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Hot Drinks in Norway
January 2022
Hot drinks in 2021: The big picture
Retail sales of hot drinks continued to grow in 2021, helped by border closures, home working and ongoing restrictions on bars and restaurants during large parts of the year. Movement controls and home working continued to benefit domestic consumption and retail sales as people who were working from home consumed tea they purchased themselves instead of tea that would normally have been consumed in the office and purchased by their employers.
2021 trends
The premiumisation trend continued to be prevalent within the coffee and tea categories, underpinned by consumer desire to replicate the café experience at home. This trend was also stimulated further by rising health awareness as people opted to consume products of the best quality they could afford in order to protect their immune systems and their general health.
Competitive landscape
The shares of the largest players in hot drinks remained fairly stable in 2021. Jacobs Douwe Egberts Norge AS continued to lead hot drinks in terms of retail current value share, due to its leadership in coffee, which accounts for the bulk of retail value sales of hot drinks in Norway.
Retailing developments
The onset of COVID-19 led to a shift in volume sales of hot drinks from the on-trade to the off-trade, particularly discounters and supermarkets. For such players that also had substantial off-trade distribution, the decline in on-trade demand was largely compensated for by an increase in retail current value sales, although niche players with a focus on the foodservice sector struggled.
Foodservice vs retail split
There was a dramatic shift in demand from retail to foodservice as people avoided crowded places for a significant amount of time following the lockdown, which began in mid-March 2020. Even though bars, cafés, hotels and restaurants were allowed to remain open subject to the observation of social distancing rules and other restrictions, many closed voluntarily for a period due to a lack of business, as many cautious consumers chose to remain at home.
What next for hot drinks?
Premiumisation, convenience and sustainability are set to be key trends for the forecast period. Recent launches such as Nestlé’s premium brand Starbucks in retail coffee and other hot drinks will continue to reach a mainstream audience, which means consumers will become accustomed to paying higher prices for their products.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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:
Coffee
Tea
Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Norway?
To what extent are health considerations impacting consumption of Hot Drinks in Norway?
What are the traditional preferences in Hot Drinks in Norway? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Norway?
Which are the leading brands in Hot Drinks in Norway?
How are products distributed in Hot Drinks in Norway?
How is the rise of e-commerce changing the retail and competitive landscape?
Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
Where is future growth expected to be most dynamic?
Hot Drinks in Norway
EXECUTIVE SUMMARY
Hot drinks in 2021: The big picture
2021 trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
Chart 1 Hot Drinks Value Sales Growth Scenarios: 2019-2026Chart 2 Hot Drinks Impact of Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2016-2021Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2016-2021Table 3 Retail Sales of Hot Drinks by Category: Volume 2016-2021Table 4 Retail Sales of Hot Drinks by Category: Value 2016-2021Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2016-2021Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2016-2021Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 9 Total Sales of Hot Drinks by Category: Total Volume 2016-2021Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2016-2021Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2017-2021Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2018-2021Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2016-2021Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2016-2021Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2021Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2021-2026Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2021-2026Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2021-2026Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2021-2026Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2021-2026Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2021-2026Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2021-2026Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Coffee in Norway
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued elevated off-trade sales of coffee
On-trade sales of coffee are boosted by people flocking to cafés and restaurants to socialise once again as restrictions ease
Premiumisation and convenience are key trends especially among home workers
PROSPECTS AND OPPORTUNITIES
Off-trade sales contract in 2022 after which they achieve modest positive growth for the remainder of the forecast period
Premiumisation, convenience and growing investment in sustainability remain key trends
E-commerce of hot drinks achieves the fastest growth with coffee being a key contributor
CATEGORY DATA
Table 26 Retail Sales of Coffee by Category: Volume 2016-2021Table 27 Retail Sales of Coffee by Category: Value 2016-2021Table 28 Retail Sales of Coffee by Category: % Volume Growth 2016-2021Table 29 Retail Sales of Coffee by Category: % Value Growth 2016-2021Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2016-2021Table 31 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2016-2021Table 32 NBO Company Shares of Coffee: % Retail Value 2017-2021Table 33 LBN Brand Shares of Coffee: % Retail Value 2018-2021Table 34 Forecast Retail Sales of Coffee by Category: Volume 2021-2026Table 35 Forecast Retail Sales of Coffee by Category: Value 2021-2026Table 36 Forecast Retail Sales of Coffee by Category: % Volume Growth 2021-2026Table 37 Forecast Retail Sales of Coffee by Category: % Value Growth 2021-2026Table 38 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2021-2026
Tea in Norway
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued elevated off-trade sales of tea in 2021 as borders remain closed for much of the year and many people continue to work from home
On-trade sales of tea see a marked boost in 2021 as most people resume socialising outside of the home
Haugen-Gruppen leads tea and is well positioned in terms of category dynamics
PROSPECTS AND OPPORTUNITIES
Mixed forecast expectations for tea over the forecast period
Health and wellness remains a key trend in tea over the forecast period
Gradual recovery of the on-trade hampered by changing lifestyles stimulated by the pandemic
CATEGORY DATA
Table 39 Retail Sales of Tea by Category: Volume 2016-2021Table 40 Retail Sales of Tea by Category: Value 2016-2021Table 41 Retail Sales of Tea by Category: % Volume Growth 2016-2021Table 42 Retail Sales of Tea by Category: % Value Growth 2016-2021Table 43 NBO Company Shares of Tea: % Retail Value 2017-2021Table 44 LBN Brand Shares of Tea: % Retail Value 2018-2021Table 45 Forecast Retail Sales of Tea by Category: Volume 2021-2026Table 46 Forecast Retail Sales of Tea by Category: Value 2021-2026Table 47 Forecast Retail Sales of Tea by Category: % Volume Growth 2021-2026Table 48 Forecast Retail Sales of Tea by Category: % Value Growth 2021-2026
Other Hot Drinks in Norway
KEY DATA FINDINGS
2021 DEVELOPMENTS
Off-trade sales of other hot drinks remain at an elevated level in 2021 due to ongoing COVID-19 restrictions for much of the year while the on-trade benefits from a resumption in socialising outside the home
Sugar avoidance undermines demand growth for chocolate-based flavoured powder drinks
Competition remains steady led by Mondelez Norge AS and Orkla Foods Norge AS
PROSPECTS AND OPPORTUNITIES
Slowdown in other hot drinks as consumers seek healthy options, while demand and consumption occasions remain limited to the winter months
Premium positioning strategies have the potential to target an underserved consumer group
Plant-based drinks have potential but remain negligible over the forecast period
CATEGORY DATA
Table 49 Retail Sales of Other Hot Drinks by Category: Volume 2016-2021Table 50 Retail Sales of Other Hot Drinks by Category: Value 2016-2021Table 51 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2016-2021Table 52 Retail Sales of Other Hot Drinks by Category: % Value Growth 2016-2021Table 53 NBO Company Shares of Other Hot Drinks: % Retail Value 2017-2021Table 54 LBN Brand Shares of Other Hot Drinks: % Retail Value 2018-2021Table 55 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2021-2026Table 56 Forecast Retail Sales of Other Hot Drinks by Category: Value 2021-2026Table 57 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2021-2026Table 58 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Hot Drinks
Fresh Coffee Beans
Fresh Ground Coffee Pods
Standard Fresh Ground Coffee
Regular Instant Standard Coffee
Decaffeinated Instant Standard Coffee
Regular Instant Coffee Mixes
Decaffeinated Instant Coffee Mixes
Loose Black Tea
Tea Bags Black
Fruit/Herbal Tea
Green Tea
Instant Tea
Other Tea
Chocolate-based Flavoured Powder Drinks
Malt-based Hot Drinks
Non-Chocolate-based Flavoured Powder Drinks
Other Plant-based Hot Drinks
Hot Drinks
This is the aggregation of Coffee, Tea, and Other Hot Drinks.