In 2025, retail value sales of other hot drinks in Norway increased significantly due to rising cocoa prices. However, volume sales declined due to high costs and a lack of product innovation that hindered performance. Flavoured powder drinks, especially chocolate-based flavoured powder drinks, was the top-performing category, while malt-based and plant-based drinks remained relatively minor. Mondelez Norge AS led the competition with Freia Regia in 2025, while Nestlé Norge experienced dynamic g

In 2025, tea consumption in Norway remained relatively modest; however, retail value sales increased due to rising health and wellness trends. Consumers increasingly sought natural, functional, and organic options, particularly in fruit/herbal teas. This demand was bolstered by flavour innovations and new product launches from leading brands, including Twinings. Additionally, a rising interest in premium and indulgent teas contributed to sales growth, as some consumers preferred higher-quality i

In 2025, coffee sales in Norway recorded double-digit value growth, but struggled in volume as rising prices pushed some consumers toward more affordable options. Fresh coffee beans drove value growth, supported by sustainability claims and eco-certified offerings, while cold coffee formats, particularly among younger consumers, gained popularity. Discounters maintained its lead in distribution due to competitive pricing, though retail e-commerce emerged as the most dynamic channel, offering con

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 wil

Personal tax rates are high, but Norway achieves solid economic freedom and the latest election has rejected right-wing politics whilst state finances remain sound. Although the export base is highly undiversified, new oil and gas discoveries will continue to be somewhat supportive of the economy. Population growth will drive the consumer market and the gender gap is small, but inequality is mounting. Data centres and green technologies are a key focus, whilst e-commerce is more entrenched.

Value sales of baked goods increased in 2025, supported by a combination of traditional consumption habits and growing interest in healthier and more functional bakery products. Norwegian consumers continued to purchase everyday staples such as bread and sweet buns, but evolving lifestyle priorities stimulated additional demand for products perceived as more premium, artisanal or nutritionally beneficial. Bakers and retailers expanded their ranges with products containing whole grains, seeds and

Breakfast cereals in Norway continued a cautious recovery in 2025, with value sales supported by gradually improving perceptions of the category and a clear shift towards products that better fit Norwegian health priorities and everyday routines. After the post-pandemic period, when many households moved back to more traditional breakfasts or home-prepared alternatives, the category has regained some ground thanks to cereals positioned around whole grains, oats, reduced sugar and cleaner ingredi

Value sales of processed fruit and vegetables rose in 2025 as Norwegian consumers increasingly sought convenient, nutritious and climate-conscious meal solutions. Growth was supported by the expanding role of frozen formats, which offered consistent quality and year-round availability at a time when weather volatility and supply chain uncertainty affected fresh produce reliability. Frozen processed potatoes, mixed vegetables and fruit blends continued to benefit from their versatility and alignm

Value sales of rice, pasta and noodles rose in 2025 as Norwegian consumers increasingly sought versatile, affordable and easy-to-prepare staples that supported a wide range of eating occasions and culinary preferences. The category benefitted from shifting lifestyles marked by rising urbanisation, longer working hours and a growing share of single-person households, all of which encouraged the adoption of meal components that deliver speed, reliability and minimal waste. Pasta remained a househo

Value sales of staple foods rose in 2025, driven by a combination of higher average unit prices and continued shifts in Norwegian food culture. Consumers increasingly prioritised balanced and nutritious diets, prompting stronger engagement with staples that align with health, wellness, and naturalness trends. This included greater interest in whole grains, legumes, minimally processed products, and plant-forward options that complement more active lifestyles. At the same time, the long-standing

Norway’s processed meat, seafood and alternatives landscape in 2025 was shaped by converging forces centred on health consciousness, affordability, sustainability and consumers’ growing openness to diversified protein sources. Norwegian households remained highly selective in their protein choices, placing increasing emphasis on attributes such as natural ingredients, trusted origin, lower environmental impact and transparent production. Within this environment, processed seafood continued to be

Sauces, dips and condiments is seeing both an increased emphasis on local ingredients and a rising consumer interest in novel and exotic flavours and cuisines. These developments are being reinforced by increasing health awareness and a growing concern for environmental issues. Meanwhile, consumers remain price-sensitive helping to maintain the importance of the discounters channel and the expansion of the private label segment.

Edible oils is seeing growth driven by rising prices. Shifting consumption patterns are being influenced by rising consumer health awareness and concerns about sustainability. At the same time, increased consumer budget consciousness is supporting the expansion of private label ranges and the growth of discounters such as Rema 1000.

Health and wellness trends are exerting a strong influence on the development of sweet spreads, supporting the expansion of nut and seed based spreads, as well as products such as organic honey. The rise in consumer health awareness and the evolving legislative landscape are also shaping product innovation, driving the development of low sugar variants.

The cooking ingredients and meals market is set to show an overall positive performance in Norway in 2025. The market is evolving amid shifting consumer priorities and regulatory frameworks. Consumers are balancing continued price sensitivity with a growing demand for health-oriented options like high-protein, gut-friendly, and clean-label foods. Plant-based alternatives and sustainability remain key drivers, influenced by national dietary guidelines promoting plant-rich diets and government man

Meals and soups is seeing rising sales as Norwegian consumers seek convenient meal solutions in the midst of hectic modern lifestyles. At the same time, demand is being shaped by rising health consciousness, which is boosting demand for products such as chilled ready meals and prepared salads. Categories such as ready meals and frozen pizza are also benefiting from budget conscious consumers looking for at-home alternatives to dining in foodservice outlets.

In 2024, Norway ranked second in Western Europe for average gross income, with a 4.9% real increase in per capita disposable income, driven by strong economic performance and labour productivity. Despite a high tax burden of 43.1%, the country's commitment to social welfare and public services bolstered consumer confidence. Over 2024-2029, per capita disposable income is forecast to grow by 11.5%, with significant spending power among older age groups and a focus on health and wellness.

Norway’s economy grew strongly in 2024, with real GDP up 2.1% versus 1.2% in Western Europe and GDP per capita reaching USD87,131, far above the regional average. Inflation eased to 3.1% thanks to monetary policy and lower energy costs, though it remains above the 2% target. Despite a 5.8% drop in exports, robust manufacturing productivity is expected to underpin stability through 2029, supported by oil and gas revenues and the world’s largest sovereign wealth fund.

While 2024 showed strong recovery in Norway’s airlines, 2025 is expected to register lower growth in both passenger numbers and value sales. This is being driven by rising operational costs, economic uncertainty, a weaker krone, and shifting consumer behaviour toward shorter or more affordable trips. Also, sustainability is moving higher up the agenda. For instance, airlines are investing in green transitions by purchasing Sustainable Aviation Fuel (SAF), which is made from waste materials like

There is expected to be healthy value growth for lodging in Norway in 2025. A weaker Norwegian kroner is making lodging more affordable for inbound travellers. However, on the negative side, lodging is more expensive for local travellers. Both up-scale and budgets hotel are expected to perform relatively well, seeing both value growth, as well as an increase in number of beds—with more performance more subdued for mid-market hotels. However, short-terms rentals booked through online platforms co

Overall, there is expected to be moderate value growth in travel in Norway in 2025, but the pace of growth is expected to slow compared to the previous year, as the surge post-pandemic begins to level off. The dynamics of inbound flows continue to be shaped by interest in nature-based activities and off-the-beaten-path destinations. In addition, a weaker Norwegian krone is making Norway more affordable for inbound arrivals, though Norway continues to be an expensive destination. There is also an

In 2025, booking is expected to register positive value growth, as Norwegians continue to actively book trips abroad, despite global economic challenges, partly arising from Trump’s tariffs. However, at the same time, price-sensitive travellers are adjusting by shortening their vacations or choosing more affordable destinations. Retail value sales through travel intermediaries is expected to register the highest value growth.

In 2025, inbound arrivals to Norway is expected to continue to grow, although at a slower pace compared to the previous year. Leisure travel still accounts for the majority of inbound trips, with the highest numbers of visitors coming from Germany, the United States, Sweden, the Netherlands, Denmark, and the United Kingdom. This positive trend is supported by the moderate weakening of the Norwegian krone, which has made the country more affordable, though still expensive, for inbound arrivals. H

Retail value sales of eye care in Norway are set to rise in 2025. The category continues to show slow but stable development, largely reflecting lifestyle patterns in Norway. Standard eye care remains the largest and most dynamic segment in 2025, supported by ongoing trends such as increasing screen time, across smartphones, tablets, laptops, and televisions, for both work and leisure. Many Norwegians now spend significant portions of the day in front of screens, leading to dry eyes and general