Retailing in Norway
Retailing in 2021: The big picture
Rapid growth for e-commerce as brands become increasingly digital
Sustainability sees revived interest whilst some pandemic trends remain
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 3 Sales in Store-based Retailing by Channel: Value 2016-2021
Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021
Table 5 Store-based Retailing Outlets by Channel: Units 2016-2021
Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 11 Sales in Grocery Retailers by Channel: Value 2016-2021
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021
Table 13 Grocery Retailers Outlets by Channel: Units 2016-2021
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 23 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 25 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 27 Retailing GBO Company Shares: % Value 2017-2021
Table 28 Retailing GBN Brand Shares: % Value 2018-2021
Table 29 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 30 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 31 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 32 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 33 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 34 Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 35 Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 42 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 43 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026
Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026
Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026
Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026
Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026
Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026
Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026
Summary 2 Research Sources
Convenience Stores in Norway
Convenience stores benefit from proximity to maintain similar value growth
Smaller convenience stores faced biggest burden
Bunnpris brand closes in on leader Joker with both benefitting from larger format
Minimal overall growth expected as lack of commuting limits purchase opportunities
Supermarkets and discounters will drive competitive pressure
Alcohol competition from forecourt retailers averted, leaving the latter to struggle
Table 72 Convenience Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 73 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 74 Convenience Stores GBO Company Shares: % Value 2017-2021
Table 75 Convenience Stores GBN Brand Shares: % Value 2018-2021
Table 76 Convenience Stores LBN Brand Shares: Outlets 2018-2021
Table 77 Convenience Stores LBN Brand Shares: Selling Space 2018-2021
Table 78 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Discounters in Norway
Continued category growth as consumers buy more groceries and outlets extend opening hours
Price wars continue between dominate brands Rema 1000 and Kiwi
Discounters faces stronger competition from supermarkets and e-commerce
Discounters to remain most popular grocery shopping channel thanks to low prices and dense outlet network
Growing share of private label products on discounters’ shelves
Food and drink e-commerce will pose a limited threat
Table 80 Discounters: Value Sales, Outlets and Selling Space 2016-2021
Table 81 Discounters: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 82 Discounters GBO Company Shares: % Value 2017-2021
Table 83 Discounters GBN Brand Shares: % Value 2018-2021
Table 84 Discounters LBN Brand Shares: Outlets 2018-2021
Table 85 Discounters LBN Brand Shares: Selling Space 2018-2021
Table 86 Discounters Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Hypermarkets in Norway
Strong offering of non-grocery items further strengthens growth
One-stop shopping experience remains a major advantage for hypermarkets
Coop Obs continues to hold its total monopoly of the channel
Overall growth expected over the forecast period with customers increasingly likely to visit for non-grocery products
Wide product assortment set to boost sales around seasonal periods
Only player has plans to focus on its supermarkets in the forecast period
Table 88 Hypermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 89 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 90 Hypermarkets GBO Company Shares: % Value 2017-2021
Table 91 Hypermarkets GBN Brand Shares: % Value 2018-2021
Table 92 Hypermarkets LBN Brand Shares: Outlets 2018-2021
Table 93 Hypermarkets LBN Brand Shares: Selling Space 2018-2021
Table 94 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Supermarkets in Norway
Supermarkets continue to benefit from higher pandemic demand in 2021
Coop Norge continues to lead channel with its low-priced brand Coop Extra brand
Agreements with suppliers provide an advantage
Adopting price strategies like discounters on price will help drive growth
Limited potential threat from e-commerce
Competitive landscape to remain stable with new entrants unlikely
Table 96 Supermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 97 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 98 Supermarkets GBO Company Shares: % Value 2017-2021
Table 99 Supermarkets GBN Brand Shares: % Value 2018-2021
Table 100 Supermarkets LBN Brand Shares: Outlets 2018-2021
Table 101 Supermarkets LBN Brand Shares: Selling Space 2018-2021
Table 102 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Traditional Grocery Retailers in Norway
Competition from modern grocery retailers moderates surging demand
Vinmonopolet continues dominating sales
Hot summer and domestic tourism boosted sales for ice cream vendors
Steady growth expected after one year of normalisation
Lack of change in alcohol retailing laws set to protect share of Vinmonopolet
E-commerce to have limited impact on sales of traditional grocery retailers
Table 104 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 106 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 107 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 108 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 109 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 110 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 111 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Apparel and Footwear Specialist Retailers in Norway
Decelerating decline as easing of restrictions leads to beginnings of a recovery
Shift to e-commerce continues as brands develop their online and omni-channel strategies
Sustainability remains a major trend placing retailers under scrutiny
Continuing decline expected as consumers shift further to e-commerce
Brands set to focus on sustainability
Rationalisation of outlets to continue as e-commerce gains traction
Table 112 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 113 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 114 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 115 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 116 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 117 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 118 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 119 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Electronics and Appliance Specialist Retailers in Norway
Robust growth continues as consumers continue upgrade their work and leisure computer set ups
Fear of shortages leads to short-term boost in sales
Special measures and services launched to improve consumer experience
Services enhancing the customer experience will support future sales
Competition from Amazon and other entrants to be limited
Hypermarkets and other grocery retailers will be unable to challenge for share in this category
Table 120 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 121 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 122 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 123 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 124 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 125 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 126 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 127 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Health and Beauty Specialist Retailers in Norway
Strong growth in chemists/pharmacies drives overall category performance
Normal continues strong growth despite refusal to join the online revolution
Beauty specialist retailers fare worst with the pandemic
Strong prospects thanks to continuing health awareness and consolidation of competitive landscape
Digitalisation of chemists/pharmacies services will continue despite restrictions for pure e-commerce players
Impact of e-commerce will vary with foreign e-commerce most likely to threaten smaller beauty specialist retailers
Table 128 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 129 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 130 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 131 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 132 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 133 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 134 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 135 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 136 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 137 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 138 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 139 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026
Home and Garden Specialist Retailers in Norway
Positive effect on channel as customers invest in DIY home improvements
Demand for buying and updating hyttas strongly contributes to channel growth
E-commerce usage grows if only for click-and-collect; Coop gains lead over IKEA
Spike in spending in 2020 and 2021 will constrain the future category growth
Jernia’s responsible marketing campaigns set to lead to long-term success
E-commerce will continue gaining ground, though mostly towards an omnichannel retailing strategy
Table 140 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 141 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 142 Sales in Home and Garden Specialist Retailers by Channel: Value 2016-2021
Table 143 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2016-2021
Table 144 Home and Garden Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 145 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 146 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 147 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 148 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 149 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 150 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2021-2026
Table 151 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2021-2026
Department Stores in Norway
Variety Stores in Norway
Pandemic-related changes in consumer behaviour have varying impact
Smaller variety stores continue to struggle as they cannot offer the discounts available at larger stores
Second ranked Nille improves share by rationalising outlet network
Normalisation of purchasing behaviour expected in the forecast period
E-commerce poses only a moderate threat with few players offering online services
Discounted seasonal products will continue to attract consumers to variety stores
Table 152 Variety Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 153 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 154 Variety Stores GBO Company Shares: % Value 2017-2021
Table 155 Variety Stores GBN Brand Shares: % Value 2018-2021
Table 156 Variety Stores LBN Brand Shares: Outlets 2018-2021
Table 157 Variety Stores LBN Brand Shares: Selling Space 2018-2021
Table 158 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 159 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Warehouse Clubs in Norway
Direct Selling in Norway
Remote selling strategies revive sales of direct selling in Norway
Performance varies by company and products offered
Rise of e-commerce further blurs the boundary between the two channels
Stable, promising prospects for direct sellers
Consumer health trend will continue driving direct selling sales
Legislation boosted the appeal of e-commerce and will impact beauty and personal care products to the greatest extent
Table 160 Direct Selling by Category: Value 2016-2021
Table 161 Direct Selling by Category: % Value Growth 2016-2021
Table 162 Direct Selling GBO Company Shares: % Value 2017-2021
Table 163 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 164 Direct Selling Forecasts by Category: Value 2021-2026
Table 165 Direct Selling Forecasts by Category: % Value Growth 2021-2026
Homeshopping in Norway
Negative impact continues as consumers increasingly choose to purchase via e-commerce during the pandemic
Poor prospects continue as channel receives little development or investment
Players continue disappearing from homeshopping due to poor sales
Decline expected to continue as players migrate to e-commerce
Changing import duties will hinder homeshopping sales
New entrants can be ruled out in this declining channel
Table 166 Homeshopping by Category: Value 2016-2021
Table 167 Homeshopping by Category: % Value Growth 2016-2021
Table 168 Homeshopping GBO Company Shares: % Value 2017-2021
Table 169 Homeshopping GBN Brand Shares: % Value 2018-2021
Table 170 Homeshopping Forecasts by Category: Value 2021-2026
Table 171 Homeshopping Forecasts by Category: % Value Growth 2021-2026
Vending in Norway
Despite slight rebound, low sales continue as consumers continue to avoid vending machines
Specialised COVID-19 products give slight boost to vending sales
Selecta and Coca-Cola continue to lead fragmented category
Expected growth to be moderated by continuing work-from-home practices
Limited changes in product assortment expected
Focus anticipated to be on healthier options in vending machines
Table 172 Vending by Category: Value 2016-2021
Table 173 Vending by Category: % Value Growth 2016-2021
Table 174 Vending GBO Company Shares: % Value 2017-2021
Table 175 Vending GBN Brand Shares: % Value 2018-2021
Table 176 Vending Forecasts by Category: Value 2021-2026
Table 177 Vending Forecasts by Category: % Value Growth 2021-2026
E-Commerce (Goods) in Norway
E-commerce usage continues to surge, aided by Q1 pandemic restrictions
E-commerce usage grows across age groups with highest increases in older customers
Food and drink e-commerce and domestic retailers are faring best during pandemic
Omnichannel approach expected to continue growing in the forecast period
Foreign e-commerce may continue benefitting from tax changes
Players must prepare for the entry of Amazon
Table 178 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 179 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 180 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 181 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 182 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 183 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026
Mobile E-Commerce (Goods) in Norway
Confidence in mobile e-commerce payment strengthens Norway
Physical outlets turn to mobile payments to reduce contact amid the pandemic
Further development expected in the forecast period
Mobile platforms will continue to be improved with hyperlocal delivery services a possible strategy to boost growth
Payment options sustain share of domestic mobile e-commerce although foreign brands are increasingly adapting
Table 184 Mobile E-Commerce (Goods): Value 2016-2021
Table 185 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 186 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 187 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
Food and Drink E-Commerce in Norway
Channel continues to grow thanks to home working practices and interest in cooking tastier meals from home
Strong in-store discounts hamper online sales
Limited expansion of physical grocery retailers into e-commerce
Normalising growth to be seen as high delivery costs limit demand
Strong competition of modern grocery retailers inhibits growth
Arrival of Amazon may change the landscape
Table 188 Food and Drink E-Commerce: Value 2016-2021
Table 189 Food and Drink E-Commerce: % Value Growth 2016-2021
Table 190 Food and Drink E-Commerce Forecasts: Value 2021-2026
Table 191 Food and Drink E-Commerce Forecasts: % Value Growth 2021-2026