The negative effect on domestic sales (particularly the off-trade) of the resumption of cross-border trade in 2022 is expected to continue into 2023. Nevertheless, the energy drinks category will benefit from strong positive drivers in the form of high consumer demand for energising drinks, which is set to sustain dynamic, albeit decelerated growth compared to the review period, for 2023 and beyond.
Energy drinks in Norway is highly novelty driven, evident by the rapid pace of product launches from the leading players. Some recent examples from 2022 include the launch of Monster in a zero-sugar pineapple variant and Nocco’s Juice Breeze (summer edition).
Accelerated greatly by the pandemic, retail e-commerce is set to be the fastest growing channel in energy drinks over the forecast period, in line with the overall development of online grocery shopping in Norway. The largest online grocery retailers, Oda and Norgesgruppen, typically carry a similar range of energy drinks as the largest brick-and-mortar grocery chains.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.See All of Our Definitions
This report originates from Passport, our Energy Drinks research and analysis database.
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