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Country Report

Norway Flag Confectionery in Norway

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • The latest figures show that consumers are happy to pay more for the indulgence offered by chocolate. Despite concerns about the rising trend in overweight, chocolate remains a popular indulgence food for many Norwegians as shown by the expected rise in retail volume for 2013. Producers understand the Norwegian love affair with chocolate, and appeal to the emotions of their consumers with frequent innovation supported by substantial marketing campaigns.

COMPETITIVE LANDSCAPE

  • Competition has been intense between the two leading competitors in chocolate confectionery, Mondelez Norge AS and Nidar AS, throughout the review period. Kraft Foods Norge AS is expected to continue to lead chocolate confectionery sales in 2013 under its new company name Mondelez Norge AS, a subsidiary of Mondelez International Inc. In October 2012, Kraft Foods Inc restructured its operations into two independently listed entities. Kraft Foods Inc spun off its North American grocery business under the Kraft Foods Group and renamed its largely snack-based, remaining operations Mondelez International Inc. According to Euromonitor International, the separation of the dynamically growing international business from the more moderately growing but higher-margin North American grocery arm allows each new entity to concentrate resources on development in their fewer core categories. Just three core categories, confectionery, biscuits and dairy, account for some 95% of Mondelez’s packaged food retail value sales.

PROSPECTS

  • Cross-border shopping is hardly a new trend in Norway. Thrifty Norwegians have travelled across the border to Sweden for decades to purchase consumer products at a cost saving of up to 40% of Norwegian prices. What is noteworthy about cross-border shopping in 2013 is the steady increase in value sales as they will exceed the NOK11.6 billion recorded in 2012, and are likely to continue climbing steadily through the forecast period. Virke Handel, the retail division of a Norwegian commerce association, reports categories such as chocolate and sugar confectionery, which are heavily taxed by the Norwegian government, are recording the highest growth. The Norwegian Chocolate Manufacturers Association estimates total cross-border consumption is the equivalent of 8% of total consumption in Norway. With the current level of growth in cross-border shopping, this figure is likely to rise by 2018.

Gum

TRENDS

  • The provisional growth in current value sales of 2% for 2013 is one percentage point lower than the CAGR of 3% for the review period. A decline in retail volume sales will underpin the sluggish growth in current value sales for 2013. A wide selection of substitute products for gum is available in Norway. While retail volume sales are expected to decline for gum, they are expected to rise to an uncharacteristically high level of 7% for pastilles, jellies and chews. Pastilles, mints and medicated confectionery offer many of the same benefits as chewing gum, such as sugar-free varieties, exciting flavours and fresh breath, and compete intensely for sales.

COMPETITIVE LANDSCAPE

  • Wrigley Scandinavia AB, subsidiary of Mars Inc, is expected to continue to lead the category in 2013 with a 61% retail value share after dominating the category during the review period. Wrigley brands lead all categories for gum in Norway. Wrigley leads bubble gum and sugarised gum through the success of the Hubba Bubba and Juicy Fruit brands respectively. Extra is Wrigley’s leading brand of sugar free gum. Sugar free gum, both functional and non-functional, will account for 90% of Wrigley’s overall gum sales in Norway in 2013.

PROSPECTS

  • Gum is expected to decline in terms of constant value sales during the forecast period. In spite of intense periods of competition from smaller players such as Cadbury Norway AS and Valora Trade Norway AS, Wrigley is likely to remain the well-established leader throughout the forecast period.

Sugar Confectionery

TRENDS

  • The overweight epidemic has reached Norway and the Norwegian Ministry of Health and Care is engaged in addressing this problem. Recent statistics from the Norwegian Institute of Public Health (FHI) show an alarming trend where the proportion of overweight children and youths has increased steadily over the past 30 years. According to FHI, approximately 17% of 15-16year olds were overweight in 2011.

COMPETITIVE LANDSCAPE

  • Cloetta Norge AS, subsidiary of Cloetta AB, will lead sugar confectionery in 2013 with an expected 22% share of current value sales, due to its strong position in pastilles, gums, jellies and chews. Cloetta Norge AS will record the biggest increase in value sales because it was established in 2012 following the acquisition of Leaf International BV by Cloetta AB. Leaf International BV had a well-established subsidiary in Norway called Leaf Norge AS, which successfully marketed strong brands including the Läkerol and Malaco ranges. Cloetta Norge AS has taken over marketing the Leaf brands as well as the Cloetta brands, which were distributed by Galleberg AS.

PROSPECTS

  • Sugar confectionery will continue to battle its unhealthy image over the forecast period especially with respect to the new regulations limiting marketing of unhealthy food to children. Producers have the opportunity to reposition strong brands with health-promoting product options ranging from adding natural juices to sweetening sugar confectionery with stevia, a natural sweetener, instead of sugar. Nidar AS is using smaller packages to help regulate consumption of ‘unhealthy’ food. However, sugar confectionery will remain a treat for Norwegians who want to indulge themselves during a trip to the cinema or on a Saturday night. Brands with the highest equity and domestic appeal are likely to continue to perform well especially if producers add a health-promoting attribute. Smaller brands particularly those targeted at children are unlikely to perform well during the forecast period.

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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 CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 1 Other Chocolate Confectionery: Product Types
  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 Sales of Gum by Flavour: Rankings 2008-2013
  • Table 18 NBO Company Shares of Gum: % Value 2009-2013
  • Table 19 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 20 Distribution of Gum by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 22 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2013-2018

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 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018

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 2013

COMPETITIVE POSITIONING

  • Summary 6 Brynild Gruppen AS: Competitive Position 2013

Jensen & Co AS in Packaged Food (Norway)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Jensen & Co AS: Key Facts
  • Summary 8 Jensen & Co AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 9 Jensen & Co AS: Competitive Position 2013

Mondelez Norge AS in Packaged Food (Norway)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Mondelez Norge AS: Key Facts
  • Summary 11 Mondelez Norge AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 12 Mondelez Norge AS: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 13 Mondelez Norge AS: Competitive Position 2013

Rema 1000 Norge AS in Packaged Food (Norway)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Rema 1000 Norge AS: Key Facts
  • Summary 15 Rema 1000 Norge AS: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

  • Summary 16 Rema 1000: Share of Sales Generated by Internet Retailing

PRIVATE LABEL

  • Summary 17 Rema 1000: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 18 Rema 1000: Competitive Position 2012

Packaged Food in Norway - Industry Context

EXECUTIVE SUMMARY

Packaged food set to perform moderately well in 2013

Innovation in packaging

Further consolidation among major players

Emergence of Internet retailing in packaged food

Marginal decline in constant values sales

KEY TRENDS AND DEVELOPMENTS

More consolidation in grocery retailing

Online services take the toil out of food shopping

New packaging reinvigorates competition

New products reflect diet trends

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 2008-2013
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 52 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 72 Sales of Packaged Food by Category: Value 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 75 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 78 Penetration of Private Label by Category: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 19 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • 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

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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