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Every month, YouGov identifies the brands generating the strongest surge in Word of Mouth scores in Sweden.
Using data from YouGov BrandIndex, our daily brand tracking solution, we measure Word of Mouth, the percentage of people who say they have talked about a brand with friends or family in the past two weeks. The brands featured here recorded the largest increase in Word of Mouth in the latest month compared to the previous month.
Word of Mouth marketing: Brands recording the greatest growth in May 2026
- FUN Light – 6.1 percentage-point increase (from 7.0% in April to 13.1% in May)
- Felix – 6.1 percentage-point increase (from 6.1% in April to 12.2% in May)
- IKEA – 6.0 percentage-point increase (from 23.5% in April to 29.5% in May)
- Amazon – 5.3 percentage-point increase (from 11.3% in April to 16.6% in May)
- Bravo – 5.0 percentage-point increase (from 4.0% in April to 9.0% in May)
- Mio – 4.8 percentage-point increase (from 4.7% in April to 9.5% in May)
- MAX – 4.5 percentage-point increase (from 10.7% in April to 15.2% in May)
- Findus – 4.3 percentage-point increase (from 2.6% in April to 6.9% in May)
- ICA – 4.2 percentage-point increase (from 29.6% in April to 33.8% in May)
- Swedbank – 4.1 percentage-point increase (from 13.6% in April to 17.7% in May)
Methodology:
YouGov BrandIndex collects data on thousands of brands every day. Word of Mouth score is based on the question: “Which of the following brands have you talked about with friends or family in the past two weeks?"
Rankings in this article are based on change in Word of Mouth scores. To qualify as top improvers, a minimum base size of 300 (n) is required. In cases where the change in scores is the same between two brands, the current scores are used as a secondary metric to determine their ranking.
Brands tracked across multiple sectors are ranked based on their highest-performing sector. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking.