The Coop chain is up to 47 percent more expensive on dairy products than its fiercest competitors.
This week, the online newspaper has tested the prices of dairy products at the three major low-price chains in Norway.
They show that the differences are quite startlingly large, and that Extra is up to 47 percent higher than the competitors. On average, the Coop chain is 13 percent higher than Kiwi, which wins the price test. In comparison, it has been one of the rarities that there is a difference of more than a couple of percentage points between the three large low-price chains.
Rune Nikolaisen, who runs the site Gjerrigknark.com, wonders if we have to bury the myth that the three low-price chains are about as cheap.
– I would say that Extra has driti a bit on the move here in general. People expect these three to be similar, but it is clear that they are not. Here it must be encouraged to check prices, says Nikolaisen to Nettavisen.
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Big differences
Among the products where Extra is much higher than the competition are popular cheeses such as Norvegia, Jarlsberg and Gudbrandsdalsost, which are all between 16 and 18 percent more expensive at the low-price chain of Coop.
– The price hunters, whether they still exist or not, have not done a good enough job, says Nikolaisen.
He says it also looks “like Extra has failed a bit”.
– I think they probably manage to follow each other on standard products such as milk. Most people do not have to choose a chain when they want a standard product, but it is interesting that some stand out very much, he says.
He especially highlights the feta cheese from Apetina, which is 47 percent more expensive at Extra.
– The Apetina was completely raw. It is probably the case that the products that the chain considers to be standard goods, where they try to be equal in price. Then they try to catch up on other goods that you buy a little less often, he says.
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Purchase prices
The price test was carried out at the turn of the month June / July. Harald Kristiansen, head of communications at Coop, says that part of the explanation for the big differences is that many prices are being set up these days due to the increase in purchase prices from the grocery chains’ suppliers.
– July 1 is the day when there are many adjustments of prices due to changed purchase prices. This means that the effects are greater than what will be normal, and it will have different effects for different products in the chains. We adjust our prices continuously and customers will see that it is at least as cheap at Extra. We have proven this over a long period of time and are an important part of the reason why Extra has an incredibly strong growth in the market, says Kristiansen.
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Prize winner Kiwi also has the following comment on the test:
– We will always be the cheapest low-price chain, and our customers must be confident that it always pays to shop at Kiwi, says Nora Helgesen, communications consultant at Kiwi.
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