Organic Packaged Food in Norway

PROSPECTS

Organic baby food and dairy boost growth but organic still has room to grow

Organic packaged food witnessed improved current value growth in 2019 compared to the previous year, and faster than the overall packaged food environment. The share of organic packaged food however remains lower than in neighbouring countries Sweden and Denmark.

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 of products and high prices. Private label has been expanding its offering, 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

Entrance of Nestlé revitalises organic baby food

Nestlé, the leading baby food player, relaunched its entire baby food range as organic in 2019. Nestlé was previously the leading non-organic player.

Leading players grow as organic packaged food gains currency

Most of the major organic packaged food players are found within dairy, baby food and bread, as these are the most mature organic categories. The majority of these leading players are performing well.

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 offer an organic and premium-positioned private label range, and this continued to perform well in 2019. Norgesgruppen and Coop have been present for many years with their respective ranges, Go Eco and Änglamark, which are also growing sales.

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