Coop Slashes Prices on Over 600 Products to Challenge High-Cost Image

Starting October 5, 2026, Coop, one of Sweden's leading grocery chains, is implementing a permanent price drop on more than 600 of its most popular products across all Stora Coop supermarkets nationwide. The reductions average between 6.5% and 6.9%, targeting everyday essentials to boost competitiveness and shake the perception that Coop stores are pricier than rivals.

Coop CEO Anders Torell acknowledged that the chain has been viewed as expensive, which has hurt customer trust and profitability. He said the price cuts, funded by Coop's 23 consumer associations, are a strategic move to realign prices with market expectations and improve long-term performance despite a potential short-term impact on profits. The company also intends to extend similar reductions to its smaller Coop stores.

This comes after various price surveys ranked Coop as one of Sweden's more costly grocery retailers, prompting a focused response. Torell emphasized that making grocery shopping more affordable aligns with Coop's mission as a member-owned cooperative. By permanently lowering prices on key products, Coop aims not only to regain customer confidence but also to strengthen its market position in an increasingly competitive sector.