Health and Wellness in Norway
Euromonitor International
May 2022

List Of Contents And Tables

HEALTH AND WELLNESS IN NORWAY
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
Importance of healthy living remains key trend
Ringnes, Tine and Coca-Cola remain the leaders in HW packaged food and beverages
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
BFY beverages continues to see stable growth
Push towards reduced sugar carbonates drives growth
Share of BFY beverages through e-commerce and convenience stores increase in 2021
PROSPECTS AND OPPORTUNITIES
Category maturity could limit the growth of BFY reduced sugar beverages
Focus set to remain on new flavour variants and reduced sugar versions of popular brands
Reduced fat and reduced caffeine beverages set to see a lacklustre performance due to limited interest or demand
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Off-trade volume sales of FF beverages remain elevated in 2021
Push towards reduced sugar energy drinks
FF powder concentrates remains a small category with little competition
PROSPECTS AND OPPORTUNITIES
Slowdown in growth ahead for FF beverages but positives remain
Key forecast trends: New flavours and continued shift towards reduced sugar products
E-commerce on the rise spurred on by the pandemic
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 27 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2016-2021
Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 32 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
NH beverages sees slower growth but positives remain
Natural ingredients and convenience key trends in NH bottled water
Cranberries gain widespread appeal as immunity-boosting superfruit
PROSPECTS AND OPPORTUNITIES
Resumption of cross-border trade likely to negatively impact sales of NH beverages
NH flavoured bottled water faces challenges and opportunities
E-commerce set for further gains
CATEGORY DATA
Table 33 Sales of NH Beverages by Category: Value 2016-2021
Table 34 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 35 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 36 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 37 Distribution of NH Beverages by Format: % Value 2016-2021
Table 38 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 39 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued growth for organic beverages in 2021 as consumers focus on natural and sustainable products
Sustainability and natural food trends driving growth of organic beverages
Coop Norge Kaffe AS and Unilever Norge AS lead sales
PROSPECTS AND OPPORTUNITIES
Organic beverages faces a generally bright future but challenges will remain
Premiumisation, sustainability and functional ingredients set to drive growth
E-commerce set to flourish driven by online demand for organic coffee
CATEGORY DATA
Table 40 Sales of Organic Beverages by Category: Value 2016-2021
Table 41 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 42 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 43 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 44 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 45 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 46 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
BFY packaged food sees slower growth as COVID-19 restrictions eased
Reduced fat flavoured milk drinks the most dynamic category in 2021
Health trend driving force behind BFY packaged food
PROSPECTS AND OPPORTUNITIES
BFY packaged food could face mounting pressure from trend for natural ingredients
Mixed results predicted across BFY packaged food
E-commerce set for larger role in BFY packaged food
CATEGORY DATA
Table 47 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 48 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 49 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 50 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 51 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 52 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 53 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Solid performance for free from packaged food in Norway in 2021
Shift to plant-based eating drives dynamic growth in free from meat
Category leader Tine facing mounting competition
PROSPECTS AND OPPORTUNITIES
Health growth prospects for free from
Free from meat set to continue recording dynamic growth
E-commerce set for further expansion while discounters look set to build on strong position
CATEGORY DATA
Table 54 Sales of Free From by Category: Value 2016-2021
Table 55 Sales of Free From by Category: % Value Growth 2016-2021
Table 56 NBO Company Shares of Free From: % Value 2017-2021
Table 57 LBN Brand Shares of Free From: % Value 2018-2021
Table 58 Distribution of Free From by Format: % Value 2016-2021
Table 59 Forecast Sales of Free From by Category: Value 2021-2026
Table 60 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Steady growth seen in FF packaged food with COVID-19 continuing to inform the market movements
New product development helps drive demand for FF milk and FF flavoured milk drinks
Contrasting fortunes within FF confectionery in 2021
PROSPECTS AND OPPORTUNITIES
Easing of COVID-19 restrictions set to impact FF packaged food in different ways
Increased health focus set to remain the key driver of sales
E-commerce looking to gain a stronger foothold in FF packaged food as consumers embrace online shopping
CATEGORY DATA
Table 61 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 62 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 63 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 64 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 65 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 66 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 67 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 68 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 69 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 70 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 71 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 72 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stagnation for NH packaged food in 2021
Competition from other HW products continues to limit growth
Well-established, staple brands continue to characterise the competitive landscape
PROSPECTS AND OPPORTUNITIES
Modest growth ahead for NH packaged food as Norway enters a period of normalisation
Reopening of borders and lifting of COVID-19 measures set to have mixed results
E-commerce on the rise as consumers go in search of convenience
CATEGORY DATA
Table 74 Sales of NH Packaged Food by Category: Value 2016-2021
Table 75 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 76 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 77 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 78 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 79 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 80 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic packaged food continues to grow in popularity despite challenges
Leading players remained focused on organic dairy, baby food and bread
Private label continues to play an important role in organic packaged food
PROSPECTS AND OPPORTUNITIES
Key categories of organic packaged food expected to perform well
Private label looks set for further gains with value proposition
E-commerce set to accelerate the fastest
CATEGORY DATA
Table 81 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 82 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 83 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 84 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 85 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 86 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 87 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026