Both NH hot drinks and NH soft drinks see a significant slowdown in growth in current value terms in 2021, albeit with sales remaining well above pre-COVID-19 levels. NH flavoured bottled water, which is one of the largest categories in NH beverages, is often purchased as a thirst quencher for on-the-go consumption.
The use of natural ingredients remains a key trend in NH flavoured bottled water, with consumers often purchasing these products as a substitute for sugary and/or unhealthier soft drinks. Brands including Imsdal and Isklar have also shifted from having abstract representations of flavours on the front of their product labels, to using actual pictures of fruit to create a healthier and more natural image for their products.
Cranberry variants of NH superfruit nectars (25-99% juice) continued to see strong demand in 2021, with these products perceived to have certain health benefits. The high vitamin C content in cranberries made it a particularly popular ingredient falling the outbreak of COVID-19 with consumers keen to boost their immune system.
NH beverages is expected to see a decline in sales in retail volume terms over the forecast period. One of the overarching reasons for this projected decline is the resumption of cross-border trade with Sweden, which is likely to negatively affect domestic demand in 2022 and 2023, with sales not expected to stabilise until the end of the forecast period.
NH flavoured bottled water is projected to see stable growth in retail volume terms over the forecast period, cementing its position as one of the key categories within NH beverages. These products are increasingly perceived as a healthier alternative to carbonates, which should benefit the category.
The adoption of online grocery shopping has exploded since the start of the COVID-19 pandemic, with this also being reflected in the distribution of NH beverages. E-commerce is expected to continue seeing strong growth over the forecast period supported by investments by major players like Oda.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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