Frozen pizza and chilled ready meals are by far the two most popular choices within ready meals, recording the highest value sales in 2019. Most other ready meals, such as shelf stable, dried ready meals and frozen ready meals along with chilled pizza and dinner mixes, are struggling to attract consumers due to the high degree of product innovation and exposure seen from the two leading choices.
Frozen pizza is a much-loved food in Norway, a meal that is often shared with friends and popular with families and children. It has continued to display strong sales growth in both value and volume terms over 2019, thanks to its convenience and the large number of new launches, keeping variety fresh.
Vegetarian, vegan and plant-based alternatives boomed in popularity in several packaged food options towards the end of the review period, and ready meals was no exception. There is a strong demand for healthier food alternatives in Norway, particularly convenient options.
Frozen pizza continues to be led by active players Orkla Foods Norge AS and Dr Oetker Norge AS. Keeping competition tough, both players release new variants regularly to keep offerings fresh and diverse.
Players who focus on their health and wellness benefits continued to see notable value share in 2019. This included healthy snack pots Litt Mat from Fjordland AS, gluten-free and vegetarian pizzas from Dr Oetker, Folkets Pizza and Grandiosa, and vegetarian options from Fersk & Ferdig or Fjordland Sunt & Godt.
In 2019, private label registered strong value growth in chilled ready meals, having doubled its value share during the review period. Retailers have focused on introducing a wide range of options, including more exotic dishes, on-the-go alternatives, premium options and trendy packaging.
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This industry report originates from Passport, our Packaged Food market research database.