Hundreds of pensioners from PRO are about to go out and check food prices around the country, to pinpoint where you can buy the cheapest food. The survey has been done at about the same time every year for a long time, and covers a number of common items that return year after year.
Now, the independent site Matpriskollen has investigated how prices changed between October 19 and 26, i.e. just before and during the time when the survey is usually carried out.
"The prices of many goods have plummeted. Especially at Ica Maxi and Willys," says Ulf Mazur, CEO of Matpriskollen.
At some Willys stores, the reduction is as large as 25 percent, some Ica Maxi stores have reduced prices by 24 percent, he says.
"There have certainly been tendencies towards price reductions in the past, precisely at the time when the PRO survey is usually conducted," he says. "But they have never been as big as they are now."
Confidence in the industry
It is good for consumers that prices have been lowered, but in terms of confidence for the industry it is not good, says Ulf Mazur.
Johanna Eurén, press contact at Willys, however, denies that Willys has lowered prices because PRO usually checks prices at this time.
"We are working as we always do. We are monitoring the market and have acted. It has nothing to do with PRO," she says.
She points out that other players, such as several larger ICA stores, have lowered their prices at the same time and to a similar extent as Willys.
If there are price movements in the market, we lower the price of goods regardless of whether they are included in a price survey or not, says Johanna Eurén.
Great impact
PRO's survey of the cheapest grocery bags has been conducted since 1991, and usually has a great impact.
Christine Cars-Ingels, Secretary General of PRO, explains that PRO usually replaces the items in the lunch box between years, and that the time of the survey is kept secret.
When it is made and what goods are included, only PRO knows, she says, but admits that it has usually been made at this time in the fall.
But if stores lower their prices in connection with it, it's a sign of strength, she thinks. It shows that the pensioners' grocery bag survey is important.
"If it is the case that prices are being manipulated, it is serious. But of course we will analyze the situation and see if we can improve the procedures," says Christine Cars-Ingels.
Johanna Cederblad/TT
PRO's survey of the cheapest grocery bags
TT
PRO has investigated prices in various stores throughout the country on a number of basic goods since 1991. The results usually have a major impact, and stores that come out well usually use the survey in their marketing.
The items that were included in last year's grocery bag are listed on PRO's website. These are common basic items that PRO members might be used to buying. For example, flour, butter, coffee, caviar, crispbread and vegetables of specified brands and quantities. PRO writes on the website about last year's survey: "The contents of the PRO bag are largely the same as in 2023, but also some items that have been included since 2021 or longer.
The survey is conducted by hundreds of pensioners who shop in stores, and is usually conducted in the fall at around the same time each year.
Source: PRO
Matpriskollen has compared prices on two dates in October this year, the 19th and the 26th. The price information comes from the stores, which have submitted their information to Matpriskollen.
It turns out that Willys and some ICA stores have significantly reduced prices between these two dates on most of the products included in PRO's survey. For Willys, the price reduction is somewhat greater than for the ICA stores that have reduced prices the most.
Matpriskollen is a company that runs an app for consumers, and that collects food prices from the different chains. Consumers can use the app for free to compare prices and offers. The company is independent, and finances its operations by selling data on prices and campaigns as a basis for analysis.
Source: Food Price Check
