PA’s Erik Fagerlid, food supply chain expert, has commented in an article in Aftenposten about how Norway’s time-poor and health conscious population have opened the doors for new business opportunities.
The article describes the growing popularity of specialist food chains, which deliver gourmet ready meals – or the ingredients used to create them, along with recipes – to the customer’s home.
It goes on to explain that Norway is lagging behind the UK with regard to supermarket home delivery – while this is a standard service in the UK, currently no Norwegian chains offer it. It explains that if the customers wants food delivered to their doorstep, their only option is to order from specialist food stores.
Erik expresses surprise at the attitude of the Norwegian supermarkets and explains why they may be reluctant to offer home delivery: “In the UK, home delivery is the fastest growing area of the food supply industry. A key challenge is around the purchasing habits of customers: studies show that 30% of the purchases made from high-margin product groups are made in the 90 seconds before the customer reaches the till – supermarkets are afraid of missing out on this trade if they offer an online service.”