Dishwashing trumps Ikea for Swedes

'Yes' washing-up liquid is Sweden's most loved brand with around 2.5 million Swedes big fans of the soapy detergent, according to a new report.

Dishwashing trumps Ikea for Swedes

43 percent, comparable to 2.5 million adult Swedes, said they love or like the Proctor & Gamble dishwashing liquid “very much”.

Surprisingly, flatpack furniture king Ikea came third in the category for Swedes’ best-loved brands. Cleaning products as a whole seem to capture Swedish hearts. Ajax and scouring pad Svinto are other popular brands.

Peter Wissing, CEO for Isi Wissing – the polling company that carried out the report – was surprised by the result.

“Even if ‘Yes’ is a very widespread brand I am a little surprised that a washing-up liquid and other cleaning products like Ajax and Svinto should be so loved by Swedes”, he told The Local.

However, Wissing pointed out that Yes’ success was down to the company’s excellent communications and marketing skills over a long period of time.

“Yes are ‘top of mind’ with Swedes because they have concentrated for such a long time on consequential, effective communication”, he told The Local.

The state-owned pharmacy monopoly Apoteket came second in the popularity stakes at 31 percent, with Ikea trailing at third place and with 29 percent of the votes.

1,000 people aged between 15 and 65 were questioned about 468 different Swedish brands. The poll shows that advertising clearly plays a role in how Swedes perceive the different brands.

“Advertising is incredibly important. But you cannot simply buy advertising as there is no correlation between how much advertising you buy and how much the brand is liked. If the ads are bad then the brand won’t be a success – no matter how much money has been spent. That is very clear”, Wissing told The Local.

Isi Wissing has been conducting this poll into Swedish brands since 2002. This year’s poll reviews brands in 2007 and was the first one conducted online.

Although Ikea did not come first in any category, the brand was second favourite in both the “most liked” and “most happy customers” categories.

Wissing conceded that supporting Ikea is practically every patriotic Swede’s duty.

“Ikea is a Swedish institution and Ingvar Kamprad is a Swedish figurehead”, he said.

It seems that most Swedes agree with him as Ikea came second after Yes in the

“most contented consumers” category.


Ikea will buy back your used furniture at up to half the price

In the run-up to what would in normal times be the festive season sales rush, Ikea has vowed to buy back used furniture from customers to resell – and pay up to 50 percent of the original price.

Ikea will buy back your used furniture at up to half the price
Got any pieces of Ikea furniture at home? You may be able to get rid of it and get money back. Photo: Fredrik Sandberg/TT

Ikea, the world's largest furniture chain, said Tuesday it would begin buying back used furniture from customers to resell – and pay up to 50 percent of the original price.

The “Buy Back Friday” scheme, timed to coincide with the “Black Friday” pre-Christmas retail frenzy, will run from November 24th and until December 3rd in 27 countries.

“Rather than buy things you don't need this Black Friday, we want to help customers give their furniture a second life instead of making an impulse buy,” said Stefan Vanoverbeke, deputy retail operations manager at Ingka Group, Ikea's parent company.

To address concerns its affordable, flat-pack products encourage overconsumption and waste, the Swedish company had previously said it would start renting and recycling furniture as part of an eco-drive.

Under its buyback scheme, the group said that “anything that can't be resold will be recycled or donated to community projects to help those most affected by the Covid-19 pandemic”.

“Some countries like Australia and Canada for example are currently testing different buyback services, but BuyBack Friday will be the first time that 27 countries do this together,” the statement added.

The Swedish giant employs over 217,000 people and has more than 50 outlets. Its annual turnover is around 40 billion euros ($46 billion).

The group did not specify how it would determine the price paid for second-hand furniture and customers will receive a voucher, not cash, for their products.  

As part of efforts to reduce waste, Ikea has already begun repairing and re-packaging products in every store that have been damaged in transit, as well as allowing customers to return products – including furniture – for resale or donation to charities.