The demand for healthier products that are able to give an energy boost to consumers is a cross-category trend in soft drinks, and continues to underpin the development of new products in the category. Joh Johannson Kaffe AS launched Coffee Of The World Nitrokaffe in 2018, a cold-brew coffee with added nitrogen, as the first RTD coffee without sugar or sweeteners on the Norwegian market.
A strong rise in the tax on soft drinks at the beginning of 2018 affected RTD coffee in the same way as most other soft drinks, with retail prices increasing noticeably. RTD coffee’s popularity and convenience attributes ensured that the category continued to grow dynamically, despite the rise in prices.
Tine SA maintained its leading position with its Iskaffe series, facing notable competition only from Starbucks by Arla Foods AS over the review period. The company benefits from nationwide distribution and a brand name that has nearly become synonymous with RTD coffee for Norwegians.
A wholly-owned subsidiary of Tine SA, Sunniva Drikker AS, launched an entirely new RTD coffee product under the brand Gryr in the second half of 2018. The product, Gryr Havre Iskaffe Vaniglia, is a dairy-free RTD coffee which contains oat milk and added vanilla flavour.
Two established players in coffee have recently entered RTD coffee in Norway. Löfbergs Lila, a coffee producer that entered the market with very limited distribution for its RTD coffee Löfbergs ICE in 2017, expanded its reach considerably by widening its distribution to Norwegian supermarkets in 2018.
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This industry report originates from Passport, our Soft Drinks market research database.