Health and Wellness Beverages in Norway
Euromonitor International's Health and Wellness Beverages 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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Chapters: 12 | Tables: 94 | Publication date: Nov 2006
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
Breakdown by beverages sector; Breakdown by health and wellness category
Table of contents
1. INTRODUCTION
2. EXECUTIVE SUMMARY
Consumer preferences shift towards health throughout soft drinks
Better for you soft drinks achieves strong value sales growth
The rise of HW carbonates continues
New products enter the market as health becomes more important
Demand for HW soft drinks is set to continue over the forecast period
3. MARKET BACKGROUND
3.1 LEGISLATION
3.2 LIFESTYLES
Health issues shaped by changing lifestyles
3.3 BEVERAGES CONSUMPTION HABITS
3.4 OBESITY RATES
3.5 HEALTH AND WELLNESS DRINKS IN THE ON-TRADE
4. HEALTH AND WELLNESS SOFT DRINKS SALES
4.1 MARKET PERFORMANCE
2005 headlines
In 2005, HW soft drink value sales grew as producers responded to consumer demands
Shifting consumer patterns towards health boost sales of HW soft drinks
Value sales of naturally healthy soft drinks increase in 2005, albeit at a slower rate than BFY soft drinks
BFY soft drinks experiences strong value sales growth in 2005
The biggest sales growth experienced by HW drinks is reported through convenience stores
Table 1 Retail Sales of Soft Drinks by Health and Wellness Category: Value 2002-2005
Table 2 Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2002-2005
4.2 KEY TRENDS AND DEVELOPMENTS
Norwegians drink more bottled water
Less sugar – more health
Fruit/vegetable juice in fortified/functional forms enter the market in 2005
Smoothies arrive on Norwegian shelves in 2005
4.3 KEY FUNCTIONAL INGREDIENTS
4.4 RETAIL DISTRIBUTION
Retail distribution trends
4.5 RETAILER ACTIVITY AND PRIVATE LABEL TRENDS
Retailer activity
Private label trends
4.6 FORECAST MARKET PERFORMANCE
Forecast headlines
Health and wellness soft drinks is expected to perform strongly during the forecast period
BFY reduced sugar soft drinks to achieve strong value sales growth
Organic soft drinks to appear in supermarkets/hypermarkets
A greater variety of fortified/functional soft drinks is expected
Table 3 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: Value 2005-2010
Table 4 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2005-2010
5. CARBONATES
5.1 CARBONATES BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Strong presence of HW carbonates in Norway
BFY reduced sugar carbonates experiences strong sales growth
Light carbonates receives criticism regarding consumer health
Organic carbonates to enter Norway
Forecast performance
Table 5 Retail Sales of Carbonates by Health and Wellness Category: Value 2002-2005
Table 6 Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2002-2005
Table 7 Forecast Retail Sales of Carbonates by Health and Wellness Category: Value 2005-2010
Table 8 Forecast Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2005-2010
5.2 COMPANY AND BRAND ANALYSIS
Health and wellness carbonates divided between Coca-Cola Drikker AS and Ringnes AS
BFY reduced sugar cola carbonates has the most promising future
Summary 1 Health and Wellness Carbonates: Major Players 2004/2005
Table 9 Cola carbonates - BFY Reduced sugar: Brand Rankings 2005
Table 10 Cola carbonates - BFY Combination: Brand Rankings 2005
Table 11 Non-cola carbonates - Fortified/functional: Brand Rankings 2005
Table 12 Non-cola carbonates - BFY Reduced sugar: Brand Rankings 2005
5.3 KEY FUNCTIONAL INGREDIENTS
5.4 NEW PRODUCT DEVELOPMENTS
Coca-Cola Drikker AS launches a variety of light carbonates in 2005
Ringnes AS boasts growing sales of light alternatives
Summary 2 Health and Wellness Carbonates: New Product Launches 2004/2005
5.5 PRICING STRATEGIES
Summary 3 Pricing: Standard vs HW Carbonates 2005
6. FRUIT/VEGETABLE JUICE
6.1 FRUIT/VEGETABLE JUICE BY HEALTH AND WELLNESS CATEGORY
2005 headlines
HW fruit/vegetable juice accounts for the bulk of value sales of fruit/vegetable juice
HW fruit/vegetable juice sales increase as a result of new product launches
Naturally healthy fruit/vegetable juice accounts for the bulk of HW fruit/vegetable juice sales
Fortified/functional fruit/vegetable juice and smoothies enter the market
Fruit/vegetable juice criticised for having a high acid content
Forecast performance
Table 13 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2002-2005
Table 14 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2002-2005
Table 15 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2005-2010
Table 16 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2005-2010
6.2 COMPANY AND BRAND ANALYSIS
Summary 4 Health and Wellness Fruit/Vegetable Juice: Major Players 2004/2005
Table 17 100% juice - Organic: Brand Rankings 2005
Table 18 100% juice - Fortified/functional: Brand Rankings 2005
Table 19 NH 100% juice: Brand Rankings 2005
Table 20 Nectars (25-99% juice) - Fortified/functional: Brand Rankings 2005
Table 21 Nectars (25-99% juice) - BFY Reduced sugar: Brand Rankings 2005
6.3 KEY FUNCTIONAL INGREDIENTS
6.4 NEW PRODUCT DEVELOPMENTS
Summary 5 Health and Wellness Fruit/Vegetable Juice: New Product Launches 2004/2005
6.5 PRICING STRATEGIES
Summary 6 Pricing: Standard vs HW Fruit/Vegetable Juice 2005
7. BOTTLED WATER
7.1 BOTTLED WATER BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Naturally healthy bottled water is the main platform for sales in HW bottled water
Due to changes in consumer drinking habits, HW bottled water continues to develop
Consumer health concerns help boost sales of bottled water at the expense of soft drinks
Forecast performance
Table 22 Retail Sales of Bottled Water by Health and Wellness Category: Value 2002-2005
Table 23 Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2002-2005
Table 24 Forecast Retail Sales of Bottled Water by Health and Wellness Category: Value 2005-2010
Table 25 Forecast Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2005-2010
7.2 COMPANY AND BRAND ANALYSIS
Ringnes AS and Hansa Borg Bryggerier dominate
Summary 7 Health and Wellness Bottled Water: Major Players 2004/2005
Table 26 NH Natural mineral water - Still: Brand Rankings 2005
Table 27 NH Spring water - Still: Brand Rankings 2005
Table 28 NH Natural mineral water - Carbonated: Brand Rankings 2005
7.3 NEW PRODUCT DEVELOPMENTS
Summary 8 Health and Wellness Bottled Water: New Product Launches 2004/2005
7.4 PRICING STRATEGIES
Summary 9 Pricing: Standard vs HW Bottled Water 2005
8. SOFT DRINKS SECTOR SUMMARIES
8.1 SPORTS DRINKS
Due to health issues, sports drinks sales values decline
Powerade and Gatorade dominate sales
Drinking water instead of sports drinks is an increasing trend
Sports drinks lacks new product development in 2005 as manufacturers invest in healthier alternatives
Key ingredients
Sports drinks is set to decline in popularity
Table 29 Retail Sales of Sports Drinks: Value 2002-2005
Table 30 Retail Sales of Sports Drinks: % Value Growth 2002-2005
Table 31 Forecast Retail Sales of Sports Drinks: Value 2005-2010
Table 32 Forecast Retail Sales of Sports Drinks: % Value Growth 2005-2010
Table 33 Sports drinks - Fortified/functional: Brand Rankings 2005
Summary 10 Health and Wellness Sports Drinks: New Product Launches 2004/2005
8.2 ENERGY DRINKS
Energy drink sales appear to have stabilised
New launches
Energy drinks dominated by Ringnes AS and its leading brand
Key ingredients
Energy drinks unlikely to pick up sales momentum
Table 34 Retail Sales of Energy Drinks: Value 2002-2005
Table 35 Retail Sales of Energy Drinks: % Value Growth 2002-2005
Table 36 Forecast Retail Sales of Energy Drinks: Value 2005-2010
Table 37 Forecast Retail Sales of Energy Drinks: % Value Growth 2005-2010
Table 38 Energy Drinks - Fortified/functional: Brand Rankings 2005
Summary 11 Health and Wellness Energy Drinks: New Product Launches 2004/2005
8.3 CONCENTRATES
BFY reduced sugar concentrates experiences strong sales
Fewer product developments results in slower growth
New launches appeal to consumers’ tastes as preferences change towards less sugar
Stabburet AS dominates
Forecast
Table 39 Retail Sales of Concentrates by Health and Wellness Category: Value 2002-2005
Table 40 Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2002-2005
Table 41 Forecast Retail Sales of Concentrates by Health and Wellness Category: Value 2005-2010
Table 42 Forecast Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2005-2010
Table 43 Concentrates - BFY Reduced sugar: Brand Rankings 2005
Summary 12 Health and Wellness Concentrates: New Product Launches 2004/2005
8.4 RTD TEA
Health and wellness RTD tea appears in Norway
Stabburet AS enters RTD tea with sugar-free Fun Light Ice Tea
Strong sales growth is forecast for HW RTD tea due to the continuing health trend
Table 44 Retail Sales of RTD Tea by Health and Wellness Category: Value 2002-2005
Table 45 Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 46 Forecast Retail Sales of RTD Tea by Health and Wellness Category: Value 2005-2010
Table 47 Forecast Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2005-2010
Table 48 NH Green RTD tea: Brand Rankings 2005
Summary 13 Health and Wellness RTD Tea: New Product Launches 2004/2005
9. HEALTH AND WELLNESS HOT DRINKS SALES
9.1 MARKET PERFORMANCE
2005 headlines
Health and wellness has a small but growing presence in hot drinks
HW coffee holds a small proportion of coffee sales, although it has growth potential
NH green tea experiences strong sales growth
Table 49 Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 50 Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
9.2 KEY TRENDS AND DEVELOPMENTS
Successful HW products are part of a well-established brand family
Greater awareness of the benefits of healthy eating
Products that offer new solutions for serious health problems grow faster
9.3 KEY FUNCTIONAL INGREDIENTS
9.4 RETAIL DISTRIBUTION
Retail distribution trends
9.5 RETAILER ACTIVITY AND PRIVATE LABEL TRENDS
Retailer activity
Private label trends
9.6 FORECAST MARKET PERFORMANCE
Forecast headlines
Strong growth expected for HW hot drinks
Increased interest in organic products
Table 51 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 52 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
10. COFFEE
10.1 COFFEE BY HEALTH AND WELLNESS CATEGORY
2005 headlines
HW coffee sales small but growing
Major players launch reduced caffeine versions of leading brands
BFY reduced caffeine coffee accounts for majority of value sales of HW instant coffee
Forecast performance
Table 53 Retail Sales of Coffee by Health and Wellness Category: Value 2002-2005
Table 54 Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2002-2005
Table 55 Forecast Retail Sales of Coffee by Health and Wellness Category: Value 2005-2010
Table 56 Forecast Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2005-2010
10.2 COMPANY AND BRAND ANALYSIS
Major players launch reduced caffeine versions of leading brands
Organic coffees have new brand identities
Summary 14 Health and Wellness Coffee: Major Players 2004/2005
Table 57 Fresh coffee - Organic: Brand Rankings 2005
Table 58 Fresh coffee - BFY Reduced caffeine: Brand Rankings 2005
Table 59 Instant coffee - BFY Reduced caffeine: Brand Rankings 2005
10.3 NEW PRODUCT DEVELOPMENTS
Summary 15 Health and Wellness Coffee: New Product Launches 2004/2005
10.4 PRICING STRATEGIES
Summary 16 Pricing: Standard vs. HW Coffee 2005
11. TEA
11.1 TEA BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Value sales of HW tea increase at a higher rate than standard tea
Green tea is the fastest growing in value terms
Availability of more green tea varieties stimulate value sales
Growth in sales of NH fruit/herbal tea
Forecast performance
Table 60 Retail Sales of Tea by Health and Wellness Category: Value 2002-2005
Table 61 Retail Sales of Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 62 Forecast Retail Sales of Tea by Health and Wellness Category: Value 2005-2010
Table 63 Forecast Retail Sales of Tea by Health and Wellness Category: % Value Growth 2005-2010
11.2 COMPANY AND BRAND ANALYSIS
Twinings penetrates market with new green tea varieties
Lipton populates shelves with new tea
Summary 17 Health and Wellness Tea: Major Players 2004/2005
Table 64 Black tea - Organic: Brand Rankings 2005
Table 65 Green tea - Organic: Brand Rankings 2005
Table 66 NH Green Tea: Brand Rankings 2005
Table 67 NH Herbal tea: Brand Rankings 2005
11.3 NEW PRODUCT DEVELOPMENTS
Summary 18 Health and Wellness Tea: New Product Launches 2004/2005
11.4 PRICING STRATEGIES
Summary 19 Pricing: Standard vs HW Tea 2005
12. OTHER HOT DRINKS
12.1 OTHER HOT DRINKS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Health and wellness is lightly represented in other hot drinks
BFY chocolate-based flavoured powder drinks drives sales
Forecast performance
Table 68 Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 69 Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
Table 70 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 71 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
12.2 COMPANY AND BRAND ANALYSIS
Freia Regia Express light is leading brand
Competitors to Regia rely on “adult” flavours
Summary 20 Health and Wellness Other Hot Drinks: Major Players 2004/2005
Table 72 Chocolate-based flavoured powder drinks - BFY Combination: Brand Rankings 2005
12.3 KEY FUNCTIONAL INGREDIENTS
12.4 NEW PRODUCT DEVELOPMENTS
Summary 21 Health and Wellness Other Hot Drinks: New Product Launches 2004/2005
12.5 PRICING STRATEGIES
Summary 22 Pricing: Standard vs HW Other Hot Drinks 2005