COMPETITIVE LANDSCAPE
Orkla Foods Norge strengthens leadership through wide assortment, health-focused innovation and strong retail partnerships
Orkla Foods Norge maintained its lead in 2025 by combining broad portfolio depth with strong alignment to evolving consumer trends. The company’s extensive range of pasta, rice and noodle products – including traditional family staples, gluten-free variants, organic lines and ethnic-inspired meal components – allowed it to appeal to households seeking both familiarity and novelty.
Oluf Lorentzen stands out for dynamic expansion in ethnic, organic and convenience-led noodle and rice assortments
Oluf Lorentzen AS was the most dynamic company in the category in 2025, driven by its rapid introduction of specialty noodles, organic rice varieties and innovative pasta alternatives that catered to both multicultural and health-conscious consumer segments. The company capitalised on the growing popularity of Asian and fusion cuisine by partnering with international producers to launch quick-cook soba, udon and ramen-style noodles, as well as certified-organic rice noodles and rice blends tailored to Scandinavian tastes.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles in Norway?
- Which are the leading brands in Rice, Pasta and Noodles in Norway?
- How are products distributed in Rice, Pasta and Noodles 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 Rice, Pasta and Noodles?
- 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?
Rice, Pasta and Noodles in Norway - Category analysis
KEY DATA FINDINGS
Convenience, multicultural eating habits and health-focused innovation lift category engagement
Broader adoption of convenient and diverse meal components supports steady value gains
Plain noodles outperform thanks to versatility, clean eating trends and rising popularity of Asian cuisines
Rising interest in premium and specialty pasta supports diversification across formats and price tiers
Premiumisation, multicultural flavours and convenience-focused innovation to drive future category growth
Health and wellness trends expand opportunities for functional, minimally processed and allergen-friendly formats
Sustainability strategies and technological advancements reshape sourcing, packaging and production
Orkla Foods Norge strengthens leadership through wide assortment, health-focused innovation and strong retail partnerships
Oluf Lorentzen stands out for dynamic expansion in ethnic, organic and convenience-led noodle and rice assortments
Discounters lead distribution by aligning affordability, private label quality and everyday convenience
Retail e-commerce expands as consumers seek broader choice, convenience and niche assortments
Staple Foods in Norway - Industry Overview
Rising interest in healthier, more sustainable choices supports positive value growth
KEY DATA FINDINGS
Convenience, health considerations and cost-consciousness shape staple foods consumption
Local sourcing and the New Nordic ethos fuel interest in traditional and plant-forward staples
Growing focus on sustainable dietary choices reshapes demand patterns
Stable value growth expected as health, sustainability and product variety continue to influence demand
More targeted health and wellness innovation emerges as consumers seek functional benefits
Distribution evolves as e-commerce strengthens and sustainability shapes supply chain strategies
Established domestic players maintain leadership through strong sourcing and trusted local brands
Premium organic producers and private label intensify competitive pressure
Supermarkets retain a dominant role due to broad assortments and strong shopper loyalty
Retail e-commerce accelerates as digital habits persist and assortment breadth expands
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Rice, Pasta and Noodles
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
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 Rice, Pasta and Noodles research and analysis database.
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