Executive Summary

Aug 2019
PROSPECTS
Ice cream sales continue to be heavily affected by the weather

Seasonality remains a key challenge for ice cream manufacturers in Norway. In 2018, the country benefited from an extraordinarily long and warm spring and summer, with this substantially driving up both retail volume and value sales.

Manufacturers focus on product innovation in an effort to drive value sales

With the category’s volume sales hampered by inclement weather, manufacturers in 2019 focused on new product development to try and at least boost value sales, particularly in the areas of vegan, high protein and low calorie ice cream, with health and wellness offerings having largely previously been seen only in the areas of frozen yoghurt and sorbets. While over 2017/2018 Diplom Is introduced an organic variant under its Diplom Is Døla Is brand and a free from gluten and lactose variant called Diplom Is Fri, in 2019 it launched a vegan almond-based ice cream in chocolate flavour as well as high protein options with an indulgence positioning in American-inspired flavours such as cookie dough, salted caramel and chocolate brownie.

Ice cream could be affected by changes to the sugar tax over the forecast period

Although ice cream is a sugarised product, it was unaffected by the significant increase in sugar tax at the beginning of 2018. However, the tax hike was heavily criticised by manufacturers and industry associations as favouring certain products and disadvantaging others, leading to the government appointing a committee to look further at the issue.

COMPETITIVE LANDSCAPE
Ice cream in Norway remains a duopoly as smaller players struggle to gain share

Hennig-Olsen Is and Diplom Is together continued to dominate ice cream and frozen desserts in 2019, leaving only a small share of sales for other players. The leading player Hennig-Olsen Is further grew its value share over the review period thanks to widening its distribution network but primarily due to its focus on new product development, with its new launches being well-received by consumers.

Diplom Is banking on innovation in vegan and high-protein ice cream in an effort to regain lost share

Second-ranked Diplom Is, a fully-owned subsidiary of the domestic dairy giant Tine, led ice cream and frozen desserts up until 2016 but was then overtaken by Hennig-Olsen Is, losing share to the new leader as well as smaller niche and premium players. The company has sought to try and regain lost share through a focus on innovation, especially under its frozen yoghurt and sorbet brand Diplom Is Dream, and new product launches such as Diplom Is Døla and Diplom Is Fri in 2017, with these followed over 2018/2019 by the launch of a vegan almond-based ice cream in a chocolate flavour as well as high protein ice creams with an indulgence positioning under the Lohilo line.

Private label bucks the trend in 2019 thanks to the addition of an organic ice cream

Unlike the two ice cream giants Hennig-Olsen Is and Diplom Is, which both suffered a similar decline in retail value sales in 2019, private label recorded solid value growth, albeit still accounting for only a marginal share of sales. Norwegians generally prefer high quality and well-known brands when purchasing indulgence products such as ice cream.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Ice Cream and Frozen Desserts 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 Ice Cream and Frozen Desserts industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Ice Cream and Frozen Desserts 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:

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  • Inform your marketing, brand, strategy and market development, sales and supply functions

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Ice Cream and Frozen Desserts in Norway - Category analysis

HEADLINES

PROSPECTS

Ice cream sales continue to be heavily affected by the weather
Manufacturers focus on product innovation in an effort to drive value sales
Ice cream could be affected by changes to the sugar tax over the forecast period

COMPETITIVE LANDSCAPE

Ice cream in Norway remains a duopoly as smaller players struggle to gain share
Diplom Is banking on innovation in vegan and high-protein ice cream in an effort to regain lost share
Private label bucks the trend in 2019 thanks to the addition of an organic ice cream

CATEGORY DATA

Table 1 Sales of Ice Cream and Frozen Desserts by Category: Volume 2014-2019
Table 2 Sales of Ice Cream and Frozen Desserts by Category: Value 2014-2019
Table 3 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2014-2019
Table 4 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2014-2019
Table 5 Sales of Ice Cream by Leading Flavours: Rankings 2014-2019
Table 6 Sales of Impulse Ice Cream by Format: % Value 2016-2019
Table 7 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2015-2019
Table 8 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2016-2019
Table 9 NBO Company Shares of Ice Cream: % Value 2015-2019
Table 10 LBN Brand Shares of Ice Cream: % Value 2016-2019
Table 11 NBO Company Shares of Impulse Ice Cream: % Value 2015-2019
Table 12 LBN Brand Shares of Impulse Ice Cream: % Value 2016-2019
Table 13 NBO Company Shares of Take-home Ice Cream: % Value 2015-2019
Table 14 LBN Brand Shares of Take-home Ice Cream: % Value 2016-2019
Table 15 NBO Company Shares of Frozen Desserts: % Value 2015-2019
Table 16 LBN Brand Shares of Frozen Desserts: % Value 2016-2019
Table 17 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2014-2019
Table 18 Distribution of Ice Cream by Format: % Value 2014-2019
Table 19 Distribution of Frozen Desserts by Format: % Value 2014-2019
Table 20 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2019-2024
Table 21 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2019-2024
Table 22 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2019-2024
Table 23 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2019-2024

Packaged Food in Norway - Industry Overview

EXECUTIVE SUMMARY

Stable growth supported by health and wellness innovation
Health trend sees major players entering meat substitutes
Private label goes premium, increasing competition for standard brands
Supermarkets lead, while online sales and variety stores gain consumers
Packaged food is set to see stable growth over the forecast period

FOODSERVICE

Sales to Foodservice
Food services operators look for high-quality, locally sourced ingredients to respond to consumer demands
Strong interplay between retail and foodservice
Foodservice players put eco-friendly measures in place, to fight back against food waste
Consumer Foodservice
Health and wellness and showcasing eco-credentials accelerate the redefinition of foodservice 
Foodservice benefits from the rise in online ordering and third party delivery apps
Independents have unique offerings but chained operators gain consumer loyalty
Category Data
Table 24 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 25 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 26 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 28 Sales of Packaged Food by Category: Volume 2014-2019
Table 29 Sales of Packaged Food by Category: Value 2014-2019
Table 30 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 31 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 32 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 33 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 34 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 35 Penetration of Private Label by Category: % Value 2014-2019
Table 36 Distribution of Packaged Food by Format: % Value 2014-2019
Table 37 Distribution of Packaged Food by Format and Category: % Value 2019
Table 38 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 39 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 40 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 41 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Packaged Food in Norway - Industry Overview

EXECUTIVE SUMMARY

Stable growth supported by health and wellness innovation
Health trend sees major players entering meat substitutes
Private label goes premium, increasing competition for standard brands
Supermarkets lead, while online sales and variety stores gain consumers
Packaged food is set to see stable growth over the forecast period

FOODSERVICE

Sales to Foodservice
Food services operators look for high-quality, locally sourced ingredients to respond to consumer demands
Strong interplay between retail and foodservice
Foodservice players put eco-friendly measures in place, to fight back against food waste
Consumer Foodservice
Health and wellness and showcasing eco-credentials accelerate the redefinition of foodservice 
Foodservice benefits from the rise in online ordering and third party delivery apps
Independents have unique offerings but chained operators gain consumer loyalty
Category Data
Table 42 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 43 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 44 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 45 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 46 Sales of Packaged Food by Category: Volume 2014-2019
Table 47 Sales of Packaged Food by Category: Value 2014-2019
Table 48 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 49 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 50 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 51 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 52 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 53 Penetration of Private Label by Category: % Value 2014-2019
Table 54 Distribution of Packaged Food by Format: % Value 2014-2019
Table 55 Distribution of Packaged Food by Format and Category: % Value 2019
Table 56 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 57 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 58 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 59 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 2 Research Sources