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: 77 | Publication date: Apr 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
Coffee; Other hot drinks; Tea
Executive summary
Strong tradition and new trends ensure dynamic volume and value sales
The Norwegian hot drinks market continued to develop at a steady pace in 2008. Among the many trends visible were a strong and deeply rooted tradition for drinking coffee, a further strong trend towards green tea and tea flavours from around the world, and a strong cultural trend among the younger generation for cafés/bars, where continental drinks such as espresso, cappuccino and latte are consumed. In addition, coffee made at home using espresso machines and coffee pod machines continued to increase in popularity following new product launches in 2007. The new coffee machine concepts introduced in convenience stores and cafés/bars further boosted coffee’s position within hot drinks.
Younger generation takes on new trends
Black coffee consumption has strong and deeply rooted traditions within Norwegian society. The majority of coffee drunk is black coffee. Nevertheless, new trends taken up, especially by the younger generation, have started to interfere slightly with these traditions. In addition to mocha, macchiato and Americano, instant coffee is benefiting strongly from the fact that many consumers are acquiring espresso machines and, more recently, coffee pod machines. These trends are very strong, and the new drinks are offered not only in the larger cities, but also in smaller cities and towns where independent cafés are situated.
Two Norwegian giants dominate value sales
The two Norwegian producers of coffee, Kaffehuset Friele AS and Joh Johannson Kaffe AS, dominated value sales of hot drinks in 2008. The multinational Nestlé Norge AS was in third place, followed by the leading tea player, Haugen-Gruppen A/S. The two Norwegian manufacturers have been making coffee for more than a century and have expert domestic knowledge. They have been able to remain innovative and respond to consumer demand. In 2008, both companies reached agreements with leading retailers to provide coffee to new and competing coffee machine concepts.
Supermarkets/hypermarkets and discounters dominate volume sales
In 2008, supermarkets/hypermarkets and discounters held equal volume shares of hot drinks distribution. Discounters increased its volume share during the review period thanks to flexible and extended opening hours, a wider range of products and the ability to keep prices low. Private label maintained its value share in an increasingly competitive environment, due to a wider range of products on offer and improved quality. Although private label has not reached a level where quality is acceptable, it benefits from keeping prices low.
Healthy volume and value growth forecast
The Norwegian hot drinks market will post significant growth during the forecast period, in both volume and value terms. Coffee, which accounts for the majority of retail value sales, will be the main value growth driver. In addition to the traditional black coffee, new continental trends will become more widespread. The new coffee bar machine concepts are expected to become popular, and will boost the popularity of espresso and cappuccino in particular. Tea will continue to grow due to its health benefits, with green tea being the most preferred tea, especially among women. Other hot drinks are becoming more popular due to many new launches with reduced sugar, and this trend is expected to continue over the forecast period. Parents will welcome healthier options for their children.
Table of contents
HOT DRINKS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong tradition and new trends ensure dynamic volume and value sales
Younger generation takes on new trends
Two Norwegian giants dominate value sales
Supermarkets/hypermarkets and discounters dominate volume sales
Healthy volume and value growth forecast
KEY TRENDS AND DEVELOPMENTS
Traditional black coffee remains popular due to tradition
Coffee machines boost on-trade volume sales
Low-fat and reduced-sugar brands become more popular
Fairtrade a political issue in Norway
Coffee pod machines become more popular
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Penetration of Private Label by Sector 2004-2008
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 26 Production/Imports/Exports/Apparent Consumption of Coffee 2002-2007
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NORWAY
COOP NORGE KAFFE AS - HOT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Coop Kaffe AS: Key Facts
Summary 3 Coop Kaffe AS: Operational Indicators
COMPANY BACKGROUND
Summary 4 Coop Kaffe AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Coop Norge AS: Competitive Position 2008
HAUGEN-GRUPPEN A/S - HOT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Haugen-Gruppen A/S: Key Facts
Summary 7 Haugen-Gruppen A/S: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Haugen-Gruppen A/S: Competitive Position 2008
JOH JOHANNSON KAFFE AS - HOT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Joh Johannson Kaffe AS: Key Facts
Summary 10 Joh Johannson Kaffe AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Joh Johannson Kaffe AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Joh Johannson Kaffe AS: Competitive Position 2008
KAFFEHUSET FRIELE AS - HOT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Kaffehuset Friele AS: Key Facts
Summary 14 Kaffehuset Friele AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Kaffehuset Friele AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Kaffehuset Friele AS: Competitive Position 2007
COFFEE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Coffee Machine Sales: 2002-2007
Table 28 Instant Coffee by Speciality Type Off-trade volume % 2005-2008
Table 29 Retail Sales of Coffee by Type: Volume 2003-2008
Table 30 Retail Sales of Coffee by Type: Value 2003-2008
Table 31 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 32 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 33 Standard Vs Coffee Pods 2004-2008
Table 34 Coffee Company Shares 2004-2008
Table 35 Coffee Brand Shares 2005-2008
Table 36 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 41 Other Tea by Type: % Off-trade Volume 2005-2008
Table 42 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 43 Retail Sales of Tea by Subsector: Value 2003-2008
Table 44 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 45 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 46 Tea Company Shares 2004-2008
Table 47 Tea Brand Shares 2005-2008
Table 48 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 49 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 51 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 53 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 55 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 56 Other Hot Drinks Company Shares 2004-2008
Table 57 Other Hot Drinks Brand Shares 2005-2008
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 61 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013