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De Voedingsdistributie in Noorwegen DE VOEDINGSDISTRIBUTIE IN NOORWEGEN FLANDERS INVESTMENT & TRADE MARKTSTUDIE De voedingsdistributie in Noorwegen Flanders Investment & Trade Oslo c/o Embassy of Belgium Munkedamsveien 53B, Postboks 4012 AMB, N-0244 Oslo, Norway T: +47 22 12 83 00 | [email protected] De voedingsdistributie in Noorwegen| FIT Oslo, Noorwegen 2018 1 Inhoud 1. Marktbeschrijving ............................................................................................................................ 3 Marktsituatie ....................................................................................................................................3 Sleutelgegevens ................................................................................................................................4 Statistieken .......................................................................................................................................5 2. Markttoegang .................................................................................................................................. 9 Winkelketens (supermarkten, superettes en discountzaken) ..........................................................9 Benzinestations en kiosken (KBS – ‘Kiosk, Besinstasjon og Service’) ............................................ 11 3. Potentiële producten ..................................................................................................................... 14 4. Organisaties ................................................................................................................................... 15 5. Informatie ‘Smak’-beurs ................................................................................................................ 17 6. Voorstelling van de grootste distributiegroepen in Noorwegen ................................................... 18 NorgesGruppen ASA ...................................................................................................................... 18 Coop Norge AS ............................................................................................................................... 24 Rema 1000 Norge AS ..................................................................................................................... 27 Bunnpris ASA ................................................................................................................................. 32 Snarkjøp ......................................................................................................................................... 33 Iceland Mat .................................................................................................................................... 33 7. Interesseorganisaties ..................................................................................................................... 34 8. Informatiekantoren ....................................................................................................................... 36 9. Vakbladen/kranten voor de voedingssector ................................................................................. 38 10. Informatiebronnen ........................................................................................................................ 41 De voedingsdistributie in Noorwegen| FIT Oslo, Noorwegen 2018 2 1. Marktbeschrijving Marktsituatie Noorwegen is geen lid van de EU maar behoort wel sinds januari 1994 tot de Europese Economische Ruimte (EER). Het EER-Verdrag is van belang voor de betrekkingen tussen Noorwegen, IJsland en Liechtenstein enerzijds, en de lidstaten van de EU anderzijds. Door de EER-overeenkomst is de invoer van industriële goederen verregaand geliberaliseerd, met uitzondering van de landbouwgoederen waar Noorwegen nog steeds vrij afschermend optreedt. Hoge invoertarieven, quota’s, sterke documentatie en controle verhinderen de concurrentie met binnenlandse producten. Volgens cijfers van het centraal bureau voor de statistiek (Statistisk senralbyrå) werd er in 2017 in total voor 43,379 miljard Nok1 (4,5 miljard Euro) aan voedingswaren geïmporteerd. Vergeleken met 2016 steeg de import met 0,193 miljard Nok, oftewel 0,45%. (Bron: www.ssb.no/utenriksokonomi/statistikker/muh) Ongeveer de helft van de invoer van landbouwproducten in Noorwegen bestaat uit consumentgerichte producten met hoge waarde. Het meeste komt uit tuinbouw en tropische productgroepen zoals vers en exotisch fruit en groenten, gedroogde eetbare noten, vruchten- en groentesappen, verse groenten, snacks, chocolade en chocoladeproducten, wijnen, bieren, dierenvoeding, levende planten, snijbloemen en planten. Het verbruik van ecologische en biologische producten ligt in Noorwegen statistisch gezien lager dan in heel wat andere landen. Voor de Noorse consument is het kopen van biologische voedingsmiddelen nog niet zo ingeburgerd als bij de Denen en de Zweden. Bij hen wordt de verkoop van biologische voedingsmiddelen zowel door de regering als door de grootdistributie gestimuleerd. Desondanks ziet men dat de verkoop van biologische waren de laatste 10 jaar gestaag toeneemt. Gedurende de eerste zes maanden van 2018 werd er voor 1,4 miljard kronen aan biologische waren verkocht (2% van de totale verkoop aan verschillende waren), dit was 9% meer dan in dezelfde periode van het jaar voordien. Hierbij gaat het voornamelijk om biologische melk en eieren en baby- en kindervoeding. De verkoop van biologische groenten is enigszins gestagneerd. De verkoop van biologische broodwaren en fruit daalde. (Bron: artikel ‘Øko-andelen har nådd 2 prosent’ in ‘Dagligvarehandelen nr. 30, 2. oktober 2018’) 1 (Nok/euro: 0,10483, 19 september 2018) De voedingsdistributie in Noorwegen| FIT Oslo, Noorwegen 2018 3 Sleutelgegevens • De totale omzet van de retailvoedingsmarkt in Noorwegen bedroeg in 2017, 171,331 miljard Nok (17,961 miljard euro). Dit was een stijging van ongeveer 1,1% t.o.v. het jaar voordien. • In 2017 had Noorwegen 3.843 voedingswinkels en meer dan 2.350 benzinestations en kiosken ten dienste van de Noorse consumenten. Het aantal winkels was in de loop der jaren gedaald, maar neemt sinds 2016 weer toe en hierbij ziet men eveneens een aanzienlijke toename van het aangeboden assortiment. • Tot 2014 controleerden vier grote distributiegroepen de voedingswinkels. In oktober 2014 werd ICA Norge opgekocht door Coop. Zodoende bestaan er sinds 2015 nog maar drie grote distributieketens. Deze ketens zijn ook sterk betrokken bij de verkoop van voedingswaren in benzinestations en kiosken. In 2011 kwam de kleinere keten, Bunnpris ASA, op de Noorse markt. • Bijna elke groep heeft zijn eigen groothandelaar die eveneens de logistiek verzorgt. • Ongeveer 60,7% van de voedingsretail wordt verkocht door supermarktketens, 4,4% door benzinestations en kiosken en 1,4% door speciaalzaken (delicatessenwinkels e.d.). De overige verkoop van voeding gebeurt voornamelijk via de horeca. • De Noorse distributiegroepen zijn ook betrokken bij de voedingshandel in andere Europese landen. • Discountwinkels kennen de laatste jaren een enorme groei dankzij een opgradering van een aantal producten en een uitgebreider assortiment aan verse waren zoals groeten en fruit. De financiële crisis versterkte deze trend. Het aantal discounts steeg van 46,9% in 2005 naar 65,7% in 2017. Hierbij zijn Rema 1000 en Kiwi de grote koplopers. • Door de hoge voedingsprijzen is de grenshandel met buurland Zweden al jaren populair. Gedurende de jaren 2004-2008 lag deze redelijk stabiel rond de 9 miljard kronen, waarna het de volgende jaren een enorme toename kende. In 2016 werd een record van 13,831 miljard Nok (1,45 miljard euro) geregistreerd. In 2017 werd dit record nog eens gebroken met een stijging van 9% naar 15,1 miljard Nok (1,58 miljard euro). Deze groei gaat ten koste van de Noorse voedingsdistributiemarkt. (Bron: www.ssb.no/varehandel-og-tjenesteyting/statistikker/grensehandel). • In september 2004 opende het Duitse Lidl zijn eerste 5 winkels. Eind 2005 had Lidl, na een reeks moeilijkheden met o.a. authorisaties, een 40-tal succesvolle boetieken. Door enorme druk van rivaal discounters zoals Kiwi (NorgesGruppen) en Rema 1000 (Reitangruppen) werden in maart 2008 alle Lidl-winkels overgenomen door Reitangruppen en geconverteerd naar Rema 1000 winkels. Noorwegen is dan ook het eerste land waar Lidl zijn activeiten heeft stopgezet. • Lime minipris was een lokale superette in Noorwegen die werd opgericht in 2012. Deze zeer kleine keten ontstond uit het vroegere ‘Joker’ concept. De superettes probeerden direct samen te werken met leveranciers. In 2015 werd echter de laatste overgebleven Lime minipris failliet verklaard. De voedingsdistributie in Noorwegen| FIT Oslo, Noorwegen 2018 4 Statistieken Marktaandeel ketens 2017 Totale omzet 171,331 miljard NOK Bunnpris Overige 3.8% 0.1% Rema 1000 23.4% NorgesGruppen 43.1% Coop Norge 29.7% Aantal winkels 3920 3899 3900 3880 3860 3843 3840 3814 3820 3806 3800 3780 3760 3740 2014 2015 2016 2017 Ontwikkeling parapluketens 2016-2017 43.1 % 42.3 % 29.7 % 29.4 % 24.4 % 23.4 % 3.9 % 3.8 % NorgesGruppen Coop Norge Rema 1000 Bunnpris 2016 2017 De voedingsdistributie in Noorwegen| FIT Oslo, Noorwegen 2018 5 Aandeel grootste conceptketens 2016-2017 24.4 % 23.4 % 20.8 % 19.9 % 12.6 % 11.5 % 10.9 % 10.6 % 7.2 % 7.0 % 5.4 % 5.3 % 5.3 % 5.2 % 4.3 % 4.1 % 3.9 % 3.8 % 3.7 % 3.7 % 2.2 % 1.9 % 2016 2017 Segment aandeel 2017 65.7 % 21.9 % 7.0 % 5.3 % Superettes Supermarkt Locale superette Hypermarkt 2017 NorgesGruppen Nærbutikken NG andere 0.3% 1.3% Joker 8.7% Spar/Eurospar 16.8%
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