COMPETITIVE LANDSCAPE
Haugen-Gruppen strengthens its leadership through Twinings and sustainable initiatives
Haugen-Gruppen AS was the leading company in tea in Norway in 2025, increasing its share over the year. The company offers the leading brand Twinings, which accounts for just under half of the competitive landscape’s share.
Haugen-Gruppen records dynamic growth as Twinings gains share in various categories
Haugen-Gruppen AS was the most dynamic company in tea in Norway in 2025, recording the strongest uplift in share through its Twinings brand. During the year, Twinings saw its share increase in black tea, particularly loose black tea with Twinings Earl Grey.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea 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.
If you're in the Tea 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 Tea 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 Tea in Norway?
- To what extent are health considerations impacting consumption of Tea in Norway?
- What are the traditional preferences in Tea in Norway? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Tea in Norway?
- Which are the leading brands in Tea in Norway?
- How are products distributed in Tea in Norway?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Tea?
- Where is future growth expected to be most dynamic?
Tea in Norway - Category analysis
KEY DATA FINDINGS
Health, innovation and premiumisation support value growth for tea in 2025
Health and wellness trends support stable tea consumption in Norway
Product launches and flavour innovations support growth of fruit/herbal tea
Rising demand and evolving trends are set to shape the future of tea in Norway
Innovation in flavours and packaging is set to drive competitiveness
Sustainability is set to be the focal point of packaging and innovation
Haugen-Gruppen strengthens its leadership through Twinings and sustainable initiatives
Haugen-Gruppen records dynamic growth as Twinings gains share in various categories
A wide network of stores and competitive prices allows discounters to lead distribution
Discounters and supermarkets record growth through broader assortments and promotional campaigns
Hot Drinks in Norway - Industry Overview
Health, price rises and evolving consumer preferences shape hot drinks in Norway
KEY DATA FINDINGS
Shifting purchasing habits as rising costs reshape hot drinks in Norway
Health-led preferences drive rising demand for functional and ethically sourced hot drinks
A growing preference for ready-to-drink options intensifies competition for hot drinks
Price pressures will drive value growth as consumers shift towards more affordable hot drink options
Sustainability and transparency are set to become key drivers in hot drinks in Norway
Cold brewed drinks are expected to challenge sales of hot drinks across the forecast period
Jacobs Douwe Egberts Norge AS maintains its leadership across hot drinks in Norway
Joh. Johannson Kaffe records dynamic growth through established coffee brands
Discounters leads hot drinks distribution as price-conscious consumers drive growth
Retail e-commerce drives growth as consumers appreciate convenience and a wide assortment
Historic coffee prices reshape consumer behaviour across on-trade and off-trade channels
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Tea
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
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 Tea research and analysis database.
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