Savoury Snacks in Norway

PROSPECTS

A myriad of new product launches boosts value sales

Despite a gradually important trend in health and wellness, rising border trade and high per capita consumption of savoury snacks in Norway, value sales continued to grow strongly in 2018. This was driven by a high degree of new product launches, which, similar to the entire review period, accounted for approximately 15-20% of total value sales of savoury snacks, excluding dry bread.

Crispbread continues to gain at the expense of bread

While dry bread is consumed as a snack in many countries, in Norway, crispbread (under savoury biscuits), is predominantly consumed as a bread substitute. The emergence of several domestic brands, such as Sigdal, during the review period to challenge the dominating Wasa brand has resulted in a high degree of product innovation focusing on more premium alternatives.

Portion control and reduced fat appeal to health-conscious consumers

While the health trend was the most influential factor in packaged food over the review period, it was slow to materialise in savoury snacks as Norwegian consumers do not want to compromise on taste when it comes to indulgence products. However, in 2017 and 2018, the amount of healthy savoury snacks options continued to increase.

COMPETITIVE LANDSCAPE

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

At the beginning of 2017, the largest grocery chain in Norway, Rema 1000, introduced a new supplier strategy called “best friend”. The strategy builds on a strong relationship with certain manufacturers and distribution of a limited number of brands instead of the traditional wider collaboration.

Maarud and Orkla continue to lead sales of traditional savoury snacks

The two traditional savoury snacks giants, Maarud and Orkla Confectionery & Snacks Norge, continued to govern value sales of savoury snacks. Both players have a longstanding presence in Norwegian savoury snacks and offer a very wide product portfolio spanning most of the “traditional” savoury snacks such as potato chips, tortilla chips and popcorn.

Domestic crispbread players gain the most in value share

As a result of the health and wellness trend, crispbread (under savour biscuits) gained in popularity during the review period, naturally resulting in a higher number of brands emerging and existing players expanding their product assortments. Domestic players, especially bread specialists, such as Sigdal and Mesterbakeren, which promote locally-sourced ingredients, a “home-made” feel, does not crumble as much as regular crispbread and that have transparent packaging, often with nutritional information on the front, have rapidly gained in value share.

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