SPECIAL REPORTS
Distribution Trends in Soft
Drinks: On-Premise vs Off-
Premise Dynamics &
Forecasts to 2015
NORWAY
A Special Focus Report from Canadean
December 2010
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Liquid Intelligence
Distribution Trends in Soft Drinks Norway
Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
Distribution Trends .................................................................................................................................... 2
Market Valuation/Pricing ............................................................................................................................ 2
Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 3
Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 3
Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 4
Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 4
Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 5
Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 5
Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 6
Soft Drinks Product Definitions ..................................................................................................... 7
Glossary ..........................................................................................................................................14
Forecast Methodology...................................................................................................................16
Soft Drinks Service/Dec-2010 1
Norway Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
Heavy reliance on off-premise channels
Norwegian soft drinks consumption is heavily reliant on off-premise channels, due to high Horeca prices.
Supermarkets and convenience stores are key channels for all soft drinks. Vending tends to be confined to
major urban locations where there is high traffic flow eg railway stations, airports and hotels.
On-premise is mainly the domain of packaged water and carbonates, and plays a marginal role in categories
such as squash/syrups, nectars, still drinks and iced/rtd coffee drinks.
Thanks to the expansion of a more continental-style café culture and US-inspired coffee shops, iced/rtd tea and
iced rtd/ coffee drinks are slowly gaining importance in the Horeca channel.
Market Valuation/Pricing
Increasing sophistication and expanding offering of small packs
Increasing product sophistication and expanding offering of smaller packs (which carry higher unit prices) have
helped increase soft drinks value. While prices of carbonates have seen a small increase, pricing in most other
categories has either remained stable or seen a minor decline in 2009. Squash/syrups and iced/rtd tea drinks,
for example, have become increasingly commoditised and price-driven. Despite price increases, carbonates are
also subject to growing price competition, with multipacks gaining ground and shrinking profit margins.
Sugar tax raises retail prices
However, retail prices edged up from the beginning of 2009 as manufacturers and retailers passed on some of
the product tax and sugar tax increase to consumers.
Sales promotion ban lifted
From 1 June 2009 the government ban on certain forms of sales promotion was lifted, opening up the prospe