Naturally Healthy Beverages in Norway

PROSPECTS

Weak NH bottled water sales result in declines for naturally healthy beverages

Naturally healthy beverages recorded declines in 2019 as NH bottled water sales plummeted. The exceptional summer weather in Norway in 2018 was followed by a colder summer in 2019.

NH fruit/herbal tea continues to grow in popularity, with new consumption moments

NH fruit/herbal tea continued to grow dynamically in 2019, with tea becoming popular in new usage situations with these naturally caffeine-free varieties, such as a relaxing or cosy drink in the evening. This development was pioneered by fashionable brands such as the organic Pukka Tea and Yogi Tea over the review period.

Premiumisation in NH superfruit 100% juice

Foodservice establishments serving freshly squeezed juice, such as the Joe & the Juice chain, 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 retains its lead

Ringnes retained its lead in naturally healthy beverages in 2019, although it was increasingly challenged over the course of the year. The company continued to benefit from the strength of its NH bottled water brands, Farris and Imsdal, which enjoy strong brand awareness and distribution through all major grocery chains, convenience stores and forecourt retailers.

Sunniva Drikker retains its second place

Sunniva Drikker retained its second place in naturally healthy beverages with a slight increase in its retail value share in 2019. The company owes its position to its Sunniva brand, which has a long-standing presence on the Norwegian market and leads NH 100% juice with its traditional orange and apple juice variants.

Private label takes share in NH fruit/vegetable juice

Private label increased its share within NH fruit/vegetable juice in 2019. Increasingly premium private label products, together with notable pricing strategies from retailers, resulted in private label gaining significant share within NH 100% juice in 2019.

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