Supermarket comparisons in Iceland: how to shop smart on any budget
Supermarkets in Iceland might not be the first thing you plan, yet they shape your journey more than you think. Where you shop affects what you spend, what you taste, and how smoothly your road trip runs. I grew up in Reykjavík, and I still love the small rituals of a good shop before a long drive. In this guide I will help you choose the right stores, find local flavors, and plan stops so your króna goes further without losing the joy of a treat.
- Bónus and Krónan remain the most popular low-cost supermarkets in Iceland.
- Prís is a new budget-friendly chain with very low prices and growing popularity among locals.
- Nettó and Samkaup are dependable options in smaller towns.
- Hagkaup and Costco are best for premium products, specialty items, and bulk buying.
- 10–11 is convenient but significantly more expensive, best avoided unless it’s your only option.
- Plan ahead, bring reusable bags, and choose where to shop based on your route and travel style.
Iceland’s supermarket landscape
Choice is widest in Reykjavík and Akureyri. Once you head into the countryside, options become fewer and prices rise. Many goods are imported and transport adds cost, so it pays to stock up where competition is strongest. Locally grown vegetables are common thanks to geothermal greenhouses. Icelandic cucumbers, tomatoes, and herbs are often just as fresh as imported ones.
If you plan ahead, you can save money and eat well wherever you travel. Shopping smart before a long drive can easily cut your daily food costs in half compared with eating out every day.
For more Iceland travel insight, explore our related guides: Explore Iceland blog hub, Budget travel in Iceland, Icelandic food culture, Ring Road itinerary.
Chain by chain comparison
Here’s what each supermarket chain offers, with examples of where to find them and what kind of prices to expect.
Bónus
Bónus is Iceland’s classic discount supermarket. Its yellow pig logo is instantly recognizable, and it’s loved by locals for being cheap, simple, and reliable. The stores focus on everyday essentials with few frills, ideal for road trip supplies or budget-minded travelers.
Example locations
- Fiskislóð 2, 101 Reykjavík
- Norðlingabraut 2, 110 Reykjavík
- Kjarnagata 2, 600 Akureyri
Prís
Prís is a new low-cost supermarket chain that has quickly become known for offering some of the cheapest prices in Iceland. Its concept focuses on simple store layouts, minimal staffing, and efficient logistics, similar to discount models in mainland Europe. Locals appreciate its straightforward approach and consistently low prices, making it a rising alternative to Bónus and Krónan.
Example locations
- Hafnarfjörður, Reykjavíkurvegur 64
- Kopavogur, Smáralind area
- Akureyri (coming soon)
Krónan
Krónan offers a balance between value and variety. Its stores are clean, modern, and often emphasize healthy living. Prices are a bit higher than Bónus or Prís, but you’ll find more selection and frequent discounts. Many branches now focus on sustainability, including refill stations and less plastic packaging.
Example locations
- Fiskislóð 15–21, 101 Reykjavík
- Skeifan 19, 108 Reykjavík
- Tryggvabraut 8, 600 Akureyri
Nettó
Nettó stores appear in many mid-sized towns and balance convenience with a solid range of products. You can often find them on the Ring Road, which makes them perfect for travelers covering longer distances. Some branches are open 24 hours in larger towns, and most have a decent fresh food section.
Example locations
- Mjódd, Reykjavík (open 24 hours)
- Laugmúli 7, 105 Reykjavík
- Iðavellir 14, 230 Keflavík
Hagkaup
Hagkaup is where many Icelanders go when they want something special. The stores stock international brands, gourmet ingredients, and home goods alongside regular groceries. The prices are higher, but the experience is pleasant and the selection is unmatched. Hagkaup in Kringlan is open late, which helps when you arrive back in the city after a long day.
Example locations
- Skeifan 15, 108 Reykjavík
- Kringlan shopping mall, 103 Reykjavík
- Skútuvogur 5, 104 Reykjavík
Samkaup family stores
Samkaup operates several smaller brands, Krambúðin, Kjörbúðin, and the Iceland stores. These are vital in small towns and villages where other options don’t exist. Prices are higher than in the capital, but they ensure locals and travelers alike can get essentials anywhere in the country.
Example locations
- Krambúðin, Eggertsgata 24, 102 Reykjavík
- Krambúðin, Borgarbraut 1, 603 Akureyri
- Kjörbúðin, Bogabraut 1, 545 Skagaströnd
Krambúðin site | Kjörbúðin stores
Costco Iceland
Costco Iceland, located in Garðabær near Reykjavík, offers bulk goods and imported items at competitive prices. It’s ideal for group travelers or families staying longer in Iceland. However, you’ll need a membership to enter, and for short stays it may not be worth the sign-up. If you already have an international Costco card, it’s a convenient way to buy in bulk before heading out on the Ring Road.
Example location
- Kauptún 3, 210 Garðabær
10–11
10–11 is Iceland’s late-night convenience chain, often located in tourist-heavy areas and open 24 hours. While useful if you run out of essentials after hours, it is by far the most expensive option, sometimes double the price of the same item at Bónus, Prís, or Krónan. Most locals avoid it unless absolutely necessary, and travelers should do the same. Plan ahead, shop earlier in the day, and treat 10–11 as a backup, not a supermarket.
Example locations
- Austurstræti, 101 Reykjavík
- Laugavegur 116, 105 Reykjavík
- Keflavík Airport arrivals hall
Budget route and splurge route
The smartest travelers mix both. Stock up on basics at discount stores like Bónus, Prís, or Krónan, then enjoy small upgrades when you reach towns with more variety. That balance saves money and still gives you the pleasure of trying Icelandic food the local way.
Budget route
- Buy pasta, rice, canned fish, and sauces at Bónus, Prís, or Krónan.
- Add fresh dairy, eggs, and vegetables once a week when you pass larger towns.
- Check discount shelves late in the day for marked-down prices.
- Choose Icelandic brands for equal quality at lower cost.
Splurge route
- Visit Hagkaup or Krónan for specialty chocolate, cheese, or bakery treats.
- Try local favorites such as skyr, rúgbrauð, smoked lamb, or harðfiskur (dried fish).
- Build a picnic from fresh bread, local produce, and cheese. You will find perfect picnic spots across the South Coast and Snæfellsnes.
Sample shopping list
| Item | Budget version | Splurge version |
|---|---|---|
| Cheese | Store-brand sliced cheese | Imported soft or aged cheese |
| Protein | Canned tuna or frozen fish | Fresh smoked or local fish |
| Snacks | Local crisps or basic chocolate | Artisan chocolate or nuts |
| Fruit and vegetables | Greenhouse-grown basics | Organic or seasonal produce |
Insider tips from a local
- Bring your own bag. Most supermarkets charge for paper or reusable ones.
- Watch for discounts on food close to its best-before date.
- Compare unit pricing to spot better value between local and imported brands.
- In small towns, deliveries often arrive mid-week, shop soon after for the freshest stock.
- Reykjavík stores stay open late, but rural ones close early, so plan accordingly.
Route planning
Reykjavík and the Golden Circle
- Start with a full shop in Reykjavík at Bónus, Prís, or Krónan.
- Top up in Selfoss or Hella before heading east.
- Stop at Hagkaup or Costco before leaving the capital if you need bulk goods or specialty items.
Ring Road clockwise
- Stock up in Reykjavík before departure.
- Restock in key towns such as Vík, Höfn, Egilsstaðir, Akureyri, and Borgarnes.
- Carry backup groceries for Westfjords and Eastfjords segments, where stores are limited.
Useful links
Next reads
Keep exploring Iceland with more travel and culture insights: Explore Iceland blog hub, Budget travel in Iceland, Local food culture guide, Ring Road itinerary.
