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Market Overview Norway

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Market Overview Norway Market Overview Norway Food & Drinks Industry Day Thursday 27 th November 2008 Contents • Norwegian economy • Norwegian foreign trade • Norwegian food and consumer spending • Retail sector – Definitions – Major players • Catering and foodservice • Convenience trade • Alcoholic beverages • Import, wholesale and service – Major players • Trends • Reasons for targeting Norway • Barriers/Challenges • Bord Bia Services in 2009 Norwegian economy Economy • The Norwegian economy grew by 3.5% in 2007. Forecast GDP growth for 2008 is 2.4%, decreasing further to 2.2% in 2009. • The 2007 inflation rate was 0.8% and is expected to end up at 3.2% in 2008. • Private households spent an average of €46.150 * per year on expenditure in the period 2005-2007, a real increase of 13 per cent compared with the period 2002-2004. Households in Oslo and Akershus spent over 30 per cent more than households in Northern Norway. • The unemployment rate was at 2.8% in June 2008. • Norway’s population totals 4,7 million, of which 450,000 have an immigrant background, coming mainly from Poland, Sweden, Iraq and Denmark. * Exchange rate 1 € = NOK 7,91 Norwegian foreign trade Foreign trade • Norwegian exports were worth €98,9 billion in 2007 (783 billion NOK) • The UK is Norway’s most important trading partner, accounting for 21% of exports, followed by Germany, the Netherlands, France and Sweden. • Norwegian imports were worth €51,9 billion (411 billion NOK) • Sweden and Germany lead the import trade, with approx. 14% of imports coming from each country. They are followed by the UK, Denmark and China. Norway trading with Ireland Million € Imports to Norway from Ireland Exports from Norway to Ireland 2002 502,2 738,3 2003 502,2 491,8 2004 592,0 927,2 2005 723,1 1 508,9 2006 726,9 1 748,1 2007 702,4 1 630,7 Norway trading with Ireland • Main product groups imported to Norway are – Machinery, transportation equipment – Chemicals, related products – Misc. manufactured goods – Crude materials, inedible – Beverage and tobacco • Main product groups exported from Norway are – Minerals, lubricants, – Chemicals, related products – Machinery, transportation equipment – Manufactured goods Norwegian food import and export by SITC 2007 Import Export SITC € million € million 0 Food and live animals 3066,2 4866,1 00 Live animals 24,9 3,4 01 Meat and meat preparations 110,4 24,5 02 Dairy products and birds' eggs 75,0 82,16 03 Fish and fish preparations 418,7 4515,5 04 Cereals and cereal preparations 442,6 26,2 05 Vegetables and fruit 858,3 20,3 06 Sugars, sugar preparations and honey 138,9 13,9 07 Coffee, tea, cocoa, spices 285,6 30,4 08 Feeding stuff for animals 438,3 109,9 09 Miscellaneous edible products and preparations 278,5 39,6 1 Beverages and tobacco 497,6 73,5 11 Beverages 412,0 63,2 12 Tobacco and tobacco manufactures 85,5 10,3 4 Animal, vegetable oil, fat 297,2 130,3 Norwegian food and live animals import and export by country 2007 Import million € Export million € Denmark 383,2 France 482,7 Sweden 302,6 Russia 462,7 Netherlands 206,5 Denmark 451,1 Germany 192,7 Great Britain 327,1 Spain 181,4 Sweden 314,1 USA 169,8 Portugal 286,4 Italy 126,4 Poland 233,0 Great Britain 121,5 Japan 219,8 Brazil 116,3 Spain 183,8 France 108,5 Netherlands 173,9 Ireland ranked number 36 (€9,6 M) Ireland ranked number 55 (€3,4 M) Norwegian food trade with Ireland • Main products imported from Ireland to Norway: liquors, whiskies, beer, (mineral) water, chocolate, sugars and food preparation • Main products exported from Norway to Ireland: chocolate products, soups and broths, sugar confectionary (not containing cacao). Norwegian food and consumer spending Norwegian Food • Norway is the longest country in Europe. Food preferences vary enormously from north to south although the most common food in Norway is seafood. Meals in Norway often include sandwiches or crackers with cheese, salmon, cucumber, tomato, jam, or herring, Norwegian cheese, coffee, berries, waffles and pancakes, home baked cookies. • Healthy products are of growing interest, especially given that 49% of the Norwegian population is considered overweight. Norwegian consumers are also increasingly willing to pay more for healthy and ethical products. • The Norwegians ate 8,76 kg of chocolate per capita in 2006 (Ireland 7,17 kg) and 5,11 kg of sugar confectionary per capita per year in 2006 (Ireland 3,98 kg). Household expenditure • Norwegian households spend increasingly less of their budget on food. An average household spends 10 per cent of their budget on food, compared with 40 per cent in 1958. • Not only does food absorb a smaller share of the budget, the Norwegians also buy other types of food. The consumption of fish and potatoes (measured in kilos) has fallen considerably since 1958, and they eat increasing amounts of meat. • There has been a tenfold increase in the consumption of mineral water and soft drinks (measured in litres) since 1958. The sale of wine (measured in litres) has also increased tenfold in the past four decades. Household spending on food 2005-2007 Expenditure per household per year in € and % Euro % 01 Food and non-alcoholic beverages 5 230 11,3 011 Food 4 719 10,2 0111 Bread and cereals 746 1,6 0112 Meat 1 986 2,4 0113 Fish 312 0,7 0114 Milk, cheese and eggs 775 1,7 0115 Oils and fats 109 0,2 0116 Fruit 415 0,9 0117 Vegetables 510 1,1 0118 Sugar, jam, honey, chocolate and confectionery 494 1,1 0119 Food products 267 0,6 012 Non-alcoholic beverages 511 1,1 0121 Coffee, tea and cocoa 121 0,3 0122 Mineral waters, soft drinks, fruit and vegetable juices 389 0,8 Household spending in food 2005-2007 Expenditure per household in € and % Euro % 02 Alcoholic beverages and tobacco 1 242 2,7 021 Alcoholic beverages 825 1,8 0211 Spirits 159 0,3 0212 Wine 351 0,8 0213 Beer 314 0,7 022 Tobacco 416 0,9 Tax and registration information • VAT on food in Norway is 14%. Food served in restaurants is charged at 25%. • Norway heavily protects domestic production with high import tariffs and other barriers to trade. • Norway has additional taxes for alcoholic beverages, non-alcoholic beverages, chocolate and confectionary and sugar. • Trading with live animals, animal products and food within the European community and EEC, and import from third countries must be registered in the EU database TRACES (TRAde Control and Expert System). The first part of the Health Certificate can be filled out electronically in TRACES and then sent to the Norwegian Food Safety Authority for approval. Import of live animals and animal products to Norway must be registered in the electronic database Matilda VAM. Retail sector Definitions The Grocery Retail Market • is defined as all food, drink and non-food products (i.e. health & beauty, pet care, clothing, DIY, electronics, etc) sold through all retail outlets selling predominantly food in a given market – This includes the total turnover of hypermarkets and Cash & Carry stores – This is a consistent definition applied to all markets. Store definitions • Hypermarket (9,6% market share in Norway) is a retail store selling a variety of goods in different categories, operating mainly in self-service, with the sales area exceeding 2,500 m². Food accounts for less than half of the total area but the focus of sales is on groceries. A hypermarket can be located in or near city centres, in a shopping centre or in other areas with good traffic access. • Supermarket is a mainly self-service-oriented grocery store focusing on food, with at least 400 m² sales area and food accounting for over half of the sales area. In the practical statistics of the sector, the supermarket stores are divided into the large ones (19,7% market share in Norway) with over 1,000 m² and small (50,7% market share in Norway) with 400– 1,000 m² convenience stores. • Large self-service shops are grocery stores of 200–399 m² while the small stores in this category have 100–199 m² (19,7% market share in Norway). The term “corner shop” or “neighbourhood store” often refers to self-service stores. This group also includes the discount stores . Norwegian retail • Norway’s grocery retail market is worth €13,9 billion in 2007 and grew 5,9% compared to the previous year. • In 2007 consumer prices went up 2.5%. • Market dominated by Coop Norge AS, ICA Norge AS, Norgesgruppen and Reitangruppen. • The four leading players hold a combined market share of over 90%. They also dominate grocery sales through gas stations and kiosks. • Lidl entered the Norwegian market in 2004. Retailers responded by opening new discount stores and developing their own low-priced private label. But as of June 2008, the activities (50 stores) of Lidl have been taken over by Reitangruppen. Norwegian retail • The dominant retail chains are involved in grocery trade in other Nordic countries as well, either through mergers or cooperative agreements. • Compared to other Nordic countries, the discount sector has a high presence in Norway, mostly due to high domestic prices. Retail sector Major players Sales M€ per group market share in % Total sales / group 7 000 39.2% 6 000 5 000 23.8% 4 000 17.5% 17.3% 3 000 2 000 1 000 0 Norgesgruppen Coop Norge ICA Norge Rema 1000 Norge Major players in Norway 2007 Market share Turnover (million €) • Norgesgruppen 39,2% € 5 801 • Coop Norge AS 23,8% € 3 526 • ICA Norge AS 17,5% € 2 591 • Rema 1000 Norge AS 17,3% € 2 553 500 450 Coop Norge 400 350 368 300 250 Turnover M€ 2007 200 314 150 100 ICA Norge 50 0 145 Marked 23 263 Prix (incl Extra) Norgesgruppen Obs! 275 Mega 25 79 420 ICA Maxi 118 465 ICA Supermarked 326 Rimi 140 ICA Naer Reitangruppen Service - Mat/Livi 180 Meny 409 Kiwi Spar Bunnpris 13 Joker Ultra/Center Eurospar Other Rema 1000 Coop Norge AS • Coop was founded in 1906 as a joint organisation of the Norwegian Co- operative Union and Wholesale Society.
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