Alcoholic Drinks in Norway published by Euromonitor International in May, 2009. This report consists of Tables: 165 and the price starts from US $ 1900.
Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Steady increase supported by economic growth
Alcoholic drinks saw a good growth in sales in Norway during the review
period. Good economic growth resulted in rising disposable income levels for
consumers and encouraged more socialising. Consumers began to socialise at
bars and restaurants more, encouraged by a growing number of these outlets,
particularly in the Oslo region. In addition, consumers began to drink more
beer and wine with meals or while relaxing at home. Beer and wine thus moved
to a more everyday positioning, with this shift boosting overall sales.
Economy lager benefits from threat of recession
Economy lager saw a striking growth in volume sales in the last two years of
the review period. Many consumers became more concerned about the threat of an
economic downturn and thus sought to economise. In addition, consumers became
more confident in the quality of economy lager. Growth was also boosted by
supermarkets/hypermarkets and discounters focusing on their economy lager
ranges, with the launch of new private label products.
Ringnes loses share but retains lead
Ringnes AS continued to be the leading player in alcoholic drinks in 2007 in
total volume terms. The company benefits from a wide range and from strong
financial support from its owner Carlsberg A/S. However, Ringnes lost share in
2007 over the previous year due to Norwegian consumers becoming more
sophisticated in their choice of alcoholic drinks. This resulted in growing
interest in limited edition and microbrewery brands in beer, where Ringnes
consequently lost share. Arcus AS, the leader in spirits, similarly lost share
due to a growing interest in niche brands and products.
Vinmonopolet encourages interest in niches
All alcoholic drinks stronger than 4.75% abv may only be sold via the
state-owned Vinmonopolet retail chain. However, Vinmonopolet broadened its
range towards the end of the review period and also improved ease of access
for consumers, introducing internet retailing and free ordering. This
encouraged consumers to try new products across alcoholic drinks. Beyond
Vinmonopolet, supermarkets/hypermarkets and discounters jointly dominated
off-trade volume sales of beer, cider/perry and RTDs/high-strength premixes.
Within these product areas, discounters continued to gain share from
supermarkets/hypermarkets, benefiting from lower prices and a widening range.
Stronger growth with polarisation
The forecast period is expected to see stronger total volume growth for
overall alcoholic drinks than that seen during the review period. Sales will
benefit from a more everyday positioning for beer and wine and from a
continued rise in socialising with friends, at home and in bars and consumer
foodservice outlets. There is also expected to be polarisation. There will be
continued growth for premium and niche brands, encouraged by easier access to
Vinmonopolet' s full range. However, the economic downturn is also expected to
boost interest in more affordable products. Economy lager is for example
expected to see dynamic total volume growth during the forecast period, far
outpacing overall growth for alcoholic drinks.
Table of Contents
- ALCOHOLIC DRINKS IN NORWAY : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Steady increase supported by economic growth
- Economy lager benefits from threat of recession
- Ringnes loses share but retains lead
- Vinmonopolet encourages interest in niches
- Stronger growth with polarisation
- KEY TRENDS AND DEVELOPMENTS
- Recession to impact sales
- Urbanisation creating new trends in drinking
- Established leaders lose share as Vinmonopolet and consumers diversify
- Burgeoning bar and restaurant culture boosts
- on-trade sales
- Specialist retailers
- Summary 1 Leading Specialist Retailers 2008
- Market merger and acquisition activity
- Summary 2 Speculated Merger and Acquisition Activity 2007-2008
- MARKET BACKGROUND
- Legislation
- TAXATION AND DUTY LEVIES
- Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
- Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected
Sectors 2008
- Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
- Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008
- Table 5 Selling Margin of a Typical Imported Wine Brand 2008
- Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand
2008
- Table 7 Selling Margin of a Typical Imported Spirits Brand 2008
- OPERATING ENVIRONMENT
- MARKET INDICATORS
- Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
- MARKET DATA
- Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
- Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
- Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth
2003-2008
- Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth
2003-2008
- Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Volume 2008
- Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Value 2008
- Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Volume 2008
- Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Value 2008
- Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner
2004-2007
- Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: %
Value Analysis 2008
- Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution
Format: % Volume Analysis 2008
- Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume
2008-2013
- Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value
2008-2013
- Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume
Growth 2008-2013
- Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value
Growth 2008-2013
- DEFINITIONS
- Summary 3 Research Sources
- LOCAL COMPANY PROFILES - NORWAY
- ARCUS AS - ALCOHOLIC DRINKS - NORWAY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 4 Arcus AS: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 5 Arcus AS: Competitive Position 2007
- GRANS BRYGGERI AS - ALCOHOLIC DRINKS - NORWAY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 6 Grans Bryggeri AS: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 7 Grans Bryggeri AS: Competitive Position 2007
- HANSA BORG BRYGGERIER ASA - ALCOHOLIC DRINKS - NORWAY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 8 Hansa Borg Bryggerier ASA: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 9 Hansa Borg Bryggerier ASA: Competitive Position 2007
- MACKS ØLBRYGGERI AS - ALCOHOLIC DRINKS - NORWAY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 10 Macks Ølbryggeri AS: Key Facts
- Summary 11 Macks Ølbryggeri AS: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 12 Macks Ølbryggeri AS: Competitive Position 2007
- RINGNES AS - ALCOHOLIC DRINKS - NORWAY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 13 Ringnes AS: Key Facts
- Summary 14 Ringnes AS: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 15 Ringnes AS: Production Statistics 2007
- COMPETITIVE POSITIONING
- Summary 16 Ringnes AS: Competitive Position 2007
- BEER IN NORWAY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Lager price band methodology
- Summary 17 Lager by Price Band 2008
- Published data comparisons
- SECTOR DATA
- Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
- Table 25 Sales of Beer by Subsector: Total Value 2003-2008
- Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
- Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
- Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
- Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
- Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth
2003-2008
- Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth
2003-2008
- Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
- Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
- Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
- Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
- Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
- Table 37 Company Shares of Beer by National Brand Owner 2003-2007
- Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
- Table 39 Brand Shares of Beer 2004-2007
- Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
- Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
- Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth
2008-2013
- Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth
2008-2013
- CIDER/PERRY IN NORWAY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Published data comparisons
- SECTOR DATA
- Table 44 Sales of Cider/Perry: Total Volume 2003-2008
- Table 45 Sales of Cider/Perry: Total Value 2003-2008
- Table 46 Sales of Cider/Perry: % Total Volume Growth 2003-2008
- Table 47 Sales of Cider/Perry: % Total Value Growth 2003-2008
- Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
- Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
- Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth
2003-2008
- Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth
2003-2008
- Table 52 Cider/Perry Production, Imports and Exports: Total Volume
2002-2007
- Table 53 Company Shares of Cider/Perry by National Brand Owner 2003-2007
- Table 54 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
- Table 55 Brand Shares of Cider/Perry 2004-2007
- Table 56 Forecast Sales of Cider/Perry: Total Volume 2008-2013
- Table 57 Forecast Sales of Cider/Perry: Total Value 2008-2013
- Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
- Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
- RTDS/HIGH-STRENGTH PREMIXES IN NORWAY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Published data comparisons
- SECTOR DATA
- Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume
2003-2008
- Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value
2003-2008
- Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total
Volume Growth 2003-2008
- Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total
Value Growth 2003-2008
- Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Volume 2003-2008
- Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Value 2003-2008
- Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Volume Growth 2003-2008
- Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Value Growth 2003-2008
- Table 68 RTDS/High-strength Premixes Production, Imports and Exports:
Total Volume 2002-2007
- Table 69 Company Shares of RTDS/High-strength Premixes by Global Brand
Owner 2003-2007
- Table 70 Company Shares of RTDS/High-strength Premixes by National Brand
Owner 2003-2007
- Table 71 Brand Shares of RTDS/High-strength Premixes 2004-2007
- Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Volume 2008-2013
- Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Value 2008-2013
- Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Volume Growth 2008-2013
- Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Value Growth 2008-2013
- WINE IN NORWAY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- Published data comparisons
- SECTOR DATA
- Table 76 Sales of Wine by Subsector: Total Volume 2003-2008
- Table 77 Sales of Wine by Subsector: Total Value 2003-2008
- Table 78 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
- Table 79 Sales of Wine by Subsector: % Total Value Growth 2003-2008
- Table 80 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
- Table 81 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
- Table 82 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth
2003-2008
- Table 83 Sales of Wine by On-trade vs Off-trade Split: % Value Growth
2003-2008
- Table 84 Volume Sales of Still Red Wine by Price Segment 2003-2008
- Table 85 Volume Sales of Still White Wine by Price Segment 2003-2008
- Table 86 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
- Table 87 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
- Table 88 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
- Table 89 Sales of Still White Wine by Grape/Varietal Type 2003-2008
- Table 90 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
- Table 91 Sales of Still Red Wine by Quality Classification 2003-2008
- Table 92 Sales of Still White Wine by Quality Classification 2003-2008
- Table 93 Sales of Still Rosé Wine by Quality Classification 2003-2008
- Table 94 Wine Production, Imports and Exports: Total Volume 2002-2007
- Table 95 Wine Exports by Country of Destination: Total Volume 2002-2007
- Table 96 Wine Exports by Country of Destination: Total Value 2002-2007
- Table 97 Wine Imports by Country of Origin: Total Volume 2002-2007
- Table 98 Wine Imports by Country of Origin: Total Value 2002-2007
- Table 99 Company Shares of Still Light Grape Wine by National Brand
Owner 2003-2007
- Table 100 Company Shares of Still Light Grape Wine by Global Brand Owner
2003-2007
- Table 101 Brand Shares of Still Light Grape Wine 2004-2007
- Table 102 Company Shares of Champagne by National Brand Owner 2004-2007
- Table 103 Company Shares of Champagne by Global Brand Owner 2004-2007
- Table 104 Brand Shares of Champagne 2004-2007
- Table 105 Company Shares of Other Sparkling Wine by National Brand Owner
2003-2007
- Table 106 Company Shares of Other Sparkling Wine by Global Brand Owner
2003-2007
- Table 107 Brand Shares of Other Sparkling Wine 2004-2007
- Table 108 Company Shares of Fortified Wine and Vermouth by National
Brand Owner 2004-2007
- Table 109 Company Shares of Fortified Wine and Vermouth by Global Brand
Owner 2004-2007
- Table 110 Brand Shares of Fortified Wine and Vermouth 2004-2007
- Table 111 Company Shares of Non-grape Wine by National Brand Owner
2004-2007
- Table 112 Company Shares of Non-grape Wine by Global Brand Owner
2004-2007
- Table 113 Brand Shares of Non-grape Wine 2004-2007
- Table 114 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
- Table 115 Forecast Sales of Wine by Subsector: Total Value 2008-2013
- Table 116 Forecast Sales of Wine by Subsector: % Total Volume Growth
2008-2013
- Table 117 Forecast Sales of Wine by Subsector: % Total Value Growth
2008-2013
- SPIRITS IN NORWAY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Vodka, gin and other blended Scotch whisky Price band methodology
- Published data comparisons
- SECTOR DATA
- Table 118 Sales of Spirits by Subsector: Total Volume 2003-2008
- Table 119 Sales of Spirits by Subsector: Total Value 2003-2008
- Table 120 Sales of Spirits by Subsector: % Total Volu me Growth 2003-2008
- Table 121 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
- Table 122 Sales of Spirits by On-trade vs Off-trade Split: Volume
2003-2008
- Table 123 Sales of Spirits by On-trade vs Off-trade Split: Value
2003-2008
- Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Volume
Growth 2003-2008
- Table 125 Sales of Spirits by On-trade vs Off-trade Split: % Value
Growth 2003-2008
- Table 126 Sales of Other Blended Scotch Whisky by Premium/Super-premium
Split 2003-2008
- Table 127 Sales of Gin by Premium/Super-premium Split 2003-2008
- Table 128 Sales of Vodka by Premium/Super-premium Split 2003-2008
- Table 129 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
- Table 130 Spirits Production, Imports and Exports: Total Volume 2002-2007
- Table 131 Spirits Exports by Country of Destination: Total Volume
2002-2007
- Table 132 Spirits Exports by Country of Destination: Total Value
2002-2007
- Table 133 Spirits Imports by Country of Origin: Total Volume 2002-2007
- Table 134 Spirits Imports by Country of Origin: Total Value 2002-2007
- Table 135 Whisk(e)y Production, Imports and Exports: Total Volume
2002-2007
- Table 136 Brandy & Cognac Production, Imports and Exports: Total
Volume 2002-2007
- Table 137 Vodka Production, Imports and Exports: Total Volume 2002-2007
- Table 138 Gin Production, Imports and Exports: Total Volume 2002-2007
- Table 139 Rum Production, Imports and Exports: Total Volume 2002-2007
- Table 140 Liqueurs Production: Total Volume 2002-2007
- Table 141 Other Spirits Production: Total Volume 2002-2007
- Table 142 Company Shares of Spirits by National Brand Owner 2003-2007
- Table 143 Company Shares of Spirits by Global Brand Owner 2003-2007
- Table 144 Brand Shares of Spirits 2004-2007
- Table 145 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
- Table 146 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
- Table 147 Forecast Sales of Spirits by Subsector: % Total Volume Growth
2008-2013
- Table 148 Forecast Sales of Spirits by Subsector: % Total Value Growth
2008-2013
