Executive Summary

Oct 2019
PROSPECTS
Health and wellness is a driver of values sales in sweet spreads

Sweet spreads is considered to be unhealthy by the majority of Norwegian consumers, with the high sugar content frequently being highlighted as a concern. This image, partnered with the rise of the health and wellness trend, led leading players such as Orkla and Lerum Konserves to introduce or expand their assortment of reduced sugar variants during the review period.

Jams and preserves emphasises heritage as Norwegians preference locally sourced produce

Jams and preserves continued to see stable current value growth in 2019, with modest volume growth - driven by the strong development of healthier and more premium alternatives. In jams and preserves, the use of words such as homemade is commonplace, and marketing often highlights family values, brand history and aspects of being organic or natural.

Peanut better benefits from an increased interest in health, wellness and exercise

In line with the health and wellness trend, peanut butter has started to be seen as a health food, in particular, to complement exercise and gym regimes. During the review period, numerous articles in the media and on popular blogs highlighted the use of peanut butter as a healthy spread, while it is also used for snacking, smoothies or for baking.

COMPETITIVE LANDSCAPE
Orkla continues to lead most sweet spreads, while the competitive landscape remains consistent

The Norwegian packaged food giant Orkla dominates chocolate spreads with its offering Nugatti and Sjokade, leads jams and preserves with Nora, and is ranked sixth and tenth in nut and seed based spreads with Nøtte and Polly. Orkla has two main competitors aside from private label.

Private label is challenging value brands across sweet spreads

Private label held its share in chocolate spreads, nut and seed based spreads and increased its share in jams and preserves in 2019, holding a particularly strong position. However, even though its value share grew in chocolate and nut and seed based spreads, volume share has declined, meaning that retailers are focusing more on value-added alternatives, such as Coop’s organic brand Änglamark.

Honningcentralen changes its packaging to include its heritage, boosting value sales

Honningcentralen dominates sales of honey in Norway, accounting for eight tens of total value sales in 2019. The agricultural cooperative, owned by around 1,000 beekeepers, has received a great deal of attention throughout the review period.

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Sweet Spreads in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spreads 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 Spreads industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spreads 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
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spreads in Norway?
  • What are the major brands in Norway?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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 Packaged Food market research database.

Sweet Spreads in Norway - Category analysis

HEADLINES

PROSPECTS

Health and wellness is a driver of values sales in sweet spreads
Jams and preserves emphasises heritage as Norwegians preference locally sourced produce
Peanut better benefits from an increased interest in health, wellness and exercise

COMPETITIVE LANDSCAPE

Orkla continues to lead most sweet spreads, while the competitive landscape remains consistent
Private label is challenging value brands across sweet spreads
Honningcentralen changes its packaging to include its heritage, boosting value sales

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 2 Sales of Sweet Spreads by Category: Value 2014-2019
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 6 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 8 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Packaged Food in Norway - Industry Overview

EXECUTIVE SUMMARY

Stable growth supported by health and wellness innovation
Health trend sees major players entering meat substitutes
Private label goes premium, increasing competition for standard brands
Supermarkets lead, while online sales and variety stores gain consumers
Packaged food is set to see stable growth over the forecast period

FOODSERVICE

Sales to Foodservice
Food services operators look for high-quality, locally sourced ingredients to respond to consumer demands
Strong interplay between retail and foodservice
Foodservice players put eco-friendly measures in place, to fight back against food waste
Consumer Foodservice
Health and wellness and showcasing eco-credentials accelerate the redefinition of foodservice 
Foodservice benefits from the rise in online ordering and third party delivery apps
Independents have unique offerings but chained operators gain consumer loyalty
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Packaged Food in Norway - Industry Overview

EXECUTIVE SUMMARY

Stable growth supported by health and wellness innovation
Health trend sees major players entering meat substitutes
Private label goes premium, increasing competition for standard brands
Supermarkets lead, while online sales and variety stores gain consumers
Packaged food is set to see stable growth over the forecast period

FOODSERVICE

Sales to Foodservice
Food services operators look for high-quality, locally sourced ingredients to respond to consumer demands
Strong interplay between retail and foodservice
Foodservice players put eco-friendly measures in place, to fight back against food waste
Consumer Foodservice
Health and wellness and showcasing eco-credentials accelerate the redefinition of foodservice 
Foodservice benefits from the rise in online ordering and third party delivery apps
Independents have unique offerings but chained operators gain consumer loyalty
Category Data
Table 31 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 32 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 33 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 34 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 35 Sales of Packaged Food by Category: Volume 2014-2019
Table 36 Sales of Packaged Food by Category: Value 2014-2019
Table 37 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 38 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 39 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 40 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 41 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 42 Penetration of Private Label by Category: % Value 2014-2019
Table 43 Distribution of Packaged Food by Format: % Value 2014-2019
Table 44 Distribution of Packaged Food by Format and Category: % Value 2019
Table 45 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 46 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 2 Research Sources