Import stores thrive in Norway as demand for ethnic foods rises

Ahmadsha Barial opened his first store in 2010 upon noticing a demand for food from people’s home countries after arriving in Norway from Afghanistan in 2001. Today, he operates three import stores, also known as “immigrant stores,” including the International Food Center in downtown Drammen.

Barial believes he has a competitive edge over traditional grocery stores because he tailors his offerings based on customer preferences. While he acknowledges the fierce competition from established chains, he has recently observed an increase in customers. This uptick is likely related to rising prices at Norwegian grocery stores, which customers agree are generally higher than at import shops.

Local shoppers appreciate the variety and affordability of products in import stores. Marthe Fuglerud, a frequent customer, cites the excellent quality of fresh produce available at reasonable prices. Connie Aasland, visiting the store, enjoys the exciting selection of products not found in larger chains and recognizes the favorable pricing on meats and snacks. Henrik Nguyen notes the good quality and reasonable pricing, especially for foreign goods in these shops.

Despite the dominance of major players like Reitan Retail, Coop Norge, and Norgesgruppen—who control over 95% of the Norwegian grocery market—the import stores continue to thrive against the odds. The Norwegian Food Safety Authority plans to evaluate these immigrant shops to better understand their competitive strategies and the challenges they face.

Barial addresses local demands by bringing in foods specific to communities, such as Ukrainian items to support recent refugees. Customers are often pleasantly surprised to find products from their home countries, enhancing their shopping experience. According to the Food Safety Authority, some import stores are approaching revenues of 100 million Norwegian kroner, showcasing their strength in a challenging market.