Retail value sales of sugar confectionery in Norway are expected to rise steadily over the forecast period, driven by strong cultural resonance and its continued role as an indulgence. Consumption is closely tied to specific moments, typically weekends, holidays, or special occasions, reflecting deeply ingrained habits such as lørdagsgodt (Saturday sweets), where consumers are happy to treat themselves.
Digital innovation is not expected to be a major growth driver in Norway’s sugar confectionery category over the forecast period. The market remains largely traditional, with the majority of sales stemming from planned, in-store purchases, particularly for culturally ingrained rituals such as lørdagsgodt (Saturday sweets) and holiday-related stocking up.
While brands such as deBron, Wellibites, and Pändy have carved out niche success with sugar-free, vegan, and allergen-friendly products, these offerings remain secondary to traditional favourites. Brynild Gruppen launched Rebel Energy towards the end of the review period, a boiled sweet available in two flavour variants and inspired by energy drinks.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Sugar Confectionery
This is the aggregation of mints, boiled sweets, pastilles, gummies, jellies and chews, toffees, caramels, and nougat, medicated confectionery, lollipops, liquorice and other sugar confectionery.
See all of our definitionsThis report originates from Passport, our Sugar Confectionery research and analysis database.
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