Executive Summary

Mar 2019
PROSPECTS
Government approval remains essential to widespread acceptance

Compared to other health and wellness packaged food categories in Norway, fortified/functional remained comparatively uneventful in 2018. This is because Norwegian consumers are highly sceptical of “miracle solutions” and health claims from manufacturers.

Stringent regulatory framework continues to hinder more dynamic growth

An essential part of Norwegians’ distrust in “miracle solutions” and a firm belief in health authorities is the fact that the regulatory framework for fortified/functional packaged food in Norway is highly stringent. Manufacturers are permitted to make two types of product claims if they fulfil the requirements of the Norwegian Food Safety Authority (Mattilsynet), which at times sets even more stringent regulations than those articulated by the EU.

Strong exercise trend drives development of high-protein packaged food

One of the biggest health and wellness trends within packaged food in Norway towards the end of the review period was the rising demand for high-protein products, in particular on-the-go variants that are suitable for before or after exercise. On-the-go dairy products witnessed the highest number of new high-protein launches.

COMPETITIVE LANDSCAPE
Orkla introduces FF gum brand

In 2018, Orkla Confectionery & Snacks lost distribution of gum brand Wrigley’s Extra when the Norwegian subsidiary of the brand owner, Mars Norge, decided to handle distribution itself. As a result, Orkla introduced its own FF gum brand called Solidox at the beginning of the year entering the category in first position.

Dairy giants lose value share as milk consumption continues to decline

In fortified/functional packaged food, Tine, along with its largest dairy competitor Q-Meieriene, dominated value share in 2018. However, both players lost ground; Tine suffered the most, losing share within FF dairy including FF flavoured milk drinks.

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Fortified/Functional Packaged Food in Norway

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food 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 Packaged Food 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 Packaged Food in Norway - Category analysis

HEADLINES

PROSPECTS

Government approval remains essential to widespread acceptance
Stringent regulatory framework continues to hinder more dynamic growth
Strong exercise trend drives development of high-protein packaged food

COMPETITIVE LANDSCAPE

Orkla introduces FF gum brand
Dairy giants lose value share as milk consumption continues to decline

CATEGORY DATA

Table 1 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 5 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 6 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 7 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 8 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 9 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 10 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 11 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 12 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 13 Forecast Sales of Fortified/Functional Packaged Food 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 14 Sales of Health and Wellness by Type: Value 2013-2018
Table 15 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 16 Sales of Health and Wellness by Category: Value 2013-2018
Table 17 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 18 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 19 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 20 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 21 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 22 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 23 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 24 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 25 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 26 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 27 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 29 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources