Each of the two retailers has its core customer base, with each swearing by the superiority of one over the other.
Generally speaking, Switzerland’s population is divided into two camps: Migros loyalists and Coop loyalists.
And this support is not only based on cheapest prices; which of the two supermarkets consumers prefer to shop at is also determined by income bracket and even education level:
READ ALSO: What your choice of Swiss supermarket says about you
However, if you don't care about alliances but are a pragmatic shopper who is interested only in the best deals, this information will be useful to you:
Coop overtakes Migros in core business
As Swiss media reported, Coop has overtaken Migros in the food sector, with a market share of 43 percent compared to 37.4 percent.
That’s because Coop is currently “particularly successful in the meat and fresh vegetable sectors, while Migros is focusing on long-term investments and store renovations.”
But this is not a totally new phenomenon.
Already at the end of 2024, Coop had overtaken Migros with a 43-percent market share in organic products – continuing this trend into 2025.
In total, nearly 40,000 food and non-food products are available in Coop supermarkets. Migros itself produces 20,000 products under its own brand. In larger Migros stores, between 25,000 and 45,000 items are available, including many branded products.
What about online?
If you prefer online shopping over the physical stores, in this area Coop is ahead as well.
With 21,000 products available online, Coop is significantly ahead of Migros, whose online store only offers 12,500 items.
However, to close this gap, Migros will build a second distribution center in Regensdorf (Zurich) by 2026, increasing its product range to 21,000 items, and therefore matching Coop's offering.
Where else can shoppers get great deals right now?
It depends on what product(s) you are looking for
In terms of bread and other baked goods, Aldi is your best bet.
The discount retailer has drastically cut the price of its bread: a 500-gr semi-white loaf now costs 99 cents, almost a fifth less than before.
Similarly, brown bread is now also available for 99 cents – a reduction of 14 percent. The price of other types of baked goods has also dropped, by up to 18 percent.
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