Charcoal and freshly grilled food are the scents that most Swedes associate with summer. This is according to a new Sifo survey conducted on behalf of First Camp. The results reflect the nature and holiday experiences that many people seek during their vacation – from barbecue evenings by the lake and sea to quiet mornings in the forest – experiences that many people seek at First Camp's destinations around Sweden.
When Swedes are asked to choose the scent that best captures the feeling of summer, 31.5 percent say charcoal and freshly grilled food. In second place comes wet grass after a hot summer day with 26 percent, while fresh strawberries with cream comes in third place with 18.5 percent.
Although strawberries have long been a natural symbol of Swedish summer, the barbecue ranks highest when Swedes themselves are asked to choose the scent that evokes the strongest summer feelings. Sunscreen and the scent of the sea, which many associate with days off by the water, have to settle for fourth place, while morning coffee in the fresh summer air lands in fifth place.
Swedes' summer scents reflect different ways of vacationing
The survey shows that there is no single scent that defines the Swedish summer. After the barbecue comes wet grass, strawberries, the smell of the sea and morning coffee – scents that together reflect different ways of experiencing time off.
With destinations by the sea, lakes, forests and mountains around the Nordic region, First Camp meets guests every summer who are looking for different types of holiday experiences. For some, summer is about swimming and days by the water, for others it's about hiking, cycling, barbecues or quiet mornings close to nature. What they often have in common is time together and the little moments that become memories.
”"At First Camp, we meet guests who experience their vacation in completely different ways. Some want fast-paced days with activities, others seek tranquility close to nature. The survey shows that this is also reflected in the scents people associate with summer - but the common denominator is that the strongest memories are often created in nature and together with those you love," says Johan Söör, CEO of First Camp.
The grill clearly dominates in some parts of Sweden
The survey also shows clear regional differences. In North Central Sweden, 49 percent say that the smell of barbecue charcoal is the ultimate summer scent. In Central Norrland, this applies to 46.5 percent, compared to 31.5 percent at the national level.
This means that the barbecue appears to be a significantly stronger part of the summer experience in these parts of the country than in Sweden as a whole. Northern Central Sweden and Central Norrland establish themselves in the survey as a kind of ”barbecue belt”.
At the same time, the results show that the Swedish summer takes on different expressions depending on where in the country it is experienced – from the coast and archipelago to forests and lake landscapes.
Young people love the barbecue – older people prefer their morning coffee
While charcoal is the most popular summer scent overall, there are clear differences between generations. Among 18-34 year olds, 39 percent associate summer with the smell of charcoal, while the corresponding figure among 56-79 year olds is 24 percent. Conversely, 23 percent of the oldest point to the smell of morning coffee as the ultimate summer scent, while only 6 percent of the youngest do so.
”"The results show that summer can smell different depending on where you are in life. For some, it's about long barbecue evenings with family and friends, for others, it's about quiet mornings with a cup of coffee close to nature. There are many ways to experience the Swedish summer, and it's often the simple moments together that become the strongest memories," concludes Johan Söör.
| Sweden's strongest summer scents 31.6 % – Charcoal and freshly grilled food26.3 % – Wet grass after a hot summer day18.4 % – Fresh strawberries with cream12.4 % – Sunscreen and the smell of the sea11.3 % – Morning coffee in the fresh summer air |
About the survey
The survey was conducted in Sifo's web panel, the Sifopanelen, during the period 10–14/20–24 May 2026. A total of 3606 people aged 18–79 were interviewed, of whom 1076 stated that they had camped in the last 3 years (tent, caravan, motorhome or cabin on a campsite). The web panel is nationally representative and recruited based on random selection. There is no self-recruitment in the Sifopanelen.
