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: 148 | Publication date: May 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Soft drinks continues to grow significantly
Soft drinks are enjoyed by all generations in Norwegian society, be it for dinner, supper, as a thirst quencher after sporting activity or simply to enjoy a drink in the sun. Combined with the continued strong health trend, with consumers preferring less sugar or no sugar in their soft drinks, these are the main factors for growth in soft drinks. The market has been able to develop healthy products to meet consumer needs, and this is the reason why soft drinks grew by 4% in total value terms in 2007, to reach NKr14.7 billion. Bottled water, epitomising the health trend, saw the fastest growth, rising by 15% in total value terms.
Sugar-free products are more popular than ever
If the health trend was strong in 2006, then it was even stronger in 2007. There seemed to be no end to consumer demands, and this was clearly shown in low calorie cola carbonates, where both in volume and value terms the category stood for more than 50% of sales in cola carbonates, one of the highest levels in the world. All the sectors in soft drinks are now dominated by low calorie products, and the last to join in was RTD tea, which saw its first launch of a sugar-free brand, despite the being the only struggling sector. Not only is the lack of sugar important, but also no colourings and no artificial additives are important, as well as antioxidants, which are most prominent in fruit/vegetable juice.
Coca-Cola and Ringnes dominate the Norwegian market
Coca-Cola Drikker AS and Ringnes AS dominate the Norwegian soft drinks market, holding 38% and 31% shares respectively in volume terms and 36% and 30% shares in current value terms. Ringnes did in fact capture share from its main competitor during 2007, mainly due to the popularity of Pepsi Max over Coca-Cola Light and Coca-Cola Zero. Fellesjuice AS and Stabburet AS came third and fourth in value terms, both with around a 6% share. The former continued to enjoy strong success in fruit/vegetable juice and the latter was strong in both fruit/vegetable juice and concentrates.
Discounters equals supermarkets/hypermarkets in share of distribution
Discounters now have an equal share of the distribution of soft drinks with supermarkets/hypermarkets. The success of discounters throughout the review period, and in particular in 2007, has been their flexible opening hours, wider range of products and ultimately their reluctance to increase prices.
The share of private label peaked in 2002 and its share continued to fall in 2007 in both volume and value terms.
In actual volume terms private label held up better, indeed even increased slightly in 2007. Private label found it hardest to compete in the major carbonates sector, where the strongest manufacturer brands such are present.
Indeed in other key sub-sectors such as bottled water and fruit/vegetable juice, in actual volume terms sales of private label grew, despite a declining market share. A wider range of products and also increased quality of private label products, helped private label in those sub-sectors and indeed also in concentrates.
Strong growth to be driven by more specific healthy choices in the future
The forecast period is expected to experience a strong increase in value sales of soft drinks of 15%. Increasing desire for more than just “healthy” drinks will be seen, and thereby more specific products such as heart healthy, high fibre, no colourings, no additives and added antioxidants will be more prominent. The players in the market are expected to work hard to launch even more specific products which will meet consumer demands. This specificity in product development and launches will be the key factor for further growth and for keeping the market alive and attractive. Another factor for growth will be warm summers, which always secure high sales, when people enjoy drinks outside. Strong competition between players in most sectors will mean that producers remain innovative. Ringnes has already announced its next move in the fight to increase its sales, namely water fortified with vitamins; more similar launches can be expected!
Table of contents
SOFT DRINKS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drinks continues to grow significantly
Sugar-free products are more popular than ever
Coca-Cola and Ringnes dominate the Norwegian market
Discounters equals supermarkets/hypermarkets in share of distribution
Strong growth to be driven by more specific healthy choices in the future
KEY TRENDS AND DEVELOPMENTS
Pepsi Max winning the first stage of the low calorie cola carbonates battle
Sugar-free products drive the market
Strong trends in bottled water are an impetus for growth
Discounters challenge supermarkets/hypermarkets
Private label continues to develop and gain stronger share
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
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 2007
HANSA BORG BRYGGERIER ASA - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hansa Borg Bryggerier ASA: Key Facts
Summary 6 Hansa Borg Bryggerier ASA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Hansa Borg Bryggerier ASA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Hansa Borg Bryggerier ASA: Competitive Position 2007
RINGNES AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Ringnes AS: Key Facts
Summary 10 Ringnes AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Ringnes AS: Production Statistics 2007
Table 38 Ringnes AS: Production by Sector 2006
COMPETITIVE POSITIONING
Summary 12 Ringnes AS: Competitive Position 2007
STABBURET AS - SOFT DRINKS - NORWAY
STRATEGIC DIRECTION
KEY FACT
Summary 13 Stabburet AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Stabburet AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Stabburet AS: Competitive Position 2007
CARBONATES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Low Calorie Carbonates by Subsector
Table 40 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 43 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 47 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 48 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 50 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 51 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 60 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 62 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 63 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 72 Sales of Bottled Water to Institutional Channel 2003-2007
SECTOR DATA
Table 73 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 74 Off-trade Sales of Bottled Water: Value 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 76 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 77 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 78 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 79 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 80 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 81 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 84 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 88 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 89 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 90 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 91 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 92 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Table 97 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 100 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 101 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 102 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 103 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 106 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 107 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Flavours/Types of RTD Tea % Off-trade Volume 2005-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 110 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 111 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 112 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 113 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 114 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 115 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 116 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 117 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 123 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 124 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 125 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 126 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 127 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 128 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 129 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 130 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 131 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 132 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 133 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012