Summary

After seeing two years of current value growth in 2020 and 2021 due to the pandemic, decline was seen in 2022. Grocery retailers saw one of the strongest increases in sales in 2020, due to more time spent at home and thus higher food consumption at home. It therefore suffered a strong decline in 2022, as consumers’ lives saw a large degree of normalisation, and people returned to eating outside the home and travelling abroad. Nevertheless, value sales were still far above the 2019 level. However...

Euromonitor International's 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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Table of Contents

Retail in Norway
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN NORWAY
EXECUTIVE SUMMARY
Retail in 2022: The big picture
E-commerce sees its first ever decline, after two exceptional years
Moves towards sustainability and attempts to reduce waste
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Black Friday
Christmas
New Year
Back to School
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Move to electric cars negatively impacts forecourt retailers
Size of convenience stores affects performance
Leaders Joker and Bunnpris both see their sales decline as the pandemic eases
PROSPECTS AND OPPORTUNITIES
Minimal current value growth as some consumer habits have permanently changed
Blurring of the distinction between discounters and convenience stores
Continued struggle for forecourt retailers to achieve growth
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Normalisation after the pandemic leads to decline for discounters
Discounters have to continue to offer discounts to retain customers
Discounters completely dominated by two players
PROSPECTS AND OPPORTUNITIES
Return to growth as consumers seek low prices
Actions being taken by players to drive growth
Threat from e-commerce expected to be minimal
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hypermarkets performs better than all other grocery retailers in 2022
Non-grocery products are important to attract consumers, but face competition
E-commerce is mainly limited to click-and-collect rather than delivery
PROSPECTS AND OPPORTUNITIES
Stable competitive environment, but growth set to continue
Competition from non-grocery retailers expected to continue
No further e-commerce development expected from Coop Obs
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Despite slight value decline, supermarkets makes inroads within grocery retailers
Fighting waste is an important strategy and interests consumers
Increasing outlet saturation leads players to focus on in-store services
PROSPECTS AND OPPORTUNITIES
Supermarkets set to further narrow the gap with discounters
Store-based sales still account for the majority of overall sales
No new real challengers expected in the forecast period
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Decline due to normalisation after pandemic, but sales remain above 2019 level
Competition from supermarkets remains a hindrance to development
Limited opportunities, although some ethnic retailers in Oslo
PROSPECTS AND OPPORTUNITIES
Continued growth, although other grocery retailers will limit the opportunities
E-commerce unlikely to be an option for most small local grocers
Moderate growth due to few opportunities
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 89 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Despite two years of growth, sales are unable to return to the pre-pandemic level
E-commerce a mixed blessing for apparel and footwear specialists
Players have to carry out outlet rationalisation and find ways to maintain profitability
PROSPECTS AND OPPORTUNITIES
Limited growth, but store-based retailers will maintain some advantages
Sustainability trend will be both a threat and an opportunity
Continued decline in outlet numbers expected
CHANNEL DATA
Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
High level of sales is maintained even as the pandemic eases
Players in the channel generally also have a presence in e-commerce
Top players maintain their dominance, with Elkjøp continuing to lead
PROSPECTS AND OPPORTUNITIES
Slow growth expected, although threat from Amazon could emerge
Little difference in online and offline growth rates
Hypermarkets unlikely to pose much of a challenge
CHANNEL DATA
Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pharmacies increases its share of overall sales of health and beauty specialists
Entry of Normal rocks the competitive landscape in health and personal care stores
Beauty specialists and optical goods stores also maintain growth
PROSPECTS AND OPPORTUNITIES
Competition from e-commerce set to threaten growth in beauty specialists
Pharmacies set to continue to expand its sales
Dynamic growth set to continue for health and personal care stores
CHANNEL DATA
Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales dragged down by home improvement and gardening stores
Improvements in services to attract customers
Normalisation after the pandemic leads to a slight move back from online to offline
PROSPECTS AND OPPORTUNITIES
Growth across all channels, driven by pet shops and superstores
Differentiating from the competition is important
Players likely to operate an omnichannel retail strategy
CHANNEL DATA
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 120 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 122 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 123 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth continues in 2022, even after exceptional growth at the start of the pandemic
Flying Tiger Copenhagen struggles despite the solid overall performance
Closures and refurbishments help return Nille to growth
PROSPECTS AND OPPORTUNITIES
Continued growth due to seasonal products, wide product range, and low prices
Lack of competition from e-commerce and other channels will help maintain growth
More cautious approach to outlet opening
CHANNEL DATA
Table 151 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 152 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 153 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 154 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 155 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 156 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 157 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 158 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 159 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 160 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 161 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
The pandemic boosts the use of digital tools and revives direct selling
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
Rise of e-commerce further blurs the boundary between the two channels
Health trend will continue driving sales via direct selling
CHANNEL DATA
Table 129 Direct Selling by Product: Value 2017-2022
Table 130 Direct Selling by Product: % Value Growth 2017-2022
Table 131 Direct Selling GBO Company Shares: % Value 2018-2022
Table 132 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 133 Direct Selling Forecasts by Product: Value 2022-2027
Table 134 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vending recovers to the pre-pandemic level of sales as mobility resumes
Limitations and challenges for vending
Healthy products not necessarily appreciated by the vending customer base
PROSPECTS AND OPPORTUNITIES
Continued growth, although the product range is unlikely to expand
Innovation and increased usage of public transport unlikely to have a major impact
Selecta and Coca-Cola will continue to lead the fragmented channel
CHANNEL DATA
Table 135 Vending by Product: Value 2017-2022
Table 136 Vending by Product: % Value Growth 2017-2022
Table 137 Vending GBO Company Shares: % Value 2018-2022
Table 138 Vending GBN Brand Shares: % Value 2019-2022
Table 139 Vending Forecasts by Product: Value 2022-2027
Table 140 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Although decline is inevitably seen, sales remain far higher than pre-COVID-19
More older consumers move towards e-commerce, valuing home delivery
Most players offer e-commerce, but not all
PROSPECTS AND OPPORTUNITIES
Dynamic growth set to resume as most players favour omnichannel retailing
Removal of tax-free limit actually likely to boost sales for foreign e-commerce players
Competition from Amazon will be a threat despite no direct presence
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