The retail volume decline other hot drinks was entirely derived from the decline in chocolate-based flavoured powder drinks due to its size, with only a small share for non-chocolate-based powder drinks. The health and wellness trend encouraged many consumers and their families to cut down on their consumption of these products over the review period, negatively affecting purchasing frequency, with only minor signs of recovery for the forecast period.
Single-portion packs are the most popular format for chocolate-based flavoured powder drinks, underlining the importance convenience has for consumers. Industry sources also report a clear trend away from preparing cocoa from scratch to chocolate-based flavoured powder drinks.
Winter is the high season for sales of other hot drinks, with the period between December and May witnessing the strongest sales. Both chocolate and non-chocolate-based flavoured powder drinks are associated with a warm and cosy drink to be enjoyed at home in front of the fire or, increasingly, as an energy booster during nature hikes or skiing trips.
Mondelez Norge leads other hot drinks as the brand owner of chocolate-based flavoured powder brands, Freia Regia and O’Boy. Freia Regia has a broad and loyal consumer group, due to its deep-rooted presence in Norway, with over 100 years on the market.
Mondelez Norge and Orkla Foods Norge continued to lead sales in 2018. Alongside a relatively low degree of product development from producers, shares tend to remain relatively stable with some fluctuations from year to year due to price wars and campaigns on specific items by retailers, as consumers tend to be highly price sensitive.
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This industry report originates from Passport, our Hot Drinks market research database.