Hot drinks in 2024: The big picture
In 2024, hot drinks in Norway was affected by still significant, if slower, inflation and disposable income and cost-of-living concerns. While slower than in 2023, the average off-trade current unit price of hot drinks continued to rise strongly in 2024.
2024 trends
The health and wellness focus in packaged food and beverages in Norway was also visible in hot drinks towards the end of the review period. For example, there was a significant trend towards healthier and speciality tea options, driven by growing consumer awareness of tea’s health and higher-end properties, such as being high in oxidants and offering natural fruit and herbal ingredients.
Competitive landscape
Jacobs Douwe Egberts Norge and Joh Johannson Kaffe continued to dominate coffee and, therefore, hot drinks in Norway in retail value share terms in 2024. However, smaller players, such as Arvid Nordquist, Den Gyldne Bønne and Løfbergs Lila, attracted attention as still relatively high inflation and interest rates forced price spikes and encouraged price-sensitive consumers to trade down to lower-priced brands or private label in coffee.
Retailing developments
Grocery retailers, dominated by discounters and supermarkets, accounted for the overwhelming majority of off-trade volume and value sales of hot drinks in 2024. These two formats benefited as consumers traded down amidst price inflation and the high cost-of-living.
Foodservice vs retail split
Retail dominated volume sales of hot drinks in 2024. However, the on-trade channel continued to outperform the retail channel in growth terms amid stabilisation in the post-COVID-19 period.
What next for hot drinks?
Hot drinks in Norway is expected to continue to see a focus on health and wellness. In this vein, the demand for health-orientated products, including fruit/herbal teas, is set to prove robust.
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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
Hot drinks in 2024: The big picture
2024 trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
DISCLAIMER
Coffee in Norway
KEY DATA FINDINGS
Overall stable demand amidst changes in preferences
Higher-quality fresh coffee beans to the fore
Consumers switch to lower-priced brands amid high prices
Premiumisation trend to help push foodservice consumption
New product development and innovation to beat or join in the cold coffee trend
Sustainability and ethical sourcing
Tea in Norway
KEY DATA FINDINGS
Players reflect the preference for health and wellness options
Speciality and premium teas pique the interest of an increasingly sophisticated consumer base
Sustainability and ethical consumption gains currency in tea
Preference for coffee hinders tea consumption
Health and wellness to shape tea in Norway
Diversification in foodservice and retail
Other Hot Drinks in Norway
KEY DATA FINDINGS
Limited growth potential in the category
Competition increases the pressure on other hot drinks
Wider popularity boosts Freia Regia and Toro
Some premiumisation is anticipated
High price and health-orientated obstacles
Sustainability and ethical sourcing for cocoa products
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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Why buy this report?
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- 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 Hot Drinks research and analysis database.
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