Dairy products and alternatives in 2025: The big picture
Sales of dairy products and alternatives have continued to post strong growth in current value terms in 2025 although this remains largely price driven, with volume sales reporting only moderate growth. High, if slowing, inflation rates, high interest rates and price hikes have made consumers more price-sensitive. Furthermore, some people have been cutting back on their dairy intake, which has had a particularly negative impact on volume sales of cow’s milk. This is linked to various factors including high prices and concerns around sustainability and animal welfare. With demand waning, Norway’s leading dairy company, Tine SA, is going through a process of restructuring, which includes closing its production plants Sem and Kristiansand, and discontinuing some bottling lines.
Key trends in 2025
High protein products, such as plain fromage frais and quark and plain yoghurt, have witnessed strong growth in retail volume terms. Such products are popular among 15-24-year-old consumers, in particular. These young consumers consider high protein products to be healthy options to consume after a workout, for example. High protein products are also often recommended to elderly consumers as they help maintain strength and muscle mass and support recovery, as well as other claims such as supporting bone health.
Competitive Landscape
Tine continues to dominate sales of dairy products and alternatives in Norway in 2025. This domestic player has a well-established presence and wide category coverage in dairy while it also saw its share in plant-based dairy grow over the review period. The company also has a proven ability to adapt and innovate. Despite its dominance, the company is currently going through a process of restructuring in 2025 as it looks to address the impact of falling sales of milk and the traditional brown cheese and the increasing competition from imported products. This process includes the closing of two of its milk processing plants and reducing its production of brown cheese. The company has however stated its commitment to focusing on more positive areas of the market, including yoghurt, crème fraiche and cottage cheese.
Channel developments
The distribution of dairy products and alternatives in Norway is dominated by modern grocery retailers, with supermarkets and discounters accounting for most sales. There has been an increasing focus on price competition across grocery retailing in 2025 as part of efforts to curb further increases in food prices. For instance, the REMA 1000 chain ran its ‘Crazy Weekend’ campaign where it offered price discount of a range of products. The government is also exploring ways to increase price transparency and to reduce anti-competitive practices.
What next for dairy products and alternatives?
The high price of food and groceries is expected to remain a key factor in the performance of dairy products and alternatives in Norway, especially in the short term. Consumers are likely to turn to local products in search of lower prices, with the official “Nyt Norge” (Enjoy Norway) campaign promoting Norwegian products should provide a further push in the direction of local products. In line with this, Norwegian producers are expected to increasingly switch to the use of local ingredients.
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Overview:
Understand the latest market trends and future growth opportunities for the Dairy Products and Alternatives industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Dairy Products and Alternatives industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dairy Products and Alternatives in Norway report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dairy Products and Alternatives in Norway?
- Which are the leading brands in Dairy Products and Alternatives in Norway?
- How are products distributed in Dairy Products and Alternatives in Norway?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Dairy Products and Alternatives?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Norway?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Dairy Products and Alternatives in Norway
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
Baby Food in Norway
KEY DATA FINDINGS
Falling birth rate presents challenges but growth opportunities remain
Nestlé dominates but private label sees strong gains
Modern grocery retailers dominate sales while e-commerce sees strong growth
Falling birth rate remains a significant threat to growth
Health, sustainability and convenience set to be the focus of innovation
New legislation could increase the focus on healthy nutrition
Butter and Spreads in Norway
KEY DATA FINDINGS
A strong year for butter as consumers look for healthier and more natural foods
Mills and Fjordland continue to dominate but smaller players seeing some success
Distribution remains focused on supermarkets and discounters
Positive outlook for butter and spreads but challenges remain
Healthier eating habits likely to inform demand and new product development
Local, organic and natural products finding favour
Cheese in Norway
KEY DATA FINDINGS
Demand for cheese remains strong
Tine dominates but faces mounting competition from local rivals
Supermarkets and discounters benefit from broad reach, strong offer and popular private label lines
Positive outlook with focus set to be on local cheese
Increasing competition should push players to innovate
Sustainability likely to be a strong focus of investment
Drinking Milk Products in Norway
KEY DATA FINDINGS
Price pressures and sustainability concerns remain an obstacle to growth
Tine continues to dominate as smaller players look for niche opportunities
Distribution remains focused on supermarkets and hypermarkets
Sales set to stabilise as the focus shifts to natural and high protein products
Flavoured milk drinks set to focus on both healthier and more indulgent options
Sustainability concerns present new challenges to dairy manufacturers
Yoghurt and Sour Milk Products in Norway
KEY DATA FINDINGS
Healthy and natural image boosts demand for yoghurt despite further price hikes
Tine remains dominant despite increasing competition
Distribution remains focused on convenience, value and a broad product offering
Yoghurt and sour milk products still full of potential
Players expected to respond to demand for healthier options
Tine looking to adapt to shifting landscape as competition grows
Other Dairy in Norway
KEY DATA FINDINGS
Sales of other dairy benefiting from thriving home cooking trend
Tine continues to dominate while artisan players build share by focusing on quality
Discounters the standout channel as consumers look for savings
Other dairy set for solid growth backed by the enduring popularity of key categories
Demand for natural, organic and high protein products set to increase
Dairy manufacturers adapting to the increasing competition from plant-based dairy
Plant-Based Dairy in Norway
KEY DATA FINDINGS
High prices put pressure on volume sales of plant-based dairy
Alpro leads but faces increasing competition from local rivals
Discounters and supermarkets continue to dominate thanks to their wide product range
Plant-based dairy set to return to growth in retail volume terms
Natural, organic and high protein products set to thrive
Local players set to play a key role in building and developing plant-based dairy
The following categories and subcategories are included:
Dairy Products and Alternatives
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- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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- Butter
- Cooking Fats
- Margarine and Spreads
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- Spreadable Cheese
- Processed Cheese excl Spreadable
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- Packaged Hard Cheese
- Unpackaged Hard Cheese
- Soft Cheese
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Sour Milk Products
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- Drinking Yoghurt
- Flavoured Yoghurt
- Plain Yoghurt
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- Chilled Dairy Desserts
- Shelf Stable Dairy Desserts
- Chilled Snacks
- Coffee Whiteners
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- Flavoured Condensed Milk
- Plain Condensed Milk
- Evaporated Milk
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- Cream
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- Flavoured Fromage Frais and Quark
- Plain Fromage Frais and Quark
- Savoury Fromage Frais and Quark
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- Soy Drinks
- Other Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
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This report originates from Passport, our Dairy Products and Alternatives research and analysis database.
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