PROSPECTS AND OPPORTUNITIES
Sales set to stabilise as the focus shifts to natural and high protein products
Sales of drinking milk products are projected to stabilise in retail volume terms over the forecast period. Sales should be supported by the gradual shift towards full fat fresh milk which is perceived to be more natural and less processed, while sales should also continue to benefit from the increasing focus on the importance of protein as part of a healthy diet.
Flavoured milk drinks set to focus on both healthier and more indulgent options
Flavoured milk drinks is likely to remain the most dynamic category over the forecast period. The category should continue to benefit from ongoing investment in new product development.
Sustainability concerns present new challenges to dairy manufacturers
Drinking milk products is likely to face mounting competition from plant-based milk over the forecast period. Increasing numbers of consumers are making the switch for health and sustainability reasons, while there are also an increasing number of vegans and flexitarians.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Norway?
- Which are the leading brands in Drinking Milk Products in Norway?
- How are products distributed in Drinking Milk Products 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 Drinking Milk Products?
- 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?
Drinking Milk Products in Norway - Category analysis
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
Dairy Products and Alternatives in Norway - Industry Overview
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
The following categories and subcategories are included:
Drinking Milk Products
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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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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See all of our definitionsWhy 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 report originates from Passport, our Drinking Milk Products research and analysis database.
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