New figures reported by Dagligvarunytt suggest that Sweden’s low-price grocery chains are losing customers, while full-range players such as Ica Maxi, Stora Coop and City Gross are strengthening their position.
That is an interesting signal.
Because in a cost-conscious market, it is easy to assume that the lowest price always wins.
But grocery retail is rarely that simple.
Shoppers may be looking for value, but they are also looking for range, quality, convenience, fresh food, promotions, availability and a store that fits the mission of the week.
Sometimes that means the discounter.
Sometimes it means the hypermarket.
Sometimes it means splitting the basket across several retailers.
From an ELMA perspective, Sweden is another reminder that retail competition is becoming more fluid.
Loyalty is not fixed.
Price perception can shift.
Store formats can regain relevance.
And shoppers are constantly reassessing where they get the best overall value.
For retailers, the challenge is not only to be affordable.
It is to be clearly worth choosing.
That means understanding the role each store plays in the household routine and communicating that role consistently, locally and credibly.
Because even in a low-price market, the winning retailer is not always the cheapest.
It is the one that shoppers believe delivers the best value for their life.