With active development throughout the review period, edible oils continued to register substantial current value growth in 2019. A strong performance from private label, which accounts for more than half of overall value sales and over three-quarters of volume sales, predominantly drives grow.
Olive oil has seen robust current value growth in 2019 as it continues to develop at a faster pace than vegetable and seed oil. The more premium-positioned olive oils has benefited from a wide assortment of premium private label ranges, such as Änglamark and Go Eco.
Organic edible oils drove value growth for most of the review period and continued to do so in 2019. This strong development can be attributed to a broader assortment of organic private label options.
Private label expansion continues to challenge value brands in 2019, as retailers are paying more attention to their premium private label offering. During the review period, private label expanded its presence to account for more than half of overall value sales of edible oils.
Coop Norge Handel offers private label edible oils, leads edible oils in 2019, with Coop, Änglamark and X-Tra. As a result of private label continuing to gain share, brands such as Ybarra, Gaea, Monini and Odelia, are steadily losing value share, with Ybarra in particular, losing its leading positioning over the review period, experiencing an evident year-on-year decline.
While most of the significant organic players in edible oils, such as Änglamark, Go Eco and Kolonihagen, are private label options, pure organic brands such as Helios and Green Choice are also performing well. Unlike private label who mainly focus on organic olive oil, organic brands focus on smaller niches within vegetable and seed oil; such as coconut oil, hemp seed oil and flaxseed oil.
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