Executive Summary

Mar 2019
PROSPECTS
New product launches a key growth driver

Fruit/herbal tea achieved a dynamic performance in 2018, largely due to the steady pace of product innovation and the openness of Norwegian consumers to try novelties. Indeed, one of the key drivers in tea over the review period was the launch of new products and the emergence of new, strong brands.

Tea consumers becoming younger

With the fashionable appeal of fruit/herbal tea, the consumer group of tea in Norway is becoming younger, according to industry sources. The combination of consumers open to novelties and market dynamics favouring frequent innovation, sets the prerequisites for a steady pace of product launches in tea over the forecast period.

Cross-border trade threatens the outlook

Retail volume sales of tea registered weak growth in 2018, underpinned by a stagnant performance of black tea and minor decline for green tea. One of the reasons for the decline was an increase in cross-border trade following a tax hike on confectionery and soft drinks, which had a spillover effect on other food products, including tea.

COMPETITIVE LANDSCAPE
Haugen-Gruppen continues to lead

The Norwegian distributor of the Twinings brand, Haugen-Gruppen, continued to lead tea in 2018. The company has particularly strong positions in black and green tea, and enjoys excellent distribution in all major grocery retailers.

Established players continue to face competition from smaller, premium brands

The two most established players in tea, Haugen-Gruppen and Unilever Norge, face strong competition both from premium brands on the one hand and, to a lesser extent, from private label on the other. As distributors of the Twinings and Lipton brands, respectively, they have been fairly slow in moving into organic tea and premium fruit/herbal tea, where most of the growth over the review period was witnessed, and consequently lost some share.

Leaders try to attract the new generation of tea drinkers

Assuredly, the companies are finally acting on this trend, with Lipton launching a series of organic teas in 2017 and Twinings launching the Infuso series alongside a substantial marketing campaign in 2018. Twinings and Lipton already enjoy high brand awareness and loyalty among many tea drinkers in Norway due to their long-standing presence and extensive distribution, although the question remains whether they can effectively turn around and become more relevant for the new wave of tea drinkers, who are set to avidly fuel the fruit/herbal tea trend over the forecast period.

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Tea in Norway

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Overview

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

The Tea 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 Tea in Norway?
  • What are the major brands in Norway?
  • Is loose leaf tea available in Norway?
  • Is there a shift from unpackaged to packaged tea in Norway?
  • Is there a market for tea pods in Norway?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Norway?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

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 Hot Drinks market research database.

Tea in Norway - Category analysis

HEADLINES

PROSPECTS

New product launches a key growth driver
Tea consumers becoming younger
Cross-border trade threatens the outlook

COMPETITIVE LANDSCAPE

Haugen-Gruppen continues to lead
Established players continue to face competition from smaller, premium brands
Leaders try to attract the new generation of tea drinkers

CATEGORY DATA

Table 1 Retail Sales of Tea by Category: Volume 2013-2018
Table 2 Retail Sales of Tea by Category: Value 2013-2018
Table 3 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 4 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 6 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 7 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 8 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023

Hot Drinks in Norway - Industry Overview

EXECUTIVE SUMMARY

Hot drinks witnesses weakened sales development
Increasing cross-border sales negatively affect hot drinks
Hot drinks remains a consolidated market
Premiumisation, flavour extensions and reduced sugar options characterise new product development
Stagnant performance expected for hot drinks

MARKET DATA

Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 13 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 14 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 19 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 23 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2013-2018
Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources