Is Wasa ethical and sustainable?
Wasa has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 3 Nordic markets.
Is Wasa ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Wasa ranks #49 in Norway in 2026, its strongest of 3 markets. A lower number is better.
Key takeaways
- Strongest market today: Norway at 49th (2026).
- All-time best result: 17th in Sweden (2014).
- Biggest year-over-year improvement in Sweden: moved up 11 positions from 2025 to 2026.
- Measured for 14 years (2013–2026) across 3 markets.
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Wasa's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2013–2026.
🇩🇰Wasa in Denmark
Food| Year | Rank in Denmark |
|---|---|
| 2020 | #57 |
| 2021 | #72 |
| 2022 | #62 |
| 2023 | #84 |
| 2024 | #53 |
| 2025 | #66 |
| 2026 | #57 |
🇳🇴Wasa in Norway
Food| Year | Rank in Norway |
|---|---|
| 2020 | #56 |
| 2021 | #63 |
| 2022 | #54 |
| 2023 | #46 |
| 2024 | #55 |
| 2025 | #46 |
| 2026 | #49 |
🇸🇪Wasa in Sweden
Food| Year | Rank in Sweden |
|---|---|
| 2013 | #36 |
| 2014 | #17 |
| 2015 | #30 |
| 2016 | #33 |
| 2017 | #47 |
| 2018 | #43 |
| 2019 | #68 |
| 2020 | #45 |
| 2021 | #39 |
| 2022 | #39 |
| 2023 | #29 |
| 2024 | #54 |
| 2025 | #80 |
| 2026 | #69 |
Want to know what's behind Wasa's ranking?
The full brand report shows your sustainability score, what's driving it, how you compare to competitors, and where you're exposed – with 16 years of trend data.
Questions about Wasa
Is Wasa a sustainable brand?
Wasa has been measured by the Sustainable Brand Index since 2013. Most recent rankings: Denmark #57 (2026); Norway #49 (2026); Sweden #69 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Wasa ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Wasa ranks #49 in Norway in 2026, its strongest of 3 markets. A lower number is better.
How sustainable is Wasa in Denmark?
In Denmark, Wasa ranks #57 in 2026 (industry: Food). Its best position was #53 in 2024.
How sustainable is Wasa in Norway?
In Norway, Wasa ranks #49 in 2026 (industry: Food). Its best position was #46 in 2023.
How sustainable is Wasa in Sweden?
In Sweden, Wasa ranks #69 in 2026 (industry: Food). Its best position was #17 in 2014.
Where does this data on Wasa come from?
From the Sustainable Brand Index, an independent consumer study run by SB Insight since 2011, with more than 80,000 interviews a year in Finland, Denmark, Norway, Sweden and the Netherlands.
Source: Sustainable Brand Index 2026, SB Insight.
About the ranking
The Sustainable Brand Index measures how consumers perceive a brand's sustainability – both environmental and social responsibility. Rankings are based on annual surveys of more than 80,000 consumers across Finland, Denmark, Norway, Sweden and the Netherlands. Brands are ranked within their industry and country.
Read the full methodology →