Health and Wellness in Norway

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Health and Wellness 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Better For You Beverages
  • Better For You Packaged Food
  • Fortified/Functional Beverages
  • Fortified/Functional Packaged Food
  • Free From
  • Naturally Healthy Beverages
  • Naturally Healthy Packaged Food
  • Organic Beverages
  • Organic Packaged Food

If you're in the Health and Wellness 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.

The Health and Wellness in Norway report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Health and Wellness in Norway?
  • What are the key health and wellness concerns driving sales in Health and Wellness?
  • Is Health and Wellness a dynamic niche or mainstream concern in Norway?
  • Which are the leading brands in Health and Wellness in Norway?
  • How are products distributed in Health and Wellness in Norway?
  • How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
  • Where is future growth expected to be most dynamic?

Health and Wellness in Norway

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in Norway

KEY DATA FINDINGS

2020 IMPACT

Restrictions on cross-border trade due to COVID-19 lead to lower growth in reduced sugar carbonates in 2020
Home seclusion boosts sales of reduced sugar concentrates as an everyday indulgence in 2020
Consumers remain committed to lower sugar consumption in 2020 as new product development focuses on reduced sugar non-cola carbonates

RECOVERY AND OPPORTUNITIES

Slower growth for better for you beverages as the category matures and new naturally low sugar products emerge
Increasing maturity set to fuel product innovation and novel flavours
Further growth for e-commerce after boost to channel during 2020

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

Naturally Healthy Beverages in Norway

KEY DATA FINDINGS

2020 IMPACT

Increased time at home boosts sales of NH 100% juice and NH bottled water in 2020
Fewer visits to convenience stores and growth of private label impact unit price growth in 2020
Ringnes and Sunniva Drikker retain strong lead in naturally healthy beverages in 2020

RECOVERY AND OPPORTUNITIES

Low off-trade growth in NH bottled water and NH 100% juice set to impact overall prospects
Convenience and purity set to drive new product development in NH 100% juice
Strong growth for e-commerce following greater adoption during 2020

CATEGORY DATA

Table 24 Sales of NH Beverages by Category: Value 2015-2020 Table 25 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 26 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 27 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 28 Distribution of NH Beverages by Format: % Value 2015-2020 Table 29 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 30 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

Organic Beverages in Norway

KEY DATA FINDINGS

2020 IMPACT

Increased home working leads to boost in retail value sales and stronger growth for organic beverages in 2020
Organic soft drinks remains marginal in 2020
Coop Norge Kaffe and Unilever Norge AS maintain respective leads in organic coffee and tea in 2020

RECOVERY AND OPPORTUNITIES

Stagnation in 2021 leads to slower growth for organic beverages over the forecast period
Premiumisation and focus on sustainability set to drive growth in organic hot drinks
Cross-border trade with Sweden set to remain a challenge

CATEGORY DATA

Table 31 Sales of Organic Beverages by Category: Value 2015-2020 Table 32 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 33 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 34 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 35 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 36 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 37 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

Better For You Packaged Food in Norway

KEY DATA FINDINGS

2020 IMPACT

Home seclusion boosts retail sales of better for you packaged food in 2020
Health trend drives growth in 2020
Tine SA maintains lead in BFY reduced fat packaged food, while Mars Norge AS dominates BFY reduced sugar packaged food in 2020

RECOVERY AND OPPORTUNITIES

Stagnating growth for better for you packaged food due to maturity and evolving consumer tastes
Reduced fat flavoured milk drinks and reduced fat savoury snacks set to lead growth prospects
E-commerce set to be fastest-growing channel over the forecast period

CATEGORY DATA

Table 38 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 40 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 41 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 42 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 43 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 44 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

Free From in Norway

KEY DATA FINDINGS

2020 IMPACT

Free from meat and dairy drive further solid growth in 2020
Health considerations drive further strong growth in free from gluten in 2020
Tine maintains lead with dominance in free from lactose in 2020

RECOVERY AND OPPORTUNITIES

Continued positive growth for free from as consumers turn increasingly to plant-based options
Health set to overtake sustainability as key concern driving free from meat purchases
E-commerce set to continue rapid growth trend following more widespread adoption due to COVID-19

CATEGORY DATA

Table 45 Sales of Free From by Category: Value 2015-2020 Table 46 Sales of Free From by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Free From: % Value 2016-2020 Table 48 LBN Brand Shares of Free From: % Value 2017-2020 Table 49 Distribution of Free From by Format: % Value 2015-2020 Table 50 Forecast Sales of Free From by Category: Value 2020-2025 Table 51 Forecast Sales of Free From by Category: % Value Growth 2020-2025

Fortified/Functional Packaged Food in Norway

KEY DATA FINDINGS

2020 IMPACT

Solid growth for fortified/functional packaged food in 2020
Health and wellness trend continues to fuel growth of high-protein products in 2020
Home seclusion and competition drive sales of FF breakfast cereals in 2020

RECOVERY AND OPPORTUNITIES

FF flavoured milk drinks and FF breakfast cereals set for best growth prospects
Exercise trend set to drive further growth as convenience resumes importance
E-commerce set for growing share of retail value sales in FF packaged food

CATEGORY DATA

Table 52 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 53 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 54 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 55 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 56 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 57 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 58 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 59 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 60 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 61 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 62 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 63 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 64 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025

Naturally Healthy Packaged Food in Norway

KEY DATA FINDINGS

2020 IMPACT

Naturally healthy packaged food records stable growth in 2020
Competition from other HW products continues to limit growth prospects in 2020
Competitive but stable landscape results in only marginal value share changes in 2020

RECOVERY AND OPPORTUNITIES

Retail value sales set to grow more slowly over the forecast period
Stronger growth for smaller categories of naturally healthy packaged food
Increased share for e-commerce

CATEGORY DATA

Table 65 Sales of NH Packaged Food by Category: Value 2015-2020 Table 66 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 68 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 69 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 70 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 71 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

Organic Packaged Food in Norway

KEY DATA FINDINGS

2020 IMPACT

Strong growth for organic packaged food in 2020
Premium private label further extends mass appeal of organic packaged food in 2020
Major players continue to focus on organic dairy, baby food and bread in 2020

RECOVERY AND OPPORTUNITIES

Stable positive growth for organic packaged food with further potential linked to natural food and health and wellness trends
Private label set to further lower prices while opening up new expansion opportunities
Grocery retailers set to remain major channel for organic packaged foods as e-commerce sees strongest growth

CATEGORY DATA

Table 72 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 73 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 74 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 75 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 76 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 77 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 78 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025

Fortified/Functional Beverages in Norway

KEY DATA FINDINGS

2020 IMPACT

FF energy and sports drinks drive further strong growth for fortified/functional beverages in 2020
Coca-Cola European Partners Norge maintains lead with appeal to a wider consumer base for FF sports drinks in 2020
Strong brand diversification and new product launches continue to drive FF energy drinks in 2020

RECOVERY AND OPPORTUNITIES

Overall growth set to slow despite further solid prospects for FF energy drinks and sports drinks
Desire for health and functionality benefits set to drive new product development over the forecast period
Positive outlook for FF bottled water

CATEGORY DATA

Table 79 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 80 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 81 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 82 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 83 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 84 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 85 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 86 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025
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This report originates from Passport, our Health and Wellness research and analysis database.

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