- Soup has traditionally been characterised by a limited degree of innovation and new product launches as a result of Norwegians having comparatively low soup consumption compared to many other European countries. This is mainly due to the fact that Norway does not have a strong tradition for starters, with soup therefore having been perceived as an unsatisfying main meal. However, the growing health and wellness trend notably started to boost soup sales towards the middle to end of the review period. Norwegian consumers have discovered the nutritional value of soup and are more commonly eating soup as a smaller “mellommåltid” (in-between meal). This has led to the strong growth of more convenient products such as chilled and frozen soup.
- Orkla Foods Norge continued to dominate soup in 2015, accounting for a 62% share of value sales. This is predominantly a result of the acquisition of the Toro brand in 2012, which has been the category leader for a long time. Norwegians are quite traditional when it comes to brands and tend to opt for those that they know they can trust, with Toro being such a brand. Its dehydrated soups have become popular to keep in the cupboard in case of an emergency as they take up little space and have a long shelf life. Furthermore, Toro has been at the forefront of introducing a limited range of gluten-free dehydrated soups, consisting of a tomato soup and a cauliflower soup, which are growing in popularity. In addition, Orkla also acquired the Kokkeklar brand from Stabburet in 2012. Kokkeklar offers a line of frozen soup, which has grown rapidly in popularity, acquiring a 10% value share in overall soup in 2015 since its launch in 2011. The Kokkeklar range consists of three variants - fish soup, Thai soup and a salmon soup. All variants come in packs of two separate compartments, one containing the soup and the other additional ingredients such as fish, chicken or salmon. The products have been described on the blog consuming.co as being very close to tasting homemade and so have been contributing to the further growth of the frozen soup category.
- Soup is expected to continue to perform well over the forecast period following consumers’ “re-discovery” of the category, with soup being considered more of an in-between meal rather than a full or light dinner. The introduction of health-positioned soups is expected to intensify further, with frozen and chilled variants leading the way. Chilled and frozen soup are perceived as better and fresher than the more common dehydrated variants. The expansion of chilled soup in smaller grocery outlets such as convenience stores is furthermore expected to support the development of the category.
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Discover the latest market trends and uncover sources of future market growth for the Soup industry in Norway with research from Euromonitor's team of in-country analysts.
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If you're in the Soup industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.
The Soup 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 Soup in Norway?
- What are the major brands in Norway?
- Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
- Are consumers moving from traditionally canned and dehydrated variants to more innovative chilled, frozen and UHT formats?
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- Gain competitive intelligence about market leaders
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- 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
Soup in Norway - Category Analysis
- Table 1 Sales of Soup by Category: Volume 2010-2015
- Table 2 Sales of Soup by Category: Value 2010-2015
- Table 3 Sales of Soup by Category: % Volume Growth 2010-2015
- Table 4 Sales of Soup by Category: % Value Growth 2010-2015
- Table 5 Sales of Soup by by Leading Flavours: Rankings 2010-2015
- Table 6 NBO Company Shares of Soup: % Value 2011-2015
- Table 7 LBN Brand Shares of Soup: % Value 2012-2015
- Table 8 Distribution of Soup by Format: % Value 2010-2015
- Table 9 Forecast Sales of Soup by Category: Volume 2015-2020
- Table 10 Forecast Sales of Soup by Category: Value 2015-2020
- Table 11 Forecast Sales of Soup by Category: % Volume Growth 2015-2020
- Table 12 Forecast Sales of Soup 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 13 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
- Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
- Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
- Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020
- Table 17 Sales of Packaged Food by Category: Volume 2010-2015
- Table 18 Sales of Packaged Food by Category: Value 2010-2015
- Table 19 Sales of Packaged Food by Category: % Volume Growth 2010-2015
- Table 20 Sales of Packaged Food by Category: % Value Growth 2010-2015
- Table 21 GBO Company Shares of Packaged Food: % Value 2011-2015
- Table 22 NBO Company Shares of Packaged Food: % Value 2011-2015
- Table 23 LBN Brand Shares of Packaged Food: % Value 2012-2015
- Table 24 Penetration of Private Label by Category: % Value 2010-2015
- Table 25 Distribution of Packaged Food by Format: % Value 2010-2015
- Table 26 Distribution of Packaged Food by Format and Category: % Value 2015
- Table 27 Forecast Sales of Packaged Food by Category: Volume 2015-2020
- Table 28 Forecast Sales of Packaged Food by Category: Value 2015-2020
- Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
- Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020
- Summary 1 Research Sources