PROSPECTS AND OPPORTUNITIES
Lighter styles and the no alcohol trend is set to shape future wine preferences
Sales of wine are expected to recover in 2025 in volume terms, while recording an overall marginal volume uplift during the forecast period overall. Sales of still red wine are projected to continue declining in 2025, as volume trends reflect a broader consumer shift away from traditional, full-bodied wine styles.
Vinmonopolet will drive a shift towards climate-focused packaging and sustainable wine choices
Vinmonopolet is at the forefront of the transition to climate-smart packaging, reinforcing its role as a monopoly with the power to influence industry standards. From 2026, all still wines priced under NOK250 must be sold in lightweight, sustainable packaging formats such as PET bottles, pouches, or bag-in-box.
Innovation in non alcholic wine is set to accelerate as demand for lighter styles grows
Across the forecast period, the ongoing and rising demand for low- and no-alcohol options will present a significant opportunity for winemakers to refine their non-alcoholic offerings, in line with the growing preference for light and fresh wine styles. Vinmonopolet’s continued expansion of its alcohol-free selection will encourage producers to advance de-alcoholisation techniques and enhance flavour profiles, making non-alcoholic wines increasingly attractive to a broader range of consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine 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 Wine 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 Wine 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 Wine in Norway?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Norway?
- How are products distributed in Norway?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Wine in Norway - Category analysis
KEY DATA FINDINGS
Wine sales decline while consumer preferences shift and non alcoholic options gain ground
Vinmonopolet expands rosé wine portfolio with sparkling and still selections from Europe’s traditional regions
Vinmonopolet retains off-trade dominance in wine while sustainable packaging and lighter styles gain traction
Lighter styles and the no alcohol trend is set to shape future wine preferences
Vinmonopolet will drive a shift towards climate-focused packaging and sustainable wine choices
Innovation in non alcholic wine is set to accelerate as demand for lighter styles grows
Alcoholic Drinks in Norway - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
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 Wine research and analysis database.
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