Is Willys ethical and sustainable?
Willys has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 1 Nordic market.
Is Willys 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, Willys ranks #38 in Sweden in 2026. A lower number is better.
Key takeaways
- Strongest market today: Sweden at 38th (2026).
- All-time best result: 22nd in Sweden (2023).
- Biggest year-over-year drop in Sweden: slipped 2 positions from 2025 to 2026.
- Measured for 16 years (2011–2026) across 1 market.
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Willys's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2011–2026.
🇸🇪Willys in Sweden
Grocery Stores| Year | Rank in Sweden |
|---|---|
| 2011 | #25 |
| 2012 | #45 |
| 2013 | #54 |
| 2014 | #81 |
| 2015 | #73 |
| 2016 | #45 |
| 2017 | #43 |
| 2018 | #41 |
| 2019 | #35 |
| 2020 | #27 |
| 2021 | #31 |
| 2022 | #44 |
| 2023 | #22 |
| 2024 | #35 |
| 2025 | #36 |
| 2026 | #38 |
Want to know what's behind Willys'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 Willys
Is Willys a sustainable brand?
Willys has been measured by the Sustainable Brand Index since 2011. Most recent rankings: Sweden #38 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Willys 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, Willys ranks #38 in Sweden in 2026. A lower number is better.
How sustainable is Willys in Sweden?
In Sweden, Willys ranks #38 in 2026 (industry: Grocery Stores). Its best position was #22 in 2023.
Where does this data on Willys 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 →