Supermarket chains adapt products to local tastes and rules

Products sold by the same supermarket chain can differ between countries because of local tastes, regulations and customers’ purchasing power, ERR reports. Retailers say they also try to retain popular products when ownership changes.

Denmark’s largest retail chain, Salling Group, which recently acquired Rimi’s stores in Estonia, plans to add its own-brand products to Rimi shelves. CEO Anders Hagh said the products sold under the group’s brands are the same in Estonia and Denmark, and across all six countries where it operates. Some labels will therefore include Danish text. The company will also select products it believes local customers will like.

Coop, which acquired Prisma Peremarket in the spring, is gradually changing the stores’ signs. Its CEO, Rainer Rohtla, said Prisma’s range would remain, with Coop products added. Some products sold in the Nordic countries may differ in quality and ingredients because certain product groups face stricter requirements there, he said.

Customer preferences and budgets also shape what retailers sell. Luminor chief economist Lenno Uusküla said meat in Estonia may be fattier than in Germany, partly because of local preferences and partly because fat can help make a product cheaper. Salt and sugar can extend shelf life and also help keep prices down, he said.

Demand for healthier and organic food in Estonia grew until 2022, then fell as inflation reduced consumers’ purchasing power. The market has since stabilised, and supermarket sales volumes are rising again. Uusküla said the share of healthier products could therefore start to grow.