Several Danish supermarkets have started placing theft alarms on chocolate, especially Marabou-branded products, in response to a rise in shoplifting incidents. The move reflects growing concerns among major retailers about increased theft, even of relatively low-cost items.
Theft alarms now used on Marabou products
The decision has been confirmed by Christoffer Roslyng Green, press officer at Salling Group, one of Denmark’s largest retail chains. The company owns supermarket brands such as Netto, Bilka, and Føtex. Green told Danish media outlet B.T. that theft has become a more pressing issue for the group:
“Theft is an increasing problem, and we are therefore forced to use alarms and hide more products, which we of course regret very much.”
While the company declined to provide details on the full list of items now being protected, Marabou chocolate is among the first to be explicitly mentioned.
Rising retail theft affects everyday goods
According to reports from local media such as TV 2 Kosmopol, the frequency of thefts involving everyday consumer goods has increased notably over the past year. Items that were once considered unlikely targets—like chocolate, personal hygiene products, or dairy—are now more frequently stolen, suggesting a shift in both the scale and nature of retail theft.
While theft prevention measures such as security tags or alarms were previously reserved for higher-value items, their application to products like chocolate indicates the severity of the situation. In some cases, shops are also resorting to storing goods in locked cabinets or behind counters.
Socioeconomic pressures behind the trend
Although retail groups have not publicly attributed the rise in theft to specific socioeconomic causes, Danish analysts and news outlets have pointed to broader economic pressures. Inflation, rising food prices, and income disparities may be contributing to desperation-driven theft. According to Statistics Denmark (Danmarks Statistik), food prices have risen significantly since 2022, putting extra pressure on low-income households.
This phenomenon is not isolated to Denmark. In several European countries, similar trends have emerged, with supermarkets reporting higher theft rates for essential and semi-essential goods.
Retailers balancing security and accessibility
For Danish retailers, the challenge lies in implementing security measures without deterring honest customers. Christoffer Roslyng Green emphasized the company’s reluctance to adopt such visible security practices:
“We would rather not do this, but we must ensure that products are not stolen. That is our responsibility.”
The use of alarms on chocolate may be a symbolic indicator of broader tensions in the retail environment: a micro-level response to macroeconomic trends. As the situation evolves, supermarkets may need to weigh customer experience against security, potentially reshaping everyday shopping norms in Denmark.
