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Revealed: Sweden's ten most popular brands

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Revealed: Sweden's ten most popular brands
Gentleman looks tempted by Marabou chocolate. Photo: Claudio Bresciani/TT
14:44 CEST+02:00
Polling firm YouGov has released its mid-year list of the most popular brands in Sweden, based on a daily round of interviews with Swedes.

Because the list is not confined to Swedish brands, a few international giants have also made the cut. But most of the top performers are Swedish-born. Here’s the countdown. 

10. Systembolaget

A booze behemoth beloved by beer-lovers and bag-in-boxers. Foreigners sometimes find the strict opening hours and monopoly status hard to take, but most Swedes like and trust their state-owned alcohol stockist, and it shows. 


A Systembolaget shopper. Photo: Fredrik Sandberg/TT

9. Marabou

Delicious bars of Swedish chocolate. Mmmm. The sweetest thing ever to come out of Sundbyberg is 100 years old this year.  

8. Blocket.se 

If you’ve ever bought or sold anything in Sweden then chances are you’ve been on Blocket. Some people go in there and never come out again. 

7. Yes

The affirmative washing up liquid always puts a positive spin on dish-washing. It’s the Swedish version of Fairy. 

6. Västerbottensost

If you don’t know what this is, well hard cheese. Is what it is. From the Västerbotten region in northern Sweden. It deserves its place even though we don’t quite know how it scraped onto a list dominated by corporate giants. 


Photo: Janerik Henriksson/TT

5. Samsung

This South Korean multinational makes a lot of things that Swedes like. 

4. Michelin 

Maker of tyres and ranker of swanky restaurants. French. 

3. Ikea

A place where families go to disintegrate.


After the mental collapse come the meatballs. Thomas Löfqvist/Sydsvenskan/TT

2. Ica

A dominant supermarket chain claiming 50 percent market share in Sweden. Its stores are run by franchise holders. The name stems from the merger in 1838 of four wholesalers, whose owners clinked glasses over dinner and resurfaced under the name Inköpscentralens AB, or Ica for short. Not the Irish Countrywomen’s Association.

1. Volvo 

The iconic car brand is owned these days by China’s Geely but remains associated with all things Swedish: Robust, square, reliable, safe. Pioneer of three-point seat belts, and rear-facing child seats. Safe.


A new Volvo V90. Photo: Anders Wiklund/TT

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