When Nettavisen checked five stores on Thursday morning, there were mostly empty Grandiosa shelves.
Both Rema 1000 stores were completely cleared for Grandiosa. There was also the one Kiwi store. Another Kiwi had one – only one – Grandiosa left.
At Extra, the situation was completely different. Here the shelf with Grandiosa for 20.86 was completely full.
Why is it like that?
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– No one dares
On Tuesday, Nettavisen could tell about the price war that has led to the lowest Grandiosa price in several years. The normal price at Grandiosa has fluctuated between NOK 40 and 60, and the offers have been down to NOK 29 for the cheapest.
Admittedly, the Grandiosa price was as low as NOK 14 in 2019, but then only for Æ members at Rema 1000.
The reason why the price fell was a planned campaign at Extra.
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– The chains follow each other very closely on price, and no one dares to be any more expensive than the others when there is a promotion at Grandiosa, says grocery expert Odd Gisholt, who has followed the industry for a number of years.
– This means that they lower the price, even though they may know that there will be a lot of empty shelves, he says.
Some shops have introduced rationing. This was how it was when Nettavisen visited a Kiwi in Asker on Wednesday. But none of the chains have introduced rationing, so it’s a bit up to the local grocers.
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The explanation
It is no coincidence that Kiwi and Rema 1000 run out of Grandiosa, according to Gisholt.
– Here, Extra probably had a good chat with Orkla and ensured enough supplies of Grandiosa, says Gisholt.
Large sales campaigns can be planned for many weeks. It is necessary to be able to produce enough goods. When prices drop, shops naturally sell more goods. But since the campaigns come as a surprise to the competitors, they do not have the same opportunity to secure enough goods.
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– These are campaigns that are planned several months in advance to ensure that we have enough goods in store, in stock and on order from suppliers, says communications director Harald Kristiansen to Nettavisen.
– People are leaving their homes
Kristiansen says that the move is now big.
– All the attention leads to people going out of their way to secure the people’s favorite at an extremely good price. Then it doesn’t help even with the best planning, it will be sold out in periods, he says.
Promotions on products such as Grandiosa can give stores an extra boost.
– The chains also know that the media likes to write about this. That is why both VG, Dagbladet and Nettavisen are helping to make everyone aware that there is a Grandiosa sale.
