Executive Summary

Mar 2019
Hot drinks witnesses weakened sales development

Hot drinks recorded a moderate decline in retail volume terms in 2018, largely a result of the weaker performance of standard fresh ground coffee, which accounts for a large share of overall sales. The decline can be attributed to increasing cross-border trade, competition from RTD products and an exceptionally long, hot summer which dissuaded consumers from at-home consumption and hot beverages in general.

Increasing cross-border sales negatively affect hot drinks

Hot drinks was negatively affected by increasing cross-border trade in 2018, primarily due to a hike in the tax on soft drinks; the tax increase and ensuing increased price disparity between Norway and Sweden triggered bargain-hunting consumers to stockpile more during their usual daytrips across the border. Hot drinks are sensitive to a general increase in cross-border trade because products are shelf stable and thus easy to store, and in many cases the same brands and products are available in both markets, setting the stage for direct price comparisons by consumers.

Hot drinks remains a consolidated market

Hot drinks remains a consolidated market, with the top three players holding a major combined share of retail value sales. Coffee and tea are continuously challenged by new and small players, incentivising established players to innovate and launch new products frequently.

Premiumisation, flavour extensions and reduced sugar options characterise new product development

Product development characteristics vary considerably across hot drinks, given the dissimilar natures of coffee, tea and other hot drinks. In coffee, there is a clear trend towards more sophisticated consumer preferences, matched by new and premium products by producers, such as single-origin coffee and organic products.

Stagnant performance expected for hot drinks

Hot drinks is expected to record a negative performance in retail volume terms over the forecast period, primarily due to a continued decline in coffee, which due to its size has a substantial impact on overall sales. Cross-border trade in particular is expected to be a primary factor in reducing sales of standard fresh ground coffee.

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Hot Drinks in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hot Drinks industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hot Drinks industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Norway for free:

The Hot Drinks in Norway market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Hot Drinks in Norway?
  • What are the major brands in Norway?
  • How has an increasing desire for heart healthy or fiber-added drinks affected the hot drinks industry in Norway?
  • Are manufacturers changing packaging sizes and formats to fit an on-the-go lifestyle?
  • How have changing demographics (for example an aging population) affected the hot drinks market in Norway?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Hot Drinks market research database.

Hot Drinks in Norway

EXECUTIVE SUMMARY

Hot drinks witnesses weakened sales development
Increasing cross-border sales negatively affect hot drinks
Hot drinks remains a consolidated market
Premiumisation, flavour extensions and reduced sugar options characterise new product development
Stagnant performance expected for hot drinks

MARKET DATA

Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 3 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 4 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2013-2018
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources

Coffee in Norway

HEADLINES

PROSPECTS

Cross-border trade negatively impacts coffee
The long, hot summer negatively affects retail coffee sales
Black coffee remains the most popular way of serving coffee

COMPETITIVE LANDSCAPE

Jacobs Douwe Egberts Norge retains its lead
The leader loses share due to competitive actions by retailers
Enduring consolidation in Norwegian coffee

CATEGORY DATA

Table 26 Retail Sales of Coffee by Category: Volume 2013-2018
Table 27 Retail Sales of Coffee by Category: Value 2013-2018
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2013-2018
Table 29 Retail Sales of Coffee by Category: % Value Growth 2013-2018
Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2013-2018
Table 31 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2013-2018
Table 32 NBO Company Shares of Coffee: % Retail Value 2014-2018
Table 33 LBN Brand Shares of Coffee: % Retail Value 2015-2018
Table 34 Forecast Retail Sales of Coffee by Category: Volume 2018-2023
Table 35 Forecast Retail Sales of Coffee by Category: Value 2018-2023
Table 36 Forecast Retail Sales of Coffee by Category: % Volume Growth 2018-2023
Table 37 Forecast Retail Sales of Coffee by Category: % Value Growth 2018-2023
Table 38 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2018-2023

Other Hot Drinks in Norway

HEADLINES

PROSPECTS

Health trend underpins decline in chocolate-based flavoured powder drinks
Convenience an important driver of pack sizes, whilst also leading to competition from flavoured milk drinks
Winter season remains of critical importance

COMPETITIVE LANDSCAPE

Mondelez Norge leads with its Freia Regia brand
Other hot drinks remains consolidated and uneventful

CATEGORY DATA

Table 39 Retail Sales of Other Hot Drinks by Category: Volume 2013-2018
Table 40 Retail Sales of Other Hot Drinks by Category: Value 2013-2018
Table 41 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2013-2018
Table 42 Retail Sales of Other Hot Drinks by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Other Hot Drinks: % Retail Value 2014-2018
Table 44 LBN Brand Shares of Other Hot Drinks: % Retail Value 2015-2018
Table 45 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2018-2023
Table 46 Forecast Retail Sales of Other Hot Drinks by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2018-2023
Table 48 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2018-2023

Tea in Norway

HEADLINES

PROSPECTS

New product launches a key growth driver
Tea consumers becoming younger
Cross-border trade threatens the outlook

COMPETITIVE LANDSCAPE

Haugen-Gruppen continues to lead
Established players continue to face competition from smaller, premium brands
Leaders try to attract the new generation of tea drinkers

CATEGORY DATA

Table 49 Retail Sales of Tea by Category: Volume 2013-2018
Table 50 Retail Sales of Tea by Category: Value 2013-2018
Table 51 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 52 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 54 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 55 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 56 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 57 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 58 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023