Off-trade volume sales of carbonates grew in Norway in 2025, driven primarily by rising demand for reduced sugar and sugar-free options. Major brands such as Pepsi Max and Coca-Cola Zero Sugar benefitted from this shift, supported by ongoing innovation and strong brand recognition. Reduced-sugar orange and cola drinks performed particularly well, with products like Solo Super and Fanta Exotic Zero Sugar contributing significantly to growth. Concerns around alternative sweeteners such as aspartam

In 2025, RTD coffee in Norway recorded strong volume growth, driven primarily by Gen Z consumers and the rising popularity of iced coffee, which has moved beyond a summer-only drink to an all-year option. Price sensitivity led some consumers to trade down to private label or more affordable brands, while social media trends helped maintain the appeal of RTD coffee among younger audiences. Leading players focused on portfolio expansion, flavour innovation, and health-oriented formulations, while

In 2025, off-trade volume sales of RTD tea in Norway remained largely stagnant but continued to benefit from a shift toward healthier, wellness-oriented beverages, driven by reduced-sugar formulations and natural ingredients. Carbonated RTD tea and kombucha led category growth, appealing to health-conscious consumers interested in probiotic benefits and functional beverages. Discounters maintained its position as the leading distribution channel, with non-grocery retailers and retail e-commerce

In 2025, off-trade RTD volume sales of concentrates grew strongly in Norway, driven by sugar-free and reduced-sugar innovations that cater to health-conscious consumers. Leading brands introduced new flavours and candy-inspired variants, while social media trends further boosted popularity among younger consumers. Liquid concentrates proved the most dynamic category, supported by convenience, appealing taste, and innovative packaging, including cans and refreshed designs.

Soft drink consumption in Norway continued to grow in 2025, primarily driven by increased demand for healthier, sugar-free, and functional beverages. Innovation across various categories, such as bottled water, sports drinks, liquid concentrates, and RTD coffee, played a significant role in this growth. Warmer weather, shifting health trends, and flavour experimentation influenced by social media further supported the expansion of these categories. However, inflation has led consumers to favour

Off-trade volume sales of bottled water rose in Norway in 2025, supported by a warm summer, new flavour launches, and innovative packaging formats. Consumers increasingly purchased bottled water in bulk to manage household costs, favouring larger, value-oriented packs. Despite this growth, still bottled water continued to face competition from high-quality tap water and growing environmental concerns that encouraged greater use of reusable bottles. Functional bottled water recorded the strongest

In 2025, energy drinks in Norway experienced strong off-trade volume growth, fuelled by functional benefits and consumer enjoyment. Reduced-sugar energy drinks became the fastest-growing category, reflecting an increasing awareness of health and wellness among consumers. Consumption trends remained slightly biased toward men, with taste and functionality being the primary factors influencing purchase decisions. Innovations in branding, flavours, and packaging, along with strong sales in supermar

In 2025, off-trade juice volume sales declined, primarily due to a sharp increase in orange prices following extreme weather and plant diseases, which drove raw material costs higher. Price-sensitive consumers continued to favour value-focused juice and private label options, while health-conscious trends supported sales in not from concentrate 100% juices and cold-pressed products. Leading company Sunniva Drikker AS maintained its top position, while Rema?1000’s private label range recorded str

In 2025, sports drinks in Norway experienced strong volume growth, driven by rising interest in health, wellness, and convenient hydration for active lifestyles. Sports drinks is increasingly perceived as convenient recovery beverages that support electrolyte replacement and overall fitness, appealing especially to younger, health-focused consumers. Regular sports drinks led volume growth, supported by brands such as Tine’s YT Sportsdrikk, while reduced-sugar variants also gained traction. Coca-

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