Competitive Landscape
Kiwi Extends Lead as Gigaboks Brings New Ideas to Discounters
Discounters in Norway remains highly concentrated, with three companies—Norgesgruppen Servicehandel AS, Reitangruppen AS, and Coop Norge SA—accounting for the entire channel. Norgesgruppen Servicehandel AS, driven primarily by Kiwi, held a 48% value share in 2025, while Reitangruppen AS (notably through Rema 1000) maintained a 46% share, with Coop Norge SA accounting for the remaining share.
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Overview:
Understand the latest market trends and future growth opportunities for the Discounters industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Discounters industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Discounters in Norway report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Discounters in Norway?
- Which are the leading retailers in Discounters in Norway?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Discounters in Norway
Key Data Insights
Discounters Summary
Kiwi and Rema 1000 Drive Price-Led Growth as Digitalisation Expands Reach
Hybrid Staffing at Coop Prix Extends Store Hours and Boosts Turnover
Rema 1000 Leverages Ai for Seamless Checkout and Dynamic Pricing
Kiwi and Rema 1000 Set to Boost Low-Price Appeal as Cost Pressures Persist
Climate and Health Initiatives a Key Part of Discounters' Long-Term Strategies
Kiwi Extends Lead as Gigaboks Brings New Ideas to Discounters
Country Reports Disclaimer
Discounters
Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Discounters research and analysis database.
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