Bottled Water in Norway

PROSPECTS

Hot summer provides a strong boost to bottled water

The summer in 2018 was longer and drier than usual in Norway, with some of the hottest weather ever registered in the country. This was one of the primary reasons for the dynamic growth in bottled water, which is typically consumed as an on-the-go convenience product, as the warm weather drove people to spend more time outside the home.

Increased private label share and price competition drives volume growth in bottled water

The volume growth in bottled water can be attributed in large part to discounter chain Rema 1000 and the growth of its private label product Taffel, which has both carbonated purified bottled water and flavoured bottled water under its portfolio. The product has gained substantial traction in the marketplace owing to big campaigns, a highly competitive pricing and minimalistic design.

Functional bottled water set to continue growing dynamically

Functional bottled water, still in its infancy in the Norwegian market, is set to grow dynamically over the forecast period. While functional bottled water distribution was largely limited to convenience stores and forecourt retailers over the review period, more and more grocery retailers are beginning to embrace the products, exemplified by Glacéau Smartwater by Coca-Cola gaining wide distribution in grocery stores in 2018.

COMPETITIVE LANDSCAPE

Ringnes maintains its leading position in bottled water

Ringnes AS continued to solidify its position in 2018, registering growth in value share despite strong competition from private label. The company has a strong foothold in the Norwegian market with its longstanding brands Imsdal and Farris, which enjoy excellent distribution and brand awareness among Norwegians.

Soft drinks tax negatively affects Hansa Borg and Coca-Cola

In flavoured bottled water, Coca-Cola Enterprises Norge AS and Hansa Borg Bryggerier AS both had products that were affected by the strong soft drinks tax increase in 2018. Two variants of Olden by Hansa Borg and flavoured versions of Bonaqua containing fructose were affected by the tax, which did not affect flavoured bottled water brands without any added sugar or sweeteners.

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