Maxi Redefines Hypermarkets with Freshness, Convenience and Value

In an era when big-box hypermarkets across Europe are struggling to hold ground, ICA Maxi’s owner-led big-box stores in Sweden are quietly gaining both market share and shopper relevance. Their secret? A powerful blend of fresh food craftsmanship and digital innovation—rooted in local entrepreneurship.

Maxi ICA Stormarknad is the largest and most dynamic store format within ICA Gruppen’s Swedish operations, and it plays a central role in the group’s strategy to reinvent large-format retailing. As a share of ICA Sweden’s net store sales, ICA Maxi hypermarkets expanded their weight from 32.2% in 2020 to 33.4% in 2024. This demonstrates not just volume resilience but growing strategic weight within ICA Gruppen’s ecosystem. Between 2020 and 2024, the number of ICA Maxi hypermarkets rose from 87 to 92. During the same period, store sales for this banner grew from SEK 42.1 billion (4.2 billion euros) to SEK 51.3 billion (4.5 billion euros), a rise of nearly 22% in local currency.

This growth is remarkable when seen in context. In 2024, Sweden’s total grocery retail market grew by 4.1%, according to the Swedish food retail index DVI, with food price inflation at just 1.4%. Against this backdrop, ICA Maxi’s like-for-like growth of 7.0%—compared to a total like-for-like development across all group formats of 5.4%—represents a strong outperformance, driven not by inflation, but by higher customer volumes and frequency.

At the core of this success is ICA Gruppen’s unique retail model. While not a cooperative in the legal sense, ICA operates as a merchant-owned system. Each ICA Maxi store is owned and operated by a local entrepreneur under the ICA brand, creating a rare hybrid of centralized scale and local entrepreneurship. ICA Sweden supports the network through sourcing, logistics, marketing, and digital infrastructure, while the store owners drive customer experience and range adaptation.

Investments in self-checkouts, Scan & Go, and clearly structured store layouts (with zones for seasonal goods, value promotions, and everyday staples) make the customer journey more intuitive and efficient.

But the strongest differentiator lies in its fresh food craftsmanship. ICA Maxi stores are evolving into production hubs, offering in-store bakery, confectionery, deli meats, fresh-cut fruit, and juices. This vertically integrated fresh food capability puts ICA Maxi in a different league compared to Willys and Lidl, which dominate on price but cannot replicate the artisanal depth and local variety found at ICA.

While ICA Gruppen does not aim to be a price leader, it invests heavily to ensure strong perceived value. In 2024, it continued broad-based price reductions on core assortments and enhanced its loyalty programme, Stammis, which now counts over 5 million members. Private label remains a strategic lever, with a 2024 share of 26.8%, stable compared to 26.9% in 2023.

ICA Maxi stands as a case study in how Europe’s large-format retailing can evolve—not by shrinking to compete with discounters, but by expanding its value proposition: operationally, emotionally, and entrepreneurially.

ICA Maxi in the Swedish district of Nacka welcomes shoppers with its Saluhall banner – evoking Sweden’s tradition of premium food halls known for quality, variety, and craftsmanship. “You take care of the guest – we’ll handle the rest in our own kitchen.”

“Welcome to self-scan – the smoothest way to shop.” ICA Maxi’s Scan & Go system streamlines large-format shopping into a fast, frictionless experience

Price perception matters: a bold ‘MaxiKlipp’ promotion zone right at the entrance reminds shoppers of ICA Maxi’s value credentials

In the back of the store, directly linked to production areas, serviced counters and self-service islands offer a wide range of in-house-made ready-made-meals, deli items and salads

At the in-store bakery, ICA Maxi showcases full-cycle production and handcrafted patisserie, reinforcing its fresh food credentials

A hypermarket that cooks for you: shoppers can order catering- from cakes to full meals – directly via a digital self-service terminal

Like a traditional butcher’s shop: dry-aged beef and specialty cuts spotlight ICA Maxi’s commitment to fresh food excellence

The store’s layout leads through a sequence of fresh zones, complemented by cross-category offerings, echoing the atmosphere of a traditional food market

From product to plate: “Matinspiration” meal inspiration boards offer QR-linked recipes at the entrance to each self-service section, combining inspiration with quick choice

In the heart of the fresh zone, the Fruktbar fruit bar blends health and convenience with high-quality fruit trays and cups, freshly prepared for singles and families

ICA Maxi’s in-house fruit trays are a clear signal of artisanal care and quality

In the fresh produce zone, mirrors enhance abundance, while oversized portraits of local staff build trust and a sense of connection

The Saluhall spirit carries into the vegetable section: clean lines and market-style presentation anchored by the store’s “Nackas Egna” (Nacka’s own) brand identity

Under the Maxi Lokalt label, fresh herbs from nearby producers make local sourcing visible and tangible

A chilled section with dedicated design nudges shoppers toward plant-based choices

Local cows and smiling staff set the tone in dairy. With over half the shelf space for lactose-free products, the message is clear: local, trusted, inclusive

Through Maxi Lokalt storytelling, ICA Maxi turns regional sourcing into a clear purchase argument, here for eggs

In the ambient section, the value message gets loud: “MaxiKlipp!” promotions in bold red and yellow ensure no deal goes unnoticed

Wide aisles and clear overhead signage facilitate a quicker and clearer navigation for large-format shopping

Clearly zoned and visually framed, the organic section at ICA Maxi brings together specialized brands, eco-labels, and green messaging

Bulk candy, Scandinavian-style: a seemingly endless wall of pick & mix sweets invites to self-serve indulgence

Self-checkout: Clear signage and layout keep the checkout process simple and fast – 15 items, card payment only