ICA tops YouGov’s 2025 grocery store brand rankings in Sweden

Subhead: ICA ranks No. 1 in consideration and quality, Willys is on top for value

Food costs have risen dramatically, with February seeing the most significant spike in Sweden in two years, as reported by the Food Price Index. This surge in prices is intensifying the competition among Swedish grocery retailers, as consumers become increasingly cautious and selective in their purchasing decisions. Shoppers are likely to be more mindful of their spending and may seek out better deals or alternatives to manage their grocery budgets in this challenging economic climate.

YouGov’s new Grocery store brand rankings 2025 surveyed more than 6,300 Swedes on their perceptions of nationwide and regional brands.

ICA is the most considered grocery store among Swedish shoppers, while Willys is at the top in terms of value, according to a new ranking from YouGov.

The leading grocery retailer in Sweden, ICA, tops YouGov’s Grocery store brand rankings for 2025. The Rankings report is based on scores taken from YouGov BrandIndex – our industry-leading brand health tracker. ICA comes out on top with a consideration score of 59.3%.

Spot two belongs to Sweden's leading discount grocery chain Willys with a consideration score of 44.8%. The discounter Lidl, originally from Germany, scores 38.2% and finds itself at coming in third. Coop (32.8%) and Hemköp (21.3%) round out the top five, in that order.

Value & quality rankings

Turning to ranked grocery store brands based on quality, ICA holds the top spot with a score of 39.7 net Quality score as well. Second place was again secured by Willys with 24.1 net Quality score. Coop, a chain of consumer co-operative owned grocery stores, followed in third place with 19.4 net Quality score, was also viewed as offering a good deal for shoppers.

In terms of value Willys (33.1 net Value score) occupies 1st place and is perceived as offering the best quality. Followed by Lidl with 31.7 net Value score and ICA (21.6 net Value score) ranked second and third.

Philipp Schneider​, Head of Marketing DACH and Nordics, YouGov​, said: “In today’s challenging economic climate, where rising living costs continue to put pressure on household budgets, consumers are making more considered choices about where they shop. Supermarkets are at the heart of this daily decision-making, balancing affordability, quality, and service to meet evolving customer expectations.

This report unveils the latest rankings of the top supermarkets, offering valuable insights into how retailers are performing in a landscape shaped by inflation, shifting shopping habits, and the increasing demand for value.”