Executive Summary

Mar 2019
PROSPECTS
Strong overall performance for fortified/functional beverages

Fortified/functional beverages recorded dynamic growth rates in both current value and volume terms in 2018, as the demand for drinks that give consumers an energy boost continued strongly in Norway. Reduced sugar energy drinks within FF energy drinks continued to record the strongest performance, with retailers, encouraged by the dynamic growth of FF energy drinks in 2017, allocating greater shelf space to the products and increased the use of end-of-shelf displays, which boosted awareness and impulse purchases.

Vitamin Well expands fortified/functional offerings

FF bottled water continued to record fairly strong current value growth, and benefitted from the leading brand Vitamin Well successfully targeting sportspeople and health-conscious consumers through the savvy use of social media and influencers. The company’s launch of two new products with added caffeine in 2018, namely Vitamin Well Awake and Vitamin Well Prepare, underlines the popularity of energy-boosting drinks across the categories.

Health concerns and cross-border trade curbs growth prospects for FF energy drinks

FF energy drinks continued to be the target of considerable unfavourable press, focusing on the negative health effects of overconsumption of these drinks amongst young people. One of the most prominent press articles on this topic was in Dagbladet in September showing a study from Norstat reporting a dramatic increase in the consumption of energy drinks among 10-15 year olds in Norway.

COMPETITIVE LANDSCAPE
Coca-Cola strengthens lead

Fortified/functional beverages remained consolidated as Coca-Cola and Red Bull Norge continued to dominate the category in value share terms in 2018. Coca-Cola Enterprises Norge strengthened its leadership by gaining further value share in FF energy drinks, with two different brands: Burn and Monster Energy.

Red Bull holds strong second position

Second-ranked Red Bull Norge’s position is exclusively due to the presence of its Red Bull brand in FF energy drinks, made possible by a broad mass market positioning. The company has built a strong brand in Norway, fuelled in particular by promotional efforts of prolific Norwegian athletes in wide-reaching sports such as cross-country skiing, alpine skiing and handball.

Vitamin Well driving the growth in FF bottled water

Vitamin Well remained the only significant brand in FF bottled water throughout the review period, and continued to drive growth in the category. With a focus on social media marketing and sponsorship of influencers and sportspeople, the brand continued to appeal to consumers who want an energy boost but at the same time are distinctly health conscious.

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Fortified/Functional Beverages in Norway

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages 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.

The Fortified/Functional Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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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Fortified/Functional Beverages in Norway - Category analysis

HEADLINES

PROSPECTS

Strong overall performance for fortified/functional beverages
Vitamin Well expands fortified/functional offerings
Health concerns and cross-border trade curbs growth prospects for FF energy drinks

COMPETITIVE LANDSCAPE

Coca-Cola strengthens lead
Red Bull holds strong second position
Vitamin Well driving the growth in FF bottled water

CATEGORY DATA

Table 1 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 5 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 6 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 7 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 8 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 9 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Norway - Industry Overview

EXECUTIVE SUMMARY

Steady growth for health and wellness, but not without challenges
Sharp increase in soft drinks tax has negative effects on health and wellness
Tine maintains its leading position of HW packaged food
Price campaigns and private label shifts distribution further to grocery retailers
Free from and organic expected to record most dynamic performances

MARKET DATA

Table 10 Sales of Health and Wellness by Type: Value 2013-2018
Table 11 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Category: Value 2013-2018
Table 13 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 14 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 15 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 16 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 17 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 18 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 19 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 20 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 24 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 25 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources