls in Denmark and Norway. The Swedes are
the exception, with respondents indicating that they feel positive about bonus increases across
all categories.
GUARANTEED BONUS
COMPANY BONUS
PERSONAL BONUS
GUARANTEED BONUS Denmark Sweden Norway Average
Received 12.1 10.4 12.0 11.5
Expected 12.0 12.2 12.2 12.1
+/- -0.1 1.8 0.2 0.6
COMPANY BONUS Denmark Sweden Norway Average
Received 10.6 9.9 10.6 10.4
Expected 10.8 10.1 10.7 10.5
+/- 0.2 0.2 0.1 0.2
PERSONAL BONUS Denmark Sweden Norway Average
Received 9.8 8.8 10.8 9.8
Expected 8.1 9.1 10.0 9.1
+/- -1.7 0.3 -0.8 -0.7
25. 25Nordic Consumer Sector Salary Survey 2015
This section presents information from respondents on skill shortages and what qualities they
believe are needed to be successful in their industry.
Respondents were asked to select which skills they thought were lacking in their industry. Overall,
having the right attitude and personality (48%), communication skills (37%) and s professional
manner (31%) were selected the most often across the different countries.
3.1 Skills shortages by country
3.1 – Skills shortages by country
0
10
20
30
40
50
60
70
80
Skills
%ofrespondents
denmark
sweden
norway
right
attitude/personality
professionalm
anner
com
m
unication
skills
com
m
ercialacum
en
professional/industry
qualifications
industry
know
ledge
and
experience
literacy
and
num
eracy
skills
none
26. 26 Nordic Consumer Sector Salary Survey 2015
Again, respondents were asked to select what qualities they felt were the most important for those
working in the consumer sector. Being flexible and adaptable (65%) and action oriented (65%)
were considered the most significant, followed by professional knowledge (62%).
3.2 Qualities needed to be successful by country
3.2 – Qualities needed to be successful by country
0
10
20
30
40
50
60
70
80
Skills
%ofrespondents
denmark
sweden
norway
action
oriented
flexible/adaptable
excellent
com
m
unicator
professionalknow
ledge
confident/self-assured
self-starter
self-sufficient/independentgreat
netw
orker
cope
w
ellunder
financialinsecurity
27. Analysis of salaries in
relation to discipline
Nordic Consumer Sector Salary Survey 2015
The Nigel Wright Nordic salary review is based on the details we hold on our database and is supplemented
with the information we have collected as part of this survey. Whist we make every possible attempt to
ensure the data we provide is accurate it should be notes that salary levels can vary depending on company
size, industry sector and the availability of candidates in a specific discipline.
28. 28 Nordic Consumer Sector Salary Survey 2015
4.1 Executive
DENMARK (DKK) Minimum Maximum Average
Managing Director 950,000 2,500,000 1,500,000
Commercial Director 800,000 1,700,000 1,100,000
Procurement Director 600,000 1,200,000 990,000
Marketing Director 730,000 1,350,000 970,000
Operations Director 800,000 1,600,000 970,000
Supply Chain Director 700,000 1,550,000 970,000
Sales Director 700,000 1,500,000 940,000
Technical Director 900,000 1,400,000 940,000
SWEDEN (SEK) Minimum Maximum Average
CEO 960,000 2,500,000 1,360,000
Managing Director 900,000 1,500,000 1,150,000
Operations Director 750,000 1,320,000 1,090,000
Supply Chain Director 780,000 1,310,000 1,060,000
Commercial Director 840,000 1,200,000 1,030,000
Marketing Director 720,000 1,500,000 1,030,000
Procurement Director 780,000 1,210,000 1,000,000
Sales Director 720,000 1,200,000 970,000
Engineering Director 700,000 1,140,000 920,000
Technical Director 720,000 1,140,000 890,000
NORWAY (NOK) Minimum Maximum Average
CEO 900,000 2,700,000 1,600,000
Managing Director 850,000 1,500,000 1,400,000
Commercial Director 800,000 1,400,000 1,250,000
Sales Director 910,000 1,300,000 1,200,000
Marketing Director 870,000 1,200,000 1,150,000
Supply Chain Director 950,000 1,400,000 1,100,000
Operations Director 890,000 1,200,000 1,100,000
Technical Director 900,000 1,100,000 980,000
32. 32 Nordic Consumer Sector Salary Survey 2015
For more information on the Nordic Consumer Sector Salary Survey
2015, please contact the Marketing department at Nigel Wright
Recruitment on the details below:
Nigel Wright Recruitment
Lloyds Court
78 Grey Street
Newcastle upon Tyne
NE1 6AF
T: +44 (0)191 222 0770
E: creative@nigelwright.com
W: www.nigelwright.com
5. Contact details
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