Savoury Snacks in Norway

PROSPECTS

New product launches help to maintain consumer interest and drive sales

Despite the growing health and wellness trend in Norway, increasing cross-border trade and already high per capita consumption of savoury snacks, the category continued to grow steadily in 2019. Growth was fuelled by a high number of new launches, with it being estimated that such products account for around 15-20% of overall value sales of savoury snacks, excluding dry bread.

Crispbread remains popular but growth is slowing due to maturity

While dry bread is consumed as a snack in many countries, in Norway crispbread (which is covered under savoury biscuits) is mainly eaten as a healthier alternative to bread. In 2019, crispbread remained popular among consumers although growth slowed slightly due to the product’s increasing maturity.

Health and wellness options increasing in number but continue to account for a modest share of sales

While the health and wellness trend was very influential in packaged food over the review period, it had less of an impact on savoury snacks as Norwegians do not like to compromise on taste when it comes to indulgence products. Nevertheless, the number of savoury snacks with a health and wellness positioning is slowly increasing.

COMPETITIVE LANDSCAPE

Maarud and Orkla fight it out for the lead of traditional savoury snacks

Maarud and Orkla Confectionery & Snacks Norge continued to lead savoury snacks in 2019. Their positions can be attributed to their longstanding presence in the Norwegian market and offer of a very wide range of products, which spans most “traditional” savoury snacks such as potato chips, tortilla chips and popcorn.

Private label puts further pressure on both economy and premium-positioned brands in savoury snacks

Private label gained ground in savoury snacks throughout the review period, with this continuing in 2019. In particular, private label is taking share from value-positioned brands, primarily through a focus on the most common flavours and variants.

Crispbread manufacturers continue to gain share as consumers embrace healthier products

Thanks to the ongoing health and wellness trend crispbread grew in popularity over the review period, with this resulting in both new players entering the category and existing ones expanding their product assortment. Domestic players have particularly performed well, especially bread specialists such as United Bakeries with its Sigdal brand and Rema 1000 with its Mesterbakeren private label, which promote locally-sourced ingredients, a “homemade” feel, products which do not crumble as much as regular crispbread and have transparent packaging, often featuring nutritional information.

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