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.
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.
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.
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.
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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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.
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The Fortified/Functional Packaged Food in Norway market research report includes:
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