Scandinavia is a lucrative region for brands eyeing international expansion. Nordic shoppers spend 78% more than the EU average, Europe's highest consumer spend per capita.
But navigating the logistics of launching products in Scandinavia may seem daunting. Three distinct countries—Denmark, Norway, and Sweden—each with its own language and regulatory requirements can make packaging compliance complex and costly.
However, there's a unique solution that is helping lower the barrier to entry: Scandimix labelling.
What is Scandimix?
Scandimix is an innovative labelling approach that combines Danish, Norwegian and Swedish languages into a single, unified text on product packaging.
These Scandinavian countries share deep historical and linguistic connections, as their languages descend from Old Norse. Scandimix leverages the similarities between languages to create labels that are comprehensible to consumers in all three markets.
The concept works by creating a base text that incorporates shared vocabulary and grammar structures, then carefully integrating market-specific variations where necessary. This approach acknowledges the similarities and differences between Nordic languages, creating an efficient and consumer-friendly solution.
What are the advantages of Scandimix labelling?
Rather than maintaining separate packaging for each country, Scandimix offers a practical solution that allows consumer brands to use one set of labels across Denmark, Norway and Sweden.
A combined label is cheaper to produce and increases product scalability. Brands can streamline inventory management, coordinating fewer SKUs and simplifying supply chain logistics.
From a market reach perspective, Scandimix labelling opens doors to a potential customer base of approximately 22 million people through a single packaging design. This efficiency reduces production costs and minimises environmental impact by removing the need for market-specific packaging variations.
What are the challenges of using Scandimix labels?
While Scandimix labelling offers numerous advantages, it's not without complexity.
One of the primary challenges lies in language selection and integration. Despite their similarities, the Nordic languages have distinct characteristics that must be carefully navigated.
Words that appear identical can carry different meanings across borders. For instance, glass means ice cream in Sweden but drinking glass in Denmark and Norway.
Even a small spelling error can change the meaning of a product label. For example, the Swedish word for soup (soppa) is similar to the Norwegian word for mushrooms (sopp). Equally frukost and frokost both mean breakfast in Sweden and Norway, but in Denmark, frukost means breakfast while frokost means lunch.
Readability is another crucial consideration. The inclusion of multiple language variations can create visual clutter that overwhelms consumers when applied to extensive text passages. This limitation makes Scandimix most suitable for concise product information rather than marketing copy or detailed instructions.
The translation workflow itself can also present unique challenges. Unlike traditional single-language translations, Scandimix requires a multi-step process that can extend project timelines and may require multiple linguists.
How to manage Scandinavian label creation
Scandimix labelling requires careful planning and expertise to control costs, accuracy and timelines. If you’re eyeing expansion into Denmark, Norway or Sweden, key considerations include:
- Product selection: Which products do you want to launch first? Testing the waters with one or two bestsellers is a lower-risk strategy than translating packaging for your entire product range upfront.
- Content assessment: Will the entire product label work in Scandimix, or will some parts require individual translation? You don’t necessarily need to create multiple labels for each market. Clustering languages on your product packaging is an effective alternative strategy.
- Design integration: how can you incorporate multiple languages into your packaging design while maintaining visual clarity? Remember that labels must still meet local regulatory requirements for font size and legibility.
- Translation expertise: how will you manage the text localisation process? If you don’t have linguistic expertise in-house, make sure you work with a translation agency that understands the nuances of Danish, Norwegian and Swedish and has experience creating product labels.
- Quality control: What checks are needed to ensure accuracy and compliance? A pure translation agency may not have the expertise to ensure your Scandimix labels comply with local legislation.
Read more: What's the difference between a translation agency and a product compliance agency?
Find the right partner for your Nordic expansion
Scandimix labelling is a pragmatic, cost-effective solution for brands looking to enter or expand in the Nordic countries. While it requires careful planning and expert execution, unified packaging can streamline market entry and ongoing operations.
Like any new market, the key to successfully launching in Scandinavia is finding a competent language service provider that can offer:
- Deep expertise in Scandinavian languages and markets
- Established workflows for managing complex multilingual projects
- Understanding of regulatory requirements across all three markets
- Quality control processes specific to Scandimix labelling requirements
- Experience in coordinating packaging and labelling projects
Hooley Brown specialises in product localisation services, including Scandimix labelling, to ensure your brand meets regulatory and consumer expectations.
Are you interested in expanding into Denmark, Norway and Sweden? Book a free discovery call with our Director, Clare.
