Global Shopping Insights Report: Norway 🇳🇴

Consumer habits in the world spotlight

Top 3 takeaways about NORWAY from this report

Interested in my in-depth analysis of 13 million shopping lists and 371 million products? 👇

Battle of the drinks: juice or water?

In Norway, juice is chosen significantly more often than water, with 522% more additions to shopping lists compared to water. This is the largest difference among all analyzed countries.

Water is more frequently planned for purchase by Italians, Spaniards, and Brazilians, while juice is preferred by Canadians, Danes, and Swedes.

               

Which country likes Nutella the most?

Norway ranked 11th (second-to-last) in the share of Nutella in the sweet and savory snacks category. The highest results were recorded in France and Germany, while only Canada had a lower result than Norway.

               

"shopping" or Kiwi? Most common shopping list names

The most popular phrase in shopping list titles in Norway is "new list", appearing in 13.14% of shopping lists. Interestingly, similar to Sweden, the phrase "shopping" is not widely used, accounting for only 0.63% of list titles. In other analyzed countries, this phrase typically ranked first or second.

As in other Scandinavian countries (Sweden, Denmark), retailer names are rarely included in shopping list titles. Only the Kiwi chain surpassed the 1% threshold in Norway. Overall, retailer names appeared in less than 3% of shopping list titles, placing Norway second-to-last. The only country with a lower result was Brazil, with a 0.46% share.

               

Who’s behind the shopping list?

In Norway, 20.21% of active shopping lists from June 1, 2023, to May 31, 2024, were shared with at least one person.

This result is higher than the global average and one of the best among the analyzed countries. Only Danes, Poles, and (slightly) Swedes had better results. Americans used the list-sharing feature the least.

The list-sharing rate may reflect the extent to which citizens of a given country share the responsibility of household shopping.

                 

Hot categories

The share of the fruits and vegetables category in shopping lists in Norway is 17.32%, which is 1.25 percentage points lower than the global average. Higher results in this category were achieved by Poland (22.86%), Canada (20.21%), Denmark (19.74%), the UK (19.46%), and Germany (18.45%). However, Norway is the leader in the ready meals category, with a share of 2.27%, which is 0.96 percentage points above the global average and higher than the second-ranked country, the UK, where the share is 2.03%.

                 

Shopper favorites

Milk, bread, eggs, and cucumbers were not only the most frequently added items to shopping lists in Norway but also clearly outpaced other products. The difference between fourth-ranked cucumbers and fifth-ranked lettuce was as much as 47%. Norwegian shopping lists also stand out with the high ranking of ground meat (kjøttdeig), which placed sixth.

                 

Who shops like a pro?

74.32% of the products on shopping lists in Norway were marked as purchased after being added. This is 20 percentage points higher than the global average and the fourth-best result in the ranking.

The lowest rates were recorded in the United States (47.3%) and Brazil (48.51%).

Factors such as store availability and product offerings may influence the rate of items being marked as purchased.

                 

Sweet tooth or snack attack?

Norwegians prefer chips over chocolate, with an 85% difference in favor of chips. This is the largest gap between chips and chocolate among all analyzed countries..

Similarly, Swedes, Danes, and Canadians also favor chips, while chocolate was more frequently added to shopping lists by the French, Poles, and Spaniards.

               

The Month That Stood Out

In December 2023, 1,146,298 products were added to shopping lists in Norway, representing a 25.53% increase compared to November 2023.

During the analyzed period, the fewest products were added in June 2023, with 656,655 products—74.54% fewer than in December 2023.

               

In Norwegian, please!

89.24% of shopping lists created between June 1, 2023, and May 31, 2024, in Norway were in Norwegian, placing Norway second in the ranking of 12 analyzed countries. Only Poland had a higher share, with 96.09% of lists in Polish.

The lowest share of the primary language was observed in the United States. Despite American Community Survey (ACS) data from 2018-2022 indicating that about 78.3% of U.S. residents (aged 5 and older) speak only English at home, only 46.74% of shopping lists in the Listonic app were created in English.

               

Shopping speed champions

Norwegians rank second among nations in quickly moving from adding a product to their shopping list to marking it as purchased. The average time between these two actions in Norway is 69 hours (just over 2.5 days).

Danes complete their shopping lists the fastest (58 hours), while Brazilians are the slowest (172 hours).

Various factors, such as shopping frequency and product availability, may influence these results.

                 

The country of ultimate organizers

Norwegians used the Listonic app an average of 4.49 times per week, placing them third (behind France and Denmark) among the analyzed countries. Brazilians used the app the least, with 2.67 times per week, while the global average is 3.93 visits per week.

In Norway, 28.08% of users used the Listonic app 4-10 times per week, while 27.15% used it once a week. Notably, Norway is the only country where the group of users accessing the app 4-10 times a week is larger than the group using it just once a week.

                 

Where do the insights come from?

The Listonic app has been downloaded over 20 million times worldwide, with more than 43,000 active users in Norway. The presented data covers shopping lists created between June 1, 2023, and May 31, 2024. During this period, 333,791 shopping lists were created in Norway, with 11,147,595 products added.

Globally, during the same period, 13,637,355 shopping lists were created, with 371,443,058 products added.

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