Soft Drinks in Norway
Euromonitor International's Soft 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: 142 | Publication date: Oct 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
2006 represents another growth year for the soft drinks industry
Sales of soft drinks grew significantly in both volume and value terms in Norway during 2006. Sales were underpinned by an extremely health conscious population and bottled water posted the strongest growth. Moreover, functional drinks, concentrates, fruit/vegetable juice and carbonates also performed well. Private label products, the quality of which has improved dramatically in recent years, also performed above expectations. Many new healthy product launches also stimulated positive sales.
Health trends impact sales
Norwegians have become very health conscious and are very particular about what they eat and drink although in carbonates, sales of low calorie cola carbonates are not significantly higher than those of standard cola carbonates. Bottled water has become very trendy among the younger generations, particularly products sold in smaller bottles and sports bottles. Instead of carrying a coke bottle, it is now considered trendy to carry a water bottle. Producers have responded well to consumer demands by launching many healthy alternatives, not only in carbonates and water, but also in concentrates and RTD tea.
Coca-Cola Zero launched to challenge Pepsi Max
Coca-Cola Zero was launched by Coca-Cola Drikker in October 2006 and the build up to the launch, which started several months in advance, was unprecedented by Norwegian standards. It was estimated that the campaigns, launch and promotion of Coca-Cola Zero cost the company between NKr40 and NKr90 million and is a measure of Coca-Cola’s determination to challenge Pepsi Max in the low calorie cola carbonates marketplace, where Pepsi Max was the dominant force throughout the entire review period.
Although Coca-Cola is the outright leading brand in standard cola carbonates, it was well behind in the sugar-free range. Coca-Cola Zero was mainly targeted at the male population as Coca-Cola Light targets females. Coca-Cola Zero took 2% share of volume sales in 2006, due in part to the hype surrounding the launch and the curiosity it engendered among consumers.
Discounters and private label grow
By 2006, discounters held an equal share of the distribution of soft drinks with supermarkets/hypermarkets. Its success throughout the review period, particularly in 2006, stemmed from its flexible opening hours, wider range of products and ultimately its reluctance to increase prices. Private label also showed a steady positive growth in 2006 due again to a wider range of products on offer and also to the increased quality of these products. This would certainly indicate that alongside price, consumers also consider other factors when buying private label products.
Stronger future growth driven by health trends
Sales of soft drinks are expected to continue to grow at significant rates over the forecast period. Consumer interest in the health trend, which characterised the soft drinks industry in Norway over the review period, will result in an ongoing preference for low calorie, functional and generally healthy products and will be the main factor behind growth. Producers will continue to meet consumer demand by launching these types of products while the media will play its part in keeping the health conscious trend alive. Premium sales in fruit/vegetable juice and high unit prices in bottled water will drive value sales, while special offers and stable low unit prices will spur volume sales in carbonates and concentrates.
Table of contents
SOFT DRINKS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
2006 represents another growth year for the soft drinks industry
Health trends impact sales
Coca-Cola Zero launched to challenge Pepsi Max
Discounters and private label grow
Stronger future growth driven by health trends
KEY TRENDS AND DEVELOPMENTS
Health conscious consumers prefer organic and sugar-free products
Despite drinkable tap water consumers prefer bottled water
The discounters channel strengthens its share in the retail market
Quality developments and low unit prices strengthen private label
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2001-2006
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2001-2006
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2001-2006
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2001-2006
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2006
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2006
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2006
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2001-2006
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2001-2006
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2001-2006
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2001-2006
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2002-2006
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2006
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2002-2006
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2006
Table 17 Company Shares of Off-trade Soft Drinks by Value 2002-2006
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2003-2006
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2002-2006
Table 20 Penetration of Private Label by Sector by Value 2002-2006
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2006
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2006-2011
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2006-2011
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2006-2011
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2006-2011
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006-2011
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2006-2011
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2006-2011
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Concentrates Conversions
Table 30 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Institutional Bottled Water Sales
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2001-2006
Table 32 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2001-2006
Table 33 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2002-2006
Table 34 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2006
Table 35 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2002-2006
Table 36 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2006
Table 37 Company Shares of Concentrates (RTD) by Off-trade Volume 2002-2006
Table 38 Brand Shares of Concentrates (RTD) by Off-trade Volume 2003-2006
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2006-2011
Table 40 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2006-2011
Table 41 Sales of Bottled Water to Institutional Channel 2001-2006
DEFINITIONS
LOCAL COMPANY PROFILES - NORWAY
FELLESJUICE AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Fellesjuice AS: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
HANSA BORG BRYGGERIER ASA - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Hansa Borg Bryggerier ASA: Key Facts
Summary 3 Hansa Borg Bryggerier ASA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Hansa Borg Bryggerier ASA: Production Statistics 2006
COMPETITIVE POSITIONING
RINGNES AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Ringnes AS: Key Facts
Summary 6 Ringnes AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Ringnes AS: Production Statistics 2005
COMPETITIVE POSITIONING
STABBURET AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Stabburet AS: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
CARBONATES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2001-2006
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2001-2006
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2001-2006
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2001-2006
Table 46 Off-trade Sales of Carbonates by Subsector: Volume 2001-2006
Table 47 Off-trade Sales of Carbonates by Subsector: Value 2001-2006
Table 48 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2001-2006
Table 49 Off-trade Sales of Carbonates by Subsector: % Value Growth 2001-2006
Table 50 Low Calorie Carbonates by Subsector
Table 51 Company Shares of Carbonates by Off-trade Volume 2002-2006
Table 52 Brand Shares of Carbonates by Off-trade Volume 2003-2006
Table 53 Company Shares of Carbonates by Off-trade Value 2002-2006
Table 54 Brand Shares of Carbonates by Off-trade Value 2003-2006
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2006-2011
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: Value 2006-2011
Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2006-2011
Table 58 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2006-2011
FRUIT/VEGETABLE JUICE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2001-2006
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2001-2006
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2001-2006
Table 62 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2001-2006
Table 63 Leading Flavours for 100% Juice: %Volume Breakdown 2003-2006
Table 64 Leading Flavours for Nectars (25-99% Juice): %Volume Breakdown 2003-2006
Table 65 Leading Flavours for Juice Drinks (up to 24% Juice): %Volume Breakdown 2003-2006
Table 66 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2002-2006
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2006
Table 69 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2002-2006
Table 70 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2006
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2006-2011
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2006-2011
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2006-2011
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2006-2011
BOTTLED WATER IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Off-trade Sales of Bottled Water: Volume 2001-2006
Table 76 Off-trade Sales of Bottled Water: Value 2001-2006
Table 77 Off-trade Sales of Bottled Water: % Volume Growth 2001-2006
Table 78 Off-trade Sales of Bottled Water: % Value Growth 2001-2006
Table 79 Company Shares of Bottled Water by Off-trade Volume 2002-2006
Table 80 Brand Shares of Bottled Water by Off-trade Volume 2003-2006
Table 81 Company Shares of Bottled Water by Off-trade Value 2002-2006
Table 82 Brand Shares of Bottled Water by Off-trade Value 2003-2006
Table 83 Forecast Off-trade Sales of Bottled Water: Volume 2006-2011
Table 84 Forecast Off-trade Sales of Bottled Water: Value 2006-2011
Table 85 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2006-2011
Table 86 Forecast Off-trade Sales of Bottled Water: % Value Growth 2006-2011
FUNCTIONAL DRINKS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 87 Off-trade Sales of Functional Drinks by Subsector: Volume 2001-2006
Table 88 Off-trade Sales of Functional Drinks by Subsector: Value 2001-2006
Table 89 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2001-2006
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2001-2006
Table 91 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2006
Table 92 Company Shares of Functional Drinks by Off-trade Volume 2002-2006
Table 93 Brand Shares of Functional Drinks by Off-trade Volume 2003-2006
Table 94 Company Shares of Functional Drinks by Off-trade Value 2002-2006
Table 95 Brand Shares of Functional Drinks by Off-trade Value 2003-2006
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2006-2011
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2006-2011
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2006-2011
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2006-2011
CONCENTRATES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2001-2006
Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2001-2006
Table 102 Off-trade Sales of Concentrates by Subsector: Value 2001-2006
Table 103 Off-trade Sales of Concentrates by Subsector: % Value Growth 2001-2006
Table 104 Company Shares of Concentrates by Off-trade Value 2002-2006
Table 105 Brand Shares of Concentrates by Off-trade Value 2003-2006
Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2006-2011
Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2006-2011
Table 108 Forecast Off-trade Sales of Concentrates by Subsector: Value 2006-2011
Table 109 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2006-2011
RTD TEA IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 110 Off-trade Sales of RTD Tea by Subsector: Volume 2001-2006
Table 111 Off-trade Sales of RTD Tea by Subsector: Value 2001-2006
Table 112 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2001-2006
Table 113 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2001-2006
Table 114 Flavours/types of RTD tea % off-trade volume 2005-2006
Table 115 Company Shares of RTD Tea by Off-trade Volume 2002-2006
Table 116 Brand Shares of RTD Tea by Off-trade Volume 2003-2006
Table 117 Company Shares of RTD Tea by Off-trade Value 2002-2006
Table 118 Brand Shares of RTD Tea by Off-trade Value 2003-2006
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2006-2011
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2006-2011
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2006-2011
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2006-2011
RTD COFFEE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 123 Off-trade Sales of RTD Coffee: Volume 2001-2006
Table 124 Off-trade Sales of RTD Coffee: Value 2001-2006
Table 125 Off-trade Sales of RTD Coffee: % Volume Growth 2001-2006
Table 126 Off-trade Sales of RTD Coffee: % Value Growth 2001-2006
Table 127 Company Shares of RTD Coffee by Off-trade Volume 2002-2006
Table 128 Brand Shares of RTD Coffee by Off-trade Volume 2003-2006
Table 129 Company Shares of RTD Coffee by Off-trade Value 2002-2006
Table 130 Brand Shares of RTD Coffee by Off-trade Value 2003-2006
Table 131 Forecast Off-trade Sales of RTD Coffee: Volume 2006-2011
Table 132 Forecast Off-trade Sales of RTD Coffee: Value 2006-2011
Table 133 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2006-2011
Table 134 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2006-2011