Coop vs Migros: Prices, Promotions and Market Share Compared
In the K-Tipp basket of 100 everyday products (August 2025), Migros came to about 3% less than Coop, and it put CHF 500 million into price cuts in 2025. Coop still reached 43% of the food and near-food market against 37.4% for Migros (Nielsen Retail Monitor 2025). Updated: September 2026. On meat, promotions, online shopping, organic and alcohol, the picture differs. Here is what the numbers show, category by category.
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Coop and Migros share most of Swiss grocery retail, and the 2025–2026 numbers do not all point the same way.
On base prices the tests do not all point the same way: in the K-Tipp basket of 100 everyday products (August 2025), the shop cost CHF 243.54 at Migros and CHF 250.70 at Coop, about 3% more; in the RTS basket of 30 basics (April 2024), Coop at CHF 167.82 came in just under Migros at CHF 170.37. On branded goods, bonus.ch found mostly identical prices in August 2025. Migros invested CHF 500 million in price cuts in 2025.
On market share, the order flips. According to the Nielsen Retail Monitor, Coop has reached a 43% market share in food and near-food, Migros 37.4%. In supermarket revenues, the gap has narrowed to a few hundred million (CHF 12.4 billion Coop, CHF 12.7 billion Migros in 2025). Migros CEO Mario Irminger told NZZ in March 2026: "Whether Coop overtakes us is completely irrelevant."
The base price alone does not explain market share. Here is what the numbers show in the other categories.
What the Numbers Show at Coop
Meat: Prix Garantie price cuts
Prix Garantie cut meat prices by up to 27% in 2025. Chicken breast Prix Garantie costs CHF 11.50 per kilo.
According to Nielsen, Coop gained market share in meat and fish, while Migros lost 1.1%.
Promotions and Price Cuts
In March 2026, Coop permanently cut the price of over 100 branded products by up to 17%. Since early 2026, over 500 products have become cheaper. For a household that buys mostly on promotion, the gap on base prices is therefore one criterion among several.
Online Shopping: coop.ch and Migros Online
A saldo basket comparison (issue 01/2022, 18 January 2022, just over 50 products) found that at Coop the shop cost almost the same online and in store, while at Migros the gap was large. In 2025, coop.ch overtook Migros Online as the largest online supermarket in Switzerland (CHF 375M vs CHF 362M).
Alcohol
Coop sells wine, beer, prosecco and spirits directly in the store; Migros supermarkets do not. If you shop at Migros, you therefore need a separate stop for alcohol, for example at Denner, which belongs to the Migros group.
Organic: Naturaplan and Migros Bio
Coop sells its organic range under the Naturaplan brand, Migros under the Migros Bio brand. Our guide Naturaplan vs Migros Bio compares the two lines.
Store Network
Coop has 982 supermarket outlets (2025), Migros 659 M, MM and MMM supermarkets (end of 2025). The Coop Pronto format recorded a 16% revenue increase in 2024.
Coop calls its low-price line Prix Garantie; Migros calls it M-Budget. The gaps change from product to product and from week to week: the grids below show both chains’ current deals, category by category.
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Coop vs Migros · price by price · Coop · Migros
Offers
What the Numbers Show at Migros
Basic products with M-Budget. In the K-Tipp basket of 100 everyday products (August 2025), Migros came to about 3% less than Coop. That gap applies to a basic basket bought outside promotions.
Cumulus. The programme has over 2 million members and sends personalised vouchers.
Fresh produce. Migros’s 2025 low-price programme made fruit and vegetables on average 3.6% cheaper.
Coop Switzerland supermarket value for money: the review against Migros
On base prices Migros is lower: M-Budget is 3 to 5% below Prix Garantie on everyday products, and the 2025 low-price programme made fruit and vegetables on average 3.6% cheaper. On other lines the numbers point elsewhere. Prix Garantie meat prices fell by up to 27% in 2025 and chicken breast sits at CHF 11.50 a kilo. Since early 2026 over 500 Coop products have become cheaper, more than 100 of them branded lines cut by up to 17% in March 2026. Online, K-Tipp put Migros Online around 20% above coop.ch on a basket of 40 products. Value for money depends on how you shop, not on the logo above the door.
Two Different Strategies
The Migros group long ran many businesses outside Swiss food retail (Hotelplan, Mibelle, SportX, Melectronics, Do it + Garden, Tegut in Germany). Coop centralised its organisation 25 years ago, invested in the Pronto format, expanded coop.ch and focused on promotions.
In the Nielsen Retail Monitor 2025, Coop is growing in almost all food categories, while Migros is losing in almost all.
Coop or Migros: It Depends on How You Shop
The numbers above point to Coop if you shop online, buy alcohol with the rest of your shopping, or a Coop store is closest to you.
They point to Migros if you mainly buy M-Budget, make heavy use of Cumulus, or shop without following the promotions.
A simple strategy: basics at whichever store is closest, stock only on promotion, at whichever chain has the more interesting offer that week.
Updated: .
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Frequently Asked Questions
Is Coop cheaper than Migros?
It depends on the category. In the K-Tipp basket of 100 everyday products (August 2025), Migros came to about 3% less than Coop; in the RTS basket (April 2024), Coop was just under Migros. On the Coop side: over 100 branded products permanently cut in March 2026, chicken breast Prix Garantie at CHF 11.50 a kilo and, according to saldo (January 2022), almost the same prices online as in store, while at Migros the gap was large. Of the two, only Coop sells alcohol in its supermarkets.
Why does Coop have a higher market share than Migros?
Base price is only one criterion among several. Coop has more supermarket outlets (982 vs 659), focuses on promotions, overtook Migros Online in 2025 with coop.ch and sells alcohol. According to Nielsen 2025, Coop has 43% food market share vs 37.4% for Migros.
Migros vs Coop in Switzerland: how does fresh food compare?
On fruit and vegetables, Migros’s 2025 low-price programme made them on average 3.6% cheaper. On meat, Coop cut Prix Garantie meat prices by up to 27% in 2025 and prices chicken breast Prix Garantie at CHF 11.50 a kilo, and Nielsen has Coop gaining share in meat and fish while Migros lost 1.1%. For organic fresh food, Coop sells Naturaplan and Migros sells Migros Bio. Which of the two is lower in your week depends on the promotions running that week.
Coop or Migros: where is online shopping cheaper?
In a saldo basket comparison (issue 01/2022, 18 January 2022), the shop cost almost the same online and in store at Coop, while at Migros the gap was large. In 2025, coop.ch became the largest online supermarket in Switzerland (CHF 375M against CHF 362M for Migros Online).
Migros vs Coop wine selection comparison in Switzerland: who sells what?
Coop sells wine, beer, prosecco and spirits directly in the store, and Migros supermarkets do not. If you buy alcohol regularly, Coop puts the bottles in the same basket; at Migros it takes a separate stop, for example at Denner, part of the Migros group. In the K-Tipp basket of 100 everyday products (August 2025), Migros came to about 3% less than Coop, so the wine run can decide where the full basket lands.
Migros vs Coop Easter chocolate comparison: which one is ahead?
This guide does not price seasonal Easter lines item by item, and on branded chocolate the week decides. Coop permanently cut over 100 branded products by up to 17% in March 2026, while M-Budget is 3 to 5% lower on own-label basics. The answer therefore changes from week to week: check the promotions that are actually running before you fill the basket.