“Everything” is expensive now and it will get more expensive. Next week, food prices will rise further.
Despite the fact that it has been expensive for a long time now, there is one type of item Norwegians still put in their shopping basket: sweets and snacks.
– It’s you
At Kiwi in Bjørvika, there is steady traffic at the goodies department.
– For my part, I don’t find it much tighter than usual, so I take advantage of something good in everyday life. Temptations, you know, says Jon Tveisme.
TEMPTATIONS: Jon Tveisme is ready for the weekend, and is shopping for ice cream and popcorn condiments. Photo: Simen Askjer / TV 2
Magnus Hegseth has had to change some of his shopping habits recently, but the weekend ritual remains.
– I work a lot and focus a lot on eating healthy throughout the week, so on Fridays and Saturdays I like to splurge on sweets. It’s you, says Hegseth.
He says that he has generally made major changes with regard to food. His shopping basket consists of several items from the First Price brand.
– I don’t have much left over to buy expensive things like cheese and bacon that I always used to buy before. It actually means that I buy as little and as cheaply as possible.
CHANGED SHOPPING HABITS: Magnus Hegseth has become more aware of buying cheap food, but he always has to have candy on Fridays. Photo: Simen Askjer / TV 2
– But candy, you don’t cut that out?
– Sweets are a must. I have to have that every Friday, says Hegseth with a smile.
– Stable chocolate action
The shops note that candy sales have not changed.
TV 2 has sent an inquiry to the three major grocery chains and candy manufacturers.
Those who have answered say that Norwegians like to enjoy themselves, even in times of recession.
– We can confirm that sales of sweets and snacks are still holding up well, so this indicates that despite tough times, our customers are taking the time to enjoy themselves, says communications director Harald Kristiansen at Coop in an e-mail.
TV 2 has requested figures, but has not yet received a response to the inquiry.
NO CHANGE: director of communications at Coop, Harald Kristiansen, confirms that sales of sweets and snacks are holding up well. Photo: Espen Solli
Orkla, which among other things owns the chocolate manufacturer Nidar, states that even in times of recession, people have a need to eat something good.
Freia owner Mondelēz sees the same trend.
– From what we can see, the consumption of chocolate has been fairly stable, with a peak during the pandemic years, now on the way down to normal levels, writes press officer Negar Sabaghzadeh in an email.
Candy King owner Cloetta generally answers questions about how animal age affects them.
– In previously economically turbulent times, we have seen that grocery has been less affected by private finances than other industries and other consumer goods. Pressure on one’s own wallet has led to less travel, less nightlife and lower investments in housing and renovation etc., writes managing director in Norway, Peter A. Gordon, in an e-mail.
Busy with offers
Norgesgruppen, which among other things owns Kiwi, Meny and Spar, states that there was a decrease in the sale of sweets and snacks in 2022 compared to 2021.
CANDY FEST: Norwegians are fond of sweets, and it is not the first thing to be cut, even if the economy is tighter for many. Photo: Simen Askjer / TV 2
They explain that this is largely due to less Swedish trade and that people spend more at home.
– When we look at people’s shopping habits now, we see that customers are more aware and plan more when they shop. They are also more concerned with offers, and we also see that in the sales of this type of goods, writes Kine Søyland, communications manager at Norgesgruppen, in an e-mail.
– More price conscious
Consumer economists that TV 2 has spoken to have different theories as to why the convenience store is not being cut.
– Norwegians do not feel that it hurts their wallets when they buy sweets. Candy has not increased in price, and is actually very cheap. In December at the latest, I bought five chocolate bars for one hundred kroner, says consumer economist Magne Gundersen.
COZY: Magne Gundersen, consumer economist at Sparebank 1, says that he sees on a general basis that we choose to enjoy ourselves in difficult times. Photo: Gorm Kallestad / NTB
He explains that it is often the case that consumption goes up on those goods that are cheap, and down on those that become expensive.
– Today we see that many Norwegians have become much more price conscious due to the price increase. More people look at the price per kilo and may not treat themselves to the most expensive ham, but I don’t think many people cut out sweets to reduce consumption.
Watch out for this
Gundersen sees that, on a general basis, we choose to enjoy ourselves in difficult times.
– We go out to eat, treat ourselves to sweets and buy new clothes or new curtains. It’s almost like we feel it’s more necessary to enjoy ourselves when things are crazy. In the worst case, this could lead to you ending up in even greater financial trouble than you might have done in the first place, he warns.
NEW TIMES: We are now in a time where many people have to tighten up and change what they are used to. It is a turnaround for many, and can take time, says consumer economist at Nordea, Derya Incedursun. Photo: Aleksander Myklebust / TV 2
Consumer economist Derya Incedursun at Nordea points out that many Norwegians got used to enjoying good food and snacks during the pandemic.
– Now society has been closed for almost two years and then it was easy to enjoy yourself a little extra when you were locked to four walls. Habits are hard to change, she says.
Incedursun encourages everyone to reflect on their own spending.
– Generally speaking, Norway consists of a lot of welfare, so in that sense, many people are used to being able to eat and enjoy themselves with whatever they want. Now we are in a time where many people have to tighten up and change what they are used to. It is a conversion for many, and can take time.
