A range for the Nordic consumer
Coop Trading’s purpose – better everyday through leading Nordic private brands – is based on a pride of our products being a part of the everyday for every third Nordic family; on the family breakfast table, assisting with the household duties, and bringing fruits and sweets for the snack hour.
On the family breakfast table, assisting with the household duties and bringing fruits and sweets for the snack hour
The Nordic consumers have much more in common than they are different. The food on the plates are the same whether sitting down for breakfast, lunch, or dinner. The meals are served at the same time whether looking at the clock in Sweden, Norway, Denmark, or Finland. And the shopping cart has the same products whether cruising the stores in Coop Sweden, Coop Norway, Coop Denmark, or SOK in Finland.
Cultural differences exists, but Nordic countries are in the overall picture fundamentally the same. It is much more difficult finding differences between consumers across the four Nordic countries, than it is across generation. The Gen Z’s in Sweden in general have more in common with the Gen Z’s in Denmark than they do with the Swedish Baby Boomers – and this is the same result across the Nordics countries.
One Coop: Harmonizing a Nordic product range
There is one important factor that makes our Nordic consumers (re)-visit Stora Coop, Kvickly, Coop Mega, or S Market: Our private brand products. Our stores are the only places to find your favourite Änglamark, Coop, and Xtra products. This is what we mean when we say that our identity is our range. Many products in our supermarkets are the same industrial brands, but our private brands are what differentiates us from our competitors’ stores. This is an important responsibility and promise – and also an possibility and a potential. If our private brand is the range, that attracts consumers and builds loyalty and commitment, we need to make sure that we meet their expectations in any given category – with the right price, the right quality level and with a consistent level of innovation, where we can quick adjust and develop to meet consumers’ needs, preferences, and trends.
When harmonizing a Nordic range – in a clean design concept, in the same sizes, with Nordic labels, of the highest quality – we see several benefits for driving growth and adding value for our consumers and partners. By harmonizing buying, design, and development for all four Nordic partners, we can focus on being stronger in quality, price, and driving innovation. And the more harmonized, the more benefits. Harmonizing our Nordic product range delivers value to our consumers, thus contributing to creating world class private brands.