Norwegian consumers are experiencing significant price fluctuations on Easter candy, with some prices nearly halving, according to recent reports. The price volatility comes as retailers compete for market share during a key holiday shopping period.
VG, a major Norwegian news outlet, conducted price comparisons of typical Easter candies across three major discount chains – Rema, Kiwi, and Coop Extra – on both Tuesday and Wednesday mornings in April 2025. The investigation revealed substantial differences in pricing between stores.
Kiwi emerged as the most affordable option in VG’s October 2025 “matbørs” (food exchange), a regular price comparison exercise. A Facebook post from Kiwi Storo on April 15, 2025, highlighted their victory in the April VG matbørs, encouraging customers to shop with them for their Easter needs.
Although Easter candy prices are fluctuating, broader trends indicate that fruit prices have been lower than usual for some time, as noted in VG’s reporting on April 9, 2025. This contrasts with the price competition observed in the confectionery sector.
The reasons behind the price reductions are complex. Stavanger Aftenblad reported on the question of why stores are lowering prices for Easter, suggesting that retailers may risk losses in doing so. The competitive landscape and the desire to attract customers appear to be driving the discounting, despite potential impacts on profit margins.
Kiwi is actively promoting itself as a destination for affordable snacks, signaling a strategy to appeal to budget-conscious shoppers. The company’s success in VG’s matbørs underscores its position as a price leader in the Norwegian grocery market.
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