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Swedish energy brands in 2024: customer NPS from +36 to −47
A snapshot published October 2025. Customer NPS for Swedish energy brands in 2024 ranged from +36 to −47, and the four largest suppliers all scored between −26 and −47.
Chief Data Officer and Co-founder
· 2 min read
Data
Source. Odyssey Energy Signal, Swedish consumers. Online panel interviews, weighted. 10,730 interviews from January to December 2024, compared with January to December 2023.
MethodContents4 sections
Snapshot, published October 2025. Based on Energy Signal interviews from January to December 2024. Later data is not included.
Among Swedish energy brands with at least 100 customers in our 2024 sample, customer NPS ranged from +36 for Stockholms Elbolag to −47 for Ellevio. The four brands with the most customers, Vattenfall, E.ON, Fortum and Ellevio, all scored between −26 and −47.
Net Promoter Score is asked here of each company's own customers: how likely they are to recommend it to a friend or colleague, on a scale from 0 to 10. Promoters answer 9 or 10 and detractors 0 to 6, and NPS is the share of promoters minus the share of detractors.
Because the customers come from a market sample rather than from each company's customer list, every brand is measured in the same way.
Customer NPS for Swedish energy brands, 2024
Three brands lead, Stockholms Elbolag at +36 and Nordic Green Energy and Tibber at +26, and the differences between them are within the margin of error. Skellefteå Kraft, Greenely and Enkla Elbolaget follow at +8 to +10.
At the other end, Ellevio's −47 is lower than any other brand shown, by more than the margin of error.
The largest energy suppliers have the lowest NPS
The four largest brands count between 7% and 18% of all respondents as customers:
- Vattenfall 18.2%
- E.ON 18.0%
- Fortum 10.6%
- Ellevio 6.9%
The three highest-scoring brands each count under 4%. Across all 23 brands, customer share and NPS are only moderately related, with a correlation of −0.42. Göteborg Energi scores −15 with 6.7% of respondents as customers, and Kraftringen −35 with 1.4%.
Two features of the Swedish market matter when reading the large brands' scores:
- Ellevio runs electricity networks, and a household cannot choose its network company.
- Households that never choose an electricity supplier are placed with one designated by their network company.
A challenger's customers have, almost by definition, chosen it. Energy Signal does not ask how customers came to their supplier, so this is context for the pattern rather than a measured cause.
Little change in energy brand NPS since 2023
Compared with 2023, no brand's NPS moved by more than its margin of error. The largest changes were Tibber, up 12 points from +14, and Bixia, up 12 points from −19, and both are within the margin at these sample sizes.
Vattenfall, E.ON, Fortum and Ellevio each moved by 3 to 4 points.
What the 2024 NPS figures mean for energy suppliers
- Large suppliers. An NPS measured on a broad customer base, including network customers and households that never chose a supplier, is not directly comparable with a challenger's. Comparing with their own history and with brands of similar size gives a fairer read, and the reasons behind the detractors say more than the score itself.
- Challengers. A high score among customers who chose them shows that the offer works for those customers. Whether it holds as the customer base grows is an open question, and one year of data cannot answer it.
Related product: Odyssey Brand Signal, the brand tracking platform
About the data
Source. Odyssey Energy Signal, Swedish consumers. Online panel interviews, weighted. 10,730 interviews from January to December 2024, compared with January to December 2023.
NPS. "How likely is it that you would recommend the following company to a friend or colleague?" asked of each company's customers. Brands with fewer than 100 customer answers in 2024 are not shown. NPS is calculated before rounding, so it can differ by one point from promoters minus detractors in the table. Approximate 95% margins of error range from ±4 points for Vattenfall and E.ON to ±16 points for the smallest bases shown.
Customer share. Share of all respondents who say they are currently customers of the company. Across the 23 brands shown, the Pearson correlation between customer share and NPS is −0.42.
Revision. First published in October 2025 and revised in October 2026. The data period is unchanged.
AI use. The figures were computed with Odyssey's data engine. An AI assistant helped draft the text, which was checked against the data.
About the author
Chief Data Officer and Co-founder
Fredrik Augustsson is Chief Data Officer and Co-founder of Odyssey. He is a data scientist with more than 20 years of experience in market and brand research.
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