Hot Drinks in Norway
Euromonitor International's Hot 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: 59 | Publication date: Aug 2007
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
Coffee; Other hot drinks; Tea
Executive summary
Another Growth Year
The value of hot drinks products in Norway grew in 2006. Coffee is the main contributor to stable growth, as Norway is traditionally a coffee drinking nation. More Norwegians drunk tea in 2006 as many consumers found the many new flavours and exotic products being launched attractive. In addition, many health-conscious consumers preferred to drink tea due to the health benefits. Other hot drinks stagnated due to a lack of innovation and the small product range on offer.
Coffee: Norway's Social Oil
Coffee sales accounted for most of hot drink sales in 2006. Norway is a coffee drinking nation; it is a deeply rooted tradition, comparable to the British drinking tea. A spokeswoman for Norsk Kaffeinformasjon stated that coffee is Norway's social oil and many younger consumers have started to drink coffee too. Norwegians drink coffee at home in the morning, at work during their lunch break, at dinner time, together with friends, and in the evening whilst relaxing in front of the television. It is the standard and classical black cup of coffee that dominates, but Norwegians have recently realised that there are other ways of making coffee as well.
Chained Coffee Shops Lead to Higher Sales
The increasing trend of chained coffee shops being established in both larger and smaller cities in Norway has introduced consumers to new and continental coffee variations. Cappuccino, espresso, instant coffee and latte in particular have become increasingly popular during 2006. An experience discovered in a coffee shop is often tried out at home and sales of such products consequently increased. Despite most Norwegians favouring the standard black cup of coffee, many were willing to try out something new, which boosted overall sales of coffee.
Tea: Healthy and Innovative
Tea appeals to many due to the health benefits such drinks bring. In particular, green tea offers health benefits; it thus showed the strongest growth of all products in hot drinks in 2006. Tea also experienced strong innovative backing from producers, which launched many new and attractive products such as white, gold and red tea and exotic tea with flavours from different continents. This appealed to consumers, who experienced a new side to tea, not just standard Earl Grey tea, but the versatility of tea. Tea sales came no way near to challenging coffee but 2006 saw tea come up with many good alternatives to coffee, which many Norwegians were willing to try out.
Children Keep Other Hot Drinks Alive
Other hot drinks mainly appeal to children. Parents tend to prefer sugar-free products for their children, mixing milk with chocolate-based flavoured powder drinks; this category is where the majority of sales are made. The sector's lack of innovation and new products meant that sales were stagnant during 2006. Other products such as non-chocolate based flavoured powder drinks have a limited selection of brands and are niche products consumed by very few.
Strong Future Growth, Driven by Coffee and Tea
The fact that Norway is a coffee drinking nation will be the main factor behind future growth. The classic black cup of coffee will still be a part of many people's lives, and the fact that younger people, in particular those between 20-25 years, will start to drink coffee will boost sales even further. Tea will benefit from its innovative strength, offering many new flavours and variations, and the fact that many consumers will be willing to try out tea is going to be an important factor for sales in the forecast period. This, together with strong competition and local players that know the attitudes and demands of Norwegians, will be the main factor behind strong future growth.
Table of contents
HOT DRINKS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Another Growth Year
Coffee: Norway's Social Oil
Chained Coffee Shops Lead to Higher Sales
Tea: Healthy and Innovative
Children Keep Other Hot Drinks Alive
Strong Future Growth, Driven by Coffee and Tea
KEY TRENDS AND DEVELOPMENTS
Norway: A Coffee Drinking Nation
Fairtrade Receives More Attention
Horeca Channels Boost Sales of Hot Drinks
Hot Drinks Appeal to Health-conscious Consumers
Could Tea Challenge Coffee?
MARKET DATA
Table 1 Sales of Hot Drinks by Sector: Volume 2001-2006
Table 2 Sales of Hot Drinks by Sector: Value 2001-2006
Table 3 Sales of Hot Drinks by Sector: % Volume Growth 2001-2006
Table 4 Sales of Hot Drinks by Sector: % Value Growth 2001-2006
Table 5 Hot Drinks Company Shares by Value 2002-2006
Table 6 Hot Drinks Brand Shares by Value 2003-2006
Table 7 Penetration of Private Label by Sector 2002-2006
Table 8 Sales of Hot Drinks by Distribution Format: % Analysis 2001/2006
Table 9 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2006
Table 10 Forecast Sales of Hot Drinks by Sector: Volume 2006-2011
Table 11 Forecast Sales of Hot Drinks by Sector: Value 2006-2011
Table 12 Forecast Sales of Hot Drinks by Sector: % Volume Growth 2006-2011
Table 13 Forecast Sales of Hot Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Production/imports/exports
Table 14 Production/Imports/Exports/Apparent Consumption of Coffee 2001-2006
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - NORWAY
COOP NORGE AS - HOT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Coop Norge AS: Key Facts
Summary 2 Coop Norge AS: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
HAUGEN-GRUPPEN A/S - HOT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Haugen-Gruppen A/S: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
JOH JOHANNSON KAFFE AS - HOT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Joh Johannson Kaffe AS: Key Facts
Summary 5 Joh Johannson Kaffe AS: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 6 Joh Johannson Kaffe AS: Production Statistics 2006
COMPETITIVE POSITIONING
KAFFEHUSET FRIELE AS - HOT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Kaffehuset Friele AS: Key Facts
Summary 8 Kaffehuset Friele AS: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 9 Kaffehuset Friele AS: Production Statistics 2006
COMPETITIVE POSITIONING
COFFEE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Coffee by Type: Volume 2001-2006
Table 16 Sales of Coffee by Type: Value 2001-2006
Table 17 Sales of Coffee by Type: % Volume Growth 2001-2006
Table 18 Sales of Coffee by Type: % Value Growth 2001-2006
Table 19 Standard vs Coffee Pods 2004-2006
Table 20 Instant Coffee by Speciality Type 2004-2006
Table 21 Instant Coffee by Speciality Type 2004-2006
Table 22 Coffee Company Shares 2002-2006
Table 23 Coffee Brand Shares 2003-2006
Table 24 Foodservice Sales of Coffee by Distribution Format 2001/2006
Table 25 Forecast Sales of Coffee by Type: Volume 2006-2011
Table 26 Forecast Sales of Coffee by Type: Value 2006-2011
Table 27 Forecast Sales of Coffee by Type: % Volume Growth 2006-2011
Table 28 Forecast Sales of Coffee by Type: % Value Growth 2006-2011
TEA IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 Sales of Tea by Subsector: Volume 2001-2006
Table 30 Sales of Tea by Subsector: Value 2001-2006
Table 31 Sales of Tea by Subsector: % Volume Growth 2001-2006
Table 32 Sales of Tea by Subsector: % Value Growth 2001-2006
Table 33 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2006
Table 34 Tea Company Shares 2002-2006
Table 35 Tea Brand Shares 2003-2006
Table 36 Forecast Sales of Tea by Subsector: Volume 2006-2011
Table 37 Forecast Sales of Tea by Subsector: Value 2006-2011
Table 38 Forecast Sales of Tea by Subsector: % Volume Growth 2006-2011
Table 39 Forecast Sales of Tea by Subsector: % Value Growth 2006-2011
OTHER HOT DRINKS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Other Hot Drinks by Subsector: Volume 2001-2006
Table 41 Sales of Other Hot Drinks by Subsector: Value 2001-2006
Table 42 Sales of Other Hot Drinks by Subsector: % Volume Growth 2001-2006
Table 43 Sales of Other Hot Drinks by Subsector: % Value Growth 2001-2006
Table 44 Other Tea by Type: % Off-trade Volume 2005-2006
Table 45 Other Hot Drinks Company Shares 2002-2006
Table 46 Other Hot Drinks Brand Shares 2003-2006
Table 47 Forecast Sales of Other Hot Drinks by Subsector: Volume 2006-2011
Table 48 Forecast Sales of Other Hot Drinks by Subsector: Value 2006-2011
Table 49 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2006-2011
Table 50 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2006-2011