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Country Report

Packaged food in

Packaged Food in Norway

Dec 2018

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Executive Summary

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Packaged food rebounds in 2018

Following relatively modest retail value growth in 2017, sales of packaged food improved in 2018. Quality-oriented Norwegians are becoming more interested in food and health, leading to increasing demand for healthier, more premium and convenient options.

The health trend and tax increases the main areas for discussion in 2018

The health trend within packaged food needs no introduction as the most influential aspect of the review period. While the focus shifts between different sub-trends, such as organic, locally sourced and free from, the overall driver, rising demand for healthier lifestyles, remains unchanged.

Domestic giants lead while private label gains share

Norwegian consumers’ preference for domestic products, coupled with the country being one of the most restrictive trade regimes in the world in the area of agriculture, has resulted in most major players within packaged food being domestic. Dairy giant Tine, multinational Orkla and meat specialist Nortura accounted for a significant percentage of retail value sales in 2018.

Border trade, online sales and variety stores increase competition

Similar to most industries in Norway, packaged food is subject to a degree of channel fragmentation, albeit less apparent. Modern grocery retailers, such as supermarkets and discounters, remains the leading distribution channel.

Stable development to continue

Norwegian consumers’ strong purchasing power and unwillingness to compromise on food quality and health makes packaged food virtually impervious to any economic fluctuation. Historically, times of economic uncertainty have resulted in even stronger value growth than usual in Norway as consumers forsake larger purchases and instead opt for everyday luxuries, such as high-quality foods.

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Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Packaged food 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.

If you're in the Packaged food industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from the category reports in Norway for free.

The Packaged food 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
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Packaged food in Norway?
What are the major brands in Norway?
As economic prospects slowly improve, are consumers starting to eat out more and spending less time cooking at home?
How is private label performing in the wake of retail consolidation and the global economic hangover?
Do consumers want value for money or added value?

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 Packaged Food market research database.

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Packaged Food in Norway

EXECUTIVE SUMMARY

Packaged food rebounds in 2018

The health trend and tax increases the main areas for discussion in 2018

Domestic giants lead while private label gains share

Border trade, online sales and variety stores increase competition

Stable development to continue

FOODSERVICE

Sales to Foodservice

High-quality, ethical and locally sourced ingredients important topics for foodservice operators
Strong interplay between retail and foodservice
Food waste is gradually becoming an issue within foodservice

Consumer Foodservice

Health and wellness accelerate the redefinition of foodservice
New social habits benefit certain foodservice channels
Independents perform on par with chained operators

Category Data

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 8 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 9 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 11 Penetration of Private Label by Category: % Value 2013-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Chocolate Confectionery in Norway

HEADLINES

PROSPECTS

Government raises sugar tax

Sugar tax boosts already high level of border trade

Pick ‘n’ mix continues to gain in popularity

COMPETITIVE LANDSCAPE

Mondelez adds novelty value with Freia Melkesjokolade brand

New brand from Orkla trades on “Best from Nature”

International brands focus on niche segments

Summary 2 Other Chocolate Confectionery by Product Type:

CATEGORY DATA

Table 18 Sales of Chocolate Confectionery by Category: Volume 2013-2018
Table 19 Sales of Chocolate Confectionery by Category: Value 2013-2018
Table 20 Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
Table 21 Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018
Table 22 Sales of Chocolate Tablets by Type: % Value 2013-2018
Table 23 NBO Company Shares of Chocolate Confectionery: % Value 2014-2018
Table 24 LBN Brand Shares of Chocolate Confectionery: % Value 2015-2018
Table 25 Distribution of Chocolate Confectionery by Format: % Value 2013-2018
Table 26 Forecast Sales of Chocolate Confectionery by Category: Volume 2018-2023
Table 27 Forecast Sales of Chocolate Confectionery by Category: Value 2018-2023
Table 28 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2018-2023

Gum in Norway

HEADLINES

PROSPECTS

Sugar-free chewing gum negatively affected by sugar tax

Fluoride gum sold through pharmacies gains in popularity

COMPETITIVE LANDSCAPE

Mars Norge takes over distribution of Wrigley's Extra from Orkla

Wrigley’s Extra continues to dominate sales

Solidox expected to rapidly gain in value share

CATEGORY DATA

Table 30 Sales of Gum by Category: Volume 2013-2018
Table 31 Sales of Gum by Category: Value 2013-2018
Table 32 Sales of Gum by Category: % Volume Growth 2013-2018
Table 33 Sales of Gum by Category: % Value Growth 2013-2018
Table 34 Sales of Gum by Flavour: Rankings 2013-2018
Table 35 NBO Company Shares of Gum: % Value 2014-2018
Table 36 LBN Brand Shares of Gum: % Value 2015-2018
Table 37 Distribution of Gum by Format: % Value 2013-2018
Table 38 Forecast Sales of Gum by Category: Volume 2018-2023
Table 39 Forecast Sales of Gum by Category: Value 2018-2023
Table 40 Forecast Sales of Gum by Category: % Volume Growth 2018-2023
Table 41 Forecast Sales of Gum by Category: % Value Growth 2018-2023

Ice Cream and Frozen Desserts in Norway

HEADLINES

PROSPECTS

Weather conditions continue to drive volume sales

Healthier ice cream displays most dynamic growth

Ice cream unaffected by rise in sugar tax

COMPETITIVE LANDSCAPE

Diplom strengthens leading position through acquisitions

Hennig-Olsen gains value share with wave of new product launches

Dairy giant enters ice cream with Icelandic Skyr variant

CATEGORY DATA

Table 42 Sales of Ice Cream and Frozen Desserts by Category: Volume 2013-2018
Table 43 Sales of Ice Cream and Frozen Desserts by Category: Value 2013-2018
Table 44 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2013-2018
Table 45 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2013-2018
Table 46 Sales of Ice Cream by Leading Flavours: Rankings 2013-2018
Table 47 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2014-2018
Table 48 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2015-2018
Table 49 NBO Company Shares of Ice Cream: % Value 2014-2018
Table 50 LBN Brand Shares of Ice Cream: % Value 2015-2018
Table 51 NBO Company Shares of Impulse Ice Cream: % Value 2014-2018
Table 52 LBN Brand Shares of Impulse Ice Cream: % Value 2015-2018
Table 53 NBO Company Shares of Take-home Ice Cream: % Value 2014-2018
Table 54 LBN Brand Shares of Take-home Ice Cream: % Value 2015-2018
Table 55 NBO Company Shares of Frozen Desserts: % Value 2014-2018
Table 56 LBN Brand Shares of Frozen Desserts: % Value 2015-2018
Table 57 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2013-2018
Table 58 Distribution of Ice Cream by Format: % Value 2013-2018
Table 59 Distribution of Frozen Desserts by Format: % Value 2013-2018
Table 60 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2018-2023
Table 61 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2018-2023
Table 62 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2018-2023
Table 63 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2018-2023

Savoury Snacks in Norway

HEADLINES

PROSPECTS

A myriad of new product launches boosts value sales

Crispbread continues to gain at the expense of bread

Portion control and reduced fat appeal to health-conscious consumers

COMPETITIVE LANDSCAPE

Retailer Rema 1000’s “Best Friend” supplier strategy affects competitive landscape

Maarud and Orkla continue to lead sales of traditional savoury snacks

Domestic crispbread players gain the most in value share

CATEGORY DATA

Table 64 Sales of Savoury Snacks by Category: Volume 2013-2018
Table 65 Sales of Savoury Snacks by Category: Value 2013-2018
Table 66 Sales of Savoury Snacks by Category: % Volume Growth 2013-2018
Table 67 Sales of Savoury Snacks by Category: % Value Growth 2013-2018
Table 68 NBO Company Shares of Savoury Snacks: % Value 2014-2018
Table 69 LBN Brand Shares of Savoury Snacks: % Value 2015-2018
Table 70 Distribution of Savoury Snacks by Format: % Value 2013-2018
Table 71 Forecast Sales of Savoury Snacks by Category: Volume 2018-2023
Table 72 Forecast Sales of Savoury Snacks by Category: Value 2018-2023
Table 73 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2018-2023
Table 74 Forecast Sales of Savoury Snacks by Category: % Value Growth 2018-2023

Sugar Confectionery in Norway

HEADLINES

PROSPECTS

Highly criticised sugar tax increase

Higher prices boost border trade

Pick ‘n’ mix undermines value growth

COMPETITIVE LANDSCAPE

Cloetta acquires pick ‘n’ mix brand Candyking in 2017

Orkla reinforces position with its pick ‘n’ mix brand

Summary 3 Other Sugar Confectionery by Product Type:

CATEGORY DATA

Table 75 Sales of Sugar Confectionery by Category: Volume 2013-2018
Table 76 Sales of Sugar Confectionery by Category: Value 2013-2018
Table 77 Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
Table 78 Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
Table 79 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2013-2018
Table 80 NBO Company Shares of Sugar Confectionery: % Value 2014-2018
Table 81 LBN Brand Shares of Sugar Confectionery: % Value 2015-2018
Table 82 Distribution of Sugar Confectionery by Format: % Value 2013-2018
Table 83 Forecast Sales of Sugar Confectionery by Category: Volume 2018-2023
Table 84 Forecast Sales of Sugar Confectionery by Category: Value 2018-2023
Table 85 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2018-2023
Table 86 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2018-2023

Sweet Biscuits, Snack Bars and Fruit Snacks in Norway

HEADLINES

PROSPECTS

Segmentation drives value of sweet biscuits, snack bars and fruit snacks

Sweet biscuits unaffected by the sugar tax although some snack bars are

Snack bars struggle with intense competition from protein bars

COMPETITIVE LANDSCAPE

Orkla retains lead of sweet biscuits

Private label expansion squeezes value brands in dried fruit

Orkla introduces fruit and nut bar

CATEGORY DATA

Table 87 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2013-2018
Table 88 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2013-2018
Table 89 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2013-2018
Table 90 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2013-2018
Table 91 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2014-2018
Table 92 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2015-2018
Table 93 NBO Company Shares of Sweet Biscuits: % Value 2014-2018
Table 94 LBN Brand Shares of Sweet Biscuits: % Value 2015-2018
Table 95 NBO Company Shares of Snack Bars: % Value 2014-2018
Table 96 LBN Brand Shares of Snack Bars: % Value 2015-2018
Table 97 NBO Company Shares of Fruit Snacks: % Value 2014-2018
Table 98 LBN Brand Shares of Fruit Snacks: % Value 2015-2018
Table 99 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2013-2018
Table 100 Distribution of Sweet Biscuits by Format: % Value 2013-2018
Table 101 Distribution of Snack Bars by Format: % Value 2013-2018
Table 102 Distribution of Fruit Snacks by Format: % Value 2013-2018
Table 103 Forecast Sales of Biscuits and Snack Bars by Category: Volume 2018-2023
Table 104 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2018-2023
Table 105 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2018-2023
Table 106 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2018-2023

Baby Food in Norway

HEADLINES

PROSPECTS

Organic baby food penetration is reaching maturity, affecting value growth

Sociodemographic trends drive volume growth

Snacks considered a growth area whilst breastfeeding limits milk formula sales

COMPETITIVE LANDSCAPE

Nestlé defends its leading position by expanding its organic baby food assortment

Private label expansion squeezes value brands

Bonaventura introduces a British organic baby food brand

CATEGORY DATA

Table 107 Sales of Baby Food by Category: Volume 2013-2018
Table 108 Sales of Baby Food by Category: Value 2013-2018
Table 109 Sales of Baby Food by Category: % Volume Growth 2013-2018
Table 110 Sales of Baby Food by Category: % Value Growth 2013-2018
Table 111 NBO Company Shares of Baby Food: % Value 2014-2018
Table 112 LBN Brand Shares of Baby Food: % Value 2015-2018
Table 113 Distribution of Baby Food by Format: % Value 2013-2018
Table 114 Forecast Sales of Baby Food by Category: Volume 2018-2023
Table 115 Forecast Sales of Baby Food by Category: Value 2018-2023
Table 116 Forecast Sales of Baby Food by Category: % Volume Growth 2018-2023
Table 117 Forecast Sales of Baby Food by Category: % Value Growth 2018-2023

Butter and Spreads in Norway

HEADLINES

PROSPECTS

Health and wellness trend drives demand for mixed spreads

Record temperatures during the spring of 2018 risk another butter crisis

Wider assortment of butter drives growth

COMPETITIVE LANDSCAPE

Competitive landscape remains highly consolidated

Private label penetration in butter and spreads remains minimal

Orkla expands its newly acquired Danish brand Naturli’ in Norway

CATEGORY DATA

Table 118 Sales of Butter and Spreads by Category: Volume 2013-2018
Table 119 Sales of Butter and Spreads by Category: Value 2013-2018
Table 120 Sales of Butter and Spreads by Category: % Volume Growth 2013-2018
Table 121 Sales of Butter and Spreads by Category: % Value Growth 2013-2018
Table 122 NBO Company Shares of Butter and Spreads: % Value 2014-2018
Table 123 LBN Brand Shares of Butter and Spreads: % Value 2015-2018
Table 124 Distribution of Butter and Spreads by Format: % Value 2013-2018
Table 125 Forecast Sales of Butter and Spreads by Category: Volume 2018-2023
Table 126 Forecast Sales of Butter and Spreads by Category: Value 2018-2023
Table 127 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2018-2023
Table 128 Forecast Sales of Butter and Spreads by Category: % Value Growth 2018-2023

Cheese in Norway

HEADLINES

PROSPECTS

Imported cheese drives value growth

Health and wellness trend undermines volume growth

Premium cheese gradually gaining in popularity in packaged hard cheese

COMPETITIVE LANDSCAPE

Domestic dairy giant Tine maintains its leading position

Synnøve Finden hopes to gain a first mover’s advantage in vegan cheese

Private label expansion squeezes value brands

CATEGORY DATA

Table 129 Sales of Cheese by Category: Volume 2013-2018
Table 130 Sales of Cheese by Category: Value 2013-2018
Table 131 Sales of Cheese by Category: % Volume Growth 2013-2018
Table 132 Sales of Cheese by Category: % Value Growth 2013-2018
Table 133 Sales of Spreadable Processed Cheese by Type: % Value 2013-2018
Table 134 Sales of Unprocessed Cheese by Type: % Value 2013-2018
Table 135 NBO Company Shares of Cheese: % Value 2014-2018
Table 136 LBN Brand Shares of Cheese: % Value 2015-2018
Table 137 Distribution of Cheese by Format: % Value 2013-2018
Table 138 Forecast Sales of Cheese by Category: Volume 2018-2023
Table 139 Forecast Sales of Cheese by Category: Value 2018-2023
Table 140 Forecast Sales of Cheese by Category: % Volume Growth 2018-2023
Table 141 Forecast Sales of Cheese by Category: % Value Growth 2018-2023

Drinking Milk Products in Norway

HEADLINES

PROSPECTS

Per capita consumption of fresh milk continues to decline

Vegan and health trends boost sales of milk alternatives

New product launches boost value sales of dairy-only flavoured milk drinks

COMPETITIVE LANDSCAPE

Tine dominates the competitive landscape

Q-Meieriene and Rørosmeieriet gaining ground

Packaged food giant Orkla enters milk alternatives

CATEGORY DATA

Table 142 Sales of Drinking Milk Products by Category: Volume 2013-2018
Table 143 Sales of Drinking Milk Products by Category: Value 2013-2018
Table 144 Sales of Drinking Milk Products by Category: % Volume Growth 2013-2018
Table 145 Sales of Drinking Milk Products by Category: % Value Growth 2013-2018
Table 146 NBO Company Shares of Drinking Milk Products: % Value 2014-2018
Table 147 LBN Brand Shares of Drinking Milk Products: % Value 2015-2018
Table 148 Distribution of Drinking Milk Products by Format: % Value 2013-2018
Table 149 Forecast Sales of Drinking Milk Products Products by Category: Volume 2018-2023
Table 150 Forecast Sales of Drinking Milk Products Products by Category: Value 2018-2023
Table 151 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2018-2023
Table 152 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2018-2023

Other Dairy in Norway

HEADLINES

PROSPECTS

High-protein on-the-go products continue to drive value sales

Sour cream and crème fraîche gain at the expense of cream

COMPETITIVE LANDSCAPE

Tine leads value sales

Synnøve Finden enters flavoured fromage frais and quark

Norway’s largest retailer names Njie ProPud the “Launch of the Year 2017”

CATEGORY DATA

Table 153 Sales of Other Dairy by Category: Volume 2013-2018
Table 154 Sales of Other Dairy by Category: Value 2013-2018
Table 155 Sales of Other Dairy by Category: % Volume Growth 2013-2018
Table 156 Sales of Other Dairy by Category: % Value Growth 2013-2018
Table 157 Sales of Cream by Type: % Value 2013-2018
Table 158 NBO Company Shares of Other Dairy: % Value 2014-2018
Table 159 LBN Brand Shares of Other Dairy: % Value 2015-2018
Table 160 Distribution of Other Dairy by Format: % Value 2013-2018
Table 161 Forecast Sales of Other Dairy by Category: Volume 2018-2023
Table 162 Forecast Sales of Other Dairy by Category: Value 2018-2023
Table 163 Forecast Sales of Other Dairy by Category: % Volume Growth 2018-2023
Table 164 Forecast Sales of Other Dairy by Category: % Value Growth 2018-2023

Yoghurt and Sour Milk Products in Norway

HEADLINES

PROSPECTS

Yoghurt struggles in the face of increasing competition from substitute products

Volume sales of sour milk products driven by flavoured variants

Wave of new yoghurt products trades on convenience and health benefits

COMPETITIVE LANDSCAPE

Tine leads yoghurt and dominates sour milk products

Synnøve Finden and Q-Meieriene gain the most value share in 2018

Imported yoghurt reaches maturity

CATEGORY DATA

Table 165 Sales of Yoghurt and Sour Milk Products by Category: Volume 2013-2018
Table 166 Sales of Yoghurt and Sour Milk Products by Category: Value 2013-2018
Table 167 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2013-2018
Table 168 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2013-2018
Table 169 Sales of Flavoured Yoghurt by Flavour: Rankings 2013-2018
Table 170 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2014-2018
Table 171 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2015-2018
Table 172 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2013-2018
Table 173 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2018-2023
Table 174 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2018-2023
Table 175 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2018-2023
Table 176 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2018-2023

Edible Oils in Norway

HEADLINES

PROSPECTS

Premium private label lines drive growth

Olive oil continues to develop at a faster pace than vegetable and seed oil

Organic variants display the most dynamic value growth

COMPETITIVE LANDSCAPE

Private label continues to gain value share

Haugen-Gruppen leads olive oil but loses share to private label

Pure organic brands focus on niche segments

CATEGORY DATA

Table 177 Sales of Edible Oils by Category: Volume 2013-2018
Table 178 Sales of Edible Oils by Category: Value 2013-2018
Table 179 Sales of Edible Oils by Category: % Volume Growth 2013-2018
Table 180 Sales of Edible Oils by Category: % Value Growth 2013-2018
Table 181 NBO Company Shares of Edible Oils: % Value 2014-2018
Table 182 LBN Brand Shares of Edible Oils: % Value 2015-2018
Table 183 Distribution of Edible Oils by Format: % Value 2013-2018
Table 184 Forecast Sales of Edible Oils by Category: Volume 2018-2023
Table 185 Forecast Sales of Edible Oils by Category: Value 2018-2023
Table 186 Forecast Sales of Edible Oils by Category: % Volume Growth 2018-2023
Table 187 Forecast Sales of Edible Oils by Category: % Value Growth 2018-2023

Ready Meals in Norway

HEADLINES

PROSPECTS

Frozen pizza – a staple food for Norwegians that continues to break records

Vegetarian ready meals booming in popularity

Dominant categories grow while smaller ones struggle

COMPETITIVE LANDSCAPE

Competition intensifies in frozen pizza between Orkla and Dr Oetker

New product launches key to development of frozen pizza

Private label squeezes value brands in chilled ready meals

CATEGORY DATA

Table 188 Sales of Ready Meals by Category: Volume 2013-2018
Table 189 Sales of Ready Meals by Category: Value 2013-2018
Table 190 Sales of Ready Meals by Category: % Volume Growth 2013-2018
Table 191 Sales of Ready Meals by Category: % Value Growth 2013-2018
Table 192 Sales of Chilled Ready Meals by Ethnicity: % Value 2013-2018
Table 193 Sales of Frozen Ready Meals by Ethnicity: % Value 2013-2018
Table 194 NBO Company Shares of Ready Meals: % Value 2014-2018
Table 195 LBN Brand Shares of Ready Meals: % Value 2015-2018
Table 196 Distribution of Ready Meals by Format: % Value 2013-2018
Table 197 Forecast Sales of Ready Meals by Category: Volume 2018-2023
Table 198 Forecast Sales of Ready Meals by Category: Value 2018-2023
Table 199 Forecast Sales of Ready Meals by Category: % Volume Growth 2018-2023
Table 200 Forecast Sales of Ready Meals by Category: % Value Growth 2018-2023

Sauces, Dressings and Condiments in Norway

HEADLINES

PROSPECTS

Extraordinary weather boosts sales of barbecue-related sauces, dressings and condiments

Rising popularity of Mexican food impacts growth

Sauces, dressings and condiments is becoming increasingly polarised

COMPETITIVE LANDSCAPE

Orkla defends its leading position

Private label gains ground at the expense of value brands

Growing presence of brands focusing on exotic cuisine

CATEGORY DATA

Table 201 Sales of Sauces, Dressings and Condiments by Category: Volume 2013-2018
Table 202 Sales of Sauces, Dressings and Condiments by Category: Value 2013-2018
Table 203 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2013-2018
Table 204 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2013-2018
Table 205 Sales of Cooking Sauces by Type: % Value 2013-2018
Table 206 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2014-2018
Table 207 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2015-2018
Table 208 Distribution of Sauces, Dressings and Condiments by Format: % Value 2013-2018
Table 209 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2018-2023
Table 210 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2018-2023
Table 211 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2018-2023
Table 212 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2018-2023

Soup in Norway

HEADLINES

PROSPECTS

Consumer preference for fresher alternatives continues to drive chilled soup

Norwegian consumption patterns limit growth of soup

Norwegians love for the outdoors benefits instant soup

COMPETITIVE LANDSCAPE

Orkla introduces chilled soup

Traditional soup players struggle with innovation and lose value share

Private label penetration remains low

CATEGORY DATA

Table 213 Sales of Soup by Category: Volume 2013-2018
Table 214 Sales of Soup by Category: Value 2013-2018
Table 215 Sales of Soup by Category: % Volume Growth 2013-2018
Table 216 Sales of Soup by Category: % Value Growth 2013-2018
Table 217 Sales of Soup by by Leading Flavours: Rankings 2013-2018
Table 218 NBO Company Shares of Soup: % Value 2014-2018
Table 219 LBN Brand Shares of Soup: % Value 2015-2018
Table 220 Distribution of Soup by Format: % Value 2013-2018
Table 221 Forecast Sales of Soup by Category: Volume 2018-2023
Table 222 Forecast Sales of Soup by Category: Value 2018-2023
Table 223 Forecast Sales of Soup by Category: % Volume Growth 2018-2023
Table 224 Forecast Sales of Soup by Category: % Value Growth 2018-2023

Sweet Spreads in Norway

HEADLINES

PROSPECTS

Reduced sugar alternatives continue to gain in popularity

Brands of jams and preserves emphasise heritage

Sweet spreads becoming increasingly polarised

COMPETITIVE LANDSCAPE

Consolidated competitive landscape remains

Honning Centralen reinforces dominance in honey

Private label expansion squeezing value brands in spreads excluding honey

CATEGORY DATA

Table 225 Sales of Sweet Spreads by Category: Volume 2013-2018
Table 226 Sales of Sweet Spreads by Category: Value 2013-2018
Table 227 Sales of Sweet Spreads by Category: % Volume Growth 2013-2018
Table 228 Sales of Sweet Spreads by Category: % Value Growth 2013-2018
Table 229 Sales of Jams and Preserves by Leading Flavours: Rankings 2013-2018
Table 230 NBO Company Shares of Sweet Spreads: % Value 2014-2018
Table 231 LBN Brand Shares of Sweet Spreads: % Value 2015-2018
Table 232 Distribution of Sweet Spreads by Format: % Value 2013-2018
Table 233 Forecast Sales of Sweet Spreads by Category: Volume 2018-2023
Table 234 Forecast Sales of Sweet Spreads by Category: Value 2018-2023
Table 235 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2018-2023
Table 236 Forecast Sales of Sweet Spreads by Category: % Value Growth 2018-2023

Baked Goods in Norway

HEADLINES

PROSPECTS

Record breaking weather boosts sales of hot dog and hamburger bread

Health positioning and clear labelling remain key to growth

Growth of crisp bread and breakfast cereals undermines volume sales

COMPETITIVE LANDSCAPE

Unusual competitive landscape limits the opportunities for new entrants

Artisanal products continue to grow in popularity

Foods trends benefit flat bread manufacturers

CATEGORY DATA

Table 237 Sales of Baked Goods by Category: Volume 2013-2018
Table 238 Sales of Baked Goods by Category: Value 2013-2018
Table 239 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 240 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 241 Sales of Pastries by Type: % Value 2013-2018
Table 242 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 243 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 244 Distribution of Baked Goods by Format: % Value 2013-2018
Table 245 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 246 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 247 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 248 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Breakfast Cereals in Norway

HEADLINES

PROSPECTS

Health-positioned breakfast cereals continue to grow

Product tests remain common

Rising emphasis on granola

COMPETITIVE LANDSCAPE

Lantmännen Cerealia remains dominant in hot cereals

Private label rapidly gaining share in RTE cereals

CATEGORY DATA

Table 249 Sales of Breakfast Cereals by Category: Volume 2013-2018
Table 250 Sales of Breakfast Cereals by Category: Value 2013-2018
Table 251 Sales of Breakfast Cereals by Category: % Volume Growth 2013-2018
Table 252 Sales of Breakfast Cereals by Category: % Value Growth 2013-2018
Table 253 NBO Company Shares of Breakfast Cereals: % Value 2014-2018
Table 254 LBN Brand Shares of Breakfast Cereals: % Value 2015-2018
Table 255 Distribution of Breakfast Cereals by Format: % Value 2013-2018
Table 256 Forecast Sales of Breakfast Cereals by Category: Volume 2018-2023
Table 257 Forecast Sales of Breakfast Cereals by Category: Value 2018-2023
Table 258 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2018-2023
Table 259 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2018-2023

Processed Fruit and Vegetables in Norway

HEADLINES

PROSPECTS

Premiumisation and the health trend drive value growth

Rising demand for fresh fruits and vegetables limits growth

Frozen smoothie mixes growing in popularity in frozen fruit

COMPETITIVE LANDSCAPE

Private label maintains its leading position

Findus remains the largest brand manufacturer in frozen processed vegetables

CATEGORY DATA

Table 260 Sales of Processed Fruit and Vegetables by Category: Volume 2013-2018
Table 261 Sales of Processed Fruit and Vegetables by Category: Value 2013-2018
Table 262 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2013-2018
Table 263 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2013-2018
Table 264 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2013-2018
Table 265 NBO Company Shares of Processed Fruit and Vegetables: % Value 2014-2018
Table 266 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2015-2018
Table 267 Distribution of Processed Fruit and Vegetables by Format: % Value 2013-2018
Table 268 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2018-2023
Table 269 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2018-2023
Table 270 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2018-2023
Table 271 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2018-2023

Processed Meat and Seafood in Norway

HEADLINES

PROSPECTS

An unusually warm spring and summer drive sales of barbecue foods

Government initiatives to reduce meat and increase seafood consumption

Premium-positioned “world meats” grow in popularity

COMPETITIVE LANDSCAPE

Domestic meat cooperative Nortura maintains its leading position

Private label expansion drives the development of meat substitutes

Lofotprodukt finds an avenue for growth in processed seafood

CATEGORY DATA

Table 272 Sales of Processed Meat and Seafood by Category: Volume 2013-2018
Table 273 Sales of Processed Meat and Seafood by Category: Value 2013-2018
Table 274 Sales of Processed Meat and Seafood by Category: % Volume Growth 2013-2018
Table 275 Sales of Processed Meat and Seafood by Category: % Value Growth 2013-2018
Table 276 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 277 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 278 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 279 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2013-2018
Table 280 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2013-2018
Table 281 NBO Company Shares of Processed Meat and Seafood: % Value 2014-2018
Table 282 LBN Brand Shares of Processed Meat and Seafood: % Value 2015-2018
Table 283 Distribution of Processed Meat and Seafood by Format: % Value 2013-2018
Table 284 Forecast Sales of Processed Meat and Seafood by Category: Volume 2018-2023
Table 285 Forecast Sales of Processed Meat and Seafood by Category: Value 2018-2023
Table 286 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2018-2023
Table 287 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2018-2023

Rice, Pasta and Noodles in Norway

HEADLINES

PROSPECTS

Improved quality of private label products drives growth

Health and wellness-positioned products continue to grow in popularity

Plain noodles and chilled pasta fit well with current trends

COMPETITIVE LANDSCAPE

Private label expansion squeezes value brands

Orkla loses value share but remains the leading brand manufacturer

Lantmännen Cerealia and Barilla lead dried pasta but struggle to add value

CATEGORY DATA

Table 288 Sales of Rice, Pasta and Noodles by Category: Volume 2013-2018
Table 289 Sales of Rice, Pasta and Noodles by Category: Value 2013-2018
Table 290 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2013-2018
Table 291 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2013-2018
Table 292 Sales of Instant Noodles by Leading Flavours: Rankings 2013-2018
Table 293 NBO Company Shares of Rice, Pasta and Noodles: % Value 2014-2018
Table 294 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2015-2018
Table 295 NBO Company Shares of Rice: % Value 2014-2018
Table 296 LBN Brand Shares of Rice: % Value 2015-2018
Table 297 NBO Company Shares of Pasta: % Value 2014-2018
Table 298 LBN Brand Shares of Pasta: % Value 2015-2018
Table 299 NBO Company Shares of Noodles: % Value 2014-2018
Table 300 LBN Brand Shares of Noodles: % Value 2015-2018
Table 301 Distribution of Rice, Pasta and Noodles by Format: % Value 2013-2018
Table 302 Distribution of Rice by Format: % Value 2013-2018
Table 303 Distribution of Pasta by Format: % Value 2013-2018
Table 304 Distribution of Noodles by Format: % Value 2013-2018
Table 305 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2018-2023
Table 306 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2018-2023
Table 307 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2018-2023
Table 308 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Packaged Food in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

Packaged food rebounds in 2018

The health trend and tax increases the main areas for discussion in 2018

Domestic giants lead while private label gains share

Border trade, online sales and variety stores increase competition

Stable development to continue

Samples

Overview

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Table of Contents

Packaged Food in Norway

EXECUTIVE SUMMARY

Packaged food rebounds in 2018

The health trend and tax increases the main areas for discussion in 2018

Domestic giants lead while private label gains share

Border trade, online sales and variety stores increase competition

Stable development to continue

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

Chocolate Confectionery in Norway

HEADLINES

PROSPECTS

Government raises sugar tax

Sugar tax boosts already high level of border trade

Pick ‘n’ mix continues to gain in popularity

COMPETITIVE LANDSCAPE

Mondelez adds novelty value with Freia Melkesjokolade brand

New brand from Orkla trades on “Best from Nature”

International brands focus on niche segments

CATEGORY DATA

Gum in Norway

HEADLINES

PROSPECTS

Sugar-free chewing gum negatively affected by sugar tax

Fluoride gum sold through pharmacies gains in popularity

COMPETITIVE LANDSCAPE

Mars Norge takes over distribution of Wrigley's Extra from Orkla

Wrigley’s Extra continues to dominate sales

Solidox expected to rapidly gain in value share

CATEGORY DATA

Ice Cream and Frozen Desserts in Norway

HEADLINES

PROSPECTS

Weather conditions continue to drive volume sales

Healthier ice cream displays most dynamic growth

Ice cream unaffected by rise in sugar tax

COMPETITIVE LANDSCAPE

Diplom strengthens leading position through acquisitions

Hennig-Olsen gains value share with wave of new product launches

Dairy giant enters ice cream with Icelandic Skyr variant

CATEGORY DATA

Savoury Snacks in Norway

HEADLINES

PROSPECTS

A myriad of new product launches boosts value sales

Crispbread continues to gain at the expense of bread

Portion control and reduced fat appeal to health-conscious consumers

COMPETITIVE LANDSCAPE

Retailer Rema 1000’s “Best Friend” supplier strategy affects competitive landscape

Maarud and Orkla continue to lead sales of traditional savoury snacks

Domestic crispbread players gain the most in value share

CATEGORY DATA

Sugar Confectionery in Norway

HEADLINES

PROSPECTS

Highly criticised sugar tax increase

Higher prices boost border trade

Pick ‘n’ mix undermines value growth

COMPETITIVE LANDSCAPE