Traders Admit: Lowering Prices Before Survey, Raising Them After
Several of Sweden’s largest ICA retailers have been caught lowering food prices just before the annual pensioner’s survey (PRO), only to raise them again afterward. This deceptive pricing strategy, designed to manipulate results and market themselves as the “cheapest,” has been exposed by Swedish TV Channel 4 investigative program Kalla Fakta in a recent investigation.
According to the investigation, a significant number of ICA retailers, especially ICA Maxi stores, have been adjusting their prices specifically to influence the results of PRO’s large-scale food price survey. At least 23 ICA stores, during the 2024 and 2025 survey periods, were found to have changed the prices of items in the PRO test basket in connection with the survey, which typically takes place during weeks 43 and 44 of each year.
Kalla Fakta’s Investigative Findings
Kalla Fakta, an investigative television program, has tracked price changes in ICA stores over the course of several years using publicly available data from the ICA website. By comparing daily price fluctuations, the program was able to pinpoint when prices were manipulated, particularly around the time of PRO’s annual survey. The review specifically focused on products that have consistently been included in PRO’s test basket over the years.
In 2023, at least eight ICA stores were identified as engaging in such practices. This year, the number of stores involved increased significantly to 16. Some of the most notable offenders include ICA Maxi in Kalmar, where prices were manipulated during the survey period. For example, a kilogram of rye flour was priced at 19:95 SEK during the survey, but just weeks before, it had been marked down to 10 SEK, coinciding with the time when PRO’s price researchers collected their data.
The Common Tactic: Lower, Then Raise Prices
In many cases, the strategy involves temporarily lowering the price of select items and then raising them after the survey has been completed. This allows the stores to appear more competitive in the eyes of PRO’s researchers, only to return to their original prices once the survey period ends.
In one instance, ICA Maxi Kalmar changed the price of 40 out of the 43 items on PRO’s typical test basket, with most of these items being reduced in price before the survey and raised again afterward. This pattern is not unique to Kalmar; similar practices were observed in other ICA stores across Sweden.
ICA Retailer’s Response
Patrick Wiberg, the manager of ICA Maxi Kalmar, admitted that price changes were made in response to the survey but deflected blame by pointing out that ICA’s competitors, like Willys, engage in the same practices. “If my task is to keep prices as low as possible over time, then I will follow that,” he said, acknowledging the manipulation but framing it as a common industry strategy.
When confronted by Kalla Fakta, Wiberg said, “It has gone too far,” suggesting that the pressure to stay competitive has led to widespread price manipulation.
Widespread Industry Practice
The practice of adjusting prices before and after the PRO survey is not unique to ICA Maxi. Rival grocery chains, particularly Willys, have also been accused of lowering their prices ahead of the survey to appear as the cheapest. This has become an ongoing pattern in Sweden’s grocery retail market, where the PRO survey results are highly influential in shaping consumer choices.
The Swedish Grocery Trade Association, which represents large retailers, has openly criticized PRO’s survey methodology, arguing that it doesn’t differentiate between regular prices and promotional discounts. This is seen as a loophole that allows retailers to manipulate the results by using temporary, discounted prices.
Cheating with the PRO Survey
Lars-Ivar Jönsson, a pensioner who regularly shops at ICA Maxi in Kalmar, expressed his dismay at the manipulation. “This is actually cheating. It’s not really nice,” he said, reflecting the frustration of many consumers who feel misled by these pricing tactics.
The competition to win the title of “cheapest grocery basket” has become so intense that some retailers, like ICA Maxi Kalmar, have used the PRO survey as a marketing tool, even while publicly criticizing its methodology. Despite not officially endorsing the survey, many stores still use their ranking in the survey to market themselves as the most affordable option.
A History of Manipulation
The PRO food price survey has been a fixture in Swedish society since 1991, earning a reputation as the gold standard for tracking food price inflation and competitiveness. However, the survey’s influence has led to increased scrutiny, with accusations of manipulation from retailers becoming more common in recent years.
The issue lies in how some retailers use the survey results to their advantage, adjusting their prices specifically to perform well in the survey, without providing the true picture of their everyday pricing practices.
How Kalla Fakta Conducted the Investigation
Kalla Fakta conducted its investigation by regularly downloading price data from ICA’s website, where daily prices for individual items are posted. The team then tracked these prices over time, with a specific focus on the period around weeks 43 and 44—the typical timeframe for the PRO survey. By comparing the data, the team was able to identify the instances when prices were adjusted for the survey.
The items selected for review were based on the products included in PRO’s test basket from previous years. This allowed the investigation to focus specifically on those products, providing a clear picture of how prices fluctuated in response to the survey.
Conclusion
The price manipulation tactics used by some ICA retailers ahead of PRO’s food price survey reveal a troubling trend in Sweden’s grocery industry. While these practices may temporarily benefit stores by giving the illusion of lower prices, they ultimately deceive consumers and undermine the integrity of price comparison tools like PRO’s survey. As the competition for the title of “cheapest grocery basket” intensifies, it is crucial for consumers to be aware of these manipulative tactics and for the industry to consider reforms that ensure greater transparency in pricing practices.
In the long run, this manipulation damages consumer trust and raises ethical questions about the lengths to which retailers will go to maintain their competitive edge. As the pressure mounts on grocery chains, it remains to be seen whether the industry will take meaningful action to address these concerns or continue to exploit the weaknesses of existing surveys like PRO’s.