- When Norwegians start a family, priorities often change and, for many, diets with minimum levels of artificial additives become the norm. High demand for natural products, transparency of the production process and high-quality ingredients resulted in surging demand for organic baby food throughout the review period. According to the Norwegian Agricultural Authority, baby food was the packaged food category which saw the highest retail value sales growth in actual terms in organic in Norway in 2014. Articles in the media, such as that seen in Handelsbladet FK, which stated “eat organic, avoid damaging the baby’s brain” and that seen in Dagligvarehandelen, stating “clear conscious is the best”, implying that organic alternatives should be the preferred choice for babies, increased in frequency over the review period.
- Nestlé Norge, the subsidiary of the Swiss multinational Nestlé, continued to enjoy a strong position within baby food in Norway in 2015, accounting for a retail value sales share of 49%, one percentage point lower than in 2014. However, despite achieving retail value sales growth on an annual basis throughout the review period, Nestlé exhibited an ongoing steady decline in retail value sales share. The company predominantly lost share as a result of rising competition, especially from organic players. In 2012, Nestlé entered into the highly lucrative squeezable pouch segment with its Min Frukt (My Fruit) line, consisting of products for consumption between meals in the form of fruit pouches, which competed directly with Ella’s Kitchen and Hipp. This contributed to sound retail value sales growth. Nevertheless, the company’s retail value sales share decreased by 14 percentage points over the review period, from 63% in 2010 to 49% in 2015. Several articles in the trade press attributed Nestlé’s decline to its comparatively non-existent organic offerings, a segment which drove most of the growth in the category, as it instead opted to focus on standard baby food. In an attempt to defend its leading position, Nestlé proclaimed that there was in fact no difference between organic and non-organic baby food, because of stringent regulations in Norway and the EU to ensure the safety and purity of baby food, irrespective of whether the ingredients were organically grown or not. The company sought to enhance the confidence of new parents in the safety of its baby food products by sourcing local ingredients and illustrating the production process on its website with the help of nutritional experts.
- The highly evident trends driving baby food in Norway throughout the review period will continue to play a crucial role within baby food over the forecast period. Stronger emphasis on transparency in terms of the production process and the origin of ingredients, combined with frequent media attention and efforts from organisations to highlight the acquired health benefits of consuming organic alternatives, will underpin the continued development of organic baby food.
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Discover the latest market trends and uncover sources of future market growth for the Baby food industry in Norway with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Baby food industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.
The Baby food in Norway market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Baby food in Norway?
- What are the major brands in Norway?
- How are latest breastfeeding rates impacting retail performance?
- Are government initiatives to promote breastfeeding constraining market performance?
- What are market opportunities for higher priced functional, organic and ethically sourced baby food?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Packaged Food market research database.
Table of Contents
Baby Food in Norway - Category Analysis
- Table 1 Sales of Baby Food by Category: Volume 2010-2015
- Table 2 Sales of Baby Food by Category: Value 2010-2015
- Table 3 Sales of Baby Food by Category: % Volume Growth 2010-2015
- Table 4 Sales of Baby Food by Category: % Value Growth 2010-2015
- Table 5 NBO Company Shares of Baby Food: % Value 2011-2015
- Table 6 LBN Brand Shares of Baby Food: % Value 2012-2015
- Table 7 Distribution of Baby Food by Format: % Value 2010-2015
- Table 8 Forecast Sales of Baby Food by Category: Volume 2015-2020
- Table 9 Forecast Sales of Baby Food by Category: Value 2015-2020
- Table 10 Forecast Sales of Baby Food by Category: % Volume Growth 2015-2020
- Table 11 Forecast Sales of Baby Food by Category: % Value Growth 2015-2020
Packaged Food in Norway - Industry Context
Stable development continues
Norwegian consumers turn their interest towards locally-sourced food
Domestic players govern packaged food
Grocery retailers dominate; internet retailing is yet to become mainstream
Health and wellness will continue to ensure high and stable development
KEY TRENDS AND DEVELOPMENTS
Consumers and producers embrace locally produced food
The food wars
Health and wellness is the everlasting trend in packaged food
Food intolerance goes mainstream
FOODSERVICE: KEY TRENDS AND DEVELOPMENTS
Trends: Sales to Foodservice
Trends: Consumer Foodservice
- Table 12 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
- Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
- Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
- Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020
- Table 16 Sales of Packaged Food by Category: Volume 2010-2015
- Table 17 Sales of Packaged Food by Category: Value 2010-2015
- Table 18 Sales of Packaged Food by Category: % Volume Growth 2010-2015
- Table 19 Sales of Packaged Food by Category: % Value Growth 2010-2015
- Table 20 GBO Company Shares of Packaged Food: % Value 2011-2015
- Table 21 NBO Company Shares of Packaged Food: % Value 2011-2015
- Table 22 LBN Brand Shares of Packaged Food: % Value 2012-2015
- Table 23 Penetration of Private Label by Category: % Value 2010-2015
- Table 24 Distribution of Packaged Food by Format: % Value 2010-2015
- Table 25 Distribution of Packaged Food by Format and Category: % Value 2015
- Table 26 Forecast Sales of Packaged Food by Category: Volume 2015-2020
- Table 27 Forecast Sales of Packaged Food by Category: Value 2015-2020
- Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
- Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020
- Summary 1 Research Sources