Which are the most recommended brands in Sweden?
The Sweden´s Most Recommended Brands 2026 report identifies the brands with the strongest positive Recommend scores among their current customers across the country.
Swedish consumers continue to strongly advocate for brands that deliver value and positive customer experiences. This year, Momondo, Toyota, and Skoda take the top three spots in Sweden’s Most Recommended Brands ranking, with recommendation scores separated by less than one percentage point.
#1 Momondo (83.0%)
Momondo leads the ranking, demonstrating strong customer advocacy and highlighting the importance of delivering a seamless and valuable travel planning experience.
#2 Toyota (82.4%)
Toyota secures second place, continuing to earn high levels of recommendation from customers through its reputation for reliability, quality, and satisfaction
#3 Skoda (82.2%)
Skoda rounds out the top three, reflecting strong customer loyalty and positive perceptions of value among Swedish consumers.
Together, the results show that brands that consistently meet customer expectations and deliver outstanding experiences are most likely to turn customers into enthusiastic advocates.
What's inside the report?
- Top 10 rankings – Explore the top 10 most recommended brands in Sweden
- Most-improved brands – See which brands have made the biggest gains in customer recommendation year on year.
- Sector leaders – Dive into sector-specific rankings across the categories automotive, financial services, and retail.
- Brand performance – Understand how the leading brand performs across Impression, Value, Quality, Satisfaction, Reputation and Recommend.
What makes a brand highly recommended?
Being well known doesn't necessarily mean being highly recommended.
YouGov's Most Recommended Brands rankings look at positive Recommend scores among current customers – people who have purchased from a brand within the relevant timeframe for its sector.
The Recommend question asks respondents:
“Which of the following brands would you recommend to a friend or colleague?”
This makes recommendation a useful lens for understanding how strongly customers are willing to endorse the brands they use.
Want to understand how your brand performs?
The rankings show who's winning customer recommendation today. YouGov BrandIndex can help you understand how your brand is performing over time and against your competitors.
Discover the most recommended brands across all regions here.