Naturally Healthy Packaged Food in Norway

PROSPECTS

Growing interest in health drives 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.

Competition from other HW products 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 an active and healthy lifestyle, more advanced products are becoming increasingly common.

COMPETITIVE LANDSCAPE

Staple positioning of many products results in stable shares

Many naturally healthy products have a staple positioning in Norway, with a health-conscious consumer base viewing products such as high fibre bread, sour milk and honey as part of their regular diets. This results in competition being driven by general dynamics within many categories, rather than by a focus on naturally healthy product claims.

Private label poses challenge to economy brands, benefiting from close ties between retailers and bakeries

Private label retained its leading position of naturally healthy packaged food in 2019 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 supported private label’s strong position.

Company performance linked to overall category performance

Given the staple positioning and stable sales of many naturally health packaged food products, such as high-fibre bread, sour milk and honey, companies performances are highly interlinked with the performance of the categories in which they operate. For example, Tine registered a declining value share in overall naturally healthy packaged food in 2019 as a result of declining sales of NH sour milk products, a category in which the domestic dairy giant dominates.

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