Executive Summary

Mar 2019
PROSPECTS
Interest in sustainability drives growth of organic coffee

Organic coffee in Norway witnessed steadily increasing sales over the review period, along with the general development of the organic trend in beverages and food. Industry sources report that consumers are generally interested in the whole aspect of sustainability in their purchases, of which they consider organic only one part.

Premiumisation trend fuels sales of organic tea

Organic tea’s growth is being increasingly driven by novelty value and premiumisation, rather than the element of organic itself. Over the review period, organic fruit/herbal tea witnessed a dynamic performance owing to brands such as Pukka Tea and Yogi Tea, both launching a steady flow of new flavours and carrying a comparatively high unit price; the fashionable appeal of these brands has led to an increasingly young consumer group in Norway.

Increasing cross-border trade weakens outlook

Although organic beverages witnessed a solid performance in 2018, further growth was inhibited by increasing cross-border trade following a tax hike on confectionery and soft drinks, which has a spillover effect on other categories such as organic beverages. The tax hike encouraged consumers to stockpile on their daytrips to Sweden.

COMPETITIVE LANDSCAPE
Leading players remain concentrated in organic hot drinks

In 2018, organic beverages continued to be led by players with leading positions in hot drinks, as soft drinks accounted for a relatively low share in retail value terms. Coop Norge Kaffe continued as the overall leader with the eco-orientated private label line Coop Änglamark kaffe.

Organic coffee faces price pressure from private label

With the private label line Coop Änglamark kaffe leading organic coffee in 2018, many consumers became accustomed to purchasing organic coffee at a price level which is not viable for smaller players that wish to enter. This price pressure is expected to favour companies with a certain level of economies of scale in grocery retailers over the forecast period.

Competition from non-organic coffee

Organic coffee manufacturers face competition from standard coffee, as consumers tend to consider organic as only one in a range of factors regarding a brand’s sustainability. An example of such competition is grocery retailer Rema 1000’s 2017 launch of Kolonihagen Kaffe; this is a private label series of fresh ground coffee and fresh coffee beans, which claims to be produced according to standards for organic production but is not certified as organic.

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Organic Beverages in Norway

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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Organic Beverages in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Organic Beverages in Norway - Category analysis

HEADLINES

PROSPECTS

Interest in sustainability drives growth of organic coffee
Premiumisation trend fuels sales of organic tea
Increasing cross-border trade weakens outlook

COMPETITIVE LANDSCAPE

Leading players remain concentrated in organic hot drinks
Organic coffee faces price pressure from private label
Competition from non-organic coffee

CATEGORY DATA

Table 1 Sales of Organic Beverages by Category: Value 2013-2018
Table 2 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 5 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Norway - Industry Overview

EXECUTIVE SUMMARY

Steady growth for health and wellness, but not without challenges
Sharp increase in soft drinks tax has negative effects on health and wellness
Tine maintains its leading position of HW packaged food
Price campaigns and private label shifts distribution further to grocery retailers
Free from and organic expected to record most dynamic performances

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources