Naturally Healthy Packaged Food in Norway

PROSPECTS

Rising interest in health drives growth of naturally healthy packaged food

Unlike other health and wellness packaged food categories in Norway, naturally healthy packaged food is not the subject of any particular trend. Instead, it benefits from a gradually rising interest in health and wellness.

NH high fibre food gradually becoming the norm

The mature nature of naturally healthy packaged food is evident from the fact that it has become extremely common for several categories in Norway to offer high fibre products. This has been gradually observed within bread, pasta and breakfast cereals.

Consolidation continues to limit more dynamic growth

A clear indicator that health and wellness packaged food is developing in Norway is that more advanced products that incorporate several health and wellness characteristics are being introduced. As Norwegian consumers have become increasingly interested in what they eat and strive for a more active and healthy lifestyle, more advanced products are becoming increasingly common.

COMPETITIVE LANDSCAPE

Private label reinforces leading position

Private label retained its leading position of naturally healthy packaged food in 2018 with its strongest value share in NH olive oil, NH fruit snacks and NH high fibre bread. A somewhat unique structure of bread in Norway has occasioned private label’s strong position.

On-the-go snacks players augment their positions

Several players focusing on healthy on-the-go snacks, such as Orkla and Brynild Gruppen, continued to register the most notable value gains within naturally healthy packaged food in 2018. Increasingly hectic lifestyles and a strong exercise trend have resulted in robust growth in categories such as NH fruit and nut bars, NH cereal bars, and NH nuts, seeds and trail mixes.

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