Every year, the Pensioners’ National Organization, PRO, conducts a price survey at the major grocery store chains. Several Ica stores have been caught temporarily lowering prices during the survey to achieve better results.

Several Ica Maxi and Kvantum stores have been caught lowering prices during PRO’s annual price survey. Afterwards, some of them have raised prices again. At least 23 Ica stores have changed the prices of several items included in the survey during the period it is conducted in 2024 and 2025.

The investigation was conducted by regularly downloading data from Ica’s website where each store’s daily prices for various items are listed, and then comparing how the prices change over time.

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One of the stores suspected of manipulating prices is Ica Maxi in Kalmar, where last year they promoted themselves on social media by claiming to have “Kalmar’s cheapest food bag” referring to PRO’s survey.

In the store, Kalla fakta notes that a kilo of rye flour costs 19.95 kronor. A couple of weeks earlier, it was priced at ten kronor – during the price survey. The store has changed the prices of 40 of the over 40 items that are usually included in the survey. Afterwards, they have been raised again.

Does not approve of the survey

Store manager Patrick Wiberg admits to changing prices but refers to Willys doing the same.

To Kalla fakta, Wiberg says that they do not approve of this type of survey that PRO conducts. At the same time, he admits that the store has always participated. Despite this, they have used the result, which is based on cheating, in their marketing.

– It has happened, says Patrick Wiberg.

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