Prices for Möller’s Tran have surged by over 110 percent in slightly over a year and a half, according to price data from the website Enhver and reporting by DinSide. The cost of a 500 ml bottle of Möller’s Tran Naturell rose from around 127 kroner in week 47 of 2024 to 269.90 kroner across major Norwegian low-price chains including Extra, Kiwi, and Rema 1000.
Why Fish Oil Prices Are Spiking at Extra, Kiwi, and Rema 1000
Retailers attribute the steep climb to rising procurement costs. Nora Mile Helgesen, communications manager at Kiwi, told DinSide that the increase stems from higher costs for fish raw materials. Rema 1000 communications advisor Anders Midtbø confirmed that increased purchase prices have directly impacted shelf prices.
However, price analysts suggest a more strategic pattern. Tom H. Ystaas, general manager of Enhver, believes the price jump follows a recognizable cycle where retailers run short-term promotional campaigns to clear old stock before implementing a significant price hike. Ystaas noted that the 173 kroner price point seen in week 3 of this year may have been a tactical discount to “saturate” customers before the current price leap.
Did you know? While the major chains now align at 269.90 kroner for the 500ml Naturell version, smaller bottles (250ml) still show slight variations, ranging from 153 to 155.90 kroner.
Comparing the Cost of Cod Liver Oil vs. Alternatives
Clinical nutritionist Tine Sundfør described the over 100 percent increase as “extreme” and urged consumers to evaluate if they are buying out of habit rather than necessity.
| Product | Current Price (Approx.) | Comparison/Value |
|---|---|---|
| Möller’s Tran (500ml) | 269.90 NOK | Baseline Premium |
| Sana-Sol (500ml) | 98.90 – 102.90 NOK | Budget Alternative |
| D-Vitamin Tablets (100ct) | ~160 NOK | 100-day supply |
Sundfør argues that for those who eat fatty fish like salmon once a week, the omega-3 requirement is already met. In such cases, she suggests that cheap D-vitamin tablets are a “full-fledged” and far more affordable alternative for winter months.
Retailer Defense: Normalization or Market Pressure?
The chains disagree on whether this is a strategic hike or a market correction. Harald Kristiansen, communications director at Coop (which owns Extra), described the current pricing as a “normalization.” He stated that the product category has been under pressure for a long time and that prices fluctuate based on supplier costs and market activities.
While Coop views this as a return to a standard price level, Ystaas maintains that the scale of the increase—nearly 100 kroner more than the start of the year—is unusually aggressive, even for low-turnover items.
Pro Tip: Check the “dust” on the pallet. DinSide reporters noted dusty pallets of fish oil in-store, which often indicates low turnover—the exact condition Ystaas says leads to “sale-then-spike” pricing strategies.
Frequently Asked Questions
Why did Möller’s Tran prices increase so much?
Retailers like Kiwi and Rema 1000 cite increased procurement costs and higher prices for fish raw materials. Price analyst Tom H. Ystaas also suggests a strategy of using promotional sales to clear stock before raising prices.
Is there a cheaper alternative to liquid cod liver oil?
Yes. Clinical nutritionist Tine Sundfør suggests D-vitamin tablets for those who already consume fatty fish weekly, as they provide the essential vitamin at a lower cost per day.
Which stores have the highest prices for fish oil?
Currently, Extra, Kiwi, and Rema 1000 show nearly identical pricing for 500ml bottles of Möller’s Tran Naturell at 269.90 kroner.
What do you think about these price hikes? Are you switching to tablets or sticking with the traditional bottle? Let us know in the comments below or subscribe to our newsletter for more grocery price alerts.
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