Snacks in 2025: The big picture
In 2025, snacks in Norway is set to record moderate value growth, supported by continued premiumisation, frequent product innovation, and stable consumption patterns across most categories. Although inflation has largely stabilised, retail prices remain high across several categories, particularly in chocolate confectionery, due to ongoing pressure from elevated raw material costs.
Key trends in 2025
Intentional indulgence remains central to consumer snacking behaviour in Norway. Rather than migrating to healthier options, many consumers prefer to treat themselves less frequently, with their preferred brands or formats, especially during weekends and holidays. This pattern supports the strong performance in categories like chocolate confectionery and savoury snacks, where brands continue to deliver novelty through spicy flavours, nostalgic reintroductions, and brand extensions. In chocolate confectionery, this includes launches such as Nidar Favoritter tablets, which combine three popular fillings in a single bar. In savoury snacks, there has been continued investment in spicy nuts and potato chips with a more artisanal positioning. Meanwhile, ice cream has seen indulgent brand extensions featuring well-known names such as Freia, Oreo, Daim, and Snickers.
Competitive Landscape
Orkla Confectionery & Snacks Norge remains the overall leader in snacks in 2025, holding a strong position across several snack segments through its well-established brand portfolio. This portfolio includes Nidar in chocolate confectionery, Sætre in sweet biscuits, and KiMs and Polly in savoury snacks. The company is also active in the functional snacking space with its Maxim brand, although it faces increasing competition from Swedish and international protein bar manufacturers.
Channel developments
Grocery retailers continue to dominate snack distribution in Norway, with supermarkets being the most popular channel in 2025. This reflects the established shopping habits of consumers and the relatively low retail e-commerce penetration in Norway. Discounters is expected to be the most dynamic category in 2025, supported by retailers such as Rema 1000 and Kiwi. These players have sustained strong sales across categories, driven by aggressive pricing campaigns. Convenience stores and forecourts retailers also remain key channels for on-the-go formats, including gum, impulse ice cream, and single-serve confectionery.
What next for snacks?
Over the forecast period, snacks in Norway is expected to maintain steady value growth, supported by stable volume trends, ongoing premiumisation, and frequent product innovation. Core categories such as chocolate confectionery, sugar confectionery, and ice cream are set to perform particularly well, driven by established consumption habits, especially around weekends and holidays. Consumers are increasingly opting to treat themselves less frequently but with preferred brands or formats, rather than substituting snacks with healthier alternatives. These categories will also continue to benefit from a regular flavour innovations, seasonal editions, and brand collaborations, helping sustain engagement in these mature segments.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 Snacks 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 Snacks 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 Snacks in Norway?
- Which are the leading brands in Snacks in Norway?
- How are products distributed in Snacks 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 Snacks?
- 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?
Snacks in Norway
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Norway
KEY DATA FINDINGS
Price rises lead to double-digit value growth while novelty and flavour variants support sales
Freia maintains its lead despite a slight backlash, while Nidar gains ground
Supermarkets lead Norway’s chocolate confectionery market as discounters and retail e-commerce gain ground
Indulgence is set to endure amid price pressures in chocolate confectionery
Leading players will invest in social media and retail e-commerce to support product launches
Cultural traditions and ethical expectations will influence chocolate confectionery
Gum in Norway
KEY DATA FINDINGS
Gum sales stabilises in 2025, following a three-year retail volume decline
Mars Norge maintains its leadership while Conaxess Trade Norway improves its share
Impulse-driven gum sales continue to rely on physical retailers in Norway
Modest gains anticipated while consumers value functionality and health positionings
Digital and technological innovation will remain limited in Gum in Norway
Sustainability may slowly gain traction in Norway’s gum market
Sugar Confectionery in Norway
KEY DATA FINDINGS
Sugar confectionery in Norway rebounds with cultural resilience and seasonal appeal
Brand loyalty and indulgence leads sugar confectionery to remain consolidated in Norway
Supermarkets drive sugar confectionery sales as retail e-commerce remains niche in Norway
Indulgence will continue to drive growth for sugar confectionery in Norway
Digital innovation will remain limited, but social media will boost engagement in sugar confectionery
Health and sustainability trends will remain secondary across the forecast period
Ice Cream in Norway
KEY DATA FINDINGS
Growth for ice cream in Norway is driven by innovation, health trends, and seasonal demand
Hennig-Olsen and Diplom-Is Maintain dominant amid growing niche competition
Supermarkets and discounters lead while retail e-commerce gains ground
Plant-based ice cream is expected to remain the best-performing category, supporting forecast growth
Innovation in ice cream is set to focus on flavour, format, and plant-based options
Health and sustainability will influence a small, but growing group of shoppers
Savoury Snacks in Norway
KEY DATA FINDINGS
Positive growth is driven by premiumisation and flavour innovation
Maarud AS retains its lead although share is set to record a slight decline
Supermarkets lose share as discounters improves its position in savoury snacks
Steady growth expected, driven by Indulgence, innovation and premiumisation
Digital engagement and nutritional innovation will support sales of savoury snacks
Health, spice, and sustainability will be key trends across the forecast period
Sweet Biscuits, Snack Bars and Fruit Snacks in Norway
KEY DATA FINDINGS
Snack bars drive growth as health and convenience boost sales in 2025
Orkla retains the leadership while protein/energy bars become increasingly competitive
Supermarkets lead distribution as protein/energy bars widen channel reach in Norway
Rising interest in functional snacking will drive demand for snacks in Norway
Digital engagement and flavour innovation are set to drive sales of protein/energy bars
Nutritional expectations are set to rise for snack bars, as sweet biscuits will remain occasional treats
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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