Health and Wellness - Packaged Food in Norway

Euromonitor International, February 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.

HEALTH AND WELLNESS - PACKAGED FOOD IN NORWAY : MARKET INSIGHT

EXECUTIVE SUMMARY

Norwegian government promotes good nutrition

Expanding waistlines, a growing problem

Opportunities for innovation in functional foods

Successful speciality oil from local producer

Local chocolate – still a favourite

HEALTH AND WELLNESS FOOD – KEY TRENDS AND DEVELOPMENTS

Norwegian government promotes good nutrition

Norwegians want to be healthier and slimmer

Local specialities – a new trend

Norwegians prefer real food

Exercise and nutrition are equally important for good health

ORGANIC FOOD – KEY TRENDS AND DEVELOPMENTS

Legislation

Trends

Key players and brands

Prospects

BETTER FOR YOU PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Legislation

Trends

Key players and brands

Prospects

FORTIFIED/FUNCTIONAL FOOD – KEY TRENDS AND DEVELOPMENTS

Legislation

Trends

Key players and brands

Prospects

MARKET DATA

Table 1 Sales of Packaged Food by Health and Wellness Category: Value 2002-2006

Table 2 Sales of Packaged Food by Health and Wellness Category: % Value Growth 2002-2006

Table 3 Forecast Sales of Packaged Food by Health and Wellness Category: Value 2006-2011

Table 4 Forecast Sales of Packaged Food by Health and Wellness Category: % Value Growth 2006-2011

Table 5 Packaged Food - H&W: GBO Company Shares 2005

Table 6 Packaged Food - H&W: NBO Company Shares 2005

Table 7 Packaged Food - H&W: Brand Shares 2005

DEFINITIONS

LOCAL COMPANY PROFILES - NORWAY

ALTERNATIV MAT AS - HEALTH AND WELLNESS - PACKAGED FOOD - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 1 Alternativ Mat AS: Key Facts

Summary 2 Alternativ Mat AS : Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

BAKERS AS - HEALTH AND WELLNESS - PACKAGED FOOD - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Bakers AS: Key Facts

Summary 4 Bakers AS: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

FJORDLAND AS - HEALTH AND WELLNESS - PACKAGED FOOD - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Fjordland AS: Key Facts

Summary 6 Fjordland AS: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

GILDE NORGE AS - HEALTH AND WELLNESS - PACKAGED FOOD - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Gilde Norge AS: Key Facts

Summary 8 Nortura BA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

MILLS DA - HEALTH AND WELLNESS - PACKAGED FOOD - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Mills DA: Key Facts

Summary 10 Mills DA: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

CONFECTIONERY IN NORWAY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 8 Sales of Confectionery by Health and Wellness Category: Value 2002-2006

Table 9 Sales of Confectionery by Health and Wellness Category: % Value Growth 2002-2006

Table 10 Forecast Sales of Confectionery by Health and Wellness Category: Value 2006-2011

Table 11 Forecast Sales of Confectionery by Health and Wellness Category: % Value Growth 2006-2011

Table 12 Confectionery - H&W: Company Shares 2005

Table 13 Confectionery - H&W: Brand Shares 2005

Table 14 Sugarised Vs Sugar-free Functional Sugar Confectionery % Breakdown by Type 2006

Table 15 Sugarised Vs Sugar-free Functional Gum % Breakdown by Type 2006

Table 16 Sugar Confectionery – Fortified/functional: Key Functional Ingredients % Breakdown 2006

Table 17 Gum – Fortified/functional: Key Functional Ingredients % Breakdown 2006

BAKERY PRODUCTS IN NORWAY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 18 Sales of Bakery Products by Health and Wellness Category: Value 2002-2006

Table 19 Sales of Bakery Products by Health and Wellness Category: % Value Growth 2002-2006

Table 20 Forecast Sales of Bakery Products by Health and Wellness Category: Value 2006-2011

Table 21 Forecast Sales of Bakery Products by Health and Wellness Category: % Value Growth 2006-2011

Table 22 Bakery Products - H&W: Company Shares 2005

Table 23 Bakery Products - H&W: Brand Shares 2005

ICE CREAM IN NORWAY

TRENDS

SECTOR DATA

Table 24 Sales of Ice Cream by Health and Wellness Category: Value 2002-2006

Table 25 Sales of Ice Cream by Health and Wellness Category: % Value Growth 2002-2006

Table 26 Forecast Sales of Ice Cream by Health and Wellness Category: Value 2006-2011

Table 27 Forecast Sales of Ice Cream by Health and Wellness Category: % Value Growth 2006-2011

Table 28 Ice Cream – H&W: Company Shares 2005

Table 29 Ice Cream – H&W: Brand Shares 2005

DAIRY PRODUCTS IN NORWAY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 30 Sales of Dairy Products by Health and Wellness Category: Value 2002-2006

Table 31 Sales of Dairy Products by Health and Wellness Category: % Value Growth 2002-2006

Table 32 Forecast Sales of Dairy Products by Health and Wellness Category: Value 2006-2011

Table 33 Forecast Sales of Dairy Products by Health and Wellness Category: % Value Growth 2006-2011

Table 34 Dairy Products – H&W: Company Shares 2005

Table 35 Dairy Products – H&W: Brand Shares 2005

Table 36 Standard Fat Vs Fat-reduced Fortified/functional Milk: % Breakdown by Type 2006

Table 37 Standard Fat Vs Fat-reduced Fortified/functional Yoghurt: % Breakdown by Type 2006

Table 38 Spoonable Vs Drinking Fortified/functional Yoghurt: % Breakdown by Type 2006

Table 39 Milk – Fortified/functional: Key Functional Ingredients % Breakdown 2006

Table 40 Yoghurt – Fortified/functional: Key Functional Ingredients % Breakdown 2006

SWEET AND SAVOURY SNACKS IN NORWAY

TRENDS

SECTOR DATA

Table 41 Sales of Sweet and Savoury Snacks by Health and Wellness Category: Value 2002-2006

Table 42 Sales of Sweet and Savoury Snacks by Health and Wellness Category: % Value Growth 2002-2006

Table 43 Forecast Sales of Sweet and Savoury Snacks by Health and Wellness Category: Value 2006-2011

Table 44 Forecast Sales of Sweet and Savoury Snacks by Health and Wellness Category: % Value Growth 2006-2011

Table 45 Sweet and Savoury Snacks - H&W: Company Shares 2005

Table 46 Sweet and Savoury Snacks - H&W: Brand Shares 2005

SNACK BARS IN NORWAY

TRENDS

SECTOR DATA

Table 47 Sales of Snack Bars by Health and Wellness Category: Value 2002-2006

Table 48 Sales of Snack Bars by Health and Wellness Category: % Value Growth 2002-2006

Table 49 Forecast Sales of Snack Bars by Health and Wellness Category: Value 2006-2011

Table 50 Forecast Sales of Snack Bars by Health and Wellness Category: % Value Growth 2006-2011

Table 51 Snack Bars - H&W: Company Shares 2005

Table 52 Snack Bars - H&W: Brand Shares 2005

Table 53 Snack Bars – Fortified/functional: Key Functional Ingredients % Breakdown 2006

READY MEALS IN NORWAY

TRENDS

SECTOR DATA

Table 54 Sales of Ready Meals by Health and Wellness Category: Value 2002-2006

Table 55 Sales of Ready Meals by Health and Wellness Category: % Value Growth 2002-2006

Table 56 Forecast Sales of Ready Meals by Health and Wellness Category: Value 2006-2011

Table 57 Forecast Sales of Ready Meals by Health and Wellness Category: % Value Growth 2006-2011

Table 58 Ready Meals - H&W: Company Shares 2005

Table 59 Ready Meals - H&W: Brand Shares 2005

SOUP IN NORWAY

TRENDS

SECTOR DATA

Table 60 Sales of Soup by Health and Wellness Category: Value 2002-2006

Table 61 Sales of Soup by Health and Wellness Category: % Value Growth 2002-2006

Table 62 Forecast Sales of Soup by Health and Wellness Category: Value 2006-2011

Table 63 Forecast Sales of Soup by Health and Wellness Category: % Value Growth 2006-2011

PASTA IN NORWAY

TRENDS

SECTOR DATA

Table 64 Sales of Pasta by Health and Wellness Category: Value 2002-2006

Table 65 Sales of Pasta by Health and Wellness Category: % Value Growth 2002-2006

Table 66 Forecast Sales of Pasta by Health and Wellness Category: Value 2006-2011

Table 67 Forecast Sales of Pasta by Health and Wellness Category: % Value Growth 2006-2011

Table 68 Pasta - H&W: Company Shares 2005

Table 69 Pasta - H&W: Brand Shares 2005

NOODLES IN NORWAY

TRENDS

SECTOR DATA

Table 70 Sales of Noodles by Health and Wellness Category: Value 2002-2006

Table 71 Sales of Noodles by Health and Wellness Category: % Value Growth 2002-2006

Table 72 Forecast Sales of Noodles by Health and Wellness Category: Value 2006-2011

Table 73 Forecast Sales of Noodles by Health and Wellness Category: % Value Growth 2006-2011

CANNED/PRESERVED FOOD IN NORWAY

TRENDS

SECTOR DATA

Table 74 Sales of Canned/preserved Food by Health and Wellness Category: Value 2002-2006

Table 75 Sales of Canned/preserved Food by Health and Wellness Category: % Value Growth 2002-2006

Table 76 Forecast Sales of Canned/preserved Food by Health and Wellness Category: Value 2006-2011

Table 77 Forecast Sales of Canned/preserved Food by Health and Wellness Category: % Value Growth 2006-2011

FROZEN PROCESSED FOOD IN NORWAY

TRENDS

SECTOR DATA

Table 78 Sales of Frozen Processed Food by Health and Wellness Category: Value 2002-2006

Table 79 Sales of Frozen Processed Food by Health and Wellness Category: % Value Growth 2002-2006

Table 80 Forecast Sales of Frozen Processed Food by Health and Wellness Category: Value 2006-2011

Table 81 Forecast Sales of Frozen Processed Food by Health and Wellness Category: % Value Growth 2006-2011

RICE IN NORWAY

TRENDS

SECTOR DATA

Table 82 Sales of Rice Food by Health and Wellness Category: Value 2002-2006

Table 83 Sales of Rice Food by Health and Wellness Category: % Value Growth 2002-2006

Table 84 Forecast Sales of Rice by Health and Wellness Category: Value 2006-2011

Table 85 Forecast Sales of Rice by Health and Wellness Category: % Value Growth 2006-2011

CHILLED PROCESSED FOOD IN NORWAY

TRENDS

SECTOR DATA

Table 86 Sales of Chilled Processed Food by Health and Wellness Category: Value 2002-2006

Table 87 Sales of Chilled Processed Food by Health and Wellness Category: % Value Growth 2002-2006

Table 88 Forecast Sales of Chilled Processed Food by Health and Wellness Category: Value 2006-2011

Table 89 Forecast Sales of Chilled Processed Food by Health and Wellness Category: % Value Growth 2006-2011

Table 90 Chilled Processed Food - H&W: Company Shares 2005

Table 91 Chilled Processed Food - H&W: Brand Shares 2005

OILS AND FATS IN NORWAY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 92 Sales of Oils and Fats by Health and Wellness Category: Value 2002-2006

Table 93 Sales of Oils and Fats by Health and Wellness Category: % Value Growth 2002-2006

Table 94 Forecast Sales of Oils and Fats by Health and Wellness Category: Value 2006-2011

Table 95 Forecast Sales of Oils and Fats by Health and Wellness Category: % Value Growth 2006-2011

Table 96 Oils and Fats – H&W: Company Shares 2005

Table 97 Oils and Fats – H&W: Brand Shares 2005

SAUCES, DRESSINGS AND CONDIMENTS IN NORWAY

TRENDS

SECTOR DATA

Table 98 Sales of Sauces, Dressings and Condiments by Health and Wellness Category: Value 2002-2006

Table 99 Sales of Sauces, Dressings and Condiments by Health and Wellness Category: % Value Growth 2002-2006

Table 100 Forecast Sales of Sauces, Dressings and Condiments by Health and Wellness Category: Value 2006-2011

Table 101 Forecast Sales of Sauces, Dressings and Condiments by Health and Wellness Category: % Value Growth 2006-2011

Table 102 Sauces, Dressings and Condiments - H&W: Company Shares 2005

Table 103 Sauces, Dressings and Condiments - H&W: Brand Shares 2005

BABY FOOD IN NORWAY

TRENDS

SECTOR DATA

Table 104 Sales of Baby Food by Health and Wellness Category: Value 2002-2006

Table 105 Sales of Baby Food by Health and Wellness Category: % Value Growth 2002-2006

Table 106 Forecast Sales of Baby Food by Health and Wellness Category: Value 2006-2011

Table 107 Forecast Sales of Baby Food by Health and Wellness Category: % Value Growth 2006-2011

Table 108 Baby Food – H&W: Company Shares 2005

Table 109 Baby Food – H&W: Brand Shares 2005

SPREADS IN NORWAY

TRENDS

SECTOR DATA

Table 110 Sales of Spreads by Health and Wellness Category: Value 2002-2006

Table 111 Sales of Spreads by Health and Wellness Category: % Value Growth 2002-2006

Table 112 Forecast Sales of Spreads by Health and Wellness Category: Value 2006-2011

Table 113 Forecast Sales of Spreads by Health and Wellness Category: % Value Growth 2006-2011

Table 114 Spreads - H&W: Company Shares 2005

Table 115 Spreads - H&W: Brand Shares 2005

Alternativ Mat AS
Fjordland AS
Bakers AS
Gilde Norge AS
Nortura BA
Mills DA

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