In a new survey, households were asked their opinions on the Swedish grocery chains in terms of price, selection, and quality. The results show large differences, with a clear favorite and an equally clear last place.

Ica is the Swedish people’s favorite, landing at the top in almost every category. 73 percent think Ica’s quality is good and 80 percent like the store’s private labels.

“There’s no doubt that Ica is an extremely large and well-known brand. They have far larger market shares than their competitors, and therefore naturally get more associations with most attributes,” says Fredrik Siljelöf, Head of Analysis at Xtreme Insights, to Dagligvarunytt.

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When it comes to price, however, Lidl and Willys come out on top. At the same time, Lidl ranks lowest in terms of selection and quality.

“Customers probably perceive that we don’t have as wide a selection as our competitors. Regarding the question of quality, and why we don’t rank higher there, I think it’s due to a persistent idea that high quality and low prices are difficult to combine,” says Fredrik Marmbrandt, Head of Marketing at Lidl, to Dagligvarunytt.