FF energy drinks accounts for the majority of retail volume sales of FF beverages in Norway and the category continued to see strong growth in 2021. Sales continued to be boosted by reduced cross-border trade with Sweden for much of 2021 as a result of the COVID-19 pandemic.
FF energy drinks saw strong development over the review period and within this development there was a notable shift towards reduced sugar products, with this trend continuing in 2021. While consumers of FF energy drinks were not previously especially concerned with the sugar content, this is changing as the consumer base gets older, with older consumers more likely to have health concerns.
Maxim from Orkla Health remains the only significant brand present within FF powder concentrates in Norway in 2021, with it remaining largely unchallenged from within the category. The distribution of these products is mainly seen through sporting goods stores, with the consumer base largely limited to serious athletes.
Off-trade volume sales of FF beverages are set to be negatively affected by the reopening of Norway’s borders in 2022 and to some extent in 2023, with FF energy drinks being extremely popular items for cross-border trade.
New innovation in terms of flavours is expected to be a key strategy in driving growth within FF beverages over the forecast period. The main consumer demographic is relatively young for FF energy drinks in particular, making them more inclined to try new products, which in turn encourages players to launch new variants and exotic flavours.
E-commerce is set to be the most dynamic channel in FF beverages over the forecast period, with the overall adoption of online grocery shopping accelerating in response to the COVID-19 the pandemic, with little sign of slowing down. FF energy drinks is seeing particularly strong uptake through e-commerce, as well as through home-delivery services like Foodora and Volt, albeit these services currently represent a minor share of overall sales.
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Fortified/Functional Beverages
This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.
See All of Our DefinitionsThis report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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