Easter Price War Heats Up in Norway: Kiwi and Extra Match Oda’s Cuts, Rema 1000 Stands Firm
The Easter shopping season in Norway has kicked off with a price war, initiated by online retailer Oda, which cut prices on approximately 70 items, primarily Easter confectionery. Grocery chains Kiwi and Extra have swiftly responded with matching price reductions, while Rema 1000 has announced it will not participate in the discounting.
Oda Initiates Price Cuts
Oda began the price war by reducing prices on around 70 products, with a focus on Easter treats. Nettavisen reports that this move prompted immediate reactions from competitors.
Kiwi and Extra Respond
Both Kiwi and the Coop-owned chain Extra have followed suit, implementing comparable price cuts to match Oda’s reductions. Kiwi’s Communications Director, Kristine Arvin, stated that Kiwi “shall always be the cheapest,” and prices have already been adjusted accordingly. According to Adresseavisen, Extra aims to remain Norway’s cheapest grocery chain and is continuously adjusting prices to maintain this position.
Rema 1000 Refuses to Participate
In contrast to Kiwi and Extra, Rema 1000 has declared it will not match Oda’s price cuts. Sales- and Marketing Director Pia Mellbye confirmed this to Nettavisen. Rema 1000 has, but, independently cut the price of oranges to 9.90 NOK.
Price Differences Highlighted
The differing strategies have resulted in significant price variations for popular Easter products. For example, Freia’s large milk chocolate bar is priced at 29.90 NOK at both Extra and Kiwi, aligning with Oda’s reduced price. However, Rema 1000 continues to sell the same chocolate bar for 54.90 NOK – a difference of 25 NOK. Similarly, Nidars marzipan sausages are priced at 30.90 NOK at Oda, while remaining at 39.90 NOK at Rema 1000.
Competitive Landscape
While Kiwi, Rema 1000, and Extra all claim to offer the lowest prices, price tests conducted by Nettavisen have shown that the lead in price competitiveness rotates between the chains.
Rema 1000’s Orange Discount
Despite not matching Oda’s broader price cuts, Rema 1000 launched its own promotion, reducing the price of oranges to 9.90 NOK on Friday morning. Pia Mellbye stated that Rema 1000 has “several exciting plans for Easter ahead.”