High food price inflation combined with higher interest rates have contributed to a marked increase in price consciousness in recent years, as well as increased demand for low-price and discounted items. The ambition at ICA Sweden, Rimi Baltic and Apotek Hjärtat is not to be a price leader, but to always be seen as offering value for money. All the businesses work actively on ensuring attractive prices and excellent value for money. This includes lowering prices on basic items and offering more discounts both in store and online. There is a particular emphasis on ensuring attractive prices for fruit and vegetables. ICA Sweden works on this in close collaboration with the independent ICA retailers.