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De Noorse Voedingsdistributie Juli 2020

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De Noorse Voedingsdistributie Juli 2020 DE VOEDINGSINDUSTRIE IN NOORWEGEN FLANDERS INVESTMENT & TRADE MARKTSTUDIE Marktstudie //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// De Noorse voedingsdistributie Juli 2020 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 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] INHOUDSTAFEL 1. Marktbeschrijving ........................................................................................................................................................................... 3 Marktsituatie 3 Sleutelgegevens 4 Statistieken 5 Aantal winkels per regio 8 2. Markttoegang .................................................................................................................................................................................... 9 Winkelketens (supermarkten, superettes en discountzaken) 9 Benzinestations en kiosken (KBS – Kiosk, Besinstasjon & Service) 11 Benzinestations 12 Kiosken 13 3. Potentiële producten ................................................................................................................................................................. 14 4. Organisaties ...................................................................................................................................................................................... 14 5. Informatie ‘Smak’-beurs ............................................................................................................................................................ 16 6. Voorstelling van de grootste distributiegroepen .................................................................................................... 16 NorgesGruppen ASA 16 Winkelketens 19 Coop Norge AS 29 Winkelketens 31 Rema 1000 Norge AS 32 Bunnpris ASA 36 Snarkjøp 37 Iceland Mat 37 7. Interesseorganisaties .................................................................................................................................................................. 37 8. Informatiekantoren .................................................................................................................................................................... 39 9. Vakbladen/kranten ..................................................................................................................................................................... 41 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 zeer verregaand geliberaliseerd, met uitzondering van de landbouwgoederen waar Noorwegen nog steeds vrij afschermend optreedt. Hoge invoertarieven, quota’s, sterke documentatie en controle verhinderen concurrentie met binnenlandse producten. Volgens cijfers van het centraal bureau voor de statistiek (Statistisk senralbyrå) werd er in 2019 in totaal voor 48,660 miljard Nok1 aan voedingswaren geïmporteerd. Vergeleken met 2018 steeg de import met 2,567 miljard Nok, oftewel 5,57%. (Bron: https://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, gesneden bloemen 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. Ondanks dat ziet men echter wel dat de verkoop van biologische waren de laatste jaren toeneemt. Gedurende de eerste zes maanden van 2019 was de groei echter niet zo groot als in dezelfde periode in de voorgaande jaren, ongeveer 2% van de totale verkoop aan verschillende waren was biologisch. Hierbij gaat het voornamelijk om biologische melk, eieren en baby- en kindervoeding. De verkoop van biologische groenten is eveneens enigszins gestagneerd. 1 Wisselkoers via https://www1.oanda.com/currency/converter/ //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// De Noorse voedingsdistributie pagina 3 van 42 SLEUTELGEGEVENS - De totale omzet van de retailvoedingsmarkt in Noorwegen bedroeg in 2019, 178,396 miljard Nok (16,91 miljard euro). Dit was een stijging van maar ongeveer 1,33% t.o.v. het vorige jaar. - In 2019 had Noorwegen 3.848 voedingswinkels en meer dan 2.300 benzinestations en kiosken ten dienste van de Noorse consumenten. Het aantal winkels was in de loop der jaren gedaald, maar nam vanaf 2016 weer enigszins toe, de laatste twee/drie jaar is het aantal winkels min of meer stabiel en hierbij ziet men eveneens dat het aangeboden assortiment hetzelfde blijft. - Tot 2014 controleerden vier grote distributiegroepen de voedingswinkels. In oktober 2014 werd ICA Norge opgekocht door Coop en 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 ook de logistiek verzorgt. - Ongeveer 60,5% van de voedingsretail wordt verkocht door supermarktketens, 4,2% 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 betrokken bij de voedingshandel in andere Europese landen. - Discountwinkels kennen de laatste jaren een enorme groei dankzij een upgrade van een aantal producten en een uitgebreider assortiment aan verse waren zoals groeten en fruit. De financiële crisis verstrekte deze trend. Het aantal discounters is van 46,9% in 2005 naar 67,1% in 2019 gestegen. 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 2017 werd een record van 15,1 miljard Nok geregistreerd, in 2018 en 2019 werd dit record nog eens gebroken met respectievelijk 15,707 miljard Nok en 16,041 miljard Nok. Deze groei gaat ten koste van de Noorse voedingsdistributiemarkt. (Bron: https://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. autorisaties, een 40-tal succesvolle boetieks. 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 activiteiten 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. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 4 van 42 De Noorse voedingsdistributie - De landelijke voedselketen, Snarkjøp, werd opgericht in 2013. De essentie van Snarkjøp is dat de lokale winkeliers in hun eigen winkel kunnen beslissen over prijs, bereik, campagnes, enz.. - In 2018 werden de eerste winkels van Iceland Mat geopend. Deze kleine keten houdt zich voorlopig goed staande tegenover de drie grote distributieketens. STATISTIEKEN Marktaandeel ketens 2019 Totale omzet 178,396 miljard NOK Bunnpris 3,6% Rema 1000 23,2% NorgesGruppe n 43,7% Coop Norge 29,5% Aantal winkels 3847 3848 3840 3814 2016 2017 2018 2019 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// De Noorse voedingsdistributie pagina 5 van 42 Ontwikkeling parapluketens 43,7 % 43,2 % 43,2 29,5 % 29,3 % 29,3 23,7 % 23,2 % 3,7 % 3,6 % NorgesGruppen Coop Norge Rema 1000 Bunnpris 2018 2019 Segment aandeel 2019 67,1 % 21,4 % 6,5 % 5,1 % Superettes Supermarkt Locale superette Hypermarkt 2019 NorgesGruppen Nærbutikken NG andere 0,3% 1,2% Joker 8,4% Spar/Eurospar 16,6% Kiwi 49,8% Meny 23,7% //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 6 van 42 De Noorse voedingsdistributie COOP Coop Marked; Matkroken; 5,2% 1,8% Coop Mega; 12,7% Coop Prix; Extra; 49,8% 13,1% Obs!;
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