Promoting Packaging and Selling Self-Service: The Rapid Modernization of the Swedish Food Retail Trade

The transformation in Sweden from counter-service to self-service was remarkably rapid. In little more than a decade, self-service became the dominant mode in food retailing. The packaging industry, the co-operative movement, the biggest private retailer co-operative, various academics interested in distribution matters, and reform-friendly politicians formed alliances that worked in favour of self-service. The main objective was to build a modern, rational new society, and here self-service was emblematic. ¹