Executive Summary

Oct 2019
PROSPECTS
Fish oils/omega fatty acids and mineral supplements support growth of dietary supplements

Consumer scepticism is limiting the growth of dietary supplements, with growing numbers of consumers questioning the efficacy of some products. Nevertheless, overall growth continued to be positively impacted by the ongoing popularity of fish oils/omega fatty acids and mineral supplements, which are the biggest categories within dietary supplements.

Sustainability a growing concern in fish oils

Sustainability expected to become more important for consumers of fish oils. Sustainability is an increasingly wide-ranging consumer concern and overfishing and depletion of species are key concerns to consumers of fish oils.

Health and fitness trends helping drive demand for mineral supplements and tonics

The health and fitness trend and warmer weather conditions have helped to drive sales of some categories such as mineral supplements and tonics. Indeed, physically active Norwegians often use mineral supplements such as magnesium and tonics which are positioned around fitness.

COMPETITIVE LANDSCAPE
Orkla extends lead with it introducing sustainability labelling for Møller’s brand

Orkla remained the clear leader within dietary supplements in 2019. The company has a solid foothold within dietary supplements, with its biggest brand Møller’s having a long-standing presence on the market with it maintaining a large portfolio of cod liver oil products within fish oils/omega fatty acids.

Weifa reduces its investment in dietary supplements as it focuses on OTC

Weifa phased out a number of its vitamins and dietary supplements products in 2019, in an effort to refocus on its OTC products, where the company has a solid foothold in the Norwegian market. The company phased out products including a cranberry and calcium product, in addition to a vitamin C product.

Internet retailing booming thanks to convenience and wide choice

Internet retailing continued to see dynamic growth in 2019 while grocery retailers and vitamins and dietary supplements specialist retailers struggled. Internet retailing is becoming a popular channel for dietary supplements among Norwegian consumers, especially younger consumers.

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Dietary Supplements in Norway

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Overview

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

The Dietary Supplements 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 Dietary Supplements in Norway?
  • What are the major brands in Norway?
  • Are combination products with acetaminophen still popular?

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 Consumer Health market research database.

Dietary Supplements in Norway - Category analysis

HEADLINES

PROSPECTS

Fish oils/omega fatty acids and mineral supplements support growth of dietary supplements
Sustainability a growing concern in fish oils
Health and fitness trends helping drive demand for mineral supplements and tonics

COMPETITIVE LANDSCAPE

Orkla extends lead with it introducing sustainability labelling for Møller’s brand
Weifa reduces its investment in dietary supplements as it focuses on OTC
Internet retailing booming thanks to convenience and wide choice

CATEGORY DATA

Table 1 Sales of Dietary Supplements by Category: Value 2014-2019
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 3 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 5 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 6 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 7 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Consumer Health in Norway - Industry Overview

EXECUTIVE SUMMARY

Consumer health sees steady growth as Norwegians show willingness to invest in health
Changing face of Norway sees shifts in demand within consumer health
GlaxoSmithKline and Pfizer combine to push GSK Consumer Healthcare into the lead
Distribution focuses on convenience, quality and availability
An ageing population, a greater focus on health and wellbeing and climate change just some of the issues expected to drive growth over the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources