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: 153 | Publication date: Jun 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Strong growth in 2008
Soft drinks performed strongly in both volume and value terms in 2008. The strong health trend is continuing, with more than 50% of consumers preferring low-calorie carbonates, for example. Bottled water, especially flavoured water, was particularly popular. The tendency among Norwegians is to purchase high-quality products such as not from concentrate 100% juice rather than cheaper and less healthy products. New launches revitalised the sports drinks category and many new bottled water products were introduced. Tine was particularly innovative in unfrozen nectars with launches aimed at children. Strong trends and consumers that are willing to spend money on high-quality products drove the market in 2008.
Healthy products provide impetus for growth
The health trend continued to have a strong impact on the soft drinks market in 2008. The many new launches in bottled water epitomised this. Also, low-calorie cola carbonates accounted for over 50% of cola carbonates in volume and value terms in 2008, a share which has increased over time. In soft drinks in general healthy products that are sugar free dominate in most categories. Even RTD tea and coffee have developed in recent years to offer consumers reduced-sugar and sugar-free products. Also, products with antioxidants, no colouring and no artificial additives are important to Norwegian consumers. Sports drinks developed strongly in 2008 and fitted in with the health trend, especially among gym and fitness enthusiasts.
Coca-Cola Drikker and Ringnes the strongest players
Coca-Cola Drikker and Ringnes dominate the Norwegian soft drinks market. Sales of the Ringnes flagship brand Pepsi Max were three times greater in volume terms than Coca-Cola Zero’s. Despite this, Coca-Cola Drikker is the strongest player in soft drinks overall, helped by its recent success with the bottled water brand Bonaqua. Fellesjuice and Stabburet ranked third and fourth in off-trade value terms. Stabburet invested heavily in fruit/vegetable juice and in concentrates in 2008 in order to increase its sales shares in these areas.
Discounters the strongest channel
Discounters overtook supermarkets/hypermarkets over the review period to become the leading distribution channel for soft drinks. The increased share for discounters over the review period was due to their flexible opening hours, wider range of products and ultimately their reluctance to increase prices. The discounter Kiwi, under the leading retail chain Norgesgruppen, has opening times of 07.00-23.00hrs for most of its stores throughout Norway. Such opening times have boosted the share of discounters, and other discounters have followed Kiwi. Private label retained its share in 2008 despite strong competition. Private label found it hardest, however, to compete in the major carbonates category, where prices are kept relatively low due to price offers.
Duty increase creates uncertainty
Dynamic value growth is expected in soft drinks over the forecast period. The strong trend towards low-calorie products will still be prominent, but consumers will value soft drinks with vitamins and dietary supplements. Products with no additives or colouring will be popular, as will those with added antioxidants and that are high in calcium/fibre. Some players such as Fellesjuice already meet some of these new demands, but other players such as Ringnes are expected to innovate and launch even healthier products such as vitamin-fortified water.
In late 2008, the Norwegian government made a surprise move to raise the duty on sugarised and sweetened beverages (effectively carbonates) by 62%. The new tax levels came into effect on 1 January 2009, despite protests from manufacturers. Industry sources expressed concern that volume sales of carbonates could decline by 5%. However, at the time of writing (May 2009) it still remained too early to draw any conclusions on the impact of the tax hike and its effect on soft drinks has therefore not been factored into Euromonitor International’s forecasts.
Table of contents
SOFT DRINKS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong growth in 2008
Healthy products provide impetus for growth
Coca-Cola Drikker and Ringnes the strongest players
Discounters the strongest channel
Duty increase creates uncertainty
KEY TRENDS AND DEVELOPMENTS
Pepsi Max three times as big as Coca-Cola Zero
High tax and cost environment
From sugarised to sugar free to naturally healthy
Private label keeps its share in a competitive market
Discounters continue to rise
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Published Data Comparisons
DUTY LEVELS
Table 30 Duty on sugared or sweetened soft drinks, 2006-2009
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 32 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 33 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 34 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 35 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 36 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 37 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 38 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 40 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NORWAY
FELLESJUICE AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Fellesjuice AS: Key Facts
Summary 3 Fellesjuice AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Fellesjuice AS: Competitive Position 2008
LERUM FABRIKKER AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Lerum Fabrikker AS: Key Facts
Summary 6 Lerum Fabrikker AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Lerum Fabrikker AS: Competitive Position 2008
RINGNES AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Ringnes AS: Key Facts
Summary 9 Ringnes AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Ringnes AS: Production Statistics 2008
Table 41 Ringnes AS: Production by Sector 2007
COMPETITIVE POSITIONING
Summary 11 Ringnes As: Competitive Position 2008
STABBURET AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Stabburet AS: Key Facts
Summary 13 Stabburet AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Stabburet AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 15 Stabburet AS: Competitive Position 2008
CARBONATES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 43 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 44 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 45 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 50 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 51 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 52 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 53 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
Table 58 Low-calorie Carbonates by Subsector % volume 2003-2008
FRUIT/VEGETABLE JUICE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 62 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 63 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 64 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 65 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 66 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 67 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 68 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 69 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 70 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 71 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 72 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 75 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 76 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 77 Sales of Bottled Water to Institutional Channel 2003-2008
SECTOR DATA
Table 78 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 79 Off-trade Sales of Bottled Water: Value 2003-2008
Table 80 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 81 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 82 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 83 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 84 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 85 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 86 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 87 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 88 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 89 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 90 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 92 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 93 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 94 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 95 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 96 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 97 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 100 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 101 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Table 102 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 103 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 104 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 105 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 106 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 107 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 108 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 109 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 110 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 111 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 112 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 113 Flavours/Types of RTD Tea % Off-trade Volume 2005-2008
Table 114 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 115 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 116 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 117 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 118 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 119 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 120 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 121 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 122 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 124 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 125 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 126 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 127 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 128 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 129 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 130 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 131 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 132 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 133 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 134 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 135 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 136 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 137 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 138 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013