This summer we saw a record price jump for food. At the same time, the high electricity and petrol prices hit Norwegians hard. – As before, you can’t go into the store and let the children choose. Now you have to think about it because it is so expensive, says Mustafa Alkhatib on a shopping trip with the children. The high prices actually affect our shopping patterns at the grocery store, according to analysts in the major food chains. Jonas and Amira no longer get to decide as much on the shopping trip with dad Mustafa Alkhatib after the price jump. Nevertheless, they were tricked into getting chocolate and strawberry milk into the shopping basket. Photo: Silje Rognsvåg / news Choosing other tomatoes Kine Søyland, head of communications at Norgesgruppen, sees the pandemic’s large shopping baskets being wheeled away. – Now we see that we shop less, are more cost-conscious, shop less on impulse and plan more when we shop so that we avoid being tempted, says Kine Søyland, communications manager at Norgesgruppen. We are undressed in front of the shelf of cherry tomatoes. Photo: Silje Rognsvåg / news We also go for the more reasonable alternatives when we shop. – A good example is the tomato shelf, where there are many choices. We see a very clear shift from the special snack tomatoes with small packs, to buckets of half a kilo of tomatoes, she says. Norgesgruppen owns, among other things, the stores Kiwi, Meny and Spar. People also shop differently in the Extra stores, owned by Coop-Norge. Although it is still a short time since the summer’s price jump, analysts at Norgesgruppen see a different trading pattern, according to Kine Søyland, communications manager at Norgesgruppen. Photo: Norgesgruppen The cheapest products in the store’s own range have received a “sales boost”, according to Daniel Kyrre Pedersen, chain director for Extra. – In Extra, we see that customers have become more price conscious, says Pedersen. These are the trends the food chains see: The shopping basket has become smaller We go for the cheapest options in each individual food category We buy more bread and dinner food We choose quality over quantity when it comes to meat Eat more at home Bread and dinner food are also two categories The Extra chain sees sales growth in. This may indicate that we are eating out less and taking the packed lunch to work more often. We shop less and cheaper. Photo: Simon Skjelvik Brandseth / news – After the pandemic was over, we saw that people ate out much more. We see a reversal of this now. This is quite clear based on the sales development figures we have now, says Pedersen. Treating ourselves to steak on Saturdays The Helgekosen, the extra juicy Saturday dinner, is thus consumed more often within the four walls of the house. – We see that meat consumption is going down, but when we see that people want steak for dinner, people choose more exclusive and mature products. There is a change in the quality of products you buy in, he says. In total, we buy less meat, but want good ingredients when we first treat ourselves to something good. Photo: Colourbox He believes the changes will continue: – I think people in the future will be less impulse-driven and think more about what they actually buy. We believe that offers and planning of purchases will be important, says Pedersen. – In summary, there is less of the goodies, but when you first treat yourself to it, you want high quality, says Daniel Kyrre Pedersen, chain director for Extra. Photo: Coop Although it is difficult to speculate, Søyland in the Norgesgruppen also dares to say that Norwegians will still enjoy themselves in the future. – During the financial crisis, we saw that many people chose to buy extra good items in the shop to spend at home rather than going out to restaurants. It is natural to believe that we need to enjoy ourselves and treat ourselves to something good when things are tough on all fronts, she says.
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Norwegians shop differently at the grocery store after a record high price jump for food products – news Vestland
