Retail in Norway - Research and Markets

Inflationary pressures have led to stronger price competition in Norway’s retail landscape. Food price increases have been a notable issue for grocery retailers resulting in intense competition between supermarkets and discounters. Players have come under pressure to put a heavier emphasis on pricing strategy, with price increases throughout the year. One of the key winners in retail has been Normal, with its low-price strategy that enables it to compete on price with leading discounters.

The Retail in Norway report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

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RETAIL IN NORWAY

EXECUTIVE SUMMARY

Retail in 2023: The big picture
Smaller affordable purchases are a high priority for shoppers
Home investments slowdown in the post-pandemic era
What next for retail?

OPERATING ENVIRONMENT

Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Black Friday
Christmas
New Year
Back to School

MARKET DATA

Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

CONVENIENCE RETAILERS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Competitive stakes intensify as inflation remains high
Joker is unable to pull back its leading position against Bunnpris
Convenience retailers adapt product selection in difficult economic climate

PROSPECTS AND OPPORTUNITIES

Convenience retailing to come under further pressure
Leading players to innovate with self-service and 24/7 stores
Blurring of the distinction between discounters and convenience stores

CHANNEL DATA

Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

DISCOUNTERS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Discounters perform well in cut-throat business climate
Price wars escalate among grocery retailers
New mobile apps offer convenient payment solutions

PROSPECTS AND OPPORTUNITIES

Discounters to prosper as consumers’ budgets remain under pressure
Innovation is essential to compete against supermarkets
Discounters to utilise new technologies to build customer loyalty

CHANNEL DATA

Table 65 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Discounters GBO Company Shares: % Value 2019-2023
Table 68 Discounters GBN Brand Shares: % Value 2020-2023
Table 69 Discounters LBN Brand Shares: Outlets 2020-2023
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HYPERMARKETS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Stable sales performance for hypermarkets
Hypermarkets retain appeal as cross-border shopping falls
Coop Obs embraces innovation to secure its foothold in Norway’s retail landscape

PROSPECTS AND OPPORTUNITIES

Solid performance expected in hypermarkets
Stronger competition from indirect competitors as retail formats blend

CHANNEL DATA

Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SUPERMARKETS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Supermarkets perform well as price competition intensifies
Price guarantees are used to reassure supermarket customers
Supermarket chain Meny creates new centralised store to build e-commerce business

PROSPECTS AND OPPORTUNITIES

Supermarkets to deploy new digital solutions
Food costs to remain top of mind for Norwegians
The issue of product selection is to come into focus

CHANNEL DATA

Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Supermarkets GBO Company Shares: % Value 2019-2023
Table 82 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 83 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SMALL LOCAL GROCERS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Constant value sales remain above pre-pandemic levels
Den Norske Isbilen widens product selection
Strong competition from supermarkets and discounters

PROSPECTS AND OPPORTUNITIES

Declining sales as consumers are drawn to large grocery retailers
Small vendors rely on a differentiated product selection
Self-service and 24-hour outlets could prove successful

CHANNEL DATA

Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 89 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPAREL AND FOOTWEAR SPECIALISTS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Apparel and footwear under pressure in fragile economy
Sales driven by promotional deals and affordable brands
Closures in high-streets and downtown areas

PROSPECTS AND OPPORTUNITIES

Slowdown in sales for apparel and footwear specialists
Returns fees may bring shoppers back in-store
Profitability to come under further pressure

CHANNEL DATA

Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPLIANCES AND ELECTRONICS SPECIALISTS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Demand weakens for appliances and electronics retailers
Netonnet enjoys success with omnichannel strategy
Live-shopping events are a powerful marketing tool

PROSPECTS AND OPPORTUNITIES

Slow value growth expected in forecast period
Omnichannel strategies of greater importance for players
Services will be added to boost profits

CHANNEL DATA

Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HEALTH AND BEAUTY SPECIALISTS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Normal wins over consumers facing cost of living crisis
Pharmacies strengthen position with wider range of products and services
Premium beauty retailers gain appeal

PROSPECTS AND OPPORTUNITIES

Innovation is likely in optical goods stores
H&M Beauty’s flagship store aims to raise the bar in beauty specialists
Boots Apotek invests in new retail concept

CHANNEL DATA

Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

HOME PRODUCTS SPECIALISTS IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Home improvement and homeware retailers face a difficult trading period
Pet shops and superstores enjoy robust performance
IKEA adds new services to its retail proposition

PROSPECTS AND OPPORTUNITIES

Musti to build on its leading position in pet shops and superstores
Services add-ons may prove attractive to home improvement stores
Growth across all channels, driven by pet shops and superstores

CHANNEL DATA

Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 120 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 122 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 123 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

GENERAL MERCHANDISE STORES IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Variety store sales pick up amid outlet expansion
Some players struggle as costs rise and competition intensifies
Seasonal and cleaning products are key products for variety stores

PROSPECTS AND OPPORTUNITIES

Stable growth prospects as economy improves
Growing competition from e-commerce and Normal
Marginal outlet growth is anticipated

DIRECT SELLING IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Direct selling remains popular post-pandemic
Consumer health direct selling maintains its lead
Eqology benefits from its size and product range

PROSPECTS AND OPPORTUNITIES

Growth set to be maintained, but some small players likely to disappear
E-commerce to further blur the boundary between the two channels
Health trend will continue driving sales via direct selling

CHANNEL DATA

Table 129 Direct Selling by Product: Value 2018-2023
Table 130 Direct Selling by Product: % Value Growth 2018-2023
Table 131 Direct Selling GBO Company Shares: % Value 2019-2023
Table 132 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 133 Direct Selling Forecasts by Product: Value 2023-2028
Table 134 Direct Selling Forecasts by Product: % Value Growth 2023-2028

VENDING IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Vending enjoys strong growth in constant value terms
Operators stick to traditional products
Limitations and challenges for vending

PROSPECTS AND OPPORTUNITIES

Continued growth, although the product range is unlikely to expand
Vending could capitalise on potential to widen offering in rural areas
Selecta and Coca-Cola will continue to lead the fragmented channel

CHANNEL DATA

Table 135 Vending by Product: Value 2018-2023
Table 136 Vending by Product: % Value Growth 2018-2023
Table 137 Vending GBO Company Shares: % Value 2019-2023
Table 138 Vending GBN Brand Shares: % Value 2020-2023
Table 139 Vending Forecasts by Product: Value 2023-2028
Table 140 Vending Forecasts by Product: % Value Growth 2023-2028

RETAIL E-COMMERCE IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Robust growth for e-commerce shows consumers’ reliance on this channel
Fragmented retail e-commerce landscape
Pharmacy retailers push into e-commerce territory

PROSPECTS AND OPPORTUNITIES

Omnichannel approach is deemed critical for retail in the years ahead
Live-shopping events to go mainstream
Customer expectations to rise in the search for a better deal

CHANNEL DATA

Table 141 Retail E-Commerce by Channel: Value 2017-2022
Table 142 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 143 Retail E-Commerce by Product: Value 2017-2022
Table 144 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 145 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 146 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 147 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 148 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 149 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 150 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

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