Sales of free from packaged food remained strong in 2021, supported by ongoing restrictions on movement, with consumers continuing to enjoy more meals at home. Some of the trends that continued to drive demand included the focus on natural food and the shift to plant-based eating.
Driven by increasing education and awareness around animal welfare issues and the impact of meat production on the environment a growing number of consumers are switching to vegan, vegetarian and flexitarian diets. This shift to plant-based eating is driving strong demand for free from meat products.
Tine remained the leading player within free from in Norway in 2021, with a particularly strong position in free from lactose milk and free from lactose yoghurt, with it accounting for most sales across free from lactose dairy.
Over the forecast period the growth of free from is set to be hampered by a resumption of cross-border trade, less time spent cooking at home compared to during the COVID-19 pandemic, and a recovery of the foodservice channel. Despite this, the underlying consumer trends supporting growth, including the natural food trend, the shift to plant based eating, and increasing awareness of allergies and food sensitivities, driving dynamic performance in the latest years, are set to remain strong.
A lot of consumers in Norway shifted to plant-based eating or at least looked to reduce their meat consumption over the review period, with concerns over their health, the environment and animal welfare issues grew. As many highly processed free from meat options have gained traction on the market, consumers are still wanting to shift to more plant-based eating but are increasingly sceptical towards the health profile of these products.
Modern grocery retailers is set to remain the most important channel for free from products, with all of the major retail chains now carrying a growing range of free from products as they look to meet demand. Discounters is projected to be one of the most dynamic store-based retailing channels over the forecast period, while it is also expected to benefit from an expanding selection of free from products, including private label options.
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Understand the latest market trends and future growth opportunities for the Free From industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Free From industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.See All of Our Definitions
This report originates from Passport, our Free From research and analysis database.
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