Swiss Retailer Customer Satisfaction Survey 2026

Whether for groceries, clothing, or other consumer goods, big retail groups are very much part of everyday life in Switzerland. But what do Swiss consumers think of these chain stores? A representative survey by online comparison service moneyland.ch inquired about customer satisfaction with major retailers.

The big orange has the most satisfied customers

A comparison of customer satisfaction ratings across the best-known chain stores shows Migros in first place. The retailer received 7.6 out of 10 points, on average, qualifying it for a “good” rating. Migros’ main rival Coop shares second place with Migros subsidiary Digitec Galaxus, both of which received 7.4 points. Ikea, Lidl Switzerland, and Landi share third place with 7.2 points each.

Müller is popular in German-speaking Switzerland, Decathlon in the Romandie

A comparison of ratings from German-speaking and French-speaking regions reveals some interesting differences. Migros takes first place in both linguistic regions. But customer satisfaction with Müller drugstores is higher in German-speaking regions (7.2 points) than in French-speaking regions (6.4 points). Sportsware retailer Decathlon is more popular in the Romandie, with 7.2 points, compared to 6.8 points in German-speaking Switzerland.

Residents of French-speaking Switzerland are also more satisfied with Denner. Customer satisfaction ratings for Brack.ch, Ochsner Sport, and Otto’s are noticeably higher in German-speaking Switzerland.

Men are more critical

A point that stands out is that men are less satisfied with retailers than women are. Satisfaction among women is higher across nearly all retailers. The only exception is Denner, which received identical ratings of 7.1 points from both genders.