Migros: Products, Prices and the Big Transformation
In the K-Tipp basket of 100 products of August 2025, Migros came third at CHF 243.54, 5.5 percent behind Aldi. That follows CHF 500 million of permanent price cuts in 2025 and over 1,000 products moved to discount level. M-Budget milk is CHF 1.03 per litre and butter CHF 2.95. The catch: 5 to 6 of 100 M-Budget products are missing in medium sized stores, and you then pay the higher M-Classic price.
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Updated: September 2026. Sources: K-Tipp (August 2025) and NZZ (March 2026).
Migros turned 100 in 2025. But instead of celebrating, it spent the year selling everything that wasn’t a supermarket.
Hotelplan (travel agency). Mibelle (cosmetics). SportX. Melectronics. Do it + Garden. Tegut in Germany. The 25 Alnatura organic shops (closed end 2025). All gone. CEO Mario Irminger’s message: "Migros is going back to what it does best. The supermarket."
And to win back lost customers: CHF 500 million in permanent price cuts in 2025. Over 1,000 products reduced "to discount level". M-Budget strengthened. Cumulus expanded. 140 new stores planned by 2030.
Migros by the numbers (2026)
| Fact | Value |
|---|---|
| Stores | 659 M/MM/MMM, 707 including teo, Alnatura and outlets (end of 2025) |
| Supermarket revenue | CHF 12.7 billion (2025, incl. online) |
| Group revenue | CHF 31.9 billion |
| Profit | CHF 1.1 billion (incl. one-off sale effects) |
| Price cuts 2025 | CHF 500 million |
| New stores planned | 140 (by 2030) |
| Renovations | 350 stores (by 2030) |
| Investment | CHF 2 billion |
| Products/store | ~13,000 |
| Cumulus members | 2+ million |
| Food market share | 37.4% (declining; Coop: 43%) |
| Alcohol in-store | No (80% cooperative vote 2022) |
| Migros Online | CHF 362 million (overtaken by coop.ch) |
| CEO | Mario Irminger |
| Founded | 1925 by Gottlieb Duttweiler |
Migros’s assortment runs to 40,000+ SKUs, but only a slice goes on Aktion each week. Here are Migros’s current offers; type a product to see whether it is on offer this week.
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Migros · full assortment, live prices · Migros
Offers
Prices: what changed?
After CHF 500 million in cuts: K-Tipp 100 products (Aug 2025): Migros third at CHF 243.54 (5.5% behind Aldi).
M-Budget weapon: milk CHF 1.03/L (cheaper than Aldi), butter CHF 2.95 (cheaper than Lidl), spaghetti CHF 1.20/kg (discount level).
K-Tipp: "M-Budget and Prix Garantie are at discount-level pricing on many staples." Irminger: "There’s no reason to go to a discounter any more."
But: 5-6 out of 100 M-Budget products missing in medium stores. Then you pay the higher M-Classic price.
Migros grocery prices in Switzerland: 2025 and 2026 compared
In the K-Tipp test of 100 products (August 2025) Migros came third at CHF 243.54, 5.5 percent behind Aldi, after CHF 500 million of permanent price cuts in 2025 and over 1,000 products moved to discount level. On M-Budget staples the gap closes: milk CHF 1.03 per litre, butter CHF 2.95, spaghetti CHF 1.20 per kilo. Two things keep the 2026 picture honest. First, 5 to 6 of 100 M-Budget products are missing in medium sized stores, and you then pay the higher M-Classic price. Second, budget meat goes the other way, with Prix Garantie chicken at CHF 11.50 per kilo against CHF 13.80 for M-Budget. Prices also move week by week with the offers: Rappn puts the current offers of seven chains side by side with the price per kilo, free and without an account. Compare M-Budget and Prix Garantie item by item.
Where Migros is weaker
Market share: 37.4% Food (Coop: 43%). Losing in nearly all categories.
Online: Migros Online 20% pricier than coop.ch. Overtaken in revenue.
No alcohol: Confirmed 2022 by 80% of cooperative members. Denner or Migros Online for alcohol.
Budget meat: M-Budget chicken CHF 13.80/kg vs Prix Garantie CHF 11.50/kg.
The big restructure
2024-2025: sold/closed Hotelplan, Mibelle, SportX, Melectronics, Do it + Garden, Tegut, Alnatura. Focus: supermarket only. New Migros Supermarkt AG centralises purchasing across 10 cooperatives. Private label share from 78% to 80%.
Irminger (NZZ, March 2026): "It’s completely irrelevant whether Coop overtakes us."
Cumulus
2+ million members. 1 point/CHF = 1% cashback = ~CHF 120/year. Personalised vouchers CHF 5-15/month extra. Cumulus Visa (Migros Bank): free, points outside Migros, travel insurance, no FX fees.
Who is Migros for?
Perfect if: full weekly shop in one place, M-Budget for basics, Cumulus user, wide range (13,000 items), quality fruit/veg.
Less so if: lowest price is priority (Lidl/Aldi 5% cheaper), need alcohol, shop online (coop.ch cheaper), buy budget meat (Prix Garantie better).
Updated: .
Why Rappn?
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- 100% free: no subscription, no hidden costs
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Frequently Asked Questions
Is Migros the cheapest?
No, but much more competitive after CHF 500M price cuts. M-Budget near discount level on many staples. Third in tests behind Lidl/Aldi.
Why doesn’t Migros sell alcohol?
Founder’s decision (1925), confirmed by 80% of cooperative members in 2022. Alcohol at Denner or Migros Online.
Is Cumulus worth it?
Yes. Free, 1% cashback plus personalised vouchers. But shouldn’t be the reason you choose the store.
Is M-Budget as cheap as Aldi?
On many staples yes (K-Tipp Aug 2025). But not always in stock in smaller stores.