• Corporate communications
  • Media relations
  • PR strategy
  • Thought Leadership
  • Trend analysis


ICA Gruppen is one of the Nordic region’s largest players in the grocery trade and for over a hundred years, ICA has followed how society has changed by watching eating habits and consumer behaviors. The food we eat is a big part of our culture and our society, and the grocery store is a central part of our everyday lives.

Apart from the wide knowledge about the history, ICA also strives to have the best understanding of the future. ICA is a true thought leader and work actively to strengthen this position and share insights and knowledge about trends and consumer behavior. Some of this work is presented annually through a comprehensive report where ICA looks into the future – “Framtidsrapporten”. With the help of trend analysts, in-depth interviews with researchers, start-up’s and representatives from ICA as well as quantitative surveys among Swedish consumers, ICA investigate consumer behaviors, driving forces, barriers and trends about our future lives and food culture.

Wenderfalck’s mission is to be a communicative advisor in the making of the report and to handle the activation of the results towards media and the society. We create the strategy for the launch of the comprehensive content and are responsible for the media relations and interviews with key spokespersons from ICA, resulting in a broad coverage with 5+ million reach yearly – that consolidates ICA as the leader of consumer knowledge even for the upcoming 100 years.