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Health and Wellness - Packaged Food in Norway
Euromonitor International, Feb 2008, Pages: 95
Our Health and Wellness Packaged Food in Norway report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data (2002-2006), allowing you to compare health and wellness categories with each other or in the context of the total market for a sector . It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2011 illustrate how the market is set to change.
Health and wellness categories examined include: organic products, better-for-you products, naturally healthy products, functional/fortified products.
Why buy this report?
- Get a detailed picture of the health and wellness packaged food industry ;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands ;
- Use five-year forecasts to assess how the market is predicted to develop
EXECUTIVE SUMMARY
Norwegian Government Promotes Good Nutrition
There is a strong tradition in Norway for the government to shape society, in accordance with the party ideals through legislation and goal setting. The current government considers nutrition as a public issue, not just an issue for the individual, and assumes a leadership role in setting standards for good nutrition. The quality of an individual’s nutrition has a direct effect on their health and, as a consequence, on society’s health care expenditures.
Expanding Waistlines, A Growing Problem
Overweight is a growing problem especially among Norwegians aged 45 and over, teenagers and children. The average 45-year-old weighs 5kg more than the average 45-year-old did in 1985. As demographics shift and a greater percentage of Norwegians join the 45+ group, the problems with overweight worsen both for the individual and the public health system. Norwegians of all ages are bombarded with information about healthy lifestyles by the press, on television, in schools, through public health services and retailers.
Opportunities for Innovation in Functional Foods
Opportunities exist for health and wellness products in particular where there is a crossover between popular dietary supplements and food, as is the case for functional products. A dietary supplement such as omega-3 may add value to traditional products such as breakfast cereals or bread.
Successful Speciality Oil From Local Producer
One of the most notable launches in 2006 was that of rapeseed oil Odelia. A group of Norwegian farmers combined forces to produce the first domestically produced vegetable and seed oil made from ingredients grown in Norway. The development of Odelia represents several key trends in the Norwegian food industry. Firstly, the government's efforts to support farmers in developing new products. Secondly, Norwegian consumers have developed more sophisticated palates and are willing to pay higher prices for speciality oils. Thirdly, the health benefit is a key factor for success, especially if the benefit is derived from natural ingredients such as a blend of natural oils.
Local Chocolate – Still A Favourite
Despite concern about sugar consumption, Norwegians continue to enjoy the longstanding, popular brands of locally produced chocolate. Norwegians prefer to indulge in local chocolate from companies such as Nidar, rather than consuming chocolate with reduced calories or added functional ingredients. This has been a barrier to entry for health and wellness confectionery, which is mainly manufactured by multinationals. Organic and low carb chocolate confectionery is present in Norway, but the products held small shares of total value sales in 2006.
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