Executive Summary

Oct 2019
PROSPECTS
The health and wellness trend drives growth but also limits value sales

Baked goods performed moderately well in 2019, with an increase in both current value and volume sales.

Insect innovation attracts attention as consumers appreciate the extra protein

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.

Kolonial.no experiences success with its in-house bakery

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.

COMPETITIVE LANDSCAPE
Leading grocery players use their own bakeries, making it hard for new players to breakthrough

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.

Flat breads, hot dog bread and hamburger bread benefit from food trends

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.

Bakeries and artisanal gain popularity as consumers preference heritage

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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Baked Goods in Norway

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Overview

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

The Baked goods 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 Baked goods in Norway?
  • What are the major brands in Norway?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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 Packaged Food market research database.

Baked Goods in Norway - Category analysis

HEADLINES

PROSPECTS

The health and wellness trend drives growth but also limits value sales
Insect innovation attracts attention as consumers appreciate the extra protein
Kolonial.no experiences success with its in-house bakery

COMPETITIVE LANDSCAPE

Leading grocery players use their own bakeries, making it hard for new players to breakthrough
Flat breads, hot dog bread and hamburger bread benefit from food trends
Bakeries and artisanal gain popularity as consumers preference heritage

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2014-2019
Table 2 Sales of Baked Goods by Category: Value 2014-2019
Table 3 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 4 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 5 Sales of Pastries by Type: % Value 2014-2019
Table 6 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 7 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 8 Distribution of Baked Goods by Format: % Value 2014-2019
Table 9 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 10 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 11 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Packaged Food in Norway - Industry Overview

EXECUTIVE SUMMARY

Stable growth supported by health and wellness innovation
Health trend sees major players entering meat substitutes
Private label goes premium, increasing competition for standard brands
Supermarkets lead, while online sales and variety stores gain consumers
Packaged food is set to see stable growth over the forecast period

FOODSERVICE

Sales to Foodservice
Food services operators look for high-quality, locally sourced ingredients to respond to consumer demands
Strong interplay between retail and foodservice
Foodservice players put eco-friendly measures in place, to fight back against food waste
Consumer Foodservice
Health and wellness and showcasing eco-credentials accelerate the redefinition of foodservice 
Foodservice benefits from the rise in online ordering and third party delivery apps
Independents have unique offerings but chained operators gain consumer loyalty
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Packaged Food in Norway - Industry Overview

EXECUTIVE SUMMARY

Stable growth supported by health and wellness innovation
Health trend sees major players entering meat substitutes
Private label goes premium, increasing competition for standard brands
Supermarkets lead, while online sales and variety stores gain consumers
Packaged food is set to see stable growth over the forecast period

FOODSERVICE

Sales to Foodservice
Food services operators look for high-quality, locally sourced ingredients to respond to consumer demands
Strong interplay between retail and foodservice
Foodservice players put eco-friendly measures in place, to fight back against food waste
Consumer Foodservice
Health and wellness and showcasing eco-credentials accelerate the redefinition of foodservice 
Foodservice benefits from the rise in online ordering and third party delivery apps
Independents have unique offerings but chained operators gain consumer loyalty
Category Data
Table 31 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 32 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 33 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 34 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 35 Sales of Packaged Food by Category: Volume 2014-2019
Table 36 Sales of Packaged Food by Category: Value 2014-2019
Table 37 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 38 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 39 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 40 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 41 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 42 Penetration of Private Label by Category: % Value 2014-2019
Table 43 Distribution of Packaged Food by Format: % Value 2014-2019
Table 44 Distribution of Packaged Food by Format and Category: % Value 2019
Table 45 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 46 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 2 Research Sources