Consumer Foodservice in Norway
Euromonitor International's Consumer Foodservice in Norway report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change
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Tables: 114 | Publication date: Sep 2007
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Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type; Consumer foodservice by type and chained/independent
Executive summary
Cooking less – no lingering in the kitchen
Value sales of consumer foodservice rose by almost 4% in 2006, a rate of growth which was faster than the CAGR for the review period. Recently, Norwegians have shown a willingness to spend more for convenience products that help cut down on time spent preparing food in the kitchen. Consumers prefer meals that require little preparation in order to spend more time on other activities such as exercise, work, hobbies or playing with their children. In order to manage their busy lifestyles, people want control over the cost, content, quality and timing of their meals. This trend is expected to have the greatest impact on the demand for casual dining, especially fast casual dining. Norwegian consumers will demand ‘good fast food’. Fast casual dining focuses on serving fresh healthy entrées made from high-quality ingredients at low prices. Service is quick and the environment is hip and stylish.
Consumers seek a dining experience
Food offerings will no longer be the critical factor when choosing a restaurant. The overall dining experience is more important in attracting customers than the products on the menu. Consumers will be looking for a dining experience that encompasses attributes in addition to the food selection. Other aspects such as service, décor, ambiance, location and price will be just as important when choosing a restaurant. People will also be looking for variety in their dining experiences, especially among those who eat out frequently. The concern with healthy nutrition will continue to grow as the population ages.
Themed dining gains popularity
North American dining is a small but rapidly expanding category with three major chains - TGI Friday’s, Hard Rock Café and Big Horn Steak House - accounting for the growth. These chains offer consumers distinctive, themed dining experiences such as rock music with extensive menus containing both healthy and frivolous food selections at affordable prices. Big Horn Steak House has a menu with an extensive variety of beef steaks, vegetables and salads. TGI Friday’s has a more varied menu consisting primarily of American-style burgers, salads and meat entrées. Only TGI Friday’s and Hard Rock Café are multinational operations.
Choice of fast food depends on location
Fast food concepts in urban centres are different from those situated outside of Oslo along highways. Different food offers function better at 7-Eleven, Narvesen and XY. Consumers differentiate between buying food to eat as a meal and as a quick snack simply because they are hungry. The choice of fast food is dependent on the situation. Deli de Luca is a convenience store chain with a new strategic focus on takeaway that appeals more to women. The steadily improving selection of ready meals available in grocery stores is a major competitor for takeaway.
The new interest in healthy eating has made dramatic changes in the eating habits of the younger generation aged between 15-24 years old. These people are more aware about nutrition. They are choosing to move from the burger/fries/cola snack to water and food with fresh ingredients; as a result, traditional fast food such as burgers and hot dogs is losing popularity.
Continued growth forecast
A healthy performance is forecast for consumer foodservice in Norway. Economic growth is predicted to be strong, enabling more consumers to eat out. Meanwhile, changing trends favouring socialising outside the home are set to continue, whilst an increasing number of people will feel that they do not have time to cook. Overall, consumer foodservice value sales are forecast to increase by 12% in constant value terms between 2006-2011. Fast food will be the most dynamic, seeing value sales rising by 24%, with convenience stores driving much of this growth. As consumer foodservice becomes a growing industry it will attract more chained operators, with growth in sales through chained outlets significantly outperforming the industry as a whole.
Table of contents
CONSUMER FOODSERVICE IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Cooking less – no lingering in the kitchen
Consumers seek a dining experience
Themed dining gains popularity
Choice of fast food depends on location
Continued growth forecast
KEY TRENDS AND DEVELOPMENTS
Cooking less – no lingering in the kitchen
Health consciousness results in greater demand for healthier options, organic produce and fresh food
Menu diversification – operators adding new products
Tradition in, trendy out? – rediscovery of Norwegian cuisine
Ethnic food is here to stay
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2001-2006
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2001-2006
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2006
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2006
Table 5 Consumer Foodservice by Food Vs Drinks Split 2006
Table 6 Sales in Consumer Foodservice by Location 2001-2006
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2006
Table 8 Chained Consumer Foodservice Company Shares 2002-2006
Table 9 Chained Consumer Foodservice Brand Shares 2003-2006
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2006-2011
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2006-2011
APPENDIX
Published data comparisons
Table 12 Consumer Expenditure on Consumer Foodservice 2003-2005
Table 13 Household Expenditure on Consumer Foodservice 2005
Table 14 Total Turnover and Number of Catering Outlets 2004
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NORWAY
KAFFEBRENNERIET AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Kaffebrenneriet AS: Key Facts
Summary 3 Kaffebrenneriet AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Kaffebrenneriet AS : Competitive Position 2006
NORGESGRUPPEN AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Norgesgruppen AS: Key Facts
Summary 6 Norgesgruppen AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Norgesgruppen AS: Competitive Position 2006
NORREIN GRUPPEN AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Norrein Gruppen AS: Key Facts
Summary 9 Norrein Gruppen AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Norrein Gruppen AS : Competitive Position 2006
REITAN-GRUPPEN AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Reitan-Gruppen AS: Key Facts
Summary 12 Reitan-Gruppen AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Reitan-Gruppen AS: Competitive Position 2006
UMOE CATERING AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Umoe Catering AS: Key Facts
Summary 15 Umoe Catering AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 Umoe Catering AS: Competitive Position 2006
CAFéS/BARS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Summary 17 Major - Minor Specialist Coffee Shop Chains 2006
Table 15 Cafés/Bars by Subsector: Units/Outlets 2001-2006
Table 16 Cafés/Bars by Subsector: Transactions 2001-2006
Table 17 Cafés/Bars by Subsector: Foodservice Value 2001-2006
Table 18 Cafés/Bars by Subsector: % Volume Growth 2001-2006
Table 19 Cafés/Bars by Subsector: % Transaction Growth 2001-2006
Table 20 Cafés/Bars by Subsector: % Foodservice Value Growth 2001-2006
Table 21 Global Brand Owner Shares of Chained Cafés/Bars 2002-2006
Table 22 Brand Shares of Chained Cafés/Bars 2003-2006
Table 23 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2006-2011
Table 24 Forecast Sales in Cafés/Bars by Subsector: Transactions 2006-2011
Table 25 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2006-2011
Table 26 Forecast Sales in Cafés/Bars by Subsector: % Volume Growth 2006-2011
Table 27 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2006-2011
Table 28 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2006-2011
FULL-SERVICE RESTAURANTS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 FSR by Subsector: Units/Outlets 2001-2006
Table 30 FSR by Subsector: Transactions 2001-2006
Table 31 FSR by Subsector: Foodservice Value 2001-2006
Table 32 FSR by Subsector: % Volume Growth 2001-2006
Table 33 FSR by Subsector: % Transaction Growth 2001-2006
Table 34 FSR by Subsector: % Foodservice Value Growth 2001-2006
Table 35 Global Brand Owner Shares of Chained FSR 2002-2006
Table 36 Brand Shares of Chained FSR 2003-2006
Table 37 Forecast Sales in FSR by Subsector: Units/Outlets 2006-2011
Table 38 Forecast Sales in FSR by Subsector: Transactions 2006-2011
Table 39 Forecast Sales in FSR by Subsector: Foodservice Value 2006-2011
Table 40 Forecast Sales in FSR by Subsector: % Volume Growth 2006-2011
Table 41 Forecast Sales in FSR by Subsector: % Transaction Growth 2006-2011
Table 42 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2006-2011
FAST FOOD IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Fast Food by Subsector: Units/Outlets 2001-2006
Table 44 Fast Food by Subsector: Transactions 2001-2006
Table 45 Fast Food by Subsector: Foodservice Value 2001-2006
Table 46 Fast Food by Subsector: % Volume Growth 2001-2006
Table 47 Fast Food by Subsector: % Transaction Growth 2001-2006
Table 48 Fast Food by Subsector: % Foodservice Value Growth 2001-2006
Table 49 Sales of Bakery Products Fast Food by Type 2006
Table 50 Global Brand Owner Shares of Chained Fast Food 2002-2006
Table 51 Brand Shares of Chained Fast Food 2003-2006
Table 52 Forecast Sales in Fast Food by Subsector: Units/Outlets 2006-2011
Table 53 Forecast Sales in Fast Food by Subsector: Transactions 2006-2011
Table 54 Forecast Sales in Fast Food by Subsector: Foodservice Value 2006-2011
Table 55 Forecast Sales in Fast Food by Subsector: % Volume Growth 2006-2011
Table 56 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2006-2011
Table 57 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2006-2011
100% HOME DELIVERY/TAKEAWAY IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2001-2006
Table 59 100% Home Delivery/Takeaway by Subsector: Transactions 2001-2006
Table 60 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2001-2006
Table 61 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2001-2006
Table 62 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2001-2006
Table 63 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2001-2006
Table 64 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2002-2006
Table 65 Brand Shares of Chained 100% Home Delivery/Takeaway 2003-2006
Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2006-2011
Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2006-2011
Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2006-2011
Table 69 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2006-2011
Table 70 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2006-2011
Table 71 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2006-2011
SELF-SERVICE CAFETERIAS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Self-service Cafeterias by Subsector: Units/Outlets 2001-2006
Table 73 Self-service Cafeterias by Subsector: Transactions 2001-2006
Table 74 Self-service Cafeterias by Subsector: Foodservice Value 2001-2006
Table 75 Self-service Cafeterias by Subsector: % Volume Growth 2001-2006
Table 76 Self-service Cafeterias by Subsector: % Transaction Growth 2001-2006
Table 77 Self-service Cafeterias by Subsector: % Foodservice Value Growth 2001-2006
Table 78 Global Brand Owner Shares of Chained Self-service Cafeterias 2002-2006
Table 79 Brand Shares of Chained Self-service Cafeterias 2003-2006
Table 80 Forecast Sales in Self-service Cafeterias by Subsector: Units/Outlets 2006-2011
Table 81 Forecast Sales in Self-service Cafeterias by Subsector: Transactions 2006-2011
Table 82 Forecast Sales in Self-service Cafeterias by Subsector: Foodservice Value 2006-2011
Table 83 Forecast Sales in Self-service Cafeterias by Subsector: % Volume Growth 2006-2011
Table 84 Forecast Sales in Self-service Cafeterias by Subsector: % Transaction Growth 2006-2011
Table 85 Forecast Sales in Self-service Cafeterias by Subsector: % Foodservice Value Growth 2006-2011
STREET STALLS/KIOSKS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 86 Street Stalls/Kiosks by Subsector: Units/Outlets 2001-2006
Table 87 Street Stalls/Kiosks by Subsector: Transactions 2001-2006
Table 88 Street Stalls/Kiosks by Subsector: Foodservice Value 2001-2006
Table 89 Street Stalls/Kiosks by Subsector: % Volume Growth 2001-2006
Table 90 Street Stalls/Kiosks by Subsector: % Transaction Growth 2001-2006
Table 91 Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2001-2006
Table 92 Forecast Sales in Street Stalls/Kiosks by Subsector: Units/Outlets 2006-2011
Table 93 Forecast Sales in Street Stalls/Kiosks by Subsector: Transactions 2006-2011
Table 94 Forecast Sales in Street Stalls/Kiosks by Subsector: Foodservice Value 2006-2011
Table 95 Forecast Sales in Street Stalls/Kiosks by Subsector: % Volume Growth 2006-2011
Table 96 Forecast Sales in Street Stalls/Kiosks by Subsector: % Transaction Growth 2006-2011
Table 97 Forecast Sales in Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2006-2011