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Country Report

Norway Flag Confectionery in Norway

| Pages: 86

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Rising cross-border shopping, a notable desire for premium chocolate, along with frequent innovation, supported by substantial marketing campaigns, often building on traditional values, remained the main trends in chocolate confectionery in Norway in 2014. Border trade continued to be a challenging obstacle to further rises in volume sales of chocolate confectionery. High tax levels on chocolate and sugar pushed up unit prices, which resulted in approximately 8% of overall chocolate confectionery being purchased across the border in neighbouring Sweden. The other notable trend, of a rising degree of premiumisation, occurred throughout the review period, as Norwegian consumers started to educate themselves and become more knowledgeable about small premium manufacturers and the different health benefits of consuming different foods. For example, dark chocolate has proved to contain important antioxidants and to lower blood pressure.

COMPETITIVE LANDSCAPE

  • Two companies lead chocolate confectionery in Denmark, and are expected to hold a combined value share of 68% in 2014. Mondelez Norge, with its highly popular and well-known Freia brand, was the driving force throughout the review period, and is expected to hold a value share of 44% in 2014. The company has been particularly prominent in introducing new products and brand extensions, whereby it merges two popular brands into one new innovative product. Freia is considered to be Norway’s national chocolate, being present since 1902, and its brand identity has remained intact despite the influence of foreign ownership. The brand has furthermore successfully built on marketing campaigns highlighting its Norwegian roots or origin, with slogans such as “Et lite stykke Norge” (A small piece of Norway), along with creating special editions for Norway’s famous painter Edward Munch for his 150th anniversary in 2013, and introducing Freia Non Stop in red, white and blue packaging in 2014 to celebrate the 200th anniversary of the constitution.

PROSPECTS

  • Cross-border shopping is hardly a new trend in Norway, and remains the most significant obstacle to overcome for domestic manufacturers. The Norwegian Chocolate Association (Norske Sjokoladefabrikkers Forening) reports that approximately 8%, or 5,000 tonnes of the overall consumption of chocolate and sugar confectionery, is purchased across the border. The significant level of sales in neighbouring Sweden is attributed to the high tax on chocolate and sugar confectionary, which augments the retail price between 15% and 20%, and in some cases even up to 35%. In 2013, Virke, the retail division of the Norwegian commerce association, reported cross-border shopping in excess of NOK13,305.0 billion, with highly taxed goods such as chocolate and sugar confectionery increasing the most. With further rises in taxation, whereby chocolate taxes rose by 2% in 2014, and additional increases are predicted throughout the forecast period, it is considered highly likely that more Norwegian consumption will migrate to the other side of the border.

Gum

TRENDS

  • Norwegians continue to display a rising interest in food ingredients and quality, which was why negative media attention, especially from leading national and international organisations, proved to be damaging for the majority of packaged food categories. This was the case in 2013 and 2014, when articles in the media highlighted two distinctly damaging health aspects of consuming gum, resulting in a continued stagnant performance for the category. The Consumer Council of Norway (Forbrukerrådet) conducted an examination of 68 gum variants in March 2014 for the possibly health-damaging endocrine-disrupting chemical butylated hydroxyanisole (BHA). Over half of the examined gum variants, which included the majority of the leading brands, proved to contain BHA, resulting in the Consumer Council advising against the consumption of these alternatives. In particular, children, who are more affected by endocrine-disrupting materials, as they have a more sensitive hormone system, are highly recommended not to choose any brands or variants containing BHA. The Consumer Council furthermore stated that hormone disrupters such as BHA can cause decreased fertility, cancer and type two diabetes.

COMPETITIVE LANDSCAPE

  • In Norway, Wrigley Scandinavia, a subsidiary of Mars Inc, has a dominant position in gum, as consumer loyalty to the leading Extra brand is unique, according to the company. Wrigley’s even tried introducing competing brands, such as Orbit and Airwaves, without success, as consumers tended to return to Extra. The best-selling variety, Extra White, is sold in bulk packaging, and includes a bottle with 60 pieces, 3-packs and 5-packs in flavours such as eucalyptus, fruit, salty liquorice, spearmint, strong menthol and sweet mint. In response to innovation from close competitors, Extra is also available in tabs sold in open-and-close packaging. In 2014 the company is expected to hold a 65% value share in gum.

PROSPECTS

  • Articles in the media quoting health associations will remain the focal point in gum at the beginning of the forecast period, as negative health publicity might result in downwards pressure on growth, as increasingly health-aware Norwegian consumers are seeking a varied and healthy diet, free from damaging preservatives. Further articles supporting the headache-inducing symptoms of chewing gum or significant levels of substances such as BHA will almost certainly result in more consumers refraining from purchasing gum. It will become increasingly important for gum manufacturers to highlight the health benefits of their products, such as promoting dental health, and to make sure their products are free from substances such as BHA.

Sugar Confectionery

TRENDS

  • Sugar confectionery has become comparatively polarised into two segments. The first segment consists of alternatives acceptable for daily consumption, such as pastilles, mints and medicated confectionary, many of which are available in sugar-free varieties, and often even come with other health and wellness attributes, such as soothing a sore throat or inhibiting a cough. The second segment is comprised of indulgence products, mainly suited for relaxing evenings at home, watching films or simply just as a tasty treat. This segment is predominantly sugarised, and includes alternatives such as liquorice, chews and gums, toffee, caramels and boiled sweets. The first segment accounts for approximately a third of overall value sales, whilst the second accounts for the remaining two thirds. Despite growing health concerns regarding daily sugar consumption, sugarised sugar confectionery alternatives continue to display a relatively sound performance, due to their often perceived superior taste compared with the sugar-free varieties.

COMPETITIVE LANDSCAPE

  • Cloetta Norge, a subsidiary of Swedish company Cloetta, is predicted to continue to lead sugar confectionery in Norway in 2014, accounting for a 22% value share. This strong position is mainly a result of the company’s cemented position within pastilles, gums, jellies and chews. Cloetta Norge was established in 2012 following the acquisition of Leaf International by Cloetta. Leaf International had a well-established subsidiary in Norway called Leaf Norge, which successfully marketed strong brands including the Läkerol and Malaco ranges. Cloetta Norge has taken over marketing the Leaf brands, as well as Cloetta’s brands, which were distributed by Galleberg. The company is expected to continue to see sound growth in 2014, increasing its value sales by 2% and marginally strengthening its value share.

PROSPECTS

  • Total sugar consumption in Norway consistently decreased during the last decade, according to Helsedirektoratet (The Norwegian Directory of Health). Consumption decreased by 14.7kg or by 34% between 1999 and 2012, which, needless to say, was a remarkable decline. Sugar confectionery is often cited as the main or one of the leading cases of surplus sugar intake. The main struggle for manufacturers of sugar confectionery will be to battle its unhealthy image over the 2014-2019 forecast period, especially with respect to possible new regulations limiting the marketing of unhealthy food to children.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery 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 Confectionery industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery 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 Confectionery in Norway?
  • What are the major brands in Norway?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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

Confectionery in Norway - Category Analysis

CHOCOLATE CONFECTINERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 1 Other Chocolate Confectionery: Product Types
  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 Sales of Gum by Flavour: Rankings 2009-2014
  • Table 18 NBO Company Shares of Gum: % Value 2010-2014
  • Table 19 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 20 Distribution of Gum by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 2 Other Sugar Confectionery: Product Types
  • Table 25 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019

Confectionery in Norway - Company Profiles

Brynild Gruppen AS in Packaged Food (Norway)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Brynild Gruppen AS: Key Facts
  • Summary 4 Brynild Gruppen AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 5 Brynild Gruppen AS: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 6 Brynild Gruppen AS: Competitive Position 2014

Packaged Food in Norway - Industry Context

EXECUTIVE SUMMARY

Packaged food prices increase in 2014

Norwegians more concerned about food safety

Local companies control packaged food market

Grocery retailers dominate in Norway

Food safety and organic products will drive sales over the forecast period

KEY TRENDS AND DEVELOPMENTS

The convenience of internet retailing creates new opportunities in shopping patterns

New regulations on food labelling from December 2014

Food safety is on people’s lips

Free-from food goes mainstream

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 52 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 72 Sales of Packaged Food by Category: Value 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 75 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 78 Penetration of Private Label by Category: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Flavour
  • Analysis by Type
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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