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Country Report

Butter and Margarine in

Butter and Spreads in Norway

Aug 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Value sales continue to be driven by healthier options and mixes

The health and wellness trend continued to impact the performance of butter and spreads in 2019, with plant- and butter-based spreads having proved popular throughout the review period in Norway. New variants, such as Olivero from Mills, which was introduced in 2017, are being positioned as combining the healthiness of olive oil with the good flavour of butter.

Butter remains the best performing category thanks largely to new launches

In 2019, butter continued to record modest but steady current value growth and stable volume sales despite the ongoing health and wellness trend. Although butter is a mature category with a firm position in the Norwegian daily diet, the introduction of organic, locally sourced and healthier variants has helped boost sales.

Margarine suffering from a lack of time for baking

Margarine and spreads continued to post a slight decline in retail volume sales in 2019, although value growth in current terms remained positive, albeit modest. Hectic lifestyles in Norway have resulted in local consumers having less time for baking, which in turn has had a negative impact on volume sales of margarine.

COMPETITIVE LANDSCAPE

Butter and spreads remains a duopoly in Norway thanks to the strength of domestic manufacturers Mills and Tine

In 2019, the two domestic giants Mills and Tine, including the latter’s subsidiary Fjordland, continued to dominate butter and spreads. The oligopolistic nature of butter and spreads is a result of the former dairy monopoly Tine dominating butter with its Tine butter products and Bremykt butter and rapeseed oil brand, and Mills controlling margarine and spreads thanks to a strong stable of brands which includes Melange, Soft Flora, Vita and Olivero.

Private label continues to struggle in butter and spreads

Although private label players have gained share in many dairy categories, they have struggled to achieve a strong foothold in butter and spreads. All of the three major private label players, Norgesgruppen, Coop Norge and Rema 1000, offer a number of butter and spread products, with these including economy margarines such as First Price and X-Tra, flavoured butters such as Rema 1000 and Jacobs Utvalgte and butters with rapeseed oil, for example Eldorado.

Launch of Naturli’ brand in Norway helps Orkla Foods to remain the best performer in 2019

For the second consecutive year, Orkla Foods Norge was the best performing manufacturer in butter and spreads in terms of percentage value growth, albeit with its sales growing from a low base. In 2017, Orkla acquired the Danish organic and vegetarian business SR Foods and its well-known Naturli’ brand.

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Overview

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.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Butter and Margarine 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 Butter and Margarine in Norway?
What are the major brands in Norway?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

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.

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Butter and Spreads in Norway - Category analysis

HEADLINES

PROSPECTS

Value sales continue to be driven by healthier options and mixes

Butter remains the best performing category thanks largely to new launches

Margarine suffering from a lack of time for baking

COMPETITIVE LANDSCAPE

Butter and spreads remains a duopoly in Norway thanks to the strength of domestic manufacturers Mills and Tine

Private label continues to struggle in butter and spreads

Launch of Naturli’ brand in Norway helps Orkla Foods to remain the best performer in 2019

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2014-2019
Table 2 Sales of Butter and Spreads by Category: Value 2014-2019
Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Butter and Spreads by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Butter and Spreads: % Value 2015-2019
Table 6 LBN Brand Shares of Butter and Spreads: % Value 2016-2019
Table 7 Distribution of Butter and Spreads by Format: % Value 2014-2019
Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2019-2024
Table 9 Forecast Sales of Butter and Spreads by Category: Value 2019-2024
Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Butter and Spreads 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 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 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

Consumer Foodservice

Category Data

Table 30 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 31 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 32 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 33 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 34 Sales of Packaged Food by Category: Volume 2014-2019
Table 35 Sales of Packaged Food by Category: Value 2014-2019
Table 36 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 37 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 38 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 39 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 40 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 41 Penetration of Private Label by Category: % Value 2014-2019
Table 42 Distribution of Packaged Food by Format: % Value 2014-2019
Table 43 Distribution of Packaged Food by Format and Category: % Value 2019
Table 44 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 45 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 46 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 47 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

Megatrends

Country Report

Butter and Spreads in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Value sales continue to be driven by healthier options and mixes

Butter remains the best performing category thanks largely to new launches

Margarine suffering from a lack of time for baking

COMPETITIVE LANDSCAPE

Butter and spreads remains a duopoly in Norway thanks to the strength of domestic manufacturers Mills and Tine

Private label continues to struggle in butter and spreads

Launch of Naturli’ brand in Norway helps Orkla Foods to remain the best performer in 2019

Overview

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Samples

Overview

Why buy this report?

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Table of Contents

Butter and Spreads in Norway - Category analysis

HEADLINES

PROSPECTS

Value sales continue to be driven by healthier options and mixes

Butter remains the best performing category thanks largely to new launches

Margarine suffering from a lack of time for baking

COMPETITIVE LANDSCAPE

Butter and spreads remains a duopoly in Norway thanks to the strength of domestic manufacturers Mills and Tine

Private label continues to struggle in butter and spreads

Launch of Naturli’ brand in Norway helps Orkla Foods to remain the best performer in 2019

CATEGORY DATA

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

Consumer Foodservice

Category Data

MARKET DATA

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

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

Why buy this report?

Want to find out more about this report?

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