The number of exclusive leases and restrictive property agreements in Norway’s grocery sector has fallen significantly in recent years, according to the Norwegian Competition Authority’s 2025 Grocery Report, in a development the regulator says should improve competitive conditions in the market.
The authority said the decline in exclusive lease arrangements and so-called negative easements—property restrictions that prevent competing grocery stores from opening at certain locations—suggests that regulatory scrutiny is beginning to ease one of the sector’s key barriers to entry.
“Access to suitable retail space is crucial for competition in the grocery market,” said Competition Director Mads Magnussen. “When there are fewer exclusive leases and negative easements that prevent the establishment of competing grocery stores, the opportunities for real competition are strengthened.”
Since 2020, the authority has focused closely on property-related restrictions in grocery retail, identifying them as an important obstacle for new entrants. According to the report, both exclusive leases and negative easements have declined markedly over that period. The authority said continued public scrutiny, disclosure requirements, regulatory changes and broader enforcement attention may have had a “disciplining effect” on market participants.
Despite the improvement, the regulator cautioned that other contractual arrangements may still restrict competition and should continue to be monitored.
The report also underscores that Norway’s grocery market remains highly concentrated, with a small number of major chains maintaining stable national market shares. However, local market analysis across the country’s six largest municipalities showed significant divergence from national averages, indicating that competitive conditions can vary sharply by region.
“Consumers’ choices are largely determined by the competition where they live,” said department director Beate Berrefjord, noting that in several large municipalities one or two chains hold particularly strong local positions.
Separately, the authority reported a moderate rise in the share of private label products, which increased from 23.1 percent in 2022 to 24.2 percent in 2025. Most of the increase occurred during 2022 amid elevated grocery price inflation. Even so, Norway’s private label penetration remains well below the European average of around 40 percent.
The authority said private labels can enhance price competition, but their competitive effects depend on conditions in individual product categories.
The annual grocery report consolidates several market studies conducted by the Norwegian Competition Authority for the government and is intended to improve oversight of competition dynamics in one of the country’s most politically sensitive consumer markets.