Coop vs Migros: Prices, Promotions and Market Share Compared
It depends on the category. In the K-Tipp basket of 100 everyday products (August 2025), Migros came to about 3% less than Coop. Coop still reached 43% of the food and near-food market against 37.4% for Migros (Nielsen Retail Monitor 2025). Meat, promotions, online shopping, organic and alcohol each tell a different story. Updated: September 2026.
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Coop and Migros share most of Swiss grocery retail, but base prices and market share tell different stories.
The tests disagree on base prices. 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 came in just under Migros, at CHF 167.82 against CHF 170.37. On branded goods, bonus.ch found mostly identical prices in August 2025. Migros is cutting prices permanently by CHF 500 million a year, and about half of that was in place in 2025.
Market share flips the order. According to the Nielsen Retail Monitor, Coop has reached 43% of the food and near-food market, Migros 37.4%. In supermarket revenues the lead has narrowed to a few hundred million (CHF 12.7 billion Migros ahead of CHF 12.4 billion Coop 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, and the categories below fill in the rest.
What the Numbers Show at Coop
Meat: Prix Garantie price cuts
Prix Garantie cut meat prices by up to 27% in 2025, and 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%, and since early 2026 over 500 products have become cheaper. If you buy mostly on promotion, the gap on base prices is one criterion among several.
Online Shopping: coop.ch and Migros Online
At Coop the shop cost almost the same online and in store, while at Migros the gap was large: that was the result of a saldo basket comparison of just over 50 products (issue 01/2022, 18 January 2022). 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 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 the tests disagree: Migros came to about 3% less in the K-Tipp basket of 100 everyday products (August 2025) but slightly more in the RTS basket of 30 basics (April 2024), 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, in March 2024 K-Tipp put Migros Online around 20% above coop.ch on a basket of 40 products.
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 in 2001, 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 point to Coop if you shop online, buy alcohol with the rest of your shopping, or have a Coop store closest to home.
They point to Migros if you mainly buy M-Budget, use Cumulus a lot, or shop without following the promotions.
A simple split: buy basics at whichever store is closest, and stock up 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, while 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 almost the same prices online as in store, while at Migros the gap was large (saldo, January 2022). 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. Nielsen 2025 puts Coop at 43% of the food market against 37.4% for Migros.
Migros vs Coop in Switzerland: how does fresh food compare?
Migros's 2025 low-price programme made fruit and vegetables 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?
At Coop the shop cost almost the same online and in store, while at Migros the gap was large, according to a saldo basket comparison (issue 01/2022, 18 January 2022). 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, at Coop the bottles go 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?
Seasonal Easter lines are not priced item by item on this page, and on branded chocolate the week decides. Coop permanently cut over 100 branded products by up to 17% in March 2026. The answer therefore changes from week to week: check the promotions that are actually running before you fill the basket.