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: 165 | Publication date: May 2009
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
Steady increase supported by economic growth
Alcoholic drinks saw a good growth in sales in Norway during the review period. Good economic growth resulted in rising disposable income levels for consumers and encouraged more socialising. Consumers began to socialise at bars and restaurants more, encouraged by a growing number of these outlets, particularly in the Oslo region. In addition, consumers began to drink more beer and wine with meals or while relaxing at home. Beer and wine thus moved to a more everyday positioning, with this shift boosting overall sales.
Economy lager benefits from threat of recession
Economy lager saw a striking growth in volume sales in the last two years of the review period. Many consumers became more concerned about the threat of an economic downturn and thus sought to economise. In addition, consumers became more confident in the quality of economy lager. Growth was also boosted by supermarkets/hypermarkets and discounters focusing on their economy lager ranges, with the launch of new private label products.
Ringnes loses share but retains lead
Ringnes AS continued to be the leading player in alcoholic drinks in 2007 in total volume terms. The company benefits from a wide range and from strong financial support from its owner Carlsberg A/S. However, Ringnes lost share in 2007 over the previous year due to Norwegian consumers becoming more sophisticated in their choice of alcoholic drinks. This resulted in growing interest in limited edition and microbrewery brands in beer, where Ringnes consequently lost share. Arcus AS, the leader in spirits, similarly lost share due to a growing interest in niche brands and products.
Vinmonopolet encourages interest in niches
All alcoholic drinks stronger than 4.75% abv may only be sold via the state-owned Vinmonopolet retail chain. However, Vinmonopolet broadened its range towards the end of the review period and also improved ease of access for consumers, introducing internet retailing and free ordering. This encouraged consumers to try new products across alcoholic drinks. Beyond Vinmonopolet, supermarkets/hypermarkets and discounters jointly dominated off-trade volume sales of beer, cider/perry and RTDs/high-strength premixes. Within these product areas, discounters continued to gain share from supermarkets/hypermarkets, benefiting from lower prices and a widening range.
Stronger growth with polarisation
The forecast period is expected to see stronger total volume growth for overall alcoholic drinks than that seen during the review period. Sales will benefit from a more everyday positioning for beer and wine and from a continued rise in socialising with friends, at home and in bars and consumer foodservice outlets. There is also expected to be polarisation. There will be continued growth for premium and niche brands, encouraged by easier access to Vinmonopolet’s full range. However, the economic downturn is also expected to boost interest in more affordable products. Economy lager is for example expected to see dynamic total volume growth during the forecast period, far outpacing overall growth for alcoholic drinks.
Table of contents
ALCOHOLIC DRINKS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Steady increase supported by economic growth
Economy lager benefits from threat of recession
Ringnes loses share but retains lead
Vinmonopolet encourages interest in niches
Stronger growth with polarisation
KEY TRENDS AND DEVELOPMENTS
Recession to impact sales
Urbanisation creating new trends in drinking
Established leaders lose share as Vinmonopolet and consumers diversify
Burgeoning bar and restaurant culture boosts on-trade sales
Specialist retailers
Summary 1 Leading Specialist Retailers 2008
Market merger and acquisition activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008
Table 5 Selling Margin of a Typical Imported Wine Brand 2008
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
Table 7 Selling Margin of a Typical Imported Spirits Brand 2008
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - NORWAY
ARCUS AS - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Arcus AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Arcus AS: Competitive Position 2007
GRANS BRYGGERI AS - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Grans Bryggeri AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Grans Bryggeri AS: Competitive Position 2007
HANSA BORG BRYGGERIER ASA - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Hansa Borg Bryggerier ASA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Hansa Borg Bryggerier ASA: Competitive Position 2007
MACKS ØLBRYGGERI AS - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Macks Ølbryggeri AS: Key Facts
Summary 11 Macks Ølbryggeri AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Macks Ølbryggeri AS: Competitive Position 2007
RINGNES AS - ALCOHOLIC DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Ringnes AS: Key Facts
Summary 14 Ringnes AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Ringnes AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Ringnes AS: Competitive Position 2007
BEER IN NORWAY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 17 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN NORWAY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2003-2008
Table 45 Sales of Cider/Perry: Total Value 2003-2008
Table 46 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 47 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 53 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 54 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 55 Brand Shares of Cider/Perry 2004-2007
Table 56 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 57 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN NORWAY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 68 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2002-2007
Table 69 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 70 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 71 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN NORWAY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 76 Sales of Wine by Subsector: Total Volume 2003-2008
Table 77 Sales of Wine by Subsector: Total Value 2003-2008
Table 78 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 79 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 80 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 81 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 82 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 83 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 84 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 85 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 86 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 87 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 88 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 89 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 90 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 91 Sales of Still Red Wine by Quality Classification 2003-2008
Table 92 Sales of Still White Wine by Quality Classification 2003-2008
Table 93 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 94 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 95 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 96 Wine Exports by Country of Destination: Total Value 2002-2007
Table 97 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 98 Wine Imports by Country of Origin: Total Value 2002-2007
Table 99 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 100 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 101 Brand Shares of Still Light Grape Wine 2004-2007
Table 102 Company Shares of Champagne by National Brand Owner 2004-2007
Table 103 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 104 Brand Shares of Champagne 2004-2007
Table 105 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 106 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 107 Brand Shares of Other Sparkling Wine 2004-2007
Table 108 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 109 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 110 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 111 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 112 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 113 Brand Shares of Non-grape Wine 2004-2007
Table 114 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 115 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 116 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 117 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN NORWAY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky Price band methodology
Published data comparisons
SECTOR DATA
Table 118 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 119 Sales of Spirits by Subsector: Total Value 2003-2008
Table 120 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 121 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 122 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 123 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 125 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 126 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 127 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 128 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 129 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 130 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 131 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 132 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 133 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 134 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 135 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 136 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 137 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 138 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 139 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 140 Liqueurs Production: Total Volume 2002-2007
Table 141 Other Spirits Production: Total Volume 2002-2007
Table 142 Company Shares of Spirits by National Brand Owner 2003-2007
Table 143 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 144 Brand Shares of Spirits 2004-2007
Table 145 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 146 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 147 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 148 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013