Executive Summary

Jul 2019
PROSPECTS
Warm summer weather and health trend underpin dynamic growth of still white, still rosé and sparkling wine

The longstanding health trend in Norway is changing the way people eat, and consequently the choice in wine pairings, underpinning a shift towards lighter and fresher wines; the trend towards eating less heavy food increases the perceived appropriateness of pairing with wines other than still red wine. The development was further intensified by an exceptionally long and warm summer in 2018, which benefitted sales of “clear” wines, including still white wine, sparkling wine and particularly still rosé wine, at the expense of the heavier still red wine.

Red wine goes lighter and fresher, with less sugar

Two key trends continued to make themselves apparent within still red wine in 2018. The first is Norwegians preferring red wine with less sugar than before; this has become a notable concern among consumers after press articles of high sugar content in the most popular red wines in Norway and Vinmonopolet starting to mark its product shelves with sugar content information.

A small French renaissance

France as a country of origin saw an overarching increase in wine sales in 2018. Still light grape wine, including red, white and rosé, as well as sparkling wine from France saw increases in sales; the tendency towards less sweetness and lower alcohol in French wines aligns well with current market trends.

COMPETITIVE LANDSCAPE
Arcus Wine Brands continues to lead in a fragmented competitive landscape

Arcus Wine Brands AS, the flagship division for Arcus-Gruppen AS within wine, maintained its position as the leading player in 2018. The company has a wide range of wines, which it imports in barrels and vats and packages in bottles or bag-in-box at its local facilities in Gjelleråsen.

Winemarket AS increases its share

Winemarket AS, part of the relatively new wine group Oslo Wine Agency, continued to grow in 2018. The company grew from a small base, benefitting particularly from strong off-trade distribution for its brand Giol Prosecco Spumante.

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Wine in Norway

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Overview

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

The Wine 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 volume 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 Wine in Norway?
  • What are the major brands in Norway?
  • How do sales of new world wine perform in comparisons to old world wine?
  • Which countries are the main wine exporters and importers?
  • Is wine mainly consumed in on- or off-trade channels? 
  • Have other sparkling wines like cava and prosecco benefited during the recession at the cost of Champagne?

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 Alcoholic Drinks market research database.

Wine in Norway - Category analysis

HEADLINES

PROSPECTS

Warm summer weather and health trend underpin dynamic growth of still white, still rosé and sparkling wine
Red wine goes lighter and fresher, with less sugar
A small French renaissance

COMPETITIVE LANDSCAPE

Arcus Wine Brands continues to lead in a fragmented competitive landscape
Winemarket AS increases its share

CATEGORY DATA

Table 1 Sales of Wine by Category: Total Volume 2013-2018
Table 2 Sales of Wine by Category: Total Value 2013-2018
Table 3 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 16 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 17 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 18 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 25 GBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 26 NBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 27 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018
Table 28 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 30 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Norway - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks in Norway records volume growth in 2018
Cross-border trade remains a top concern for the industry
Increased consolidation, with the exception of spirits
Modern grocery retailers and Vinmonopolet remain the leading distribution channels in alcoholic drinks
Moderate volume growth ahead

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 32 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 33 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 34 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 35 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 36 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 37 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 40 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 41 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 42 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 43 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 44 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 45 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 46 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 47 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources