A Swedish supermarket just across the Øresund is finding new success with Danish shoppers. Marketing videos filmed in Copenhagen appear to be driving record numbers of customers across the bridge to shop for specialties and cheaper goods in Sweden.
Swedish Store Targets Danish Market
A supermarket in southern Sweden, ICA Maxi in Löddeköpinge, has become known for attracting Danish customers in recent months. The store, which is roughly half an hour north of Malmö, recently launched an unusual campaign aimed directly at shoppers from Copenhagen.
In a social media video, a cheerful “Dane” stands in front of Tivoli Gardens, his arms full of grocery bags from ICA Maxi. Speaking in a mix of broken Danish and Swedish, he lists what he bought: roast pork, potatoes, candy, and marzipan. That ad, part of a trio filmed in Denmark, has been widely shared online and even achieved record views on Facebook.
The intent behind the campaign is clear—the supermarket wants to bring more customers across the Øresund. For many Danes, such a trip is simple and affordable, especially those familiar with traveling from Copenhagen to Sweden for shopping or leisure.
More Danes Crossing the Bridge
Traffic across the Øresund Bridge has reached near-record highs this year, according to the organization that manages the crossing. During the first nine months of the year, more than 22,000 travelers on average crossed daily between Denmark and Sweden. Many travelers head to Malmö for entertainment or shopping, but smaller towns like Löddeköpinge are now increasingly benefiting from the surge.
Prices are another draw. Groceries and beauty products in Sweden often cost less than in Denmark, where inflation and taxes can raise everyday costs. Even though Denmark has many well-known grocery chains and stores catering to foreigners, such as those listed in this guide to Danish supermarkets, some Danes still see advantages in shopping on the Swedish side.
Appealing to Danish Shoppers
Thomas Börjesson, the retailer behind ICA Maxi Löddeköpinge, explains that the idea to promote to Danes came from local experience. Many Danish boat owners dock near Barsebäck Marina, close to the supermarket. Realizing this steady stream of potential visitors, Börjesson decided to invest in campaigns filmed in central Copenhagen.
Interestingly, that decision paid off. Foot traffic from Denmark has risen sharply, and the videos helped the store connect with Danish customers on their own ground before convincing them to make the short trip across.
What Danes Love to Buy in Sweden
When it comes to what Danes actually shop for, the preferences might surprise some. While the ICA Maxi videos promote classic foods like roast pork and gløgg, most Danish shoppers come for two categories: candy and gluten-free products. These items are often cheaper or have more variety in Sweden than in Danish supermarkets.
At the same time, Swedish stores have also started introducing Danish-style treats, including open-face sandwiches and delicacies that remind travelers of home. Börjesson says this exchange has inspired his team to expand their own range of Danish goods.
Because of that, Danish shoppers not only find treats to bring home but also see a familiar touch in the store shelves. That sense of connection, along with Swedish prices, helps fuel the growing weekend traffic across the bridge.
A Growing Cross-Border Shopping Trend
This isn’t an isolated case. Several supermarkets in southern Sweden now use Danish-language marketing or distribute flyers on the Danish side of the bridge. The competition for cross-border customers is growing, with marketing adjusting to match Danish habits and humor.
Meanwhile, the trend fits into a broader pattern of daily life between the two countries. For some Danes, crossing into Sweden for groceries or home goods has become as common as a local mall trip. The Øresund region continues to act as a shared zone where culture, commerce, and convenience overlap naturally.
As the Swedish supermarkets refine their outreach and Danish consumers seek value for money, the bridge between the two nations becomes more than a transport link. It is fast turning into a regular shopping route that connects neighbors in a very practical way.
Sources and References
The Danish Dream: From Copenhagen to Sweden – Ultimate Guide to Sweden Day Trip
The Danish Dream: Best Grocery Stores in Denmark for Foreigners
TV2: Svensk supermarked vil have fingre i danske kunder
