Odyssey Insights: Meet the Future Winners of the B2C Energy Market
Oct 01, 2025
Content
The future of the B2C energy market is already being shaped — and the winners are emerging. Based on consumer demand drivers, brand strength, promoters/detractors, energy trends, and product interest, four brands stand out as potential "Leaders of Tomorrow":
Nordic Green Energy – The Sustainability Choice
Tibber – The Digital Disruptor
Skellefteå Kraft – The Trusted Regional Defender
Greenely – The Digital Upstart
Tibber – The Digital Disruptor
Skellefteå Kraft – The Trusted Regional Defender
Greenely – The Digital Upstart
These brands are perfectly aligned with what consumers want most: Affordable, Simple, Sustainable, and Smart Energy solutions. But while challengers are winning love, some of the largest incumbents risk decline unless they act fast.
What Consumers Demand Right Now
- Price is non-negotiable: Lowest price (48%), Saving money (36%) remain essential.
- Ease is everything: Simplicity (41%), Efficiency (42%), No problems (32%).
- Sustainability is rising: 63% expect their provider to lead on green energy.
- Trust is fragile: Poor service or unclear pricing quickly creates detractors.
- Smart is the future: 46% want hourly tariffs, 34% smart homes, 37% solar cells.
The winning formula: Affordable. Simple. Sustainable. Smart Energy.
Future Winners?
Nordic Green Energy – The Sustainability Choice
- Promoters: 55%
- Trend Fit: Sustainability (63%), Responsibility (57%)
- Product Fit: Solar (37%), Optimize Consumption (46%), Subsidies (58%)
- Why it matters: The perfect brand for the green mega trend. Needs to add reliability and value-for-money to scale faster.
Tibber – The Digital Disruptor
- Promoters: 50%
- Trend Fit: Technology (32%), Control of Expenses (28%)
- Product Fit: Hourly Rates (46%), Smart Home (34%), Optimize Consumption (46%)
- Why it matters: Built for digital-first, tech-savvy households. Well placed to ride electrification and smart energy adoption.
Skellefteå Kraft – The Trusted Regional Defender
- Promoters: 41%
- Trend Fit: Crisis Preparedness (57%), Local Connection (52%)
- Product Fit: District Heating (32%), Renewable add-ons
- Why it matters: A loyalty-driven, resilient brand. Strong foundation to grow by strengthening its ESG positioning.
Greenely – The Digital Upstart
- Promoters: 46%
- Trend Fit: Digital and Smart adoption
- Product Fit: Optimize Consumption (46%), Hourly Rates (46%), Smart Home (34%)
- Why it matters: A fast-moving challenger with strong appeal to younger, digital-native consumers.
Companies with Challenges
Not all brands are keeping up:
- Vattenfall (–26 cNPS*), E.ON (–31 cNPS*), Fortum (–36 cNPS*): Giants with scale but plagued by detractors. Seen as expensive, outdated, and not green enough.
- Göteborg Energi, Mälarenergi, Öresundskraft, Dalakraft: Regionals losing ground due to poor price perceptions and weak customer experience.
- Ellevio (–47 cNPS*), Gävle Energi (–46 cNPS*): Among the lowest performers, facing severe customer dissatisfaction and trust issues.
Unless they fix price transparency, sustainability, and service, erosion will continue.
* ) cNPS = Competitive NPS, using market sample.
Congratulations to the potential "Leaders of Tomorrow"
Nordic Green Energy – championing the sustainability megatrend.
Tibber – defining the digital-first energy experience.
Skellefteå Kraft – building on loyalty and trust.
Greenely – fast-moving disruptor winning digital natives.
Why This Matters
The B2C energy race is transforming.
- Price and reliability are the ticket to play.
- Sustainability and simplicity decide who wins loyalty.
- Smart tools and digital services will define the next wave of competition.
The future belongs to those who can combine affordability, trust, sustainability, and innovation into a compelling brand promise.
At Odyssey, we turn insights like these into growth strategies — helping energy companies move from commodity suppliers to trusted household brands in the energy transition.
The future winners are already emerging. The question is: who’s ready to join them?
Read more about our Energy Solution for both B2C and B2B — Energy Compass:
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