Where to Buy Groceries for Self-Catering in Iceland

Reykjavík: Supermarkets and Specialty Shops

In Reykjavík, the main supermarket chains are Bónus (yellow logo, lowest prices), Krónan (mid-range, good produce) and Nettó (larger stores). Bónus has branches in Skeifan (near the Kringlan shopping mall), Grandagarður in the old harbour district and at Laugavegur 59 in the city centre. Krónan is found at Skeifan 11 and in Kringlan. For self-catering, head to Bónus for staples: Skyr, bread, pasta, canned goods and frozen vegetables. A typical weekly shop for two people costs around 10,000–15,000 ISK. Opening hours are generally 10:00–20:00 on weekdays, 10:00–18:00 on Saturdays and 12:00–18:00 on Sundays. Note that alcohol is only sold in state-run Vínbúðin stores, which have limited hours.

Specialty shops include Hagkaup (a hypermarket with a good deli and organic section) and the Kolaportið flea market (weekends only) for fresh fish and local produce. For baking supplies, look for Mjólkurbúið or health food stores like Heilsa. If you are staying in a hotel with a kitchenette, such as in the 101 Hotel or the Reykjavík Residence, the Bónus at Laugavegur is your best bet. I would book accommodation in the 101 downtown area for easy access to these shops. Avoid buying groceries at convenience stores like 10-11, which are very expensive.

Beyond Reykjavík: Supermarkets Along the Ring Road

Outside the capital, supermarkets become sparser. In Keflavík (near the airport), there is a Bónus at Hringbraut 64 and a Krónan at Fitjar 5. In Selfoss (south coast), Bónus is at Eyrarvegur 2 and Krónan at Austurvegur 1. For the Golden Circle, the town of Hveragerði has a Krónan. In Vík, the small Krónan at Austurvegur 19 is useful but limited. Along the Ring Road, larger towns like Höfn (Bónus at Hafnarbraut 24) and Egilsstaðir (Bónus at Miðvangur 2) have good options. In the Westfjords, Ísafjörður has a Bónus at Sundlaugavegur 1. Always check opening hours: many rural stores close by 18:00 on weekdays and have reduced hours on weekends.

For fresh fish, look for local fish shops or the day’s catch at harbour markets, such as in Grindavík or Siglufjörður. Farmers’ markets are rare, but some farms sell directly (e.g., eggs and lamb). If you are staying in a remote hotel like the Hotel Rangá or the Fosshotel Glacier Lagoon, plan to shop in the nearest town before driving. I recommend renting a car and stocking up in Reykjavík or Selfoss for the first days. For the north, Akureyri has a Bónus at Langholt 1 and a Krónan at Tryggvagata 4. Avoid relying on petrol station shops for full groceries; they are convenient but pricey.

Budget Tips and What to Skip

Icelandic groceries are expensive, but you can save by choosing store brands (Bónus’s own line is good), buying frozen vegetables and cooking at your accommodation. A loaf of bread costs around 300–500 ISK, milk 200 ISK per litre, and eggs 500 ISK for a dozen. Skip imported cheese and alcohol (buy at Vínbúðin). Tap water is free and excellent. Picnic supplies like skyr, fruit and nuts are cheap. Many hotels and guesthouses offer kitchen access; booking a room with a kitchenette, such as at the Hotel Vík or the Guesthouse Galtafell, can cut food costs significantly. Self-catering works best if you shop every two to three days, as fresh produce has a short shelf life.

Seasonal Considerations and Timing

Summer (June–August) offers the widest selection of fresh produce, including rhubarb and berries. However, this is peak tourist season, so supermarkets in popular areas can be crowded. Winter (October–April) has fewer fresh options but staples are always available. Many rural roads are closed in winter, so plan your shopping trips accordingly. The best months for self-catering are May and September, when prices are lower and crowds thinner. If you are visiting during a public holiday, check store hours; some close entirely. For example, on Christmas Eve, most supermarkets close at 14:00. I would book a hotel in Reykjavík for the first night to stock up before heading to the countryside.