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Country Report

Soft Drinks in

Soft Drinks in Norway

73 pages, Mar 2018

US$2,100

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Executive Summary

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Cold summer weather and strong health trend drives soft drinks into decline

Soft drinks saw a moderate retail volume decrease in 2017, particularly affected by negative growth for carbonates, bottled water and juice, which accounted for a major part of overall sales. However, drinks that provide functional attributes beyond hydration, such as giving energy, saw a boost in sales and increased attention from consumers, retailers and manufacturers.

Proposed hike in sugar tax

In late 2017 the Norwegian government announced, to soft drinks players’ discontent, a proposal to increase tax on soft drinks by 42%. The biggest criticism against the tax is that it affects sugar-containing and sugar-free drinks equally, which undermines in particular the established collaboration between the carbonates industry and the government in Norway that aims to reduce the sugar intake of the population to improve public health.

Discounter Rema 1000 implements controversial “best friend” strategy

Discounter chain Rema 1000 created disruption within grocery retailing, including soft drinks, when it introduced a controversial, so-called “best friend” strategy that involved reducing its product offering to one main supplier in each product category, leaving long-time business partners with considerably less distribution. The Norwegian retailing landscape was already under criticism for being too consolidated and having a poor selection of products, which may have contributed to the discontent the retailer received from consumers, suppliers and Norwegian authorities.

Healthier, energising, convenient and natural – characteristics of new product launches

A key trend in new product developments remained the alignment of products with the health trend, primarily by reducing the sugar content of existing products or launching separate, sugar-free versions. Another important development was a broader range of energising beverages, including new, caffeine-infused drinks in new categories including RTD tea and functional bottled water.

Soft drinks expected to return to positive growth over the forecast period

Soft drinks overall is expected to experience a small turnaround and register positive retail volume growth over the forecast period. In addition to a relatively stable economic outlook, growth is expected to be driven by producers’ efforts to reconcile their products to existing and emerging consumer trends of health, functionality, convenience and naturalness.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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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.

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Soft Drinks in Norway

EXECUTIVE SUMMARY

Cold summer weather and strong health trend drives soft drinks into decline

Proposed hike in sugar tax

Discounter Rema 1000 implements controversial “best friend” strategy

Healthier, energising, convenient and natural – characteristics of new product launches

Soft drinks expected to return to positive growth over the forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2012-2017
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2012-2017
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 30 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 31 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in Norway

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Norway

PROSPECTS

Bottled Water in Norway

HEADLINES

PROSPECTS

Poor summer weather and confidence in tap water send bottled water into decline

Convenience drives consumption

Competition from alternatives causes slowdown in flavoured bottled water

COMPETITIVE LANDSCAPE

Ringnes AS remains dominant

Vitamin Well a notable innovator

Slowing innovation pace in flavoured bottled water

CATEGORY DATA

Table 32 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 33 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 34 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 35 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 36 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 37 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 38 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Carbonates in Norway

HEADLINES

PROSPECTS

Proposed tax hike might decelerate the shift towards sugar-free carbonates

Price pressure continues in low calorie cola carbonates

Non-cola carbonates increases alignment with health trend

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Norge AS remains the leader

Retailer Rema 1000’s new strategy temporarily alters competitive dynamics

Sugar avoidance benefits Pepsi Max but Coca-Cola fights back

CATEGORY DATA

Table 44 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 45 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 46 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 47 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 48 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 49 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 50 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 51 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 52 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 53 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 54 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 55 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 56 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 57 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 58 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 59 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 62 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 63 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Concentrates in Norway

HEADLINES

PROSPECTS

Healthy lifestyles continue to drive concentrates

Tradition and nostalgia still important

Increased sugar tax to be levied on liquid concentrates

COMPETITIVE LANDSCAPE

Lerum Fabrikker AS continues to dominate liquid concentrates with a wide product portfolio

Fun Light and ZERoh! still popular among young, female consumers

CATEGORY DATA

Concentrates conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 64 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 65 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 66 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 67 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 68 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 69 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 70 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 71 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 72 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 73 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 74 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 75 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 76 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 79 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in Norway

HEADLINES

PROSPECTS

Strong brand and product diversity drive mass popularity of energy drinks

Sugar avoidance less of a concern in energy drinks

Energy drinks consumption among young consumers considered worrisome

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Norge AS remains the leader

Noticeable marketing efforts from Red Bull

CATEGORY DATA

Table 80 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 81 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 82 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 83 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 84 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 85 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 86 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 87 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 88 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 89 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 90 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 91 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in Norway

HEADLINES

PROSPECTS

Hectic lifestyles drive demand for convenient products

Health trend and new launches underpin performance

Nectars and reconstituted 100% juice decline further

COMPETITIVE LANDSCAPE

Sunniva remains the leader

Private label maintains its strong position

Premium on-the-go products on the rise

CATEGORY DATA

Table 92 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 93 Off-trade Sales of Juice by Category: Value 2012-2017
Table 94 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 95 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 96 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 97 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 98 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 99 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 100 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 101 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 102 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 103 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 104 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 105 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 106 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

RTD Coffee in Norway

HEADLINES

PROSPECTS

Focus on convenience and on-the-go consumption

Health and wellness trends to remain important

Potential within premium products

COMPETITIVE LANDSCAPE

Tine SA continues to dominate

Löfbergs Norge with ambitious entry

CATEGORY DATA

Table 107 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 108 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 109 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 110 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 111 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 112 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 113 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 114 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 115 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 116 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 117 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 118 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in Norway

HEADLINES

PROSPECTS

Product innovation drives growth

Sugar avoidance not as strong as other drinks categories

Economy positioned brands becomes more noticeable

COMPETITIVE LANDSCAPE

Tine continues to lead

New entrants intensify competition

Tine embracing technology to reach young consumer base

CATEGORY DATA

Table 119 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 120 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 121 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 122 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 123 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 124 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 125 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 126 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 127 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 128 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 129 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 130 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in Norway

HEADLINES

PROSPECTS

Existing brands and products drive sales, while innovation remains tenuous

Decline continues

Sugar avoidance remains a key challenge

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Norge AS remains the leader

A notable market entry, and no new products from leading brands

CATEGORY DATA

Table 132 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 133 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 134 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 135 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 136 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 137 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 138 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 139 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 140 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 141 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 142 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 143 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

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Megatrends

Country Report

Soft Drinks in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

Cold summer weather and strong health trend drives soft drinks into decline

Proposed hike in sugar tax

Discounter Rema 1000 implements controversial “best friend” strategy

Healthier, energising, convenient and natural – characteristics of new product launches

Soft drinks expected to return to positive growth over the forecast period

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Overview

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Table of Contents

Soft Drinks in Norway

EXECUTIVE SUMMARY

Cold summer weather and strong health trend drives soft drinks into decline

Proposed hike in sugar tax

Discounter Rema 1000 implements controversial “best friend” strategy

Healthier, energising, convenient and natural – characteristics of new product launches

Soft drinks expected to return to positive growth over the forecast period

MARKET DATA

APPENDIX

Fountain sales in Norway

Trends

SOURCES

Asian Speciality Drinks in Norway

PROSPECTS

Bottled Water in Norway

HEADLINES

PROSPECTS

Poor summer weather and confidence in tap water send bottled water into decline

Convenience drives consumption

Competition from alternatives causes slowdown in flavoured bottled water

COMPETITIVE LANDSCAPE

Ringnes AS remains dominant

Vitamin Well a notable innovator

Slowing innovation pace in flavoured bottled water

CATEGORY DATA

Carbonates in Norway

HEADLINES

PROSPECTS

Proposed tax hike might decelerate the shift towards sugar-free carbonates

Price pressure continues in low calorie cola carbonates

Non-cola carbonates increases alignment with health trend

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Norge AS remains the leader

Retailer Rema 1000’s new strategy temporarily alters competitive dynamics

Sugar avoidance benefits Pepsi Max but Coca-Cola fights back

CATEGORY DATA

Concentrates in Norway

HEADLINES

PROSPECTS

Healthy lifestyles continue to drive concentrates

Tradition and nostalgia still important

Increased sugar tax to be levied on liquid concentrates

COMPETITIVE LANDSCAPE

Lerum Fabrikker AS continues to dominate liquid concentrates with a wide product portfolio

Fun Light and ZERoh! still popular among young, female consumers

CATEGORY DATA

Concentrates conversions

Energy Drinks in Norway

HEADLINES

PROSPECTS

Strong brand and product diversity drive mass popularity of energy drinks

Sugar avoidance less of a concern in energy drinks

Energy drinks consumption among young consumers considered worrisome

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Norge AS remains the leader

Noticeable marketing efforts from Red Bull

CATEGORY DATA

Juice in Norway

HEADLINES

PROSPECTS

Hectic lifestyles drive demand for convenient products

Health trend and new launches underpin performance

Nectars and reconstituted 100% juice decline further