YouGov

Grocerystorebrandrankings2025

Discoverthetop-rankinggrocerystoresintheSwedenbasedonconsumerscoresof

consideration,qualityandvalue.

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2Swedengrocerystorebrandrankings2025ContentsYouGov

Foreword

Solegrocery

shopperrankings

02

Considerationrankings

05

Methodology

03

Value&qualityrankings

3Swedengrocerystorebrandrankings2025YouGov

Foreword

66ar'seiuoliut,o,eiliinrontinue

consideredchoicesaboutwheretheyshop.Grocerystoresareattheheartofthisdailydecision-making,balancingaffordability,quality,andservicetomeetevolvingcustomerexpectations.

Thisreportunveilsthelatestrankingsofthetopgrocerystores,offering

valuableinsightsintohowretailersareperforminginalandscapeshapedbyinflation,shiftingshoppinghabits,andtheincreasingdemandforvalue."

PhilippSchneider

HeadofMarketingDACHandNordics,YouGov

Getintouch

Runasurvey

Exploreoursolutions

4Swedengrocerystorebrandrankings2025YouGov

Considerationrankings

5Swedengrocerystorebrandrankings2025YouGov

Toprankedgrocerystorebrandsbasedonconsideration

ICAtopsYouGov'sSwedishgrocerystorebrandrankings2025.

Rank

1

2

GrocerystoreConsideration(%)

ICA

59.3

Willys

44.8

3Lidl38.2

4Coop32.8

5Hemk?p21.3

YouGovBrandlndexSE(01/02/2024-31/01/2025).Natrep.n>6,300.Toqualifyastopranked,brandshaveheldtrackedscoresforatleast6months(183days).

duda?verv?gaatthandlafran?

Question:N?stag?ngdut?nkerdigatthandladennatypavprodukter/varor,vilkaavf?ljandebutiker/restaurangerskulle

6Swedengrocerystorebrandrankings2025YouGov

Toprankedgrocerystorebrandsbasedonconsideration

MenWomen

Consideration

RankGrocerystore(%)GrocerystoreConsideration(%)

1ICA55.2ICA63.8

2Willys42.4Willys47.6

3Lidl38.4Lidl37.9

4Coop30.6Coop35.2

5Hemk?p21.5Hemk?p21.1

YouGovBrandindexSE(01/02/2024-31/01/2025)Natrepbygender.n>2,900.Toqualifyastopranked,brandshaveheldtrackedscoresforatleast6months(183days).

Queston:Nastagàngdutànkerdigathandladenatypavprodukter/varor,vilkaavfolandebutker/restaurangerskuledudāovervagaatthandlaran?

7Swedengrocerystorebrandrankings2025YouGov

Toprankedgrocerystorebrandsbasedonconsideration

GenZ

Rank

Consideration

(%)

Grocerystore

47.2

1

ICA

39.2

2

Willys

3

31.4

Coop

29.0

4

Lidl

5

21.5

Hemk?p

Millennial

GrocerystoreC

onsideration(%)

ICA

56.2

Willys

44.5

Lidl

35.4

Coop

28.9

Hemk?p

22.5

GenX

(%)

GrocerystoreConsideration

ICA

65.2

Willys

47.9

Lidl

41.1

Coop

34.2

Hemk?p22.0

BabyBoomer

Consideration

(%)

Grocerystore

ICA

Willys

Lidl

Coop

Hemk?p

61.4

44.6

41.3

36.9

19.3

YouGovBrandindexSE(01/02/2024-31/01/2025)Natrepbygeneration.n>500.Toqualifyastopranked,brandshaveheldtrackedscoresforatleast6months(183days).

Queston:Nastagàngdutànkerdigathandladenatypavprodukter/varor,vilkaavfolandebutker/restaurangerskuledudāovervagaatthandlaran?

8Swedengrocerystorebrandrankings2025YouGov

03Valueandquality

rankings

9Swedengrocerystorebrandrankings2025YouGov

Toprankedgrocerystorebrandsbasedonvalueandquality

Quality

Grocerystore

Value

Valuescore

Rank

Qualityscore

(net)

33.1

(net)

39.7

Grocerystore

ICA

1

Willys

31.7

Willys

2

24.1

Lidl

Coop

19.4

21.6

3

ICA

Hemk?p

8.5

15

4

CityGross

7.0

5

13.4

Lidl

Coop

YouGovBrandindexSE(01/02/2024-31/01/2025).Natrepn>6,300.Toqualifyastopranked,brandshaveheldtrackedscoresforatleast6months(183days).

ValueandQualityquestionsdetailedinthemethodology.Netscorescalculatedbysubtractingnegativesentimentscorefrompositivesentimentscore.

10Swedengrocerystorebrandrankings2025YouGov

O4!Solegroceryshopper

rankings

11Swedengrocerystorebrandrankings2025YouGov

Toprankedgrocerystorebrandsamongsolegrocery

shoppers

d

Rank

GrocerystoreConsideration(%)

1ICA55.4

2Willys46.1

3Lidl39.6

4Coop32.8

5Hemk?p22.7

haveheldtrackedscoresforatleast6months(183days).

YouGovBrandlndexSE(01/02/2024-31/01/2025)Solegroceryshoppersn>2,100.Toqualifyastopranked,brands

Question:N?stag?ngdut?nkerdigatthandladennatypavprodukter/varor,vilkaavf?ljandebutiker/restaurangerskulle

dudà?verv?gaatthandlafr?n?Solegroceryshoppers:Thosewhoagree"lamthesolegroceryshopperinmy

household"

12Swedengrocerystorebrandrankings2025YouGov

Methodology

TheinsightsinthisreportcomefromYouGovBrandlndex

Inthisreport,wehavehighlightedthetopperforminggrocerystoresthatarewinningoverresidentsoftheSwedenbasedonconsideration,valueandqualityscores.

·Considerationscoresarebasedonrespondents'answersto:"N?sta

gangdut?nkerdigatthandladennatypavprodukter/varor,vilkaav

f?ljandebutiker/restaurangerskulledudà?verv?gaatthandlafran?"

·Valuescoresarenet,basedonrespondents'answersto:"Vilkaav

f?ljandebutiker/restaurangeranserdugerBRAvalutaf?rpengarna?

Meddetmenarviinten?dv?ndigtvis"billiga",utandesomsom

erbjuderenprodukt/tj?nstsom?rbraj?mf?rtmedvaddenkostar

(V?nligenv?ljallasomduansergerbravalutaf?rpengarna)./Och

vilkaanserdugerD?LIGvalutaf?rpengarna?Meddetmenarviinte

n?dv?ndigtvis"dyra",utandesomerbjuderenprodukt/tj?nstsom?r

DALIGij?mf?rtmedvaddenkostar(V?nligenv?ljallasomduanser

gerdaligvalutaf?rpengarna)."

Qualityscoresarenet,basedonrespondents'answersto:"Vilkaavf?ljandebutiker/restaurangeranserdust?arf?rBRA

Getintouch

kvalitet/service?/Ochvilkaanserdustarf?rD?LIGkvalitet/service?"

Wehavealsolookedatthetopperforminggrocery

storesbasedonconsiderationamongsolegrocery

shoppers.Solegroceryshoppersaredefinedasthosewhoagree"lamthesolegroceryshopperinmy

household."

Toqualifyasatoprankedbrand,brandsmusthave

scoresavailableforatleast183daysbetweenFebruary1st2024andJanuary31st2025.Aminimumbasesizeof300(N)isrequired.

Throughoutthereport,eachgenerationisdefinedas:GenZ(1997-2007),Millennial(1981-1996),GenX(1965-1980),BabyBoomer(1946-1964),andSilentGeneration(1928-1945).

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