Having surged by almost a quarter during 2020 amid the imposition of COVID-19 restrictions, the rate of growth in off-trade volume sales of beer slowed significantly in 2021 but remained robust. Premium larger, particularly imported premium larger, was the top performer.
Off-trade volume sales of no-lo (no or low ABV) offerings continued to expand during 2021, buoyed by the health and wellness trend. Younger consumers in particular are increasingly ‘sober curious’—reducing their alcohol intake or completely abstaining from alcoholic drinks.
Exotic flavours are growing in popularity within beer. Hansa Bryggeri launched a Mango IPA in Norway during 2019 that proved popular with local consumers.
The rate of growth in off-trade volume sales of beer will slow significantly during the forecast period, as COVID-19 restrictions are relaxed and the cross-border trade to Sweden and (to a lesser extent) Denmark resumes. This will particularly be the case in 2022.
While the craft wave reached its peak during the review period, Norwegian consumers have now a taste for far more than the traditional lager variant. Although lager still constitutes the lion’s share of volume sales, new beer types, particularly ale, is expected to continue to grow at a strong pace over the forecast period.
In spite of the waning pandemic threat, the health trend will continue to boost demand for non-alcoholic and low alcohol beer, in addition to lite beer. The launch of higher quality products, a wider product offer and wider distribution will be key to this.
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Understand the latest market trends and future growth opportunities for the Beer industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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