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The impact of web shopping and direct delivery on Norwegian food habits

Erik Fagerlid


February 2014

PA grocery and supply chain expert Erik Fagerlid has been quoted in an article in financial newspaper Kapital discussing the impact that internet shopping and new distribution channels could have on Norwegian food habits. 

Erik anticipates that new options to consumers eg home delivery will lead to growth in the trade of local, organic and fair-trade food. He also believes there is a good chance that there will be a positive link between large investments in e-commerce by grocery businesses and growth in the organic and regional food sector.

He says: “Currently, shops are put off from stocking organic and regional food because of the small quantities produced and limited distribution. But if the food could be delivered directly to the shops or to designated pick up points, the market could change.”

Erik also outlines how a particular challenge is to find a geographic marketplace that can cater for new distribution routes and be easily managed. An area that PA is particularly interested in is the triangle between Lillehammer, Grenland and Halden. From here, an organisation can reach more than 2.5 million consumers – half of Norway’s population. Erik thinks this area is an attractive option for organisations that want to invest in new trade channels.

However, the article describes how a quick shift towards organic food does not happen by itself. Denmark and Sweden are way ahead of Norway when it comes to the consumption of organic food, and much of this is down to the countries having an active government policy which supports related initiatives. Erik thinks that the authorities must start with themselves if they want to see growth in organic production: “Governmental canteens should set a good example and stock organic food if they expect consumers to follow suit.”

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