2 | Market structure, trends
and developments
Norwegian breweries produced over 2.4 million hectolitres
of beer in 2010 thanks to seven brewing companies in
Norway having eleven breweries, and to microbreweries.
Due to the high rate of beer taxation in Norway, compared
to other countries, resultant high beer prices lead to cross-
border shopping. These beer purchases account for 14%
of Norwegian beer consumption.
29
As Norwegians are very proud of their country and
local products, consumer preferences make it diffcult
for international beer companies to compete with local
products. Imported beer is mostly available in bottles and
hardly ever on tap.
30
However, all supermarket chains
carry a supply of 10 to 50 international brands and
consumer market research shows that Norwegians are
interested to try more new types of beer. But domestic
standard lager is still the most popular type of beer.
31
Exports
The export fgures for 2010 are not available yet.
The main export market for Norwegian beer is the United
States of America.
Imports
Approximately 12% of the beer sold in Norway is imported.
In 2010 approximately 300,000 hl of beer was imported.
The main import markets are Mexico and Germany.
Consumption patterns
The consumption per capita is increasing slowly from
54 litres in 2007 to 56 litres in 2010. Generally beer
consumption is decreasing from 2.56 million hectolitres
in 2008 to 2.43 million hectolitres in 2010. The beer
market is losing market share to wine and alcopops
(favoured alcoholic beverages, mix drinks or ready to drink
beverages). This is mainly due to the increase in sales
of fruit cider, which is categorized as alcopop.
The majority of beer consumed is purchased in the retail
sector.
Developments in the beer sector
In 2010 the beer tax increased by 6.9% including 1.9%
for the rate of infation.
Hospitality sector
From June 2004 there has been a complete smoking ban
throughout the hospitality sector, which seems to have
had no negative effect on beer consumption. Most bar
and restaurants now have outdoor smoking terraces.
The three most important threats the beer sector will face
in the upcoming years are : higher taxes, more restrictions
on consumer information and restriction on displaying beer
in shops.
29
Oxford Economics, The consequences of the proposed increase in the minimum excise duty rates for beer, 2006.
30
Hosley, N.S., Beer Market in Norway, http ://www.customessaymeister.com/customessays/Business/1630.htm.
31
Euromonitor, Beer in Norway, 2008.
Beer in 2008 Beer in 2009 Beer in 2010
Off-trade sales
79%
75%
75%
On-trade sales
21%
25%
25%
The Contribution made by Beer to the European Economy
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