Alcoholic Drinks in Norway
Euromonitor International's Alcoholic Drinks in Norway market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 171 | Publication date: Jan 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks sales still growing
Sales of alcoholic drinks continued to grow dynamically during 2007 to reach a new record level. Vinmonopolet’s continuous opening of new stores during the year and the continued conversion from over-the-counter service to self-service outlets were major contributory factors to increased sales. Prices of wine and spirits only increased marginally, whereas beer prices remained stable. This factor also provided impetus for higher sales of alcoholic drinks in Norway.
Low-carb products enjoy success in the Norwegian market
Several launches of new low-carb drinks became more and more popular. Ringnes launched two low-carbohydrate beers – Ringnes Lite and Tuborg Lite (with 30% fewer calories and 70% fewer carbohydrates). Another recent entrant, Hansa Ultra Lavkarbo, has 20% fewer calories and 60% fewer carbohydrates. Other breweries also rapidly made some changes to their packaging design, but they have not yet launched any low-carbohydrate beer like Ringnes Lite. Arcus launched Vikingfjord Icebreaker Lavkarbo, which is a low-carb spirit-based RTD. According to Arcus, Vikingfjord Icebreaker Lavkarbo is the first diet RTD in the world.
Domestic companies the major players
Ringnes and Hansa Borg are the leading companies in beer in Norway. Ringnes is the clear leader and Hansa Borg Bryggerier the number two player. Hansa Borg had a focus on product development, while Ringnes had a focus on new products during the review period. Arcus is the largest distributor of alcoholic drinks through Vinmonopolet and it is the only domestic player that produces its own wine and spirit brands. Arcus focuses on meeting the demands and expectations of the Norwegians who enjoy alcoholic drinks. In cider Hansa Borg Bryggerier is the leader with mainly Swedish-produced ciders. Arcus is the main competitor of Ringnes in RTDs. Although Ringnes is owned by Carlsberg and Arcus by a Swedish venture capitalist they both have a long history and manufacturing in Norway and are therefore perceived as domestic companies by consumers.
Weather and seasons important for sales
Norway’s position on the European map means cold winters and warm summers. Therefore, the weather and the seasons are two very important determinants of the sales of alcoholic drinks. Rosé wine performed impressively well as more focus from Vinmonopolet and greater media attention helped to boost sales. Red wine was very popular during the autumn and winter when white wine sales were very low. Spirits sales were popular all year round, but there is a trend towards higher consumption per capita in the north of Norway, as it has long, cold and dark days for the whole winter.
High purchasing power among Norwegians
Over the review period Norway enjoyed promising economic growth with a sharp rise in per capita GDP. This growth and stable economy was propelled mainly by major fuel exports. Norway has about 50% of Western Europe’s oil and gas reserves. The unemployment rate has been very stable in Norway as a result of the good economy. The rise in affluence allowed consumers to spend more in the pursuit of a more comfortable lifestyle.
Sales of alcoholic drinks are expected to continue to grow at a dynamic rate over the forecast period. The strong interest among consumers in purchasing quality drinks, often in combination with food, will boost future growth. Vinmonopolet will continue to meet the demands of the public by opening new stores and offering self-service in almost all its outlets. It will also provide valuable information on alcoholic drinks so as to increase consumer knowledge. The growth will also be underpinned by strong growth during the warm summer months, but also through a more cultivated consumption pattern, which means that Norwegians will more frequently enjoy a drink on weekdays and at home for pleasure or for socialising.
Table of contents
ALCOHOLIC DRINKS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks sales still growing
Low-carb products enjoy success in the Norwegian market
Domestic companies the major players
Weather and seasons important for sales
High purchasing power among Norwegians
KEY TRENDS AND DEVELOPMENTS
New drinking patterns
Premium segments growing
Growing economy resulting in higher spending
Low-carb products on a growth path
Weather- and season-dependent sales in Norway
Specialist Retailers
Summary 1 Leading Specialist Retailer 2006
Table 1 Top 10 Suppliers to Vinmonopolet, by Volume 2004-2006
Table 2 Number of Vinmonopolet Outlets 2002-2006
Table 3 Lines Stocked by Vinmonopolet 2002-2006
Table 4 Leading Vinmonopolet Outlets 2004-2006
Local Beer Monopolies
Table 5 Councils with beer monopolies and their public support, 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 6 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 7 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 8 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 9 Selling Margin of a Typical Imported Beer Brand 2007
Table 10 Selling Margin of a Typical Domestically Produced Wine Brand 2007
Table 11 Selling Margin of a Typical Imported Wine Brand 2007
Table 12 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
Table 13 Selling Margin of a Typical Imported Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 14 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 15 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 16 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 17 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 18 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 19 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 20 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 21 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 22 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 23 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 24 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 25 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 26 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 27 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 28 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 29 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 3 Research Sources
LOCAL COMPANY PROFILES - NORWAY
ARCUS AS - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Arcus AS: Key Facts
Summary 5 Arcus AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Arcus AS: Competitive Position 2006
GRANS BRYGGERI AS - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Grans Bryggeri AS: Key Facts
Summary 8 Grans Bryggeri AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Grans Bryggeri AS: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 10 Grans Bryggeri AS: Competitive Position 2006
HANSA BORG BRYGGERIER ASA - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Hansa Borg Bryggerier ASA: Key Facts
Summary 12 Hansa Borg Bryggerier ASA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Hansa Borg Bryggerier ASA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 14 Hansa Borg Bryggerier ASA: Competitive Position 2006
MACKS ØLBRYGGERI AS - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Macks Ølbryggeri AS: Key Facts
Summary 16 Macks Ølbryggeri AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Macks Ølbryggeri AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Macks Ølbryggeri AS: Competitive Position 2006
RINGNES AS - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Ringnes AS: Key Facts
Summary 20 Ringnes AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Ringnes AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 22 Ringnes AS: Competitive Position 2006
BEER IN NORWAY
HEADLINES
TRENDS
Production, Imports and Exports
Table 30 Number of Breweries 2002-2007
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 23 Lager by Price Band 2007
Published Data Comparisons
SECTOR DATA
Table 31 Sales of Beer by Subsector: Total Volume 2002-2007
Table 32 Sales of Beer by Subsector: Total Value 2002-2007
Table 33 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 34 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 35 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 36 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 37 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 38 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 39 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 40 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 41 Beer Exports by Country of Destination: Total Value 2001-2006
Table 42 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 43 Beer Imports by Country of Origin: Total Value 2001-2006
Table 44 Company Shares of Beer by National Brand Owner 2002-2006
Table 45 Company Shares of Beer by Global Brand Owner 2002-2006
Table 46 Brand Shares of Beer 2003-2006
Table 47 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 48 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 49 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 50 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN NORWAY
HEADLINES
TRENDS
Summary 24 Top Cider/Perry Flavours 2007
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 51 Sales of Cider/Perry: Total Volume 2002-2007
Table 52 Sales of Cider/Perry: Total Value 2002-2007
Table 53 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 54 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 55 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 56 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 57 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 58 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 59 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 60 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 61 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 62 Brand Shares of Cider/Perry 2003-2006
Table 63 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 64 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 65 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 66 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN NORWAY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 67 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 68 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 69 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 70 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 71 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 72 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 73 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 74 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 75 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2001-2006
Table 76 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 77 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 78 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 79 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 80 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 81 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 82 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 83 Sales of Wine by Subsector: Total Volume 2002-2007
Table 84 Sales of Wine by Subsector: Total Value 2002-2007
Table 85 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 86 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 87 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 88 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 89 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 90 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 91 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 92 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 93 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 94 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 95 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 96 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 97 Wine Exports by Country of Destination: Total Value 2001-2006
Table 98 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 99 Wine Imports by Country of Origin: Total Value 2001-2006
Table 100 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 101 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 102 Brand Shares of Still Light Grape Wine 2003-2006
Table 103 Company Shares of Champagne by National Brand Owner 2003-2006
Table 104 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 105 Brand Shares of Champagne 2003-2006
Table 106 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 107 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 108 Brand Shares of Other Sparkling Wine 2003-2006
Table 109 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 110 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 111 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 112 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 113 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 114 Brand Shares of Non-grape Wine 2003-2006
Table 115 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 116 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 117 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 118 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN NORWAY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology
Summary 25 Benchmark Brands – Norway
Published Data Comparisons
SECTOR DATA
Table 119 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 120 Sales of Spirits by Subsector: Total Value 2002-2007
Table 121 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 122 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 123 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 124 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 125 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 126 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 127 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 128 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 129 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 130 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 131 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 132 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 133 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 134 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 135 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 136 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 137 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 138 Liqueurs Production: Total Volume 2001-2006
Table 139 Other Spirits Production: Total Volume 2001-2006
Table 140 Company Shares of Spirits by National Brand Owner 2002-2006
Table 141 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 142 Brand Shares of Spirits 2003-2006
Table 143 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 144 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 145 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 146 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012