Alcoholic Drinks in Norway

Alcoholic Drinks in Norway

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Alcoholic drinks records a slowdown in volume growth as consumers reach for quality above quantity in 2019, and non-alcoholic options are on the rise

Ringnes AS continues to lead the competitive landscape in 2019, however, it is challenged in imported beer as AB InBev establishes a Norwegian division

On-trade volume growth makes a slow recovery as consumers remain cautious, whereas off-trade growth remains positive, yet challenged by price-conscious behaviour

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart Alcoholicc Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Norway

HEADLINES

PRE-COVID-19 PERFORMANCE

Craft-inspired commercial beer continues to take share while increasing diversity and innovation boosts the unit price of non-alcoholic beer in 2019

The Norwegian Brewery Association urge the government to make changes that would reduce cross-border trade in 2019

Ringnes AS retains its lead of the landscape in 2019, as AB InBev takes control of the distribution of its offerings in Norway

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2019
Table 18 Number of Breweries 2014-2019

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2014-2019
Table 20 Sales of Beer by Category: Total Value 2014-2019
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 27 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 29 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 30 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 31 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in Norway

HEADLINES

PRE-COVID-19 PERFORMANCE

Wine records volume decline as Norway suffers from a weak summer in 2019, while the health trend remains key to the development of the landscape

The French wine revolution in Norway continues, as the health and wellness trend impacts consumers choices in 2019

Arcus-Gruppen continues to lead a fragmented competitive landscape in 2019 as Fondberg AS gains share and Vinmonopolet focuses on sustainability

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2014-2019
Table 35 Sales of Wine by Category: Total Value 2014-2019
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 49 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 50 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 51 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019
Table 61 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 62 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in Norway

HEADLINES

PRE-COVID-19 PERFORMANCE

Spirits records a positive performance in volume terms, as off-trade volume sales grow, but on-trade volume records a decline in 2019

In 2019, premium and craft offerings are becoming notable trends in the spirits landscape

Arcus Norway AS continues to lead in 2019, as Altia Norway AS records high growth, and Vinmonopolet focuses on sustainability in the industry

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 4 Benchmark Brands 2019

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2014-2019
Table 66 Sales of Spirits by Category: Total Value 2014-2019
Table 67 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 68 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 74 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 76 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 77 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 79 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 80 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 81 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 82 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 83 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in Norway

HEADLINES

PRE-COVID-19 PERFORMANCE

Cider records low-level growth in 2019, however, the interest in non-alcoholic cider increases in line with the growing health and wellness trend

In 2019, premium quality, limited edition products and flavour innovations are key trends that drive growth in cider

Hansa Borg Bryggerier AS leads cider, as Ringnes AS remains second and Multibev AS and Macks Ølbryggeri remain small but significant competition in 2019

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 86 Sales of Cider/Perry: Total Volume 2014-2019
Table 87 Sales of Cider/Perry: Total Value 2014-2019
Table 88 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 89 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 95 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 96 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 97 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 98 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in Norway

HEADLINES

PRE-COVID-19 PERFORMANCE

RTDs records steady growth in 2019, as innovation remains a crucial driver of sales

In 2019, reduced sugar and reduced-calorie RTDs are emerging as growth opportunities in Norway

Ringnes AS leads RTDs in 2019, while Hansa Borg Bryggerier remains a solid number two and Multibev gains share in the landscape

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 101 Sales of RTDs by Category: Total Volume 2014-2019
Table 102 Sales of RTDs by Category: Total Value 2014-2019
Table 103 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 104 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 109 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 110 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 111 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 112 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 113 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 114 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 115 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

---