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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Norway

72 pages, Jun 2018

US$2,100

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Executive Summary

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Alcoholic drinks sees volume decline as beer and wine record weak performances

After positive growth in 2016, volume sales of alcoholic drinks fell in 2017. This was due to declines in mid-priced lager and still red wine because of a colder than usual summer, increasing cross-border trade with Sweden and more international travelling resulting in duty-free shopping.

Cross-border trade increases strongly

One of the most prominent stories in the Norwegian media in 2017 was increasing cross-border trade and duty-free shopping. This was most evident in alcoholic drinks, as well as in overall food and drinks.

Increased competition and less consolidation

The five largest players within beer, spirits and wine faced increased competition from smaller players in 2017, resulting in lower volume sales. Within beer and spirits, a factor was the extension of the craft trend, which in addition to fuelling sales of small-scale breweries, gained an increasing share within spirits.

Retailer’s controversial strategy backfires after dropping beer suppliers

Retailer chain Rema 1000 initiated a strategic change termed the “best friend” strategy at the beginning of 2017. The strategy was based on prioritising one supplier instead of many within each product group, while severely limiting or eliminating other suppliers’ products from its shelves.

Trends in craft, local foods and hybrid products set to underpin forecast period performance

Consumer trends of craft and authenticity, a shift to lighter and clearer wine, as well as the demand for convenience fuelling new hybrid products will shape product development over the forecast period. This is expected to benefit value sales, particularly in spirits where craft products grew noticeably in 2017.

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Alcoholic Drinks Sample Report Alcoholic Drinks Data Sample Report

Overview

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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

Alcoholic drinks sees volume decline as beer and wine record weak performances

Cross-border trade increases strongly

Increased competition and less consolidation

Retailer’s controversial strategy backfires after dropping beer suppliers

Trends in craft, local foods and hybrid products set to underpin forecast period performance

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 2018

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook
Summary 2 Key New Product Developments 2017

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 12 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 3 Research Sources

Beer in Norway

HEADLINES

PROSPECTS

Continued shift towards dark beer, while lager faces increased polarisation

Beer prices increase, but Vinmonopolet is accused of pressurising prices

Modest growth ahead, underpinned by extensive cross-border trade

COMPETITIVE LANDSCAPE

Ringnes AS continues to lead and innovate in beer

Hansa Borg Bryggerier maintains its position despite a challenging year

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2017
Table 17 Number of Breweries 2012-2017

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2012-2017
Table 19 Sales of Beer by Category: Total Value 2012-2017
Table 20 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 21 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 26 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 27 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 28 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 29 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 30 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Cider/Perry in Norway

HEADLINES

PROSPECTS

Dry cider continues to be a key trend

Slower growth mainly due to poor summer weather

Local ingredients gain popularity in cider

COMPETITIVE LANDSCAPE

Hansa Borg Bryggerier AS continues to lead despite a difficult year

Bulmers sees a slowdown after consecutive years of dynamic growth

Somersby renews its portfolio and recovers share

CATEGORY DATA

Table 33 Sales of Cider/Perry: Total Volume 2012-2017
Table 34 Sales of Cider/Perry: Total Value 2012-2017
Table 35 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 36 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 37 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 41 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 42 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 43 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 44 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 45 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 46 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 47 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Rtds/High-Strength Premixes in Norway

HEADLINES

PROSPECTS

Mellow performance for RTDs

Domestic players plan to take their share of the rise in ginger beer

COMPETITIVE LANDSCAPE

Ringnes and Hansa Borg continue to lead with strong positions in spirit-based RTDs

Ringnes and Diageo hope to capitalise on popularity of RTD coffee with Baileys Iced Coffee Latte

Arcus Norway AS takes share in high-strength premixes

CATEGORY DATA

Table 48 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 49 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 50 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 51 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 52 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 53 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 54 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 55 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 56 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 57 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 58 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 59 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 60 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 61 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 62 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022

Spirits in Norway

HEADLINES

PROSPECTS

Spirits records an uneven performance

Norwegian Aquavit drinkers remain conservative, despite dynamic innovation

Domestic craft gin becomes more popular

COMPETITIVE LANDSCAPE

Arcus continues to lead spirits

Interbev AS records dynamic performance despite overall decline

CATEGORY BACKGROUND

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

Summary 5 Benchmark Brands 2017

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2012-2017
Table 64 Sales of Spirits by Category: Total Value 2012-2017
Table 65 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 66 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2012-2017
Table 72 Sales of White Rum by Price Platform: % Total Volume 2012-2017
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
Table 74 Sales of English Gin by Price Platform: % Total Volume 2012-2017
Table 75 Sales of Vodka by Price Platform: % Total Volume 2012-2017
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
Table 77 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 78 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 79 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 80 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 81 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022

Wine in Norway

HEADLINES

PROSPECTS

Trend of lighter and clearer drinks supports sales of still rosé wine

Wine sees overall decline

Old world wine takes share within still light grape wine

COMPETITIVE LANDSCAPE

Arcus Wine Brands AS continues to lead in a fragmented environment

CATEGORY DATA

Table 84 Sales of Wine by Category: Total Volume 2012-2017
Table 85 Sales of Wine by Category: Total Value 2012-2017
Table 86 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 87 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 88 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 89 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 90 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 91 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 92 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
Table 93 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
Table 94 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
Table 95 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
Table 96 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 97 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 98 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
Table 99 GBO Company Shares of Champagne: % Total Volume 2013-2017
Table 100 NBO Company Shares of Champagne: % Total Volume 2013-2017
Table 101 LBN Brand Shares of Champagne: % Total Volume 2014-2017
Table 102 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 103 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 104 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
Table 105 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 106 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 107 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
Table 108 GBO Company Shares of Non-grape Wine: % Total Volume 2013-2017
Table 109 NBO Company Shares of Non-grape Wine: % Total Volume 2013-2017
Table 110 LBN Brand Shares of Non-grape Wine: % Total Volume 2014-2017
Table 111 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 112 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 113 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 114 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

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Megatrends

Country Report

Alcoholic Drinks in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

Alcoholic drinks sees volume decline as beer and wine record weak performances

Cross-border trade increases strongly

Increased competition and less consolidation

Retailer’s controversial strategy backfires after dropping beer suppliers

Trends in craft, local foods and hybrid products set to underpin forecast period performance

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Alcoholic Drinks in Norway

EXECUTIVE SUMMARY

Alcoholic drinks sees volume decline as beer and wine record weak performances

Cross-border trade increases strongly

Increased competition and less consolidation

Retailer’s controversial strategy backfires after dropping beer suppliers

Trends in craft, local foods and hybrid products set to underpin forecast period performance

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Beer in Norway

HEADLINES

PROSPECTS

Continued shift towards dark beer, while lager faces increased polarisation

Beer prices increase, but Vinmonopolet is accused of pressurising prices

Modest growth ahead, underpinned by extensive cross-border trade

COMPETITIVE LANDSCAPE

Ringnes AS continues to lead and innovate in beer

Hansa Borg Bryggerier maintains its position despite a challenging year

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Cider/Perry in Norway

HEADLINES

PROSPECTS

Dry cider continues to be a key trend

Slower growth mainly due to poor summer weather

Local ingredients gain popularity in cider

COMPETITIVE LANDSCAPE

Hansa Borg Bryggerier AS continues to lead despite a difficult year

Bulmers sees a slowdown after consecutive years of dynamic growth

Somersby renews its portfolio and recovers share

CATEGORY DATA

Rtds/High-Strength Premixes in Norway

HEADLINES

PROSPECTS

Mellow performance for RTDs

Domestic players plan to take their share of the rise in ginger beer

COMPETITIVE LANDSCAPE

Ringnes and Hansa Borg continue to lead with strong positions in spirit-based RTDs

Ringnes and Diageo hope to capitalise on popularity of RTD coffee with Baileys Iced Coffee Latte

Arcus Norway AS takes share in high-strength premixes

CATEGORY DATA

Spirits in Norway

HEADLINES

PROSPECTS

Spirits records an uneven performance

Norwegian Aquavit drinkers remain conservative, despite dynamic innovation

Domestic craft gin becomes more popular

COMPETITIVE LANDSCAPE

Arcus continues to lead spirits

Interbev AS records dynamic performance despite overall decline

CATEGORY BACKGROUND

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