Danish retail giant Salling Group—owner of supermarket chains such as Føtex, Netto, Bilka, and the new Tjaept—is set to roll out a new initiative designed to make European products more visible to its customers.
This move comes at a time when escalating tensions between the United States and the European Union have prompted several retailers to favor regional goods over American imports.
Shifting consumer trends in a trade war
Amid growing geopolitical friction between the US and the EU, many consumers have increasingly expressed a preference for European products. Several consumer groups, as we talked about before, have emerged in recent weeks calling for a boycott of American products. While these groups signal a broader public sentiment, Salling Group’s new initiative is presented as an extra service aimed at informing shoppers rather than enforcing any political choice.
The initiative and its implementation: introducing the Black Star marking
Starting in March, Salling Group will implement a marking system on its electronic price tags across Bilka, Føtex, and Netto. A small black star—referred to in Danish as sort stjerne—will appear next to the price of products made by European companies.
According to the company’s top executive, Anders Hagh, the new label is intended as a “positive list” feature that allows customers to easily identify and opt for European brands if they choose.
Anders Hagh stated,
“We do not boycott anything. We sell plenty of goods from all over the world, also from the USA, and that continues to be the case.”
Informing, not influencing?
Salling Group operates over 1,400 stores across Denmark and select international markets. With flagship brands such as Føtex, Netto, Bilka, and the new Tjaept, the group holds an estimated 30% market share in the grocery retail sector. This extensive network not only reinforces its position as a market leader in the Nordic region but also reflects its significant influence on consumer trends and retail dynamics.
Despite concerns that the new marking might signal a political stance, Salling Group maintains that its goal is solely to provide broader product information. Anders Hagh emphasized,
“We attempt to give customers the broadest information when they are out shopping.”
He further added,
“I hope that customers feel better informed when they are shopping. The customers who seek that information can then navigate by it and shop accordingly.”
By assuring that the initiative is a service to consumers—and not a deliberate political act—Salling Group aims to balance commercial interests with the prevailing public sentiment.
Market implications: navigating a retail landscape influenced by trade tensions
As European retailers increasingly respond to the global trade war by promoting local products, Salling Group’s new labeling system may set a precedent for other chains. While the measure is unlikely to alter purchasing behavior significantly in an environment where price remains king, it does serve as a subtle signal to policymakers and international stakeholders. Observers note that the initiative could be interpreted as a small, yet meaningful, response to the ongoing tensions between the United States and the European Union.
With this rollout, Salling Group reinforces its position as a market leader willing to adapt its retail strategy in response to both economic pressures and evolving consumer values. Only time will reveal the full impact of the sort stjerne marking on both consumer behavior and broader market dynamics.
