After the logical readjustment of 2022 after the pandemic, discounters is expected to return to current value growth throughout the forecast period, with slight growth also expected in outlet numbers. This is mainly due to the attractiveness of their low-cost offerings and proximity to consumers’ homes.
Product innovation within private label is expected to help discounters fight the product variety offered by supermarkets. For example, Rema 1000 has increased its variety of ready-to-eat soup in convenient packaging, suitable for a quick lunch at the office.
The continued rise in the share of Oda, which is a 100% home delivery grocery retailer, could potentially attack the supremacy of discounters. However, Oda’s value sales are still less than 3% of the total value sales of discounters, and habits are unlikely to change overnight.
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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.
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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 DefinitionsThis report originates from Passport, our Discounters research and analysis database.
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