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Iceland profile

A guide to Iceland and its operations today. Updated half yearly to include latest information on performance, strategic developments, marketing initiatives, key personnel and must see stores.

Iceland: data

See data on the retailer’s performance and forecasts for its operations by channel.

Iceland snapshot

An essential summary of trading priorities, latest developments, and other key commercial insights for Iceland.

UK Country Presentation

A guide to the UK’s grocery market and how we expect the country, its leading retailers and channels to evolve over the next five years.

Latest News

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As new data shows inflation reached 7.0% in Great Britain in the last four weeks, we round up initiatives from Asda, Iceland and Superdrug as they look to promote the value on offer.

More News

Iceland has opened its first small format Swift store in London and four more are set to follow over the next six months. The Wembley store has opened exactly one store year after the format was piloted in Newcastle. What’s distinctive about Swift? Swift represent a striking break from Iceland’s established formats, reimagining the retailer’s frozen food strengths within an effective broad-...
The GB market declined 3.7% in the 12 weeks to 20 February against 2021’s performance, according to the latest results from Kantar. Despite the decline seen against 2021, sales remain significantly higher than in 2020, up by 8.4%. Inflation continues to rise Grocery inflation reached 4.3% in February. Other than the start of the pandemic, this is the fastest rate of inflation growth seen ...
Frozen food specialist Iceland has long been committed to ‘doing it right’ and ensuring it is having a positive impact on people and planet. We look at its latest plans to reduce plastic and food waste. Trialling new packaging solutions… Reducing plastic is key to Iceland’s sustainability plans. Its goal is to remove all plastic packaging from its private label products by 2023. As par...
Retail Analysis 5–year forecasts

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