In response to looming tariffs, Danish retail giant Coop has announced plans to introduce visible labels on American products across its supermarket chains, which include Kvickly, SuperBrugsen, and 365Discount.
Labels to highlight country of origin
The initiative is part of a broader strategy to prepare consumers for potential price increases due to additional customs duties on goods imported from the United States. Although Coop has yet to reveal what the labels will look like, the company confirmed that American products will be marked clearly to distinguish them from others on store shelves.
However, shoppers may not encounter many of these marked items: currently, only about 1% of Coop’s total inventory consists of USA-produced goods.
Shift in marketing priorities
In tandem with the labeling initiative, Coop stated it would reduce the marketing of American goods while increasing promotion of Danish and European alternatives. The move reflects an effort to bolster local and regional products in anticipation of shifting consumer preferences and economic pressures.
Salling Group adopts similar labeling scheme
Coop is not alone in responding to the changing trade landscape. Rival supermarket operator Salling Group, which owns chains like Føtex and Netto, has already implemented its own labeling system. European products in its stores now feature a black star, making them easier to identify.
EU-USA trade tensions in the background
The proposed labeling policy comes amid renewed trade tensions between the European Union and the United States of America. If additional tariffs are introduced, they could impact a range of products, from food items to consumer goods, affecting prices and availability across Europe.
By proactively introducing this labeling system, Coop aims to maintain transparency with consumers and encourage support for regional producers during a period of potential economic uncertainty.
