Baked goods performed moderately well in 2019, with an increase in both current value and volume sales.
Bread created from larvae (insects) performed better than expected during 2019, with this year being the first time an insect mass-produced bread was launched in Norway. In the beginning of 2019, Meny, a private label offered under Norgesgruppen, introduced the bread which is 2.
Norway's largest online retailer, Kolonial.no, had a successful year in baked goods in 2019, having introduced its in-house bakery Korn Bakeri in the previous year.
The largest bakeries in Norway are either owned or directly cooperate with the leading grocery players, Norgesgruppen, Coop and Rema. Norgesgruppen acquired Bakehuset, the most significant branded player in baked goods in 2012, while Coop owns Goman Bakeriet and Rema collaborates exclusively with Mesterbakeren.
While leavened bread is struggling to cope with rising competition from alternatives such as crisp bread and breakfast cereals, flat bread has been relatively immune from this competition, with leading players benefiting from the latest food trends. General Mills (Old El Paso) and Santa Maria continued to gain share in 2019, as a result of ongoing interest in Mexican food.
Over the review period, Norway saw a substantial rise in demand for artisanal, locally sourced and heritage products in many industries, including packaged food. This trend has been particularly apparent in baked goods, where bakeries have enjoyed rising sales despite intense competition from the leading retailers.
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This industry report originates from Passport, our Packaged Food market research database.