Weight Management and Wellbeing in Norway

PROSPECTS

Weight management and wellbeing suffers from the health and wellness trend

Weight management and wellbeing continued to decline in 2018, due to the intensified focus on sports nutrition and the growing preference for a holistic healthy lifestyle in Norway. Indeed, as many Norwegians paid more attention to eating whole foods and exercising, the demand for weight management products such as meal replacement and weight loss supplements continued to decline in 2018.

Rebranding and increased distribution for weight management and wellbeing

Meal replacement manufacturers are making attempts to rebrand their products as nutritious snack bars instead of a proper meal replacement with the purpose of losing weight. The overall health and fitness trend means there is no gap for these products in the market, which led to the decline of meal replacement in 2018.

Supplement nutrition drinks sees the best performance in 2018

Supplement nutrition drinks saw strong value growth during 2018, which is projected to continue, albeit at a slower pace, throughout the forecast period, as such products target wellness rather than weight management. As these products are predominantly marketed around incomplete diets and health issues such as indigestion, consumers find them more appealing than other weight management and wellbeing products.

COMPETITIVE LANDSCAPE

Nutricia Norway leads thanks to its dominance in supplement nutrition drinks

Nutricia Norway was the largest company in weight management and wellbeing in value terms in 2018, due to the strong performance of its largest brand, Nutridrink. The company has a wide portfolio, including several other smaller brands, further reinforcing its strong position.

Most meal replacement brands decline, but this is associated with distribution

Orkla Care was the second largest company within weight management and wellbeing and the largest in meal replacement during 2018, largely due to its strong meal replacement brand Nutrilett. Brands sold in grocery retailers on average performed better, as sales of Atkins and Allevó through chemists/pharmacies saw a stronger decline in 2018 than Nutrilett and Naturdiet sold in grocery retailers.

XL-S is the largest brand in weight loss supplements, but is on the decline

XL-S mainly achieved its strong position in weight loss supplements due to its strong marketing efforts and focus on chemists/pharmacies as a distribution channel. Initially the brand received strong attention; however, this quickly declined, as consumers changed their interest from losing weight to building muscle and focusing on a holistic approach to health.

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