Weight Management and Wellbeing in Norway

PROSPECTS

Supplement nutrition drinks on the rise as a convenient solution

There was a shift from meal replacement to supplement nutrition drinks over the review period with this continuing into 2019. Meal replacement is declining owing in part to a growing range of readily available products which can offer much of the same convenience and nutritional profile as these products such as protein/energy bars, sports protein RTDs and an increasing variety of healthy ready-meals.

Norwegians show growing scepticism towards weight loss supplements

Consumer scepticism had a negative impact on sales of weight loss supplements over the review period, with this set to continue over the forecast period. Weight loss supplements continued to decline in 2019, with these products exhibiting somewhat bold claims which consumers tend to be sceptical of, particularly since they do not require a prescription.

Consumers showing preference for products promoting general wellbeing

Players are expected to focus on a broader positioning for their products over the forecast period, rather than weight loss or nutritional deficiencies. For example, the popular meal replacement brand Nutrilett positions itself more as a smart choice for healthy living rather than focusing on weight loss.

COMPETITIVE LANDSCAPE

Strong position in supplement nutrition drinks helps support Nutricia Norway’s lead

Nutricia Norway AS increased its lead in weight management and wellbeing in 2019. Nutricia Norway’s largest brand Nutridrink benefits from its very strong lead in supplement nutrition drinks, the most dynamic category within weight management and wellbeing in 2019.

Orkla benefits from widespread distribution

Orkla Care AS was ranked third in weight management and wellbeing in 2019. The company’s meal replacement brand, Nutrilett, benefits from being part of Orkla’s extensive distribution network and has a wide presence in grocery retailers.

XL-S continues to decline due to changing perception of weight loss supplements

XL-S Medical remained the leading brand of weight loss supplements in 2019, although like most brands in the category it saw a further sharp decline in sales. The brand mainly achieved its strong position in weight loss supplements due to its strong marketing efforts and focus on chemists/pharmacies as a distribution channel.

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