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Health, price rises and evolving consumer preferences shape hot drinks in Norway
In Norway, hot drinks recorded double-digit retail value growth in 2025, driven by rising prices. Consequently, some consumers traded down to more affordable options while continuing to prioritise coffee as an everyday staple. Sustainability, ethical sourcing, and functional ingredients were driving demand. Looking ahead, hot drinks is expected to continue innovating in health-oriented products, eco-friendly packaging, and transparency, while price sensitivity and evolving consumption habits will shape both product offerings and consumer choices.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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 the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Norway?
- To what extent are health considerations impacting consumption of Hot Drinks in Norway?
- What are the traditional preferences in Hot Drinks in Norway? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Norway?
- Which are the leading brands in Hot Drinks in Norway?
- How are products distributed in Hot Drinks in Norway?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Norway
Health, price rises and evolving consumer preferences shape hot drinks in Norway
KEY DATA FINDINGS
Shifting purchasing habits as rising costs reshape hot drinks in Norway
Health-led preferences drive rising demand for functional and ethically sourced hot drinks
A growing preference for ready-to-drink options intensifies competition for hot drinks
Price pressures will drive value growth as consumers shift towards more affordable hot drink options
Sustainability and transparency are set to become key drivers in hot drinks in Norway
Cold brewed drinks are expected to challenge sales of hot drinks across the forecast period
Jacobs Douwe Egberts Norge AS maintains its leadership across hot drinks in Norway
Joh. Johannson Kaffe records dynamic growth through established coffee brands
Discounters leads hot drinks distribution as price-conscious consumers drive growth
Retail e-commerce drives growth as consumers appreciate convenience and a wide assortment
Historic coffee prices reshape consumer behaviour across on-trade and off-trade channels
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Norway
KEY DATA FINDINGS
Premiumisation, price rises, and eco-certified offerings support value growth for coffee
Rising prices drive value sales of coffee, while volume growth struggles
Fresh coffee beans drives value sales through premiumisation and a strong retail presence
Rising coffee sales are expected amid price fluctuations in Norway
Evolving tastes and health trends are set to fuel innovation in Norway’s coffee
Operational efficiency and sustainability are set to shape coffee in Norway
Jacobs Douwe Egberts Norge AS improves its lead through a wide range of coffee options
Joh. Johannson Kaffe drives dynamic growth amid shifting consumer preferences in Norway
Discounters leads coffee distribution as other channels gain share in Norway
Retail e-commerce drives growth through offering convenience and a wide range of goods
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Norway
KEY DATA FINDINGS
Health, innovation and premiumisation support value growth for tea in 2025
Health and wellness trends support stable tea consumption in Norway
Product launches and flavour innovations support growth of fruit/herbal tea
Rising demand and evolving trends are set to shape the future of tea in Norway
Innovation in flavours and packaging is set to drive competitiveness
Sustainability is set to be the focal point of packaging and innovation
Haugen-Gruppen strengthens its leadership through Twinings and sustainable initiatives
Haugen-Gruppen records dynamic growth as Twinings gains share in various categories
A wide network of stores and competitive prices allows discounters to lead distribution
Discounters and supermarkets record growth through broader assortments and promotional campaigns
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Norway
KEY DATA FINDINGS
Rising cocoa prices and a lack of innovation impacts the performance of other hot drinks in 2025
Price pressures and competition hinder volume growth in other hot drinks
Flavoured powder drinks records the best performance while malt-based drinks remains negligible
Rising costs are expected to shape the outlook for other hot drinks in Norway
Efficiency is set to become essential in Norway’s other hot drinks
Health concerns and proposed advertising restrictions may influence future demand in other hot drinks
Mondelez Norge AS strengthens its leadership in other hot drinks through Freia Regia
Nestlé Norge As emerges as the most dynamic player in other hot drinks in 2025
Discounters leads distribution of other hot drinks despite a share decline in 2025
Growth for retail e-commerce is driven by convenience and broader product access
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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