These are Denmark’s most – and least – popular supermarkets

An industry survey has ranked 11 supermarket chains in Denmark on a number of customer loyalty factors.

These are Denmark’s most – and least – popular supermarkets
Composite: Jens Nørgaard Larsen/Bax Lindhardt/Morten Dueholm/Claus Fisker/Ritzau Scanpix

The survey, carried out by Loyalty Group, aims to find out Danes’ preferred supermarket by asking questions about customer service, quality of products, organic range and image, amongst other factors.

Rema 1000, a Norwegian-owned chain with 270 stores in Denmark, took first place in the list.

The chain received the highest loyalty index, calculated on the basis of survey responses from 4,300 people in Denmark. Loyalty Group has carried out the survey for a number of years prior to the latest ranking.

Rema 1000’s director of purchasing and marketing Anders Rene Jensen told newspaper BT the company’s success was a result of its willingness to listen to customers.

“We spend a lot of time and energy listening to our customers about what they would like to see from us. It’s important for us to offer a range of products in our stores that meet the everyday needs of our customers,” Jensen said.

“We make a lot of effort to ensure customers’ efforts don’t go to waste by ensuring all of our products are available,” he said.

German chain Lidl, which has 110 stores in Denmark, took second place on the list, with Meny, a Norwegian-Danish-owned franchise with 115 stores, place third.

Fakta, one of a number of supermarket brands owned by the Coop Danmark group, took the dubious honour of being the country’s least-favourite spot for grocery shopping. Discount supermarket Netto and out-of-town superstore chain Bilka scored the second and third-worst indexes, respectively.

Jens Juul Nielsen, head of Coop Danmark’s information department, said that the physical appearance of many Fakta stores had played a role in its poor showing on the index.

“In relation to Fakta, this is because we have had a lot of worn-out stores. What we are now doing is modernising buildings. At the same time, we are modernising our product range with more organic produce and meat where suppliers are conscious of animal welfare,” Nielsen told BT.

Loyalty Group supermarket loyalty index 2018:

1. Rema 1000
2. Lidl
3. Meny
4. Superbrugsen
5. Kvickly
6. Lokal/Dagli’Brugsen
7. Føtex
8. Aldi
9. Bilka
10. Netto
11. Fakta

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German supermarket chain to open 100 new stores in Denmark

A major investment by German supermarket giant Lidl could mean better prices and products for customers in Danish stores.

German supermarket chain to open 100 new stores in Denmark
File photo: Liselotte Sabroe/Ritzau Scanpix

The coming years will see 103 new Lidl stores opening across Denmark, the German company’s director for Denmark has confirmed.

Between 10-15 stores will be opened annually, and one billion kroner will be invested by the company in Denmark to that purpose in 2019, Lidl’s Denmark director Dirk Fust told media Fødevarewatch.

The discount chain is one of the world’s largest, with over 10,000 stores in 30 countries. It currently has 117 stores in Denmark.

“Our main focus is on Aarhus and Copenhagen,” Fust told Fødevarewatch.

“We only have 5 stores in Aarhus and 20 in Copenhagen. I believe there is room for 60-80 Lidl stores in the capital region. That’s a big challenge, and it costs a lot of money to open a store in Copenhagen,” he added.

The move by Lidl will stiffen competition in the discount supermarket sector as it joins stores including Netto and Fakta in contesting market share.

Netto currently has 100 stores in Copenhagen and 500 in total in Denmark.

German chain Lidl opened its first supermarket in Denmark in 2005.

“We have good stores in Jutland and on Fyn, but are under-represented in Copenhagen,” the company’s international CEO Jesper Højer, who is Danish, told Fødevarewatch.

Aarhus University associate professor Lars Esbjerg, who has researched customer relations in the food sector, said Lidl is one of a series of chain stores preparing to compete on the discount supermarket scene.

“All discount chains on the Danish market want to expand,” Esbjerg said.

“It is not the case that there is a gap in the market which Lidl can fill. They will take (a share) from the others and from small stores,” he said.

Consumers can expect more than just low prices as a result of the competition, the associate professor added.

“We can look forward to smart prices when we are shopping. But we can also look forward to discount stores focusing on other things than just prices: higher quality products and animal welfare, for example,” he said.

READ ALSO: These are Denmark's most – and least – popular supermarkets