Alcoholic Drinks in Norway

September 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Norway report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Alcoholic Drinks in Norway?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Norway?
  • How are products distributed in Norway?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Alcoholic Drinks in Norway

EXECUTIVE SUMMARY

Alcoholic drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026

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 2015-2021

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2021

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 2016-2021

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2016-2021 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Norway

KEY DATA FINDINGS

2021 DEVELOPMENTS

Cross-border trade remains subdued
Health trend boosts consumer interest in no-lo
Fruity trend expands beyond IPAs

PROSPECTS AND OPPORTUNITIES

Relaxation of pandemic restrictions will lead to normalisation of cross-border trade
Craft beer will struggle to compete on price
Deepening health trend will continue to support demand for no-lo

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2021 Table 18 Number of Breweries 2016-2021

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2016-2021 Table 20 Sales of Beer by Category: Total Value 2016-2021 Table 21 Sales of Beer by Category: % Total Volume Growth 2016-2021 Table 22 Sales of Beer by Category: % Total Value Growth 2016-2021 Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021 Table 24 Sales of Beer by Off-trade vs On-trade: Value 2016-2021 Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021 Table 27 Sales of Beer by Craft vs Standard 2016-2021 Table 28 GBO Company Shares of Beer: % Total Volume 2017-2021 Table 29 NBO Company Shares of Beer: % Total Volume 2017-2021 Table 30 LBN Brand Shares of Beer: % Total Volume 2018-2021 Table 31 Forecast Sales of Beer by Category: Total Volume 2021-2026 Table 32 Forecast Sales of Beer by Category: Total Value 2021-2026 Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026 Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026

Cider/Perry in Norway

KEY DATA FINDINGS

2021 DEVELOPMENTS

Cider faces increased competition from flavoured beer and RTDs
Relatively low ABV is increasingly a plus for cider
Leader Hansa Borg Bryggerier continues to keep rivals at arm’s length

PROSPECTS AND OPPORTUNITIES

Revival in cross-border trade will drive a mild post-pandemic hangover
Local brands will continue to grow in popularity but remain a niche
Health trend will continue to boost demand for cider at the expense of stronger ABV alternatives

CATEGORY DATA

Table 35 Sales of Cider/Perry: Total Volume 2016-2021 Table 36 Sales of Cider/Perry: Total Value 2016-2021 Table 37 Sales of Cider/Perry: % Total Volume Growth 2016-2021 Table 38 Sales of Cider/Perry: % Total Value Growth 2016-2021 Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2016-2021 Table 40 Sales of Cider/Perry by Off-trade vs On-trade: Value 2016-2021 Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 42 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2016-2021 Table 43 GBO Company Shares of Cider/Perry: % Total Volume 2017-2021 Table 44 NBO Company Shares of Cider/Perry: % Total Volume 2017-2021 Table 45 LBN Brand Shares of Cider/Perry: % Total Volume 2018-2021 Table 46 Forecast Sales of Cider/Perry: Total Volume 2021-2026 Table 47 Forecast Sales of Cider/Perry: Total Value 2021-2026 Table 48 Forecast Sales of Cider/Perry: % Total Volume Growth 2021-2026 Table 49 Forecast Sales of Cider/Perry: % Total Value Growth 2021-2026

Rtds in Norway

KEY DATA FINDINGS

2021 DEVELOPMENTS

Hard seltzer continues to drive RTD growth
Pre-made cocktails growing in popularity in the on-trade
Bacardi Breezer and Smirnoff Ice remain dominant

PROSPECTS AND OPPORTUNITIES

Easing of pandemic restrictions will drive short-term dip in off-trade demand
Hard seltzer will remain a top performer
Social media influence will grow

CATEGORY DATA

Table 50 Sales of RTDs by Category: Total Volume 2016-2021 Table 51 Sales of RTDs by Category: Total Value 2016-2021 Table 52 Sales of RTDs by Category: % Total Volume Growth 2016-2021 Table 53 Sales of RTDs by Category: % Total Value Growth 2016-2021 Table 54 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021 Table 55 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021 Table 56 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 57 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021 Table 58 GBO Company Shares of RTDs: % Total Volume 2017-2021 Table 59 NBO Company Shares of RTDs: % Total Volume 2017-2021 Table 60 LBN Brand Shares of RTDs: % Total Volume 2018-2021 Table 61 Forecast Sales of RTDs by Category: Total Volume 2021-2026 Table 62 Forecast Sales of RTDs by Category: Total Value 2021-2026 Table 63 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026 Table 64 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026

Spirits in Norway

KEY DATA FINDINGS

2021 DEVELOPMENTS

Disruption of cross-border trade continues to boost demand
Increasing interest in spirits from new markets
Reimposition of restrictions temporarily derails on-trade rebound

PROSPECTS AND OPPORTUNITIES

Cross-border trade will revive as pandemic restrictions are relaxed
Market polarisation anticipated, particularly in vodka
Trend three

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2021

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2016-2021 Table 66 Sales of Spirits by Category: Total Value 2016-2021 Table 67 Sales of Spirits by Category: % Total Volume Growth 2016-2021 Table 68 Sales of Spirits by Category: % Total Value Growth 2016-2021 Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021 Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021 Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021 Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2016-2021 Table 74 Sales of White Rum by Price Platform: % Total Volume 2016-2021 Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2016-2021 Table 76 Sales of English Gin by Price Platform: % Total Volume 2016-2021 Table 77 Sales of Vodka by Price Platform: % Total Volume 2016-2021 Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2016-2021 Table 79 GBO Company Shares of Spirits: % Total Volume 2017-2021 Table 80 NBO Company Shares of Spirits: % Total Volume 2017-2021 Table 81 LBN Brand Shares of Spirits: % Total Volume 2018-2021 Table 82 Forecast Sales of Spirits by Category: Total Volume 2021-2026 Table 83 Forecast Sales of Spirits by Category: Total Value 2021-2026 Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026 Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026

Wine in Norway

KEY DATA FINDINGS

2021 DEVELOPMENTS

Flat off-trade development, moderate on-trade recovery
Sparkling wine from the UK and USA growing in popularity
Rosé demand becoming less seasonal

PROSPECTS AND OPPORTUNITIES

Off-trade volume sales will suffer a post-pandemic hangover
Prosecco, Cava and Crémant will continue to grow in popularity
Bag-in-box packaging will continue to gain ground

CATEGORY DATA

Table 86 Sales of Wine by Category: Total Volume 2016-2021 Table 87 Sales of Wine by Category: Total Value 2016-2021 Table 88 Sales of Wine by Category: % Total Volume Growth 2016-2021 Table 89 Sales of Wine by Category: % Total Value Growth 2016-2021 Table 90 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021 Table 91 Sales of Wine by Off-trade vs On-trade: Value 2016-2021 Table 92 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 93 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021 Table 94 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021 Table 95 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021 Table 96 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021 Table 97 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021 Table 98 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021 Table 99 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021 Table 100 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021 Table 101 GBO Company Shares of Champagne: % Total Volume 2017-2021 Table 102 NBO Company Shares of Champagne: % Total Volume 2017-2021 Table 103 LBN Brand Shares of Champagne: % Total Volume 2018-2021 Table 104 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021 Table 105 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021 Table 106 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021 Table 107 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021 Table 108 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021 Table 109 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021 Table 110 Forecast Sales of Wine by Category: Total Volume 2021-2026 Table 111 Forecast Sales of Wine by Category: Total Value 2021-2026 Table 112 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026 Table 113 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
  • Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • Prestige Other Blended Scotch Whisky
          • Ultra Premium Other Blended Scotch Whisky
          • Super Premium Other Blended Scotch Whisky
          • Premium Other Blended Scotch Whisky
          • Standard Other Blended Scotch Whisky
          • Economy Other Blended Scotch Whisky
      • Single Grain Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • Nastoyka Gorkaya
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Local Non-Grape Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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