Sweden grocery store brand rankings 2025

ICA tops YouGov’s Swedish grocery store brand rankings 2025

Sharp increases in food prices - In February, the increase was the largest in two years, according to the Food Price Index. This means that competition for Swedish grocery shoppers is becoming more intense, and consumers will be even more cautious in their grocery shopping decisions.

YouGov’s new Grocery brand rankings 2025 report for Sweden looks the state of supermarket shopper consideration, identifying key demographic trends and attitudinal differences that are impacting where Swedens choose to buy their groceries, drawing on surveys of more than 6,000 consumers.

What’s inside:

• Which grocery store brands are top-ranked based on consumer considerations score?
• Who is winning with women, men and different generations of Swedish supermarket shoppers?
• Which brands are perceived as offering good value and good quality?
• How does Gen Z shop differently than Millennials, Gen X and Baby Boomers?

Download the full ranking via the YouGov platform now and find out how your own brand or that of your competitor performs.

Methodology:

YouGov’s Swedish grocery store brand rankings 2025 are powered by YouGov BrandIndex.

In this report, we have highlighted​ the top performing supermarkets that are winning over​ residents of the Sweden based on consideration, value and quality scores.

Consideration scores are based on respondents’ answers to: “When you are in the market next to purchase groceries, from which of the following would you consider purchasing?
Value scores are net, based on respondents’ answers to: “Which of the following supermarkets do you think represents GOOD VALUE FOR MONEY? By that we don't mean "cheap," but that the brands offer a customer a lot in return for the price paid. / Now which of the following grocery stores do you think represents POOR VALUE FOR MONEY? By that, we don't mean "expensive," but that the brands do not offer a custom much in return for the price paid.
Quality scores are net, based on respondents’ answers to: “Which of the following supermarkets do you think represents GOOD QUALITY? / Now which of the following grocery stores represents POOR QUALITY?

We have also looked at the top performing supermarkets based on consideration among main grocery shoppers. Main grocery shoppers are defined as those who agree “I am the main grocery shopper in my household.”

To qualify as a top ranked brand, brands​ must have scores available for at least​ 183 days between February 1st 2024 and January 31st 2025. A minimum base size of 300 (N) is required.

To qualify as a most improved brand, brands must have scores for at least 18 months (548 days) between February 1st 2023 and January 31st 2025. Top improvers are ranked based on the change to their consideration scores. In cases where the change in scores is the same, the current scores are used as a secondary metric to determine their ranking. A minimum base size of 300 (N) is required.

Throughout the report, each generation is defined as: Gen Z (1997-2007), Millennial (1981-1996), Gen X (1965-1980), Baby Boomer (1946-1964), and Silent Generation (1928-1945).