Junge and Romands prefer Coop to Migros
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Migros boss Fabrice Zumbrunnen leaves his successor with a lot of work: Competitor Coop is in the fast lane.
Photo: Dominique Meienberg
Migros is still the most popular Swiss brand under Fabrice Zumbrunnen. With an emphasis on “still”, as the “Brand Indicator Switzerland” 2023 shows, a representative online survey of 2279 people aged 16 to 65 years. Because Coop boss Philipp Wyss is in the fast lane. In the under-30 age group and in French-speaking Switzerland, Coop is number one for the first time. The same applies to the influential opinion leaders who were surveyed separately. In online retail, too, Coop has made a giant leap forward with its platform of the same name and is now the clear number one. The advertiser Frank Bodin, who wrote the study together with the market research institute Deeptrue and the PR offices Furrer Hugi and PR Fact, warns Migros: If it does not succeed in addressing younger generations significantly better again, it will lose its top position, which it has held for years lose in the general population. So a fair amount of work has to be done for Zumbrunnen’s successor.
