While drinking milk products is projected to see an overall decline in retail volume sales in 2021, not least due to a decrease in milk consumption in 2021, there are bright spots, such as dairy only flavoured milk drinks and milk alternatives. Moreover, category volume sales are expected to remain higher than in the pre-pandemic period.
There is a shift towards full fat fresh milk in Norway over fat-free and semi skimmed variants. Within fresh milk, full fat fresh milk has been gaining retail volume and value shares as consumers are interested in more natural/unprocessed food.
Milk alternatives and dairy only flavoured milk drinks are expected to see further retail volume and current value increases in 2021, going against the general trend in drinking milk products. The interest in milk alternatives is rising fast as more consumers, especially younger generations, increasingly try to avoid dairy and other animal products.
Fresh milk is set to remain by far the largest category in retail volume and value sales terms over the forecast period. However, slight, but steady declines are anticipated in retail volume sales as foodservice recovers and cross-border trade returns to more normal levels.
Despite projected double-digit growth in 2021 and 2002, the slump in 2020 is expected to see a foodservice volume sales of milk fall slightly below the 2019 level by the end of the forecast period. Foodservice is set to see a significant recovery in 2021 and 2022 as COVID-19 restrictions ease.
In line with rising health awareness, “other” milk alternatives and protein-fortified milk are predicted to see healthy sales development over the forecast period. Dynamic innovation and new players entering the category also support “other” milk alternatives by driving consumer awareness and retaining interest.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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