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.
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.
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.
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.
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 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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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.
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