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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Norway

May 2021

US$2,100

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Executive Summary

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COVID-19 impact on alcoholic drinks

In what was an unprecedented and extraordinary year, alcoholic drinks in Norway registered a record increase in volume sales in 2020 and ironically benefitted from COVID-19. Overall, there was a double-digit increase in volume sales.

COVID-19 country impact

On 12 March 2020, the Norwegian government imposed a series of restrictions in an effort to contain the spread of COVID-19. All schools, universities and other educational institutions were closed, while cultural events and organised sports activities were cancelled.

Company response

Most of the big players fared quite well financially in 2020, as the largest brands in on-trade are also the largest in off-trade, thus the shift between the two channels did not have a negative impact. Additionally, the aforementioned absence of cross-border trade gave players a strong boost and exceeded the loss from the on-trade channel.

Retailing shift

Sales of alcoholic drinks shifted from cross-border trade, duty free and on-trade to off-trade in 2020, due to the reasons outlined above. Producers, wholesalers and retailers avoided large-scale product shortages, in spite of the unprecedented increase in demand.

On-trade vs off-trade split

While overall on-trade suffered a huge decline in volume sales in 2020, due to restrictions imposed as a result of COVID-19, some on-trade outlets suffered more than others. Nightclubs, pubs and bars were the most affected because they were forced to close earlier and these venues typically have higher traffic later in the night.

What next for alcoholic drinks?

After a year of strong growth of alcoholic drinks in 2020, made possible by minimal cross-border and duty-free sales, 2021 and 2022 are expected to register negative growth overall as restrictions are gradually lifted and as a result, there will be a large drop-off in off-trade volume sales. Beyond 2022, the situation is expected to normalise and growth rates will return to more stable figures.

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Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Norway for free:

The Alcoholic Drinks 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 Alcoholic Drinks in Norway?
What are the major brands in Norway?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

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 Alcoholic Drinks market research database.

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Alcoholic Drinks in Norway

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

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 1 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Norway

KEY DATA FINDINGS

2020 IMPACT

Volume sales up, but value sales down

Companies with varied distribution fare better

Ringnes retains its lead of the landscape in 2020

RECOVERY AND OPPORTUNITIES

Potential lowering in tax to boost domestic beer sales over forecast period

Craft beer fights for continued foothold

Low alcohol beer gains value share

CATEGORY BACKGROUND

Lager price band methodology

Lager price band methodology
Summary 3 Lager by Price Band 2020
Table 17 Number of Breweries 2015-2020

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2015-2020
Table 19 Sales of Beer by Category: Total Value 2015-2020
Table 20 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 21 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 26 Sales of Beer by Craft vs Standard 2015-2020
Table 27 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 28 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 30 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 31 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Norway

KEY DATA FINDINGS

2020 IMPACT

Wine benefits most from COVID-19

Arcus-Gruppen continues to lead a fragmented competitive landscape in 2020

Vinmonopolet driving sustainability

RECOVERY AND OPPORTUNITIES

Minimal growth over forecast period

Sparkling wine and still rosé wine key drivers of growth

Bag-in-box boost from COVID-19 set to continue

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2015-2020
Table 35 Sales of Wine by Category: Total Value 2015-2020
Table 36 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 37 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 49 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 50 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 51 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 61 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 62 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Norway

KEY DATA FINDINGS

2020 IMPACT

Off-trade drives very healthy volume growth

Merger of Arcus and Altia announced

Sustainability will drive product development, thanks to Vinmonopolet

RECOVERY AND OPPORTUNITIES

Only moderate growth over forecast period

Premium gains value share

Whisk, rum and gin drive volume growth over forecast period

CATEGORY BACKGROUND

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

Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2015-2020
Table 66 Sales of Spirits by Category: Total Value 2015-2020
Table 67 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 68 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 74 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 76 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 77 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 79 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 80 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 81 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 82 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 83 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Norway

KEY DATA FINDINGS

2020 IMPACT

Off-trade drives increase in volume sales

Status quo remains in competitive landscape

In 2020, premium quality, limited edition products and flavour innovations are key trends that drive growth in cider

RECOVERY AND OPPORTUNITIES

Healthy volume growth over forecast period

Lower ABV spurs growth for cider

Lower tax rate gives boost to domestic volume sales

CATEGORY DATA

Table 86 Sales of Cider/Perry: Total Volume 2015-2020
Table 87 Sales of Cider/Perry: Total Value 2015-2020
Table 88 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 89 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 95 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 96 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 97 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 98 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Norway

KEY DATA FINDINGS

2020 IMPACT

Off-trade compensates for severe volume decline though on-trade

Ringnes AS leads RTDs in 2020, while Hansa Borg Bryggerier and Multibev catching up in 2020

Hard seltzer stand-out performer in 2020

RECOVERY AND OPPORTUNITIES

Moderate overall growth over forecast period

Reduced sugar, reduced-calorie RTDs and lower ABVs are emerging as growth opportunities in Norway

Premium cocktail-type RTDs catching on

CATEGORY DATA

Table 101 Sales of RTDs by Category: Total Volume 2015-2020
Table 102 Sales of RTDs by Category: Total Value 2015-2020
Table 103 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 104 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 109 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 110 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 111 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 112 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 113 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 114 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 115 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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Megatrends

Country Report

Alcoholic Drinks in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Norway

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DISCLAIMER

SOURCES

Beer in Norway

KEY DATA FINDINGS

2020 IMPACT

Volume sales up, but value sales down

Companies with varied distribution fare better

Ringnes retains its lead of the landscape in 2020

RECOVERY AND OPPORTUNITIES

Potential lowering in tax to boost domestic beer sales over forecast period

Craft beer fights for continued foothold

Low alcohol beer gains value share

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Norway

KEY DATA FINDINGS

2020 IMPACT

Wine benefits most from COVID-19

Arcus-Gruppen continues to lead a fragmented competitive landscape in 2020

Vinmonopolet driving sustainability

RECOVERY AND OPPORTUNITIES

Minimal growth over forecast period

Sparkling wine and still rosé wine key drivers of growth

Bag-in-box boost from COVID-19 set to continue

CATEGORY DATA

Spirits in Norway

KEY DATA FINDINGS

2020 IMPACT

Off-trade drives very healthy volume growth

Merger of Arcus and Altia announced

Sustainability will drive product development, thanks to Vinmonopolet

RECOVERY AND OPPORTUNITIES

Only moderate growth over forecast period

Premium gains value share

Whisk, rum and gin drive volume growth over forecast period

CATEGORY BACKGROUND

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

CATEGORY DATA

Cider/Perry in Norway

KEY DATA FINDINGS

2020 IMPACT

Off-trade drives increase in volume sales