Naturally healthy beverages recorded a stronger retail volume and current value performance in 2020 compared to 2019, reversing prior negative growth. Development was driven by an improved performance in the largest categories of NH 100% juice and NH bottled water.
Consumers in Norway tended to make fewer trips to retail stores during 2020. This was particularly apparent immediately following the country’s lockdown in mid-March, when many consumers opted to cut down on time spent in stores by switching to visiting larger grocery retailers on a less frequent basis.
Ringnes AS and Sunniva Drikker AS maintained their combined near dominance of naturally healthy beverages in 2020. Ringnes remained the leading player overall due to the strength of its brands in NH bottled water, namely Farris and Imsdal, both of which enjoy strong brand awareness and distribution across the major grocery retail chains.
Naturally healthy beverages is expected to record only marginal average retail value growth at constant 2020 prices over the forecast period as low off-trade growth in the largest categories of NH bottled water and NH 100% juice impact overall prospects. NH 100% juice is set to face declining sales of reconstituted varieties, which are expected to be only partially offset by consumers’ further shift towards premium not from concentrate juice varieties.
Following the home seclusion of 2020 due to the COVID-19 pandemic, convenience is set to return as a key driver of purchasing decisions and product development in NH 100% juice as consumers return to their regular busy lifestyles over the forecast period. The end of the review period saw a growing variety of product formats and sizes aimed at on-the-go consumption, with smoothies an increasingly popular option among busy consumers as a snack between meals.
E-commerce is expected to be the fastest-growing channel in naturally healthy beverages over the forecast period following growth in its use during 2020. Norway’s leading online grocery retailers, Kolonial.
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This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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