Cross-border shopping between Norway and Sweden has surged, with Norwegians flocking to Swedish stores for cheaper goods, particularly energy drinks like Monster. The trend is driven by favorable currency rates and a wider product selection, with Strömstad seeing a 17.2% growth in trade. Danish shoppers are also joining the trend, drawn by cost savings akin to shopping in Thailand.
Norwegians Flock to Sweden for Energy Drinks Amid Cross-Border Shopping Boom
Norwegians Flock to Sweden for Energy Drinks Amid Cross-Border Shopping Boom
Cross-border shopping has long been a popular activity for Norwegians, offering significant savings. However, interest has reached new heights.
In 2024, cross-border trade increased by 9.5%, according to the Retail Research Institute, HUI, which monitors the development of the grocery trade.
Industry magazine Dagligvarunytt reports that fully loaded trailers and cars are constantly crossing the border. Strömstad experienced a 17.2% growth in 2024, compared to the overall physical grocery trade in Sweden, which grew by 3.3%.
According to Thomas Holm, CEO of Handelsfastigheter, it's not just currency effects driving this trend; the product range plays a significant role. New products and lower fuel prices attract Norwegians to stores like Systembolaget and major grocery stores in Strömstad.
Three products stand out:
Pepsi, Coca-Cola, and the energy drink Monster.
– The first small store in Strömstad, just over the border, sells more Monster than the rest of Sweden combined, says Thomas Holm to Dagligvarunytt.
"Like Going to Thailand"
Danish customers have also discovered Sweden.
When Costco's gas station opened in Malmö, 90% of the customers were from Denmark. The shopping center Stora Bernstorp in Burlöv municipality also sees a large influx of Danish customers.
– It keeps increasing. There are large shopping carts and a frequency not seen from the Norwegian side, says Thomas Holm to Dagligvarunytt.
Jan Nyberg, CEO of Normal, confirms the trend:
More Danish customers than usual are visiting Swedish stores in the Malmö region.
– It's like going to Thailand to shop. It's fantastic when you consider the currency effect, he says to Dagligvarunytt.