First Price Prices Soar: Customers Spot Hidden Inflation at Kiwi Stores

The Squeeze on Shoppers: Rising Prices at Kiwi and the Future of Private Label Brands

Norwegian shoppers are facing increasing pressure on their grocery bills, with significant price hikes observed at Kiwi, one of the country’s major supermarket chains. A recent analysis reveals substantial increases in the cost of First Price, Kiwi’s own-brand line, prompting questions about the future of budget-friendly options and the strategies employed by grocery retailers.

First Price: From Value Leader to…What?

Egil Finnerud, a consumer who has meticulously tracked grocery prices since 2014, points to a concerning trend: the use of low-priced private label brands as “bait” to attract customers, followed by stealth price increases. This strategy, he argues, is particularly evident with Kiwi’s First Price range.

Data from Nettavisen’s price checks confirms this observation. First Price ketchup, which held steady at 10 kroner for an extended period, saw a 20% increase. As of January 2026, the same ketchup now costs 19.90 kroner, a 150% increase from 7.90 kroner per kg in April 2020, according to Gjerrigknark price tracking. Similarly, First Price fishballs have more than doubled in price, rising from 15.90 kroner in 2021 to 32.90 kroner in 2026.

Other First Price products have also experienced significant price jumps: salami is up 22%, while grillpølser (grill sausages) and karbonader (meat patties) have increased by 14%.

The Broader Trend: Inflation and the Grocery Sector

The price increases aren’t isolated to First Price. Statistics show that food and non-alcoholic beverages have risen by 5.2% in the last year, exceeding the inflation rate for other goods and services. This reflects broader economic pressures impacting the entire grocery sector.

Kiwi attributes these increases to rising costs throughout the supply chain – from raw materials and transportation to packaging and energy. The weak Norwegian krone is also cited as a contributing factor. According to Kiwi’s communications manager, Nora Helgesen, even small cost increases can have a significant impact on the price of already heavily discounted products like those in the First Price range.

The Strategy of Own-Brand Labels

Kiwi, along with other chains like Rema 1000 and Extra, relies heavily on its own-brand labels (EMV) – First Price and Eldorado for Norgesgruppen, R-series for Rema and Xtra for Coop – to compete on price. The strategy, as Finnerud suggests, involves squeezing competitors before raising prices on these same brands. Nettavisen has previously reported on how these own-brand products often mimic the packaging and design of established brands.

Bunnpris offers a contrasting example, with Prior chicken being cheaper per kilogram than First Price chicken at Kiwi, representing a 40 kroner saving – a 22% difference.

What Does This Mean for Consumers?

The rising prices of First Price products, and groceries in general, are forcing consumers to re-evaluate their shopping habits. The trend highlights the vulnerability of budget shoppers to inflationary pressures and the potential for supermarket chains to leverage their market power.

FAQ: Grocery Prices in Norway

Q: Why are grocery prices increasing in Norway?
A: Rising costs throughout the supply chain – including raw materials, transportation, packaging, and energy – combined with a weaker Norwegian krone are driving up prices.

Q: Is First Price still the cheapest option?
A: Kiwi maintains that First Price remains the cheapest option in the market, despite recent price increases.

Q: Are other supermarket chains experiencing similar price increases?
A: Yes, price changes have been observed at Kiwi, Rema 1000, and Extra, with both price increases and decreases reported.

Q: What can consumers do to save money on groceries?
A: Comparing prices across different stores and considering alternative brands can help consumers find the best deals.

Did you know? The price of First Price ketchup has increased by 150% since April 2020.

Pro Tip: Regularly check price comparison websites like Gjerrigknark to identify the most affordable options.

Explore more articles on personal finance and consumer trends on Nettavisen here.