Off-trade sales are expected to decline in 2023 as cross-border trade and international travel recover, while on-trade sales will recover only slowly due to economic uncertainty and cautious consumer spending. Inflation and rising prices will continue to impact the beer market, with consumers opting for lower-priced options.
Radler is set to continue growing strongly during the forecast period as a fairly novel category on the Norwegian market that is also highly aligned with current trends towards no-lo and flavoured beer. Non alcoholic beer saw a decline in 2022 after years of strong growth, but there is a growing focus on this segment from both producers and consumers, so it is expected to continue to grow beyond 2023 (which will be negatively impacted in particular by cross-border trade).
Smaller producers are seeing increased pressure on margins despite the price growth in 2022, which may lead to an increased focus on high-margin products and the diversification of product lines (such as smaller breweries launching hard seltzers). Retailers are likely to further simplify their portfolios and cut down on SKUs, as consumers become more price-sensitive.
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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.
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.
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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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