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Norwegian consumers favour natural, local and fortified/functional products in 2024
In 2024, Norwegian consumers increasingly favoured natural products characterised by minimal processing and domestic origin, often preferring locally sourced goods over imported organic options. Purchasing decisions were influenced by fortified/functional claims as well as a growing emphasis on no sugar claims. This drove demand for food and drink products high in protein and fibre, free from added sugars, and supportive of digestive health.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Norway with research from Euromonitor International's team of analysts.
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 and beverages categories.
If you're in the Health and Wellness 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 Health and Wellness 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 Health and Wellness in Norway?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Norway?
- Which are the leading brands in Health and Wellness in Norway?
- How are products distributed in Health and Wellness in Norway?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Norway
Norwegian consumers favour natural, local and fortified/functional products in 2024
Natural claims and local products influence health perceptions across categories
Fortified/functional claims and low or no sugar shape everyday health choices
Natural, low sugar and digestive health is set to support innovation across the forecast period
HW Hot Drinks in Norway
KEY DATA FINDINGS
Natural and no caffeine trends shape hot drinks in Norway in 2024
Health claims and premiumisation drove trends in hot drinks during 2024
The natural claim drives sales as consumers seek healthier, less-processed options
The no caffeine claim aligns with consumer demands and wellness trends
Health-driven innovation will continue to shape hot drinks as consumers prioritise wellness, natural ingredients and lower sugar
The natural positioning will support growth, but innovation is essential to engage younger consumers
Health and lifestyle trends are set to fuel growth of the no caffeine claim in Norway
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Norway
KEY DATA FINDINGS
Sugar reduction, functional formulations, and new product variants shape 2024
No sugar, high protein and fortified benefits shape soft drink innovation in 2024
No sugar innovation drives sales of soft drinks during rising health consciousness
The energy boosting claim drives sales as energy drinks rise in popularity
Growth is set to be driven by health claims and functional innovation
The no sugar positioning is set to remain a key sales driver of soft drinks in Norway
Regulatory measures and innovation is set to shape energy boosting energy drinks
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Norway
KEY DATA FINDINGS
Gluten free, vegan, and no sugar products perform well in 2024
Health focused innovation and plant-based indulgence shape snacks in Norway
The gluten free claim continues to appeals to consumers living wellness-focused lifestyles
Natural positioning and craftsmanship shape savoury snacks in 2024
Health, plant-based innovation and organic trends are set to influence the forecast period
Gluten free is set to expand as consumer seek products that support healthy digestion
Natural claims and whole grains are set to drive growth in snacks across the forecast period
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Norway
KEY DATA FINDINGS
Rising demand for natural, high protein, and health-focused dairy products and alternatives
Shifting consumer preferences drive growth in natural and health-focused dairy product and alternatives
Health and natural trends lead to a resurgence for full fat dairy products in Norway
The high protein claim is supported by fitness-focused consumers as health and convenience drive sales
There is set to be rising demand for natural, high protein, and health-focused options in Norway
Whole fat dairy will continue to see a renewed interest during ongoing low fat consumption
High protein dairy products will benefit from ongoing innovation that supports sales
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Norway
KEY DATA FINDINGS
Natural, high protein, and plant-based trends drive Norway’s cooking ingredients and meals
Natural, low sugar and locally sourced products shape cooking ingredients and meals
Gluten free remains a secondary attribute in Norway’s cooking ingredients and meals
The high protein claim benefits from increasing awareness of fitness, nutrition and energy
Health trends are expected to continue shaping innovation within cooking ingredients and meals
Steady growth for gluten free will be driven by health-conscious consumers
Ongoing demand for high protein products is set to be driven by health and lifestyle trends
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Norway
KEY DATA FINDINGS
High fibre, gluten free and local sourcing drive staple food trends in Norway
Evolving health and lifestyle trends impact innovation in staple foods
Gluten free products continue to hold a prominent role in staple foods in Norway
Baked goods lead high fibre sales in 2024, driven by digestive health and functional benefits
Natural, gluten free and whole grain trends are set to drive sales in staple foods
Sales of gluten free staple foods will be driven by health awareness and digestive benefits
The high fibre claim is set to drive sales as consumers shift towards heathier options
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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