Executive Summary

Mar 2019
Mixed performance for soft drinks

Soft drinks saw an overall decline in retail volume terms in 2018, underpinned predominantly by falling consumption of carbonates, which accounts for a major part of overall sales, as well as an increase in cross-border trade. The latter had been a major concern in the industry across the review period, and was aggravated in 2018 by a substantial tax increase on soft drinks.

Major tax increases on soft drinks creates turmoil in the industry

A staggering increase of 42% in the taxes on soft drinks in 2018 attracted considerable criticism in the media from key stakeholders in the industry. Swift retail price increases at the beginning of the year were noted across most soft drinks categories, both with and without sugar.

Coca-Cola maintains its leading position

Coca-Cola Enterprises Norge AS remained the market leader in value terms in soft drinks. The company successfully grew its share in energy drinks by maintaining a solid foothold for the Burn brand, while the Monster brand’s popularity within the gamer community secured it a considerable gain in share.

Sugar reduction remains the strongest cross-category trend

Products with less or no sugar continued to be the most prominent characteristic across new product developments in soft drinks in 2018. More and more reduced-sugar products are particularly notable in carbonates, concentrates, RTD tea and RTD coffee.

Flat development expected for soft drinks over the forecast period

Soft drinks overall is set to record a flat performance in volume terms over the forecast period, which will be more negative than the small but steady growth experienced over the review period. The major reason is the persistent decline in carbonates and juice, which, owing to their size, have an important impact on the overall market.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Soft Drinks in Norway

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Norway for free:

The Soft Drinks in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Norway?
  • What are the major brands in Norway?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Soft Drinks in Norway

EXECUTIVE SUMMARY

Mixed performance for soft drinks
Major tax increases on soft drinks creates turmoil in the industry
Coca-Cola maintains its leading position
Sugar reduction remains the strongest cross-category trend
Flat development expected for soft drinks over the forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 21 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 22 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 23 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 29 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 31 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 32 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 33 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Norway
Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Norway

PROSPECTS

Bottled Water in Norway

HEADLINES

PROSPECTS

Hot summer provides a strong boost to bottled water
Increased private label share and price competition drives volume growth in bottled water
Functional bottled water set to continue growing dynamically

COMPETITIVE LANDSCAPE

Ringnes maintains its leading position in bottled water
Soft drinks tax negatively affects Hansa Borg and Coca-Cola

CATEGORY DATA

Table 34 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 35 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 36 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 37 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 40 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 41 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 45 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Norway

HEADLINES

PROSPECTS

Hike in soft drinks tax making it more challenging for carbonates
Continued price pressure in reduced-sugar carbonates keeps unit prices low and private label share small

COMPETITIVE LANDSCAPE

Leader Coca-Cola rebrands its largest low-calorie cola
Innovation primarily happening in carbonates without sugar

CATEGORY DATA

Table 46 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 47 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 48 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 49 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 50 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 51 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 52 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 53 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 54 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 55 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 56 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 57 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 58 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 59 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 60 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 61 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 63 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 65 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Norway

HEADLINES

PROSPECTS

Sugar avoidance remains an important trend
Increasing emergence of nostalgic and traditional positioning
Tax hike on soft drinks affects concentrates with and without sugar differently

COMPETITIVE LANDSCAPE

Lerum maintains its leading position in liquid concentrates
Unilever and Orkla remain largely unchallenged in powder concentrates

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 66 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 68 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 69 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 70 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 71 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 72 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 73 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 74 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 75 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 76 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 77 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 78 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 80 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 81 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Norway

HEADLINES

PROSPECTS

Product innovation, marketing campaigns and sugar reduction underpin dynamic performance for energy drinks
Health concerns and cross-border trade curb growth prospects

COMPETITIVE LANDSCAPE

Red Bull maintains its position as leading player
Coca-Cola grows its share in energy drinks

CATEGORY DATA

Table 82 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 83 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 84 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 85 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 86 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 87 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 88 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 89 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 90 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 91 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 92 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 93 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Norway

HEADLINES

PROSPECTS

Cross-channel premiumisation trend in juice
Sugar avoidance and high private label share make growth more challenging
Soft drinks tax has indirect effect on juice through increased cross-border trade

COMPETITIVE LANDSCAPE

Sunniva maintains its leading position
Growth of discounters with narrow selection makes it more difficult for smaller players

CATEGORY DATA

Table 94 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 95 Off-trade Sales of Juice by Category: Value 2013-2018
Table 96 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 97 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 98 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 99 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 100 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 101 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 102 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 103 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 104 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 105 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 106 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 107 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 108 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Norway

HEADLINES

PROSPECTS

Health trend underpins product development
Moderate impact on RTD coffee of increased soft drinks tax and cross-border trade

COMPETITIVE LANDSCAPE

Tine SA maintains its leading position
Entry of Sunniva Drikker AS
Coffee brands expand their presence in RTD coffee

CATEGORY DATA

Table 109 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 110 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 111 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 112 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 113 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 114 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 115 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 116 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 117 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 118 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 119 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 120 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Norway

HEADLINES

PROSPECTS

Take-home and ambient variants become more prominent
Soft drinks tax and cross-border trade has a moderate effect on RTD tea
Growing interest in Kombucha

COMPETITIVE LANDSCAPE

Tine remains the clear leader
Fuze Tea and Lipton Ice Tea enter and re-enter RTD tea

CATEGORY DATA

Table 121 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 122 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 123 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 124 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 125 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 126 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 127 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 128 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 129 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 130 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 131 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 133 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Norway

HEADLINES

PROSPECTS

Established players continue to dominate, with little product innovation seen
Sugar avoidance and cross-border trade curbs growth expectations for sports drinks

COMPETITIVE LANDSCAPE

Coca-Cola maintains its leading position
Tine remains number two

CATEGORY DATA

Table 134 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 135 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 136 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 137 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 138 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 139 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 140 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 141 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 142 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 143 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 144 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 145 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023