Organic packaged food continued to record stronger retail value growth compared to the overall packaged food environment in 2020. The category benefited as consumers traded up to higher-priced products and indulged in everyday luxuries at a time when other leisure options such as restaurant meals and travel were off limits.
Premium private label continued to make organic packaged food more accessible to mainstream consumers in 2020. Previous consumer surveys in Norway have highlighted the high prices of organic products as a common barrier in consumers’ purchasing decisions.
Most of the major players in organic packaged food continued to be found in organic dairy, baby food and bread in 2020. As the most mature categories, these recorded solid retail value growth.
Organic packaged food is expected to maintain stable positive average retail value growth at constant 2020 prices over the forecast period. However, the share of organic packaged food remains lower than in neighbouring countries Sweden and Denmark, providing scope for further growth.
While private label players are expected to continue putting downward pressure on prices in organic packaged food, they also bring the potential to expand the consumer base for the premium offerings of brand manufacturers. The ongoing efforts by private label players to make organic packaged food more accessible are likely to place further pressure on economy brands and overall unit prices in the short term.
Grocery retailers are expected to remain by far the most important channel for organic packaged foods over the forecast period, while e-commerce is set to record the strongest value growth. E-commerce saw a growing share in 2020 as consumers aimed to make fewer trips to physical stores.
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Understand the latest market trends and future growth opportunities for the Organic Packaged Food industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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