Retailing in Norway
Euromonitor International's Retailing in Norway report offers insight into key trends and developments affecting the industry. The report examines all retail channels to provide sector insight. Channels include department stores, food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers, durable goods retailers, and leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of alternative selling channels (kiosks, homeshopping, internet retailing, service stations, vending and direct selling, as available).
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Tables: 195 | Publication date: Apr 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
Non-store retailing; Store-based retailing
Executive summary
Positive outlook
With the positive performance of the Norwegian economy expected to continue during the forecast period, retail spending is expected to increase steadily, especially in areas such as clothing and footwear, and home furnishings. The good economic times are also likely to contribute to the development of non-store retail channels. Higher disposable incomes mean that Norwegians are able to afford to purchase modern technology, such as powerful laptops and other advanced technology, which will enable them to use new retail services.
Growth through international expansion
The largest retailers are moving beyond Norway’s borders to find sustainable opportunities for growth, as the home market becomes saturated. This trend is particularly prevalent among retailers in mature sectors, such as clothing and footwear, convenience stores and consumer durables. Although the economy is performing well, Norway’s small size limits growth opportunities for the major players.
Consolidation improves performance of retail chains
Grocery retailing in Norway has a higher degree of concentration than anywhere else in Europe. Four grocery chains hold a combined value share of 94%, of supermarkets, hypermarkets and discounters combined. Even with this high level of concentration, large grocery chains continue to purchase smaller chains, such as Norgesgruppen’s acquisition of Drageset. High levels of concentration are also visible in chemists/pharmacies, consumer durables and mixed retailing.
Retail chains in other maturing formats are also moving towards greater consolidation of their operations. A recent example is the fusion of JW Cappelen, NW Damm & Søn and Tanum into one concern that encompasses retailing, publishing and Internet operations. In some cases, private equity firms have acquired retail chains for the purpose of restructuring and creating more consolidated chains. In mixed retailing, Ferd Equity acquired the Nille chain of variety stores in 2006, and then purchased the chain of Max 20 variety stores from Europris. Gresvig was recently taken off the stock market to allow the owner, ONS Invest AS, greater freedom to restructure the company.
Convergence of Internet, mail order and mobile phone technology
2007 saw a greater convergence of Internet, mail order and mobile phone technology to provide more information and better service for consumers who prefer the convenience of homeshopping. Marketers have promoted the convenience of browsing through catalogues to shop at home. In the past, ordering by mail has been expensive and inconvenient, due to poor communication. Mail order companies are now keeping customers well informed about the status of their deliveries and returns via text messages to their mobile phone or by email. Mail order companies are finding convenient delivery locations with expanded opening hours to supplement delivery to the post office. Faster and more convenient ordering and delivery routines are encouraging consumers to order by mail.
Good economy to boost retail sales
GDP per capita is rising at an exceptional rate (3.6% per year) and is forecast to increase by more than 140% over the next 25 years. Disposable income per family is expected to almost double by 2015. These gains are, however, heavily dependent on world prices of oil and major commodities, and are expected to be slower in the next decade than was the case in the 1990s.
Table of contents
RETAILING IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Positive outlook
Growth through international expansion
Consolidation improves performance of retail chains
Convergence of Internet, mail order and mobile phone technology
Good economy to boost retail sales
KEY TRENDS AND DEVELOPMENTS
Cross-border discount shopping in Sweden
Increasing demand in budget segment and for luxury and indulgence
Dramatic growth in disposable incomes means a good outlook for retailers
Consolidation resulting in larger product ranges and more services
Growth through international expansion
MARKET INDICATORS
Table 1 Employment in Retailing 2002-2007
MARKET DATA
Table 2 Sales in Retailing by Sector: Value 2002-2007
Table 3 Sales in Retailing by Sector: % Value Growth 2002-2007
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2007
Table 5 Sales in Store-Based Retailing by Sector: Value 2002-2007
Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2002-2007
Table 7 Sales in Non-store Retailing by Sector: Value 2002-2007
Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2002-2007
Table 9 Retailing Company Shares: % Value 2004-2007
Table 10 Grocery Retailers Company Shares: % Value 2004-2007
Table 11 Grocery Retailers Brand Shares: % Value 2004-2007
Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2007
Table 13 Non-Grocery Retailers Brand Shares: % Value 2004-2007
Table 14 Non-store Retailing Company Shares: % Value 2004-2007
Table 15 Non-store Retailing Brand Shares: % Value 2004-2007
Table 16 Forecast Sales in Retailing by Sector: Value 2007-2012
Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2007-2012
Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2007-2012
Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2007-2012
Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2007-2012
Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2007-2012
APPENDIX
Operating environment
Table 22 Councils with Beer Monopolies and their Public Support 2007
Cash and Carry/Warehouse Clubs
Table 23 Cash and Carry/Warehouse Clubs: Sales Value 2002-2007
Table 24 Cash and Carry/Warehouse Clubs: Number of Outlets by National Brand Owner: 2004-2007
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NORWAY
APOKJEDEN AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Apokjeden AS: Key Facts
Summary 3 Apokjeden AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Apokjeden AS: Competitive Position 2007
BOHUS AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Bohus AS: Key Facts
Summary 6 Bohus AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Bohus AS: Competitive Position 2007
BYGGMAKKER / NORGROS AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Byggmakker Norge AS: Key Facts
Summary 9 Byggmakker Norge AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Byggmakker AS: Competitive Position 2007
COOP NORGE AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Coop Norge AS: Key Facts
Summary 12 Coop Norge AS: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 13 Coop Norge AS: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 14 Coop Norge AS: Competitive Position 2007
ELKJøP NORGE AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Elkjøp Nordic AS: Key Facts
Summary 16 Elkjøp Nordic AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 17 Elkøp Norge AS Competitive Position 2007
EUROPRIS AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Europris AS: Key Facts
Summary 19 Europris AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 20 Europris AS: Competitive Position 2007
GRESVIG ASA - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Gresvig ASA: Key Facts
Summary 22 Gresvig ASA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 23 Gresvig ASA: Competitive Position 2007
ICA NORGE AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 24 ICA Norge AS: Key Facts
Summary 25 ICA Norge AS: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 26 ICA Norge AS: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 27 ICA Norge AS: Competitive Position 2007
KOMPLETT AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Komplett ASA: Key Facts
Summary 29 Komplett ASA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 30 Komplett ASA: Competitive Position 2007
NORGESGRUPPEN AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 31 Norgesgruppen ASA: Key Facts
Summary 32 Norgesgruppen ASA: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 33 Norgesgruppen ASA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 34 Norgesgruppen ASA: Competitive Position 2007
REITAN SERVICE HANDEL AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 35 Reitan Servicehandel AS: Key Facts
Summary 36 Reitan Servicehandel AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 37 Reitan Servicehandel AS: Competitive Position 2007
REMA 1000 NORGE AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 38 Rema 1000 Norge AS: Key Facts
Summary 39 Rema 1000 Norge AS: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 40 Rema 1000: Competitive Position 2007
TANUM AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 41 Tanum AS: Key Facts
Summary 42 Tanum AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 43 Tanum AS: Competitive Position 2007
VINMONOPOLET AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 44 Vinmonopolet AS: Key Facts
Summary 45 Vinmonopolet: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 46 Vinmonopolet: Competitive Position 2007
Table 25 Lines Stocked by Vinmonopolet 2002-2006
Table 26 Leading Vinmonopolet Outlets 2004-2006
VITA AS - RETAILING - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 47 Vita AS: Key Facts
Summary 48 Vita AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 49 Vita AS: Competitive Position 2007
HYPERMARKETS IN NORWAY
HEADLINES
OVERVIEW
SECTOR DATA
Table 27 Hypermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 28 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 29 Hypermarkets Company Shares by Value 2004-2007
Table 30 Hypermarkets Brand Shares by Value 2004-2007
Table 31 Hypermarkets Outlets by Brand 2004-2007
Table 32 Hypermarkets Selling Space by Brand 2004-2007
Table 33 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 34 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
SUPERMARKETS IN NORWAY
HEADLINES
OVERVIEW
SECTOR DATA
Table 35 Supermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 36 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 37 Supermarkets Company Shares by Value 2004-2007
Table 38 Supermarkets Brand Shares by Value 2004-2007
Table 39 Supermarkets Outlets by Brand 2004-2007
Table 40 Supermarkets Selling Space by Brand 2004-2007
Table 41 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 42 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DISCOUNTERS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Discounters: Value Sales, Outlets and Selling Space 2002-2007
Table 44 Discounters: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 45 Discounters Company Shares by Value 2004-2007
Table 46 Discounters Brand Shares by Value 2004-2007
Table 47 Discounters Outlets by Brand 2004-2007
Table 48 Discounters Selling Space by Brand 2004-2007
Table 49 Discounters Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 50 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CONVENIENCE STORES IN NORWAY
HEADLINES
OVERVIEW
Table 51 Convenience Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 52 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 53 Convenience Stores Company Shares by Value 2004-2007
Table 54 Convenience Stores Brand Shares by Value 2004-2007
Table 55 Convenience Stores Outlets by Brand 2004-2007
Table 56 Convenience Stores Selling Space by Brand 2004-2007
Table 57 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 58 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
FORECOURT RETAILERS IN NORWAY
HEADLINES
OVERVIEW
SECTOR DATA
Table 59 Forecourt Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 60 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 61 Forecourt Retailers Company Shares by Value 2004-2007
Table 62 Forecourt Retailers Brand Shares by Value 2004-2007
Table 63 Forecourt Retailers Outlets by Brand 2004-2007
Table 64 Forecourt Retailers Selling Space by Brand 2004-2007
Table 65 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 66 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
MIXED RETAILERS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Mixed Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 68 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 69 Mixed Retailers Company Shares by Value 2004-2007
Table 70 Mixed Retailers Brand Shares by Value 2004-2007
Table 71 Mixed Retailers Outlets by Brand 2004-2007
Table 72 Mixed Retailers Selling Space by Brand 2004-2007
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
HEALTH AND BEAUTY RETAILERS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 76 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 77 Health and Beauty Retailers Company Shares by Value 2004-2007
Table 78 Health and Beauty Retailers Brand Shares by Value 2004-2007
Table 79 Health and Beauty Retailers Outlets by Brand 2004-2007
Table 80 Health and Beauty Retailers Selling Space by Brand 2004-2007
Table 81 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 82 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CLOTHING AND FOOTWEAR RETAILERS IN NORWAY
HEADLINES
OVERVIEW
SECTOR DATA
Table 83 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 84 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 85 Clothing and Footwear Retailers Company Shares by Value 2004-2007
Table 86 Clothing and Footwear Retailers Brand Shares by Value 2004-2007
Table 87 Clothing and Footwear Retailers Outlets by Brand 2004-2007
Table 88 Clothing and Footwear Retailers Selling Space by Brand 2004-2007
Table 89 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 90 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
FURNITURE AND FURNISHINGS STORES IN NORWAY
HEADLINES
OVERVIEW
SECTOR DATA
Table 91 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 92 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 93 Furniture and Furnishings Stores Company Shares by Value 2004-2007
Table 94 Furniture and Furnishings Stores Brand Shares by Value 2004-2007
Table 95 Furniture and Furnishings Stores Outlets by Brand 2004-2007
Table 96 Furniture and Furnishings Stores Selling Space by Brand 2004-2007
Table 97 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 98 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DIY AND HARDWARE STORES IN NORWAY
HEADLINES
OVERVIEW
SECTOR DATA
Table 99 DIY and Hardware Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 100 DIY and Hardware Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 101 DIY and Hardware Stores Company Shares by Value 2004-2007
Table 102 DIY and Hardware Stores Brand Shares by Value 2004-2007
Table 103 DIY and Hardware Stores Outlets by Brand 2004-2007
Table 104 DIY and Hardware Stores Selling Space by Brand 2004-2007
Table 105 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 106 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DURABLE GOODS RETAILERS IN NORWAY
HEADLINES
OVERVIEW
SECTOR DATA
Table 107 Durable Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 108 Durable Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 109 Durable Goods Retailers Company Shares by Value 2004-2007
Table 110 Durable Goods Retailers Brand Shares by Value 2004-2007
Table 111 Durable Goods Retailers Outlets by Brand 2004-2007
Table 112 Durable Goods Retailers Selling Space by Brand 2004-2007
Table 113 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 114 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
LEISURE AND PERSONAL GOODS RETAILERS IN NORWAY
HEADLINES
OVERVIEW
SECTOR DATA
Table 115 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 116 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 117 Leisure and Personal Goods Retailers Company Shares by Value 2004-2007
Table 118 Leisure and Personal Goods Retailers Brand Shares by Value 2004-2007
Table 119 Leisure and Personal Goods Retailers Outlets by Brand 2004-2007
Table 120 Leisure and Personal Goods Retailers Selling Space by Brand 2004-2007
Table 121 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 122 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
VENDING IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 123 Vending: Value 2002-2007
Table 124 Vending: % Value Growth 2002-2007
Table 125 Vending Company Shares by Value 2004-2007
Table 126 Vending Brand Shares by Value 2004-2007
Table 127 Vending Forecasts: Value 2007-2012
Table 128 Vending Forecasts: % Value Growth 2007-2012
HOMESHOPPING IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 129 Homeshopping: Value 2002-2007
Table 130 Homeshopping: % Value Growth 2002-2007
Table 131 Homeshopping Company Shares by Value 2004-2007
Table 132 Homeshopping Brand Shares by Value 2004-2007
Table 133 Homeshopping Forecasts: Value 2007-2012
Table 134 Homeshopping Forecasts: % Value Growth 2007-2012
INTERNET RETAILING IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Internet Retailing: Value 2002-2007
Table 136 Internet Retailing: % Value Growth 2002-2007
Table 137 Internet Retailing Company Shares by Value 2004-2007
Table 138 Internet Retailing Brand Shares by Value 2004-2007
Table 139 Internet Retailing Forecasts: Value 2007-2012
Table 140 Internet Retailing Forecasts: % Value Growth 2007-2012
DIRECT SELLING IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 141 Direct Selling: Value 2002-2007
Table 142 Direct Selling: % Value Growth 2002-2007
Table 143 Direct Selling Company Shares by Value 2004-2007
Table 144 Direct Selling Brand Shares by Value 2004-2007
Table 145 Direct Selling Forecasts: Value 2007-2012
Table 146 Direct Selling Forecasts: % Value Growth 2007-2012