Coop lowers prices on 600 items to break price leader trend

Coop has been attracted by high prices since the 1970s. In Matpriskollen's latest price comparison in supermarkets, from mid-August, Stora Coop once again had the highest prices – on average 6 percent above cheapest competitor Willys.

The picture is confirmed by PRO's nationwide price survey in the spring of 2026, where Stora Coop was also the most expensive among the supermarket chains.

Now Coop will try to break the pattern.

- As of Monday, October 5, we are lowering the prices of the around 600 most common items at Stora Coop by an average of 6.5 percent, says Coop Sweden CEO Anders Torell.

It's about everything from Polar wheat, liquid butter and rapeseed oil to ready-made lasagna.

A Stora Coop store has a total of around 15,000–20,000 products.

Are you raising the prices on the rest of the range now?

- No, we don't. And it is important to say that the price reduction is permanent.

The 600 items have been selected from what Coop's loyal customers and members buy the most.

- All 23 consumer associations are involved in this and we place ourselves locally on par with the nearest competitors.

But in many places in Sweden, Coop customers are referred to the chain's smaller stores, which are simply called "Coop".

- Our strategy is to continue the reductions even in our smaller Coop stores, says Anders Torell.

When are you going to do it?

- We must first evaluate the reductions we are making now at Stora Coop and the effects of Coop's recently launched membership program.

So he cannot give a date.

Coop consists of 23 cooperative consumer associations that own the group and at the same time set their own store prices. Since the 1960s, there has been a tug-of-war between the associations and the Stockholm-based Coop Sweden, which handles logistics, purchasing and expert functions, among other things.

Anders Torell took over as Coop Sweden's acting CEO almost two years ago. He became regular CEO last summer. Together with the associations, he has drawn up a new business plan for 2026–2028.

- The price reductions are part of it.

Behind Coop's price problems is also a drop in market share since the 1960s. Smaller volumes result in poorer purchasing conditions. Last year, Coop was down to 16.7 percent, while Ica was at just over 50.

Several Coop associations have also, according to DN's sources, had to pay higher purchase prices to Coop Sweden than what Ica traders paid for the corresponding goods, something that created irritation.

When asked how he got the associations with him, Anders Torell says that the automated warehouse in Eskilstuna, which was built with major run-in problems, works better and lowers costs. The IT systems have also been made more efficient.

- When we drive volume on the reduced-price items, it gives us better bargaining power with our suppliers. Volume is everything.

So the associations get lower purchase prices?

- Yes, they will get that.

Coop has small financial margins for a price investment. Last year, the associations made a combined loss of SEK 900 million, and Coop Sweden bled SEK 300 million. Since 1988, the total losses have amounted to around SEK 30 billion.

Anders Torell now claims to see a break in the trend.

- I cannot go into details, but when we sum up the year's results so far from all associations and Coop Sweden, we have a clear improvement in results. And in the last three months we have gained market share.

The increases are small – 0.1–0.2 percentage points a month – but Torell attaches great importance to them.

- It is very important. I see a trend break.

Will you step up from the jumbo seats in the next Matpriskollen?

- We have continuously climbed that ranking since I took office.