Sweden: Which energy companies offer good value for money?

Skellefteå Kraft is the highest-ranked energy company in Sweden. However, energy companies are perceived very differently in Sweden based on geography, a new ranking from YouGov shows.

According to YouGov’s cost of living tracker, more than half of Swedes (54%) have already cut their usual spending because of the cost-of-living crisis, and energy bills are one of the drivers. 14% of Swedes say that in the last three months, they have “always” or “most of the time” struggled to afford their energy bills. An additional 16% have occasionally struggled.

YouGov has taken a closer look at which energy companies Swedes feel offer good value for money.

This fall, the three best-performing energy companies on value for money are Skellefteå Kraft, Mälarenergi, and Storuman Energi. Energy is usually a low-engagement product that many consumers don’t know or have an opinion about. This is one of the explanations why most energy companies have a very low score, as the proportion of unaware Swedes is substantial. However, with the rising prices, this has somewhat changed during the last couple of months due to the cost-of-living crisis. Compared to the previous year, almost all the companies have decreased their scores. There are more Swedes now who feel the companies offer a bad value for money.

This is especially true in southern Sweden, where energy prices are the highest.

Skellefteå Kraft, which supplies electricity to the entire country, is top-ranked in all the energy regions. However, where Skellefteå Kraft receives a score of 8,1 in value for money in Norrland, where most of its energy is produced, it gets a significantly lower score in Götaland (1,2) and Svealand (2,0). Many energy companies are based in Norrland, where prices have been lower, and the scores are generally higher here.

Energy companies are, in general, ranked lower in Götaland. Storuman Energi and Göteborg Energi take the second and third spots in Götaland.

In Svealand, GodEl takes the second position in front of Mälarenergi.

Jämtkraft comes in second, and Luleå energi third in Norrland.

Methodology

The rankings are based on net scores from YouGov BrandIndex – our industry-leading brand health tracker. The metric used is Value. Whether a brand offers good or bad value for money is not necessarily “cheap,” but the brand offers a customer a lot in return for the price.

The ranking shows the energy companies with the highest value-for-money net scores between September 1, 2022, to November 30, 2022.

Data from YouGov’s cost of living tracker are drawn from November 10-14, 2022. YouGov surveyed 2.011 Swedes aged 18 and over.