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.
Buy online to access strategic market analysis and an interactive statistical database of foodservice value market size, company and brand shares and number of outlets and transactions.
Tables: 172 | Publication date: Oct 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
Consumer foodservice by chained/independent; Consumer foodservice by location; Consumer foodservice by type; Consumer foodservice by type and chained/independent
Executive summary
Healthy eating and convenience trends drive market development in 2007
Norway’s consumer foodservice market maintained its positive development in 2007, with all sectors showing growth in current value terms. With the exception of street stalls/kiosks, all sectors also showed growth in outlet numbers and transactions. Growth in current value sales for the market overall was slower than the CAGR recorded for the review period as a whole, reflecting increasing maturity. Healthier eating habits and the growing consumer desire for convenience were the major market trends. In line with rising health awareness among consumers, foodservice operators in all sectors updated their menus to incorporate healthier and more nutritious offerings. This was even true of sectors that have traditionally had an unhealthy image, such as fast food. At the same time, increasingly busy lifestyles meant that consumers demanded quick and convenient foodservice offerings. This benefited the 100% home delivery/takeaway, fast food and self-service cafeterias sectors most of all. Cafés/bars also performed very well, thanks largely to the growing popularity of specialist coffee shops outlets among the younger generation of Norwegian consumers.
Rising disposable incomes encourage Norwegians to eat out more often
Despite the trend towards increasingly busy lifestyles, in 2007 many Norwegians continued to make time to eat out in full-service restaurants outlets, particularly families with young children. While Norwegians have traditionally enjoyed eating cooked meals at home, towards the end of the review period rising disposable incomes and affordable prices (by Norway’s standards) ensured that more and more families opted to dine out in the pleasant and relaxed setting of a full-service restaurant on a regular basis. In line with the growing interest of consumers in different types of ethnic cuisine from around the world, many full-service restaurants players began offering more foreign dishes on the menus. At the same time, however, traditional Norwegian cuisine continued to experience a resurgence in popularity. These trends were evident not only in full-service restaurants, but also in fast food, self-service cafeterias and other sectors.
North American full-service restaurants prove increasingly popular
In 2007, North American full service restaurants was one of the smallest but most dynamic categories in the Norwegian consumer foodservice market, with just three major chains – TGI Friday’s, Hard Rock Café and Big Horn Steak House – accounting for robust growth in current value sales, outlet numbers and transactions. These chains offer consumers distinctively US-themed dining experiences, with extensive menus containing both healthy and frivolous food selections at affordable prices. Big Horn Steak House’s menu incorporates an extensive range of beef steaks, vegetables and salads. TGI Friday’s offers a more varied menu consisting primarily of US-style burgers, salads and meat entrées. Only TGI Friday’s and Hard Rock Café are multinational operations, while Big Horn Steak House is a domestic chain. In 2007, the impressive performance of North American full service restaurants was underpinned by rising disposable incomes, which encouraged Norwegians to eat out more frequently, as well as the growing consumer interest in themed foodservice outlets and foreign cuisine.
Convenience stores chains develop in-store fast food concepts
Chained fast food outlets are typically found in larger Norwegian cities, whereas independent outlets are more prevalent in smaller towns and villages. During the review period, convenience stores chains like 7-Eleven, Deli de Luca, Mix, Narvesen and La Baguette all developed fast food concepts within their existing outlets, as did supermarkets chain Meny. These fast food services located within grocery retailers outlets proved very popular with busy, on-the-go Norwegians in larger cities. 2007 saw Reitan Service Handel AS, owner of the 7-Eleven chain, strike a deal with Shell Select to make its convenience stores fast food services available at the latter’s petrol station forecourts. They currently own 91 YX petrol station and most of these will in due course be converted to Shell/7-Eleven outlets. This is a good example of how convenience stores chains are utilising their strengths to carve out new niches in fast food, bringing greater competition to the sector in the process.
Positive market development expected to continue over 2007-2012
Norway’s consumer foodservice market is expected to maintain its impressive development over the forecast period, with steady growth in constant value sales predicted for all sectors. This positive performance will continue to be underpinned by favourable economic conditions, which will encourage families and individuals of all ages to eat out more regularly. As health awareness continues to rise, operators throughout the market will have to adapt their menus to offer healthier and more nutritious alternatives in all price segments. At the same time, foodservice players will have to respond to the growing demand for traditional Norwegian food on the one hand, and the increasing consumer interest in ethnic cuisine from around the globe on the other. Busier lifestyles and the convenience trend will also remain influential, benefiting the fast food and 100% home delivery/takeaway sectors in particular. Moreover, as living standards rise, consumers will not only demand greater variety and in terms of ethnic, traditional and healthy cuisine, but also a more pleasant and atmospheric dining experience, whether they are eating in a full-service restaurant or in the seated area of a petrol station forecourt that offers fast food items. Thus, while the outlook for the market as a whole is favourable, foodservice players will have to invest in upgrading both their menus and their outlets if they are to be successful.
Table of contents
CONSUMER FOODSERVICE IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy eating and convenience trends drive market development in 2007
Rising disposable incomes encourage Norwegians to eat out more often
North American full-service restaurants prove increasingly popular
Convenience stores chains develop in-store fast food concepts
Positive market development expected to continue over 2007-2012
KEY TRENDS AND DEVELOPMENTS
Demand for healthier alternatives rises across consumer foodservice
Rising demand for convenience accompanies growing popularity of dining out
Innovative menus and new outlet designs help to attract consumers in 2007
Rise in Norwegian patriotism boosts demand for traditional foods
Ethnic food proves increasingly popular with Norwegian consumers
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2002-2007
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2002-2007
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2007
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2007
Table 5 Consumer Foodservice by Food Vs Drinks Split 2007
Table 6 Sales in Consumer Foodservice by Location 2002-2007
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2007
Table 8 Chained Consumer Foodservice Company Shares 2003-2007
Table 9 Chained Consumer Foodservice Brand Shares 2004-2007
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2007-2012
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 12 Consumer Expenditure on Consumer Foodservice 2003-2006
Table 13 Household Expenditure on Consumer Foodservice 2006
Table 14 Total Turnover and Number of Catering Outlets 2005
DEFINITIONS
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 2005-2007
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Kaffebrenneriet AS: Competitive Position 2007
NORGESGRUPPEN AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Norgesgruppen AS: Key Facts
Summary 6 Norgesgruppen AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Norgesgruppen AS: Competitive Position 2007
NORREIN GRUPPEN AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Norrein Gruppen AS: Key Facts
Summary 9 Norrein Gruppen AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Norrein Gruppen AS: Competitive Position 2007
REITAN SERVICE HANDEL AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Reitan Service Handel AS: Key Facts
Summary 12 Reitangruppen AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Reitan Service Handel AS: Competitive Position 2007
UMOE CATERING AS - CONSUMER FOODSERVICE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Umoe Catering AS: Key Facts
Summary 15 Umoe Catering AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 Umoe Catering AS: Competitive Position 2007
CONSUMER FOODSERVICE BY LOCATION IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Consumer Foodservice Sales by Location: Units/Outlets 2002-2007
Table 16 Consumer Foodservice Sales by Location: Transactions 2002-2007
Table 17 Consumer Foodservice Sales by Location: Foodservice Value 2002-2007
Table 18 Consumer Foodservice Sales by Location: % Volume Growth 2002-2007
Table 19 Consumer Foodservice Sales by Location: % Transaction Growth 2002-2007
Table 20 Consumer Foodservice Sales by Location: % Foodservice Value Growth 2002-2007
Table 21 Consumer Foodservice Sales through Standalone: Units/Outlets 2002-2007
Table 22 Consumer Foodservice Sales through Standalone: Transactions 2002-2007
Table 23 Consumer Foodservice Sales through Standalone: Foodservice Value 2002-2007
Table 24 Consumer Foodservice Sales through Standalone: % Volume Growth 2002-2007
Table 25 Consumer Foodservice Sales through Standalone: % Transaction Growth 2002-2007
Table 26 Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2002-2007
Table 27 Consumer Foodservice Sales through Leisure: Units/Outlets 2002-2007
Table 28 Consumer Foodservice Sales through Leisure: Transactions 2002-2007
Table 29 Consumer Foodservice Sales through Leisure: Foodservice Value 2002-2007
Table 30 Consumer Foodservice Sales through Leisure: % Volume Growth 2002-2007
Table 31 Consumer Foodservice Sales through Leisure: % Transaction Growth 2002-2007
Table 32 Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2002-2007
Table 33 Consumer Foodservice Sales through Retail: Units/Outlets 2002-2007
Table 34 Consumer Foodservice Sales through Retail: Transactions 2002-2007
Table 35 Consumer Foodservice Sales through Retail: Foodservice Value 2002-2007
Table 36 Consumer Foodservice Sales through Retail: % Volume Growth 2002-2007
Table 37 Consumer Foodservice Sales through Retail: % Transaction Growth 2002-2007
Table 38 Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2002-2007
Table 39 Consumer Foodservice Sales through Lodging: Units/Outlets 2002-2007
Table 40 Consumer Foodservice Sales through Lodging: Transactions 2002-2007
Table 41 Consumer Foodservice Sales through Lodging: Foodservice Value 2002-2007
Table 42 Consumer Foodservice Sales through Lodging: % Volume Growth 2002-2007
Table 43 Consumer Foodservice Sales through Lodging: % Transaction Growth 2002-2007
Table 44 Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2002-2007
Table 45 Consumer Foodservice Sales through Travel: Units/Outlets 2002-2007
Table 46 Consumer Foodservice Sales through Travel: Transactions 2002-2007
Table 47 Consumer Foodservice Sales through Travel: Foodservice Value 2002-2007
Table 48 Consumer Foodservice Sales through Travel: % Volume Growth 2002-2007
Table 49 Consumer Foodservice Sales through Travel: % Transaction Growth 2002-2007
Table 50 Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2002-2007
Table 51 Forecast Consumer Foodservice Sales by Location: Units/Outlets 2007-2012
Table 52 Forecast Consumer Foodservice Sales by Location: Transactions 2007-2012
Table 53 Forecast Consumer Foodservice Sales by Location: Foodservice Value 2007-2012
Table 54 Forecast Consumer Foodservice Sales by Location: % Volume Growth 2007-2012
Table 55 Forecast Consumer Foodservice Sales by Location: % Transaction Growth 2007-2012
Table 56 Forecast Consumer Foodservice Sales by Location: % Foodservice Value Growth 2007-2012
Table 57 Forecast Consumer Foodservice Sales through Standalone: Units/Outlets 2007-2012
Table 58 Forecast Consumer Foodservice Sales through Standalone: Transactions 2007-2012
Table 59 Forecast Consumer Foodservice Sales through Standalone: Foodservice Value 2007-2012
Table 60 Forecast Consumer Foodservice Sales through Standalone: % Volume Growth 2007-2012
Table 61 Forecast Consumer Foodservice Sales through Standalone: % Transaction Growth 2007-2012
Table 62 Forecast Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2007-2012
Table 63 Forecast Consumer Foodservice Sales through Leisure: Units/Outlets 2007-2012
Table 64 Forecast Consumer Foodservice Sales through Leisure: Transactions 2007-2012
Table 65 Forecast Consumer Foodservice Sales through Leisure: Foodservice Value 2007-2012
Table 66 Forecast Consumer Foodservice Sales through Leisure: % Volume Growth 2007-2012
Table 67 Forecast Consumer Foodservice Sales through Leisure: % Transaction Growth 2007-2012
Table 68 Forecast Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2007-2012
Table 69 Forecast Consumer Foodservice Sales through Retail: Units/Outlets 2007-2012
Table 70 Forecast Consumer Foodservice Sales through Retail: Transactions 2007-2012
Table 71 Forecast Consumer Foodservice Sales through Retail: Foodservice Value 2007-2012
Table 72 Forecast Consumer Foodservice Sales through Retail: % Volume Growth 2007-2012
Table 73 Forecast Consumer Foodservice Sales through Retail: % Transaction Growth 2007-2012
Table 74 Forecast Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2007-2012
Table 75 Forecast Consumer Foodservice Sales through Lodging: Units/Outlets 2007-2012
Table 76 Forecast Consumer Foodservice Sales through Lodging: Transactions 2007-2012
Table 77 Forecast Consumer Foodservice Sales through Lodging: Foodservice Value 2007-2012
Table 78 Forecast Consumer Foodservice Sales through Lodging: % Volume Growth 2007-2012
Table 79 Forecast Consumer Foodservice Sales through Lodging: % Transaction Growth 2007-2012
Table 80 Forecast Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2007-2012
Table 81 Forecast Consumer Foodservice Sales through Travel: Units/Outlets 2007-2012
Table 82 Forecast Consumer Foodservice Sales through Travel: Transactions 2007-2012
Table 83 Forecast Consumer Foodservice Sales through Travel: Foodservice Value 2007-2012
Table 84 Forecast Consumer Foodservice Sales through Travel: % Volume Growth 2007-2012
Table 85 Forecast Consumer Foodservice Sales through Travel: % Transaction Growth 2007-2012
Table 86 Forecast Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2007-2012
CAFéS/BARS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 87 Minor Specialist Coffee Shop Chains 2007
Table 88 Cafés/Bars by Subsector: Units/Outlets 2002-2007
Table 89 Cafés/Bars by Subsector: Transactions 2002-2007
Table 90 Cafés/Bars by Subsector: Foodservice Value 2002-2007
Table 91 Cafés/Bars by Subsector: % Volume Growth 2002-2007
Table 92 Cafés/Bars by Subsector: % Transaction Growth 2002-2007
Table 93 Cafés/Bars by Subsector: % Foodservice Value Growth 2002-2007
Table 94 Global Brand Owner Shares of Chained Cafés/Bars 2003-2007
Table 95 Brand Shares of Chained Cafés/Bars 2004-2007
Table 96 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2007-2012
Table 97 Forecast Sales in Cafés/Bars by Subsector: Transactions 2007-2012
Table 98 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2007-2012
Table 99 Forecast Sales in Cafés/Bars by Subsector: % Volume Growth 2007-2012
Table 100 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2007-2012
Table 101 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2007-2012
FULL-SERVICE RESTAURANTS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 FSR by Subsector: Units/Outlets 2002-2007
Table 103 FSR by Subsector: Transactions 2002-2007
Table 104 FSR by Subsector: Foodservice Value 2002-2007
Table 105 FSR by Subsector: % Volume Growth 2002-2007
Table 106 FSR by Subsector: % Transaction Growth 2002-2007
Table 107 FSR by Subsector: % Foodservice Value Growth 2002-2007
Table 108 Global Brand Owner Shares of Chained FSR 2003-2007
Table 109 Brand Shares of Chained FSR 2004-2007
Table 110 Forecast Sales in FSR by Subsector: Units/Outlets 2007-2012
Table 111 Forecast Sales in FSR by Subsector: Transactions 2007-2012
Table 112 Forecast Sales in FSR by Subsector: Foodservice Value 2007-2012
Table 113 Forecast Sales in FSR by Subsector: % Volume Growth 2007-2012
Table 114 Forecast Sales in FSR by Subsector: % Transaction Growth 2007-2012
Table 115 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2007-2012
FAST FOOD IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 116 Fast Food by Subsector: Units/Outlets 2002-2007
Table 117 Fast Food by Subsector: Transactions 2002-2007
Table 118 Fast Food by Subsector: Foodservice Value 2002-2007
Table 119 Fast Food by Subsector: % Volume Growth 2002-2007
Table 120 Fast Food by Subsector: % Transaction Growth 2002-2007
Table 121 Fast Food by Subsector: % Foodservice Value Growth 2002-2007
Table 122 Sales of Bakery Products Fast Food by Type 2006-2007
Table 123 Global Brand Owner Shares of Chained Fast Food 2003-2007
Table 124 Brand Shares of Chained Fast Food 2004-2007
Table 125 Forecast Sales in Fast Food by Subsector: Units/Outlets 2007-2012
Table 126 Forecast Sales in Fast Food by Subsector: Transactions 2007-2012
Table 127 Forecast Sales in Fast Food by Subsector: Foodservice Value 2007-2012
Table 128 Forecast Sales in Fast Food by Subsector: % Volume Growth 2007-2012
Table 129 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2007-2012
Table 130 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2007-2012
100% HOME DELIVERY/TAKEAWAY IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 131 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2002-2007
Table 132 100% Home Delivery/Takeaway by Subsector: Transactions 2002-2007
Table 133 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2002-2007
Table 134 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2002-2007
Table 135 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2002-2007
Table 136 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2002-2007
Table 137 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2003-2007
Table 138 Brand Shares of Chained 100% Home Delivery/Takeaway 2004-2007
Table 139 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2007-2012
Table 140 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2007-2012
Table 141 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2007-2012
Table 142 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2007-2012
Table 143 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2007-2012
Table 144 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2007-2012
STREET STALLS/KIOSKS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 145 Street Stalls/Kiosks: Units/Outlets 2002-2007
Table 146 Street Stalls/Kiosks: Transactions 2002-2007
Table 147 Street Stalls/Kiosks: Foodservice Value 2002-2007
Table 148 Street Stalls/Kiosks: % Volume Growth 2002-2007
Table 149 Street Stalls/Kiosks: % Transaction Growth 2002-2007
Table 150 Street Stalls/Kiosks: % Foodservice Value Growth 2002-2007
Table 151 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2007-2012
Table 152 Forecast Sales in Street Stalls/Kiosks: Transactions 2007-2012
Table 153 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2007-2012
Table 154 Forecast Sales in Street Stalls/Kiosks: % Volume Growth 2007-2012
Table 155 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2007-2012
Table 156 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2007-2012