Organic Packaged Food in Norway

PROSPECTS

Baby food and dairy recover to boost overall value growth

Organic packaged food witnessed improved current value growth in 2018 compared to the previous year, reflecting an enhanced performance in larger organic packaged food categories, mainly baby food and dairy. Organic baby food holds one the highest value shares within organic packaged food and struggled with rising maturity towards the end of the review period, resulting in declining value sales in 2017.

Premium private label continues to bridge gap between standard and organic

Consumer surveys and industry sources have stated that Norwegians want to purchase more organic food, but are constrained by a limited assortment and high prices. Private label has been expanding its assortment, improving shelf-positioning and bridging the gap in terms of price between standard non-organic brands and branded organic options.

Players urge health authorities to establish goals to increase consumption of organic food

Organic Norway, an organisation that works to promote organic production, encouraged Norwegian parliament to define concrete and ambitious organic goals for production and consumption at the beginning of 2018. While sales of organic packaged food in Norway are increasing, the country notably lags behind neighbouring countries Denmark and Sweden in consumption levels.

COMPETITIVE LANDSCAPE

Leading players lose value share but continue to grow

Most of the major organic packaged food players are found within dairy, baby food and bread, as they are the most mature. Leading player Tine displayed positive value growth, yet still lost value share, also experienced by leading baby food distributors Arvid Nordquist Norge with Hipp and Jensen & Co with Ella’s Kitchen brand.

Private label places pressure on economy brands

In 2016, Rema 1000 acquired Kolonihagen, an organic food specialist, to become the last major retailer in Norway to have an organic and premium-positioned private label range. Norgesgruppen and Coop have been present for many years with respective ranges, Eldorado Go Eco and Änglamark.

Files are delivered directly into your account within a few minutes of purchase.