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 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.
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.
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 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 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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This industry report originates from Passport, our Packaged Food market research database.