Naturally Healthy Beverages in Norway

PROSPECTS

Hot summer fuels NH bottled water sales

A key contributing factor to the strong performance of NH bottled water sales was a summer that lasted longer than usual, with some of the hottest weather ever registered in Norway. Given the country’s excellent tap water quality, NH bottled water is usually purchased by consumers on-the-go as a convenience product.

Lack of price increases aids volume sales

One factor influencing retail volume sales was increased price pressure from private label in carbonated bottled water, which encouraged retailers to run price campaigns on branded products in NH carbonated natural mineral bottled water, and on the Farris brand in particular. Industry sources report that when one retailer chain lowered its price on the product, other chains followed quickly.

Premiumisation in NH superfruit juice

Foodservice establishments serving freshly squeezed juice, such as the chain Joe & the Juice, are growing rapidly and are setting the standard of expectations for Norwegian consumers through retail. Cold pressed juice, particularly with high pressure processing, is increasingly meeting consumer demand for premium products, including NH superfruit 100% juice.

COMPETITIVE LANDSCAPE

Ringnes AS continues to lead naturally healthy beverages

Ringnes AS strengthened its lead of naturally healthy beverages in 2018, owing solely to its dominating share in NH bottled water. The company has a long-standing presence in Norway with the still water brand Imsdal and the carbonated bottled water brand Farris, which both enjoy a high level of consumer loyalty and have excellent distribution across all major grocery retailers.

Sunniva Drikker AS loses share with declining volumes for NH 100% juice

Sunniva Drikker, a subsidiary of dairy giant Tine SA and second ranked in naturally healthy beverages, lost value share in 2018 due to the continued decline for NH 100% juice. The latter continued to lose ground to NH superfruit 100% juice, as well as to smaller players such as Bama Gruppen and Froosh AS.

Decline for NH non-cola carbonates

Fading novelty value and low degree of product innovation resulted in current value decline for NH non-cola carbonates in 2018. After Ringnes exited NH non-cola carbonates in 2016 with the Farris & Juice brand, Sunniva Drikker AS and its Noisy brand remained the only significant player.

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