(Nettavisen): The Kiwi had a rough go of 2023 and missed both VG’s Christmas food trade and Nettavisen’s big price test in November.
2024 starts with another bang for traders pushing prices into the Kiwi. In Nettavisen’s price test for low-price chains, they come last.
See all prices in the test below
Row 1000 up
Rema 1000 wins the price test where 74 items are checked in all three chains.
This was the result:
- Row 1000: DKK 2752.50
- Extra: NOK 2763.26, 10.76 more expensive than Rema 1000
- Kiwi: NOK 2791.68, 39.18 more expensive than Rema 1000
The Kiwi costs 1.42% more than the Rema 1000. Not a big difference, but clearly more than in price tests carried out by Nettavisen last autumn. So the difference between winner and loser in the tests was 0.3 and 0.4%.
Read more below about the grocery expert who believes in a surprise in February
– Difficult to follow
– Oh, it wasn’t a big difference, but it’s what I thought. My warning is that Rema is a little cheaper, says Moana Vadseth (22).
Stops by Rema 1000 at Bakklandet in Trondheim for some Friday action. Moana wants to be price conscious, but she thinks it may be difficult to keep up.
– I was just talking to friends about how difficult it can be to keep track of prices and where to shop, he says.
He studies in Trondheim and shops at Rema 1000 there. But when he’s at home in Sunnmøre, he often shops at Kiwi.
Nettavisen’s test shows that there is not much to be saved by changing the chain. But for individual items, prices can vary greatly.
Items with large price differences
Hatting big rolls cost 24.00 at Rema. It costs almost NOK 14 less than the competition.
Sørland chips with Spanish paprika are also clearly cheaper at Rema. The price is 20.90. It costs 6.00 less than the others.
Here Rema 1000 is the cheapest and the most expensive
On these items Rema 1000 is the cheapest chain:
ArticlesExtraKiwiRema 1000Red paprika, pack of two, cheaper, 300 g16,4716,4715,87Already cooked croissant, per piece 60 g18,2017,3515,20Iceberg salad, per piece22,9022,9019,90French fries, Spanish paprika, Southern chips, 200 g26, 9026,9020,90Ice in box, Tress/Tricolor, 2 l32,9032,9029,90Ripe avocado, 2 pcs.36,9036,9034,90Round pieces, coarse, frozen, Hatting, 600 g37,9037,9024, 00Chicken fillet, economical, 2 pcs, 425 g79.8679.9069.06
On these items Rema 1000 is the most expensive chain:
ArticlesExtraKiwiRema 1000 Cooking Spray, cheapest, 500 ml25.9325.9026.70 Chopped Tomatoes, cheapest per piece8.908.9212.80
But Extra is also clearly the cheapest on several items.
Broccoli had Extra stopped at 10 NOK. It also recently cost competitors, but Kiwi and Rema raised the price to 19.90.
The cheapest fresh salmon fillet had the lowest price per kilo at Extra. Here you can save around 4%.
There’s more to save on lightly salted fresh cod. At the Extra it cost 20% less than the other two. The reason is that Extra offers exactly 20%.
Extra is the cheapest and most expensive here
On these items Extra is the cheapest chain:
ArticlesExtraKiwiRema 1000 Broccoli, 1 pc10,0019,9019,90Farris Bris Natural u pant, 1,5 l17,9023,4023,40Tomato pieces, cheapest per pc8,908,9212,80Fresh salmon fillet with skin, cheapest, 600 g137,40143, 40143, 40Omo Ultra White, Liquid, 595 ml40.8643.0043.00 Lightly salted cod with skin approx. 400 g95.20119.00119.00
On these items Extra is the most expensive chain:
ArticlesExtraKiwiRema 1000Croissant already cooked per piece 60 g18,2017,3515,20Philadelphia light 40% less fat, 200 g27,9017,4017,43Green grapes, cheaper, 500 g34,9024,9024,90
Offers that are not the cheapest
But a percentage offer doesn’t always mean the lowest price.
Rema 1000 has a 30% discount on all Philadelphia cheeses. But even with the discount, the Rema 1000 isn’t the cheapest of the Philadelphia lights included in the test. Here the Kiwi costs 3 hours less than the Rema.
Only two items are cheaper at Kiwi: Philadelphia cheese and the cheap cooking spray variant.
Kiwi is the cheapest and most expensive here
On these items Kiwi is the cheapest chain:
ArticlesExtraKiwiRema 1000Philadelphia light 40% less keg, 200 g27.9017.4017.43 Cooking spray, cheaper, 500 ml25.9325.9026.70
On these items, Kiwi is the most expensive chain:
ArticlesExtraKiwiRema 1000 Chicken fillet, economical, 2 pcs, 425 g79.8679,9069.06 Toothpicks, in three, economical, 125 pcs, per pack.22.5024,9022.50
– Important for Rema and Extra
Rema and Extra received a real kick in the face when Kiwi last year chose to keep prices calm on February 1st. The Kiwi also won several price tests in the first half of the year.
NHH professor Øystein Foros therefore believes it is not a crisis for Kiwis to finish last.
– I think it is more important that Rema 1000 and Extra do well, says the business school professor.
– But Kiwis can’t keep coming last in these price tests. Then the impression will remain that Kiwis are more expensive and can’t live with this, she says.
He believes Kiwis are strategizing how to come out of this better, Foros says.
Price increase compared to last year
Nettavisen price tested many of the same items last year. It turns out that many prices have increased significantly. At the same time, other goods received significant price reductions.
The overview applies to Rema 1000 prices
Articles17/1/202424/1/2023 Change Butter cheese, Philadelphia light 40% less barrel, 200 g17.4329.90−12.47Omo Ultra White, liquid, 595 ml43.0049.90−6.90Fish & Crisp Gourmet, Findus, 480 g61 ,0064, 90−3,90Zalo Ultra, dishwashing detergent, 500 ml26,9027,90−1,00Nidar Favorites, Stratos, 300 g51,9052,90−1,00Milk, skimmed milk 0.5%, Q-dairies, 1 l17 ,4017 ,400.00Canned liver paste, Stabburet, 200 g18,9018,900.00Brown cheese, G 35, Tinto, 500 g52,4051,401,00Spaghetti, Barilla, 1 kg29,9028,901,00Cooked ham, sliced , Gilde, 110 g29,1027,901,20Bremykt Original, 500 g43,9041,502,40Paprika, red, pack of two, cheaper, 300 g15,8714,970,90Cream, sour cream, Jar, 300 g26,4024, 901,50Milk, H -milk, Tine, 1 l22,3020,901,40Grandiosa Original Pizza, 575 g59,9055,604,30Milk butter, Tine, 500 g52,9047,205,70Gulost, Norway, 26% fat, 500 g66,9059,507, 40Viennese sausages .908.9011.00SUM814.60776.0738.53
Two theories
Foros finds that 56 out of 74 items are priced identically across all three chains. At the same time, he notices significant price differences on some goods.
Among other things, he is surprised that Kiwi and Rema did not change the prices of cod after it was put on offer by Extra.
– A possible explanation could be that it is a product whose price is rarely tested by the media. But it is very scary for them to speculate on this. My impression is that price tests are more unpredictable than before, so there are big risks here, says Foros.
Another explanation could be this:
– This may be because traditional pricing windows are disappearing. Previously it was February 1st and July 1st, the two dates on which the chains adjusted prices after negotiations with suppliers, he says.
– They may have already started to adjust prices, says the NHH professor.
He might be surprised again
Last year, grocery stores were expected to raise prices by 10% on February 1. But then Kiwi left the prices alone. Both Rema and Extra initially set, but after a few hours they turned around and adjusted them again.
– What do you think will happen on February 1st?
– I would be surprised if all three chains return to the same price window system and raise prices at the same time on February 1, Foros says.
He believes there could still be some surprises on February 1st.
– February 1st is a great PR opportunity for chains. Then they know they have people’s attention, Foros says.
– It may be that one or more of them choose to make larger price reductions. It’s the opposite of what has been common and will therefore attract a lot of attention, says the NHH professor.
The chains comment on the result as follows:
REMA 1000: – Winning tests is always rewarding, says category and purchasing director Line Aarnes.
– Rema 1000 is and always will be the cheapest grocery store in Norway, and this and previous tests last year prove it, he says.
– It’s good for us, but above all for our customers, says Aarnes.
EXTRA: – Extra is supposed to be the cheapest and has already lowered prices, says chain director Håvard Jensen.
– There is strong competition on the market and there are small differences between the chains, but we notice that at Extra you save especially on broccoli and fish products. Let’s make the healthy choice cheap, he says.
– We started the year with another major price reduction on more than 150 popular everyday items and are doing everything we can to keep prices as low as possible, says Jensen.
Kiwi: – Of course we are not satisfied with this, says communications consultant Nora Helgesen
– A price test shows only a short snapshot and we adjust prices for several hundred items every day, he says.
He says Kiwi has already adjusted prices after receiving Nettavisen’s test results.
– Kiwis push prices and we have clearly demonstrated this over the last year. We never compromise on price, says Helgesen.
Nettavisen price test results
Here’s how we tested
Nettavisen tested the prices of Extra, Kiwi and Rema 1000 on January 17. The first price was checked at 11.38am and the last one at 2.53pm.
Grocery chains change prices frequently, and prices may have changed during the course of the test.
Nettavisen documents prices by photographing digital price labels in stores. If there are only paper posters, the item is purchased and the paper receipt constitutes documentation.
Bread and baked goods
Extra Kiwi Items Rema 1000 Croissants, already cooked, per piece. 60 g 18.20 17.35 15.20 Sifted wheat flour, 2 kg 28.10 28.10 28.10 Sugar, 1 kg 15.90 15.90 15.90 Large rolls, frozen, hats, 600 g 37 ,90 37.90 24.00 Sugar, 1 kg 26.90 26.9 0 26.90 Dry yeast, Idun, 5 – pack 22.40 22.40 22.40 Total 149.40 148.55 132.50
Green
Extra Items Kiwi Rema 1000 Oranges, loose weight, 1 kg 19.90 19.90 19.90 Ripe avocado, 2 pcs. 36.90 36.90 34.90 Fresh raspberries, 125 g 19.90 19.90 19.90 Broccoli, 1 pc. 10.00 19.90 19.90 Cherry tomatoes in a cup, cheaper, 250 g 24.90 24.90 24.90 Grapes, green, cheaper, 500 g 34.90 24.90 24.90 Iceberg salad, per piece . 22.90 22.90 19.90 Kiwis, per piece. 7.90 7.90 7.90 Clementines, cheapest, 1 kg 39.90 39.90 39.90 Red Paprika, loose, 150 g 9.44 9.44 9.44 Red Paprika, pack of two, cheapest , 300 g 16.47 16.47 15.87 Celery, per piece 19.90 19.90 19.90 TOTAL 263.01 262.91 257.31
Meat and fish
Item Extra Kiwi Rema 1000 Fish & Crisp Gourmet, Findus, 480 g 61.00 61.00 61.00 Fish gratin, Good Old Fashioned, Findus, 540 g 54.90 54.90 54.90 Chicken fillet, economical, 2 pcs., 425 g 79.86 79.90 69.06 Fresh salmon fillet with skin, cheaper, 600 g 137.40 143.40 143.40 Lightly salted cod with skin approx. 400 g 95.20 119.00 119.00 Cod fillet, fresh, cheap, 400 g 119.00 119.00 119.00 Viennese sausages, Gilde, 520 g 67.90 67.90 67.90 SUM 615.26 645.10 634.26
Dairy products and cheeses
Merci Extra Kiwi Rema 1000 Bremykt Original, 500 g 43.90 43.90 43.90 Brunost, G 35, 500 g 52.40 52.40 52.40 Gulost, Norway, 26% fat, 500 g 66.90 66, 90 66.90 Milk butter, Tine, 500 g 52.9 0 52.90 52.90 Milk, Milk H, Milk, 1 l 22.30 22.30 22.30 Milk, Skimmed milk 0.5%, Q-dairies, 1 l 17 .40 17.40 17.40 Philadelphia light 40% less barrel, 200 g 27.90 17.40 17.43 Sour cream, light 17%, Q-dairies, 300 g 19.50 19.50 19.50 Cream sour, Sour cream, Jar, 300 g 26.40 26.40 26.40 Ham cheese, Kavli, 175 g 32.90 32.90 32.90 Yoghurt, Go’morgen strawberry, Jar, 195 g 11.00 11, 00 11 .0 0 Yoghurt, berries, Tine, 500 g 22.40 22.40 22.40 SUM 395.90 385.40 385.43
Order
Extra items kiwi rema 1000 strawberry jam, homemade, Nora, 400 g 24.90 24.90 24.90 strawberry jam, without added sugar, lerum 425 g 28.90 28.90 28.90 Cooked ham, slit, guilds, 110 g 29 , 10 29.10 29.10 PET PECO PETU Stabburet, 200 g 18.90 18.90 18.90 Mackerel in tomato, Stabburet, 170 g 21.90 21.90 21.90 Nugatti Original, 500 g 36.90 36.90 36, 90 Salami, Golden salami, Grillstad, 150 g 48.90 48.90 48.9 0 Salami, Jubelsalami, Grillstad, 170 g 47.90 47.90 47.90 SUM 257.40 257.40 257.40
Dry products and ready meals
Extra Items Kiwi Rema 1000 Kellogs Corn Flakes, 500 g 35.90 35.90 35.90 Grandiosa Original Pizza, 575 g 59.90 59.90 59.90 Tomatoes in pieces, cheaper per piece. 8.90 8.92 12.80 Noodles, chicken, Mr Lee, by the piece. 11.90 11.90 11.90 Dolmio Classico pasta sauce, 500 g 29.90 29.90 29.90 Reindeer biscuits, Vilti, 500 g 45.60 45.60 45.60 Spaghetti, Barilla, 1 kg 29.90 29, 90 29.90 Pickles, cheaper, per piece. 22.80 22.80 22.80 Pickles, cucumbers Parisera, Nora, 580 g 29.90 29.90 29.90 TOTAL 274.70 274.72 278.60
Drinking
Extra items kiwi rema 1000 farris bris natural without deposit, 1.5 L 17.90 11.40 11.40 Fun light, orange juice, 0.8 l. 31.90 31.90 31.90 oat drink, barista, faceo, 1 l 26.90 26.90 26.90 tea, gray count, gemella, 25 bags 45.90 45.90 45.90 Corona beer, 6 m pack 0.355 l 235.80 235.80 235.80 Sum 358, 40 363.90 363.90
Sweet and good
Extra Items Kiwi Rema 1000 Chips, Spanish paprika, Sørland chips, 200 g 26.90 26.90 20.90 Ice in box, Tress/Tricolor, 2 l 32.90 32.90 29.90 Nidar Favourites, Stratos, 300 g 51 .90 51.90 51.90 Twist, Freia, 330 g 62.90 62.90 62.90 Vanilla sauce, Piano 0.5 l 24.00 24.00 24.00 TOTAL 198.60 198.60 189 ,60
Personal hygiene
Extra Items Kiwi Rema 1000 Cotton pads, cheaper, 80 pcs. 9.90 9.90 9.90 Colgate Caries Control toothpaste, 75 ml 17.90 17.90 17.90 Lip balm, Lypsyl blue, per pc. 27.90 27.90 27.90 Roll-On, Men Dry Impact, Nivea, 50 ml 22.90 22.90 22.90 Toothpicks, wooden, cheaper, 125 pcs., per pack. 22.50 24.90 22.50 TOTAL 101.10 103.50 101.10
home and home
Extra Items Kiwi Rema 1000 Bath spray, Jif, 500 ml 36.90 36.90 36.90 Bread bags, 6 l, 100 pcs. 18.90 18.90 18.90 Economical kitchen spray, 500 ml 25.93 25.90 26.70 Omo Ultra White, liquid, 595 ml 40.86 43.00 43.00 Zalo Ultra, dish detergent, 500 ml 26.90 26.90 26.90 TOTAL 149.49 151.6 0 152.40
2024-01-20 19:55:04
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