The Norwegian health and wellness food and beverages market has recovered from the economic difficulties in the past two years. Better for you, food intolerance, fortified/functional and naturally healthy products recorded dynamic sales, while the performance of organic products managed to just record positive sales. There is a continued strong trend towards healthy living in Norway, which directly has a strong impact on the sales of health and wellness food and beverages. Norwegians are increasingly concerned about their health and are willing to purchase healthy food and beverages as long as the quality and the health benefits appear to be evident.

1. Health and Wellness in Norway
Health and wellness sales recover
The Norwegian health and wellness food and beverages market has recovered from the
economic difficulties in the past two years. Better for you, food intolerance,
fortified/functional and naturally healthy products recorded dynamic sales, while the
performance of organic products managed to just record positive sales. There is a continued
strong trend towards healthy living in Norway, which directly has a strong impact on the
sales of health and wellness food and beverages. Norwegians are increasingly concerned
about their health and are willing to purchase healthy food and beverages as long as the
quality and the health benefits appear to be evident.
Stringent food regulations
The Norwegian Food Authority (Mattilsynet) operates strict criteria for manufacturers that
wish to make a health claim. The Green Keyhole symbol has become almost synonymous
with healthy articles in Norway and helps consumers to easily identify healthy food and
beverage products. The symbol is growing in recognition and most Norwegians are aware of
its meaning. From January 2010 Norway introduced new EU regulations that will allow
manufacturers to make health claims that have been approved by the European
Commission. It is expected that common and standardised criteria will aid manufacturers in
making the right and more efficient health claims about their products.
Food intolerance finally accepted
There was quite a remarkable change in the perception of food intolerance products during
2010. Up until then health food stores had been mostly selling and distributing the products,
while a clear shift was seen in 2010, with the grocery channel stocking a whole range of
food intolerance products and setting up separate stands to single them out and show the
wide range. The wider availability and greater recognition meant that prices were
normalised because the potential benefits of high-value products are strong owing to the
fact that there is estimated to be a consumer group of 200,000 Norwegians who are
potentially in need of food intolerance products. In the next few years it is expected that
several industry players will compete in making an impact in this up until now relatively
small market area.
Local players dominate sales
The domestic players Tine, Bakers, Q-Meieriene, Mills DA, Ideal Wasa, and Ringnes
dominated health and wellness food and beverage sales in Norway during 2010. These
players have dominated this market throughout the review period and they have an
advantage over international manufacturers as Norwegian consumers tend to prefer locally-
produced and -cultivated products. This strong trend means that multinationals have
difficulty in establishing themselves in Norway. During 2010, Tine invested heavily in a
profile campaign that aims to raise awareness and recognition of the Tine products, showing
that local players compete hard to keep their loyal consumers.

2. Dynamic sales expected in the forecast period
Health and wellness food and beverages is expected to perform dynamically over the
forecast period. The challenge will be for the grocery channel and the industry players to
remain innovative and launch the right and most suitable products in order to reduce the
number of Norwegians who do cross-border shopping in Sweden, where the range of health
and wellness products is much wider. The industry must capitalise further on the fact that
Norwegians are willing to spend money on healthy and high-quality food and beverages,
despite high unit prices. This must continue to be backed up by the right marketing and
advertising strategies, similar to the Tine profile campaign.
Table of Contents
Health and Wellness in Norway – Industry Overview
EXECUTIVE SUMMARY
Health and wellness sales recover
Stringent food regulations
Food intolerance finally accepted
Local players dominate sales
Dynamic sales expected in the forecast period
KEY TRENDS AND DEVELOPMENTS
Health-conscious population ensures high consumer spending
Explosion in the sales of food intolerance products
Organic sales fail to show significant growth despite industry efforts
Prices and natural ingredients the key to strong sales
Health and wellness industry heavily regulated
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2005-2010
Table 2 Sales of Health and Wellness by Type: % Value Growth 2005-2010
Table 3 Sales of Health and Wellness by Category: Value 2005-2010
Table 4 Sales of Health and Wellness by Category: % Value Growth 2005-2010
Table 5 Health and Wellness GBO Company Shares 2006-2010
Table 6 Health and Wellness NBO Company Shares 2006-2010
Table 7 Health and Wellness Brand Shares 2007-2010
Table 8 Forecast Sales of Health and Wellness by Type: Value 2010-2015
Table 9 Forecast Sales of Health and Wellness by Type: % Value Growth 2010-2015
Table 10 Forecast Sales of Health and Wellness by Category: Value 2010-2015
Table 11 Forecast Sales of Health and Wellness by Category: % Value Growth 2010-2015
APPENDIX
National Legislation
Advertising
Retail Distribution
SOURCES
Summary 1 Research Sources

3. Health and Wellness in Norway – Company Profiles
Alternativ Mat AS in Health and Wellness (Norway)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Alternativ Mat AS: Competitive Position 2010
Mills DA in Health and Wellness (Norway)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Mills DA: Competitive Position 2010
Tine BA in Health and Wellness (Norway)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Tine BA: Competitive Position 2010
Better For You Beverages in Norway – Category Analysis
HEADLINES
TRENDS
BFY beverages are well established in Norway and demand for such products was driven by
a strong health-conscious trend among Norwegian consumers. Most of the value sales come
from BFY cola carbonates, accounting for almost 70% of all sales in 2010. Although there
have been media reports about the sweetener aspartame being an ingredient that one
should not consume too much of, there was a stronger trend during 2010 compared to 2009
when it came to purchasing low-calorie cola carbonates. The heavily discounted prices in
many grocery stores for such products attracted greater sales.
COMPETITIVE LANDSCAPE
Ringnes remained the clear leader in BFY beverages sales in Norway with a 46% share in
2010. This stems from the popularity of Pepsi Max, a reduced-sugar carbonate and the
dominance this category has in BFY beverages. Ringnes saw its sales decline further in

4. 2010, due to declining sales of reduced-sugar carbonates and, by extension, Pepsi Max.
Coca-Cola Drikker held the second place, for similar reasons, driven by its brands Coca-Cola
Light and Coca-Cola Zero and with a total value share that was relatively stable at 39%.
PROSPECTS
BFY beverages is expected to experience a -2% CAGR decline in the forecast period to
NOK2.2 billion in 2015. Demand for BFY beverages over the forecast period will be lower
because of the greater awareness of other health and wellness products and in particular
naturally healthy drinks such as bottled water and 100% juice not from concentrate.
Norwegians are well known for their quests for naturalness and this will be particularly
notable in BFY beverages.
CATEGORY DATA
Table 12 Sales of BFY Beverages by Category: Value 2005-2010
Table 13 Sales of BFY Beverages by Category: % Value Growth 2005-2010
Table 14 BFY Beverages Company Shares 2006-2010
Table 15 BFY Beverages Brand Shares 2007-2010
Table 16 Forecast Sales of BFY Beverages by Category: Value 2010-2015
Table 17 Forecast Sales of BFY Beverages by Category: % Value Growth 2010-2015
Better For You Packaged Food in Norway – Category Analysis
HEADLINES
TRENDS
BFY packaged food products are widely accepted as being healthy in Norway. As a result,
BFY packaged food is well established and increased dynamically during 2010 due to the
continued focus on consuming products that are beneficial to health. Norwegian consumers
also downgraded from other more expensive health and wellness areas such as organic and
functional foods. The dynamic growth during 2010 was also due to the popularity of
reduced-fat milk, which accounted for almost 50% of all value sales.
COMPETITIVE LANDSCAPE
Q-Meieriene AS was the leader in BFY packaged food sales during 2010, accounting for a
retail value share of 46%. The company’s success can be attributed to its strength within
reduced fat dairy products, where it recorded a retail value share of 57% in 2010. Q-
Meieriene’s highly successful launch of Skyr in 2009 paid off in 2010, when it increased its
share by one percentage point. Meanwhile, Tine BA ranked second within BFY packaged
food in 2010, recording a retail value share of 26%.
PROSPECTS
BFY packaged food is expected to grow dynamically over the forecast period to reach
NOK9.4 billion in 2015. Consumer awareness of the importance of a balanced diet is
expected to continue to increase over the coming years due to rising awareness of illnesses
related to obesity and poor diet. People will continue to switch to BFY packaged food
products as long as the sacrifice in taste is not too great and the price is in line with that of
regular products. As a result, BFY packaged food will not be an area that will allow
manufacturers to offer high prices in order to maximise value sales.
CATEGORY DATA
Table 18 Sales of BFY Packaged Food by Category: Value 2005-2010

5. Table 19 Sales of BFY Packaged Food by Category: % Value Growth 2005-2010
Table 20 Other Reduced Fat Food by Type: % Value Breakdown 2005-2010
Table 21 BFY Packaged Food Company Shares 2006-2010
Table 22 BFY Packaged Food Brand Shares 2007-2010
Table 23 Forecast Sales of BFY Packaged Food by Category: Value 2010-2015
Table 24 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2010-2015
Food Intolerance in Norway – Category Analysis
HEADLINES
TRENDS
Food intolerance product sales continued to grow throughout the review period, with a
further important factor in the growth evident during 2010. The grocery channel widened its
distribution and thus the availability and selection of food intolerance products improved, a
key factor in the growth. Health food stores had up until now been the main sources of
these products, but a clear shift was seen in 2010. This has seemed to reduce the number
of cross-border shoppers that go to Sweden in order to make their purchases, but have now
instead opted to purchase these products at home, despite the higher unit prices.
COMPETITIVE LANDSCAPE
Alternativ Mat AS and Tine BA dominate food intolerance sales in Norway, recording
respective retail value shares of 44% and 25% in 2010. Alternativ Mat AS is the leader in
gluten-free food with a value share of 59% and second in lactose-free food with a 34%
share. With a distribution range of more than 900 different food intolerance products,
Alternativ Mat AS is the clear leader and the player with the most experience in and
knowledge of this product range.
PROSPECTS
A wider selection and distribution of food intolerance products will be the main factor behind
the strong growth in the forecast period, when sales will rise from NOK488 million in 2010
to NOK738 million in 2015. It is estimated by National Statistics (SSB) that more than a
million Norwegians do not drink milk and that many of them are lactose intolerant, which
means that there is great potential for growth. With the wider availability of food intolerance
products in the grocery channel it is expected that this will reduce the cross-border
shopping to Sweden for these products and the products will be more visible and accessible
to people who have various food allergies.
CATEGORY DATA
Table 25 Sales of Food Intolerance by Category: Value 2005-2010
Table 26 Sales of Food Intolerance by Category: % Value Growth 2005-2010
Table 27 Lactose-free Dairy Products by Type: % Value Breakdown 2006-2010
Table 28 Food Intolerance Company Shares 2006-2010
Table 29 Food Intolerance Brand Shares 2007-2010
Table 30 Forecast Sales of Food Intolerance by Category: Value 2010-2015
Table 31 Forecast Sales of Food Intolerance by Category: % Value Growth 2010-2015
Fortified/Functional Beverages in Norway – Category Analysis
HEADLINES
TRENDS
Fortified/functional beverages is a far smaller area than fortified/functional packaged food,

6. with fortified/functional hot drinks not existing in Norway. Fortified/functional beverages
accounted for less than 20% of overall fortified/functional sales in 2010. Energy drinks
dominate the category, accounting for over 80% of sales. Energy drinks are driven by the
younger health-conscious generations and the strong trend of going to the gym.
COMPETITIVE LANDSCAPE
Three companies – Ringnes AS, Red Bull Norge AS and Coca-Cola Drikker AS – recorded a
combined retail value share of 81% in 2010. Red Bull has been the key driver in energy
drinks and thus overall fortified/functional beverages in Norway, with value sales rising by
80%, accounting for around 40% of fortified/functional beverages sales value growth in
2010.
PROSPECTS
Retail sales of fortified/functional beverages are expected to see a constant value CAGR of
7% to reach NOK801 million in 2015. Fortified/functional 100% juice and fortified/functional
energy drinks are both expected to perform well over the forecast period. The fact that a
growing number of juice brands are expected to be fortified will help to boost
fortified/functional 100% juice sales over the coming years. This will most probably revolve
around documenting healthy benefits from 100% juice products that contain antioxidants
and omega-3, thus resulting in a prime positioning.
CATEGORY DATA
Table 32 Sales of Fortified/Functional Beverages by Category: Value 2005-2010
Table 33 Sales of Fortified/Functional Beverages by Category: % Value Growth 2005-2010
Table 34 Key Functional Ingredients in Fortified/Functional Bottled Water: % Breakdown
2006-2010
Table 35 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: %
Breakdown 2006-2010
Table 36 Key Functional Ingredients in Fortified/Functional 100% Juice: % Breakdown
2006-2010
Table 37 Fortified/Functional Beverages Company Shares 2006-2010
Table 38 Fortified/Functional Beverages Brand Shares 2007-2010
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2010-2015
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth
2010-2015
Fortified/Functional Packaged Food in Norway – Category Analysis
HEADLINES
TRENDS
Fortified/functional yoghurt is becoming increasingly more competitive. Danone AB entered
the market with its brand Activia back in 2006 and has slowly been able to establish itself in
the market. In 2010, the company established a local sales office, which meant a closer
battle with Tina BA. This means that the company will invest more in advertising and a
statement from the company emphasised that not only would it continue to invest in
yoghurt, but it also plans to launch yet-to-be-disclosed new products.
COMPETITIVE LANDSCAPE
Wrigley Scandinavia (Norway) AS and Q-Meieriene led fortified/functional packaged food
sales in Norway with respective value shares of 20% and 14% in 2010. Wrigley

7. Scandinavia’s performance is attributed to its strong performance in fortified/functional
confectionery with a value share in 2010 of 47%. Q-Meieriene’s success can mainly be
attributed to its 45% value share within fortified/functional dairy products.
Table 41 Pro/Pre Biotic Yoghurt by Key Functional Ingredient Retail Value Sales
Table 42 Pro/Pre Biotic Yoghurt by Claim Types Retail Value Sales
Table 43 Other Functional Yoghurt by Key Functional Ingredient Retail Value Sales
Table 44 Other Functional Yoghurt by Claim Types Retail Value Sales
Table 45 Functional Spreadable Oils and Fats by Key Functional Ingredient Retail Value
Sales
Table 46 Functional Spreadable Oils and Fats by Claim Types Retail Value Sales
Table 47 Functional Gum by Key Functional Ingredient Retail Value Sales
Table 48 Functional Gum by Claim Types Retail Value Sales
PROSPECTS
Fortified/functional packaged food is expected to record a constant retail value CAGR of 4%,
with sales expected to reach NOK3.3 billion in 2015. Norway, as of 2010, complies with
conservative EU fortified/functional food legislation. Norwegian manufacturers are expected
to invest in introducing products that contain well-known and accepted functional products
such as high-fibre and omega-3 bread, sugar confectionery with herb extracts, and LGG
fortified/functional milk.
CATEGORY DATA
Table 49 Sales of Fortified/Functional Packaged Food by Category: Value 2005-2010
Table 50 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2005-
2010
Table 51 Sugarised Vs Sugar-free Fortified/Functional Gum: % Breakdown 2009
Table 52 Sugarised Vs Sugar-free Fortified/Functional Sugar Confectionery: % Breakdown
2009
Table 53 Standard Fat Vs Reduced Fat Fortified/Functional Yoghurt: % Breakdown 2009
Table 54 Other Fortified/Functional Food by Type: % Value Breakdown 2005-2010
Table 55 Key Functional Ingredients in Fortified/Functional Biscuits: % Breakdown 2006-
2010
Table 56 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Breakdown
2006-2010
Table 57 Key Functional Ingredients in Fortified/Functional Bread: % Breakdown 2006-2010
Table 58 Key Functional Ingredients in Fortified/Functional Gum: % Breakdown 2006-2010
Table 59 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: %
Breakdown 2006-2010
Table 60 Key Functional Ingredients in Flavoured Milk Drinks: % Breakdown 2006-2010
Table 61 Key Functional Ingredients in Fortified/Functional Milk: % Breakdown 2006-2010
Table 62 Key Functional Ingredients in Fortified/Functional Yoghurt: % Breakdown 2006-
2010
Table 63 Key Functional Ingredients in Fortified/Functional Snack Bars: % Breakdown 2006-
2010
Table 64 Key Functional Ingredients in Fortified/Functional Spreadable Oils and Fats: %
Breakdown 2006-2010
Table 65 Fortified/Functional Packaged Food Company Shares 2006-2010
Table 66 Fortified/Functional Packaged Food Brand Shares 2007-2010
Table 67 Fortified/Functional Bread Brand Shares 2007-2010

8. Table 68 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2010-
2015
Table 69 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth
2010-2015
Naturally Healthy Beverages in Norway – Category Analysis
HEADLINES
TRENDS
The performance of naturally healthy beverages is associated with key performances in key
product categories. These are NH bottled water and NH 100% juice, which together
accounted for 76% of all value sales in 2010. The recent decline in bottled water sales due
to high unit prices and growing competition from other naturally healthy beverages as well
as from fortified/functional beverages has not resulted in an overall category decline.
COMPETITIVE LANDSCAPE
Fellesjuice AS and Ringnes AS led naturally healthy value sales during 2010, recording
respective value shares of 24% and 18%, and were followed by Stabburet AS and Hansa
Borg Bryggerier AS. Ringnes’ strong sales comes from its key presence in naturally healthy
bottled water, with its Imsdal carbonated spring water and Farris carbonated natural
mineral water having dominant value shares within their respective products.
PROSPECTS
Rising consumer health awareness and demand for healthy products will continue to fuel
growth within naturally healthy beverages over the coming years. Naturally healthy
beverages is expected to grow in constant value terms by 1%, with sales expected to
remain at around NOK3.6 billion in 2015. This projected growth rate is lower than the
review period figure and reflects the increasing maturity of naturally healthy beverages.
CATEGORY DATA
Table 70 Sales of NH Beverages by Category: Value 2005-2010
Table 71 Sales of NH Beverages by Category: % Value Growth 2005-2010
Table 72 NH Beverages Company Shares 2006-2010
Table 73 NH Beverages Brand Shares 2007-2010
Table 74 NH Green RTD Tea Brand Shares 2007-2010
Table 75 Forecast Sales of NH Beverages by Category: Value 2010-2015
Table 76 Forecast Sales of NH Beverages by Category: % Value Growth 2010-2015
Naturally Healthy Packaged Food in Norway – Category Analysis
HEADLINES
TRENDS
Naturally healthy packaged food is the second largest health and wellness area in Norway,
accounting for 27% of total value sales in 2010. Norwegians generally prefer natural food
and beverages and, although growth was slightly slower compared to the previous year, the
area continues to increase its health and wellness value share. The strong traditions of
eating breakfast in Norway helped high-fibre bread account for 57% of all NH packaged food
value sales in 2010 and see its sales rise by nearly 6% in current terms and is thus a major
factor in the success of naturally healthy packaged food as a whole.

9. COMPETITIVE LANDSCAPE
Due to the dominance of NH high-fibre bread in the category, it is not surprising bakery
manufacturers dominate sales. One player Bakers AS (part of Orkla Group) stands out as a
significant player with an 18% value share in 2010, with the remainder of the category
being relatively fragmented.
PROSPECTS
Naturally healthy packaged food is expected to grow over the forecast period with a retail
constant value CAGR of 2%, with sales expected to reach NOK7.6 billion in 2015. Naturally
healthy packaged food is a mature and well-established product area in Norway that is
expected to maintain its strong position over the coming years, despite the introduction of
new health and wellness products in other areas, in particular from organic foods and
fortified/functional food.
CATEGORY DATA
Table 77 Sales of NH Packaged Food by Category: Value 2005-2010
Table 78 Sales of NH Packaged Food by Category: % Value Growth 2005-2010
Table 79 NH Packaged Food Company Shares 2006-2010
Table 80 NH Packaged Food Brand Shares 2007-2010
Table 81 Forecast Sales of NH Packaged Food by Category: Value 2010-2015
Table 82 Forecast Sales of NH Packaged Food by Category: % Value Growth 2010-2015
Organic Beverages in Norway – Category Analysis
HEADLINES
TRENDS
Organic beverages performed strongly during 2010 and, in contrast to organic food,
Norwegian consumers are willing to pay the slightly higher unit prices that organic
beverages carry. Organic food is priced much higher compared all other health and wellness
product categories. One factor in the strong growth is the lack of cross-border shopping to
Sweden to purchase organic beverages, which consequently has a positive impact on the
sales in Norway.
COMPETITIVE LANDSCAPE
Organic beverages remains a very small niche area in Norway and is clearly led by Coop
Norge AS and Alternativ Mat AS, which recorded respective current retail value shares of
24% and 13% in 2010. Both players focus on offering premium-priced brands. Alternativ
Mat’s AS performance is very much due to the merger with Helios in 2009, when the
company increased its organic packaged food retail value share from 3% to 14%.
PROSPECTS
Organic beverages are expected to record a retail constant value CAGR of 8% in the
forecast period, with sales predicted to reach NOK99 million in 2015. However, the
projected growth is far slower than the corresponding review period average of 19%, partly
due to the fact that organic beverages is attracting much less new product development
investment than other food areas and that the range of products are still fairly limited.
CATEGORY DATA
Table 83 Sales of Organic Beverages by Category: Value 2005-2010
Table 84 Sales of Organic Beverages by Category: % Value Growth 2005-2010

10. Table 85 Other Organic Hot Drinks by Type: % Value Breakdown 2005-2010
Table 86 Organic Beverages Company Shares 2006-2010
Table 87 Organic Beverages Brand Shares 2007-2010
Table 88 Forecast Sales of Organic Beverages by Category: Value 2010-2015
Table 89 Forecast Sales of Organic Beverages by Category: % Value Growth 2010-2015
Organic Packaged Food in Norway – Category Analysis
EADLINES
TRENDS
After several years with high value sales of organic packaged food, 2009 and 2010 saw a
decline or very slow growth in both volume and value terms. In general the organic
production of milk is growing, while meat and egg are declining. During the difficult
economic times the grocery retailer chains focused very much on the lower-priced products
and private label, often from the naturally healthy food category. The higher prices of
organic food meant that consumers preferred cheaper alternatives and during 2010 there
were signs that positive growth was back on track, but only at a low rate of 1% in current
value terms.
COMPETITIVE LANDSCAPE
Tine BA recorded a value share of 38% within organic packaged food in 2010 and was
followed by Findal & Krogh on 15%. Tine BA’s success can be attributed to the fact that it
accounted for some 85% of organic dairy product sales in 2010. Organic dairy products is
by far the largest organic packaged food area, accounting for more than 40% of overall
value sales in 2010.
PROSPECTS
Organic packaged food is expected to struggle during the forecast period and record a
negative constant value CAGR of 3%. There needs to be an overhaul in terms of the pricing
of organic food in Norway as during the review period most organic food products were not
able to compete with naturally healthy and fortified/functional alternatives. On the positive
side, the fact that some naturally healthy and better for you products will become certified
as organic will help to boost value sales during the forecast period. It seems that this is not
enough to regain positive sales and government financial impetus is needed for the industry
players in order to invest seriously in launching products that are able to survive in the
market during the forecast period.
CATEGORY DATA
Table 90 Sales of Organic Packaged Food by Category: Value 2005-2010
Table 91 Sales of Organic Packaged Food by Category: % Value Growth 2005-2010
Table 92 Other Organic Food by Type: % Value Breakdown 2005-2010
Table 93 Organic Packaged Food Company Shares 2006-2010
Table 94 Organic Packaged Food Brand Shares 2007-2010
Table 95 Organic Dried Baby Food Brand Shares 2007-2010
Table 96 Forecast Sales of Organic Packaged Food by Category: Value 2010-2015
Table 97 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2010-2015

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