TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: spreads 2
Summary category level: chocolate spreads 3
Summary category level: honey 4
Summary category level: jams & preserves 5
Summary category level: nut-based spreads 6
Summary category level: savory spreads 7
Chapter 2 Introduction 8
What is this report about? 8
How to use this report 8
Market definition 9
Chapter 3 Market Overview 24
Value analysis (Norwegian Krone), 2003?08 24
Value analysis (Norwegian Krone), 2008?13 25
Value analysis (US dollars), 2003?08 27
Value analysis (US dollars), 2008?13 28
Volume analysis, 2003?08 30
Volume analysis, 2008?13 31
Company and brand share analysis 33
Distribution analysis 36
Expenditure and consumption per capita 38
Chapter 4 Leading Company Profiles 42
Orkla ASA 42
Nestle S.A. 44
Chapter 5 Category Analysis: Chocolate spreads 47
Value analysis (Norwegian Krone), 2003?08 47
Value analysis (Norwegian Krone), 2008?13 48
Value analysis (US dollars), 2003?08 49
Value analysis (US dollars), 2008?13 49
Volume analysis, 2003?08 50
Volume analysis, 2008?13 51
Company and brand share analysis 52
Distribution analysis 55
Expenditure and consumption per capita 57
Chapter 6 Category Analysis: Honey 60
Value analysis (Norwegian Krone), 2003?08 60
Value analysis (Norwegian Krone), 2008?13 61
Value analysis (US dollars), 2003?08 62
Value analysis (US dollars), 2008?13 62
Volume analysis, 2003?08 63
Volume analysis, 2008?13 64
Company and brand share analysis 65
Distribution analysis 67
Expenditure and consumption per capita 69
Chapter 7 Category Analysis: Jams & preserves 72
Value analysis (Norwegian Krone), 2003?08 72
Value analysis (Norwegian Krone), 2008?13 73
Value analysis (US dollars), 2003?08 75
Value analysis (US dollars), 2008?13 75
Volume analysis, 2003?08 77
Volume analysis, 2008?13 78
Company and brand share analysis 80
Distribution analysis 82
Expenditure and consumption per capita 84
Chapter 8 Category Analysis: Nut-based spreads 87
Value analysis (Norwegian Krone), 2003?08 87
Value analysis (Norwegian Krone), 2008?13 88
Value analysis (US dollars), 2003?08 89
Value analysis (US dollars), 2008?13 89
Volume analysis, 2003?08 90
Volume analysis, 2008?13 91
Company and brand share analysis 92
Distribution analysis 94
Expenditure and consumption per capita 96
Chapter 9 Category Analysis: Savory spreads 99
Value analysis (Norwegian Krone), 2003?08 99
Value analysis (Norwegian Krone), 2008?13 100
Value analysis (US dollars), 2003?08 101
Value analysis (US dollars), 2008?13 101
Volume analysis, 2003?08 102
Volume analysis, 2008?13 103
Company and brand share analysis 104
Distribution analysis 106
Expenditure and consumption per capita 108
Chapter 10 Country Comparison 111
Value 111
Volume 115
Market share 119
Chapter 11 PESTLE Analysis 120
Summary 120
Political analysis 121
Economic analysis 124
Social analysis 127
Technological analysis 131
Legal analysis 134
Environmental analysis 137
Chapter 12 New Product Development 140
Product launches over time 140
Recent product launches 142
Chapter 13 Macroeconomic Profile 143
Macroeconomic indicators 143
Chapter 14 Research Methodology 148
Methodology overview 148
Secondary research 149
Market modeling 150
Creating an initial data model 150
Revising the initial data model 150
Creating a final estimate 151
Creating demographic value splits 151
Primary research 151
Data finalization 152
Ongoing research 152
Chapter 15 APPENDIX 153
Future readings 153
How to contact experts in your industry 153
Disclaimer 153
LIST OF FIGURES
Figure 1: Norway spreads value and value forecast, 2003?13 (NOKm, nominal prices) 26
Figure 2: Norway spreads category growth comparison, by value, 2003?13 29
Figure 3: Norway spreads volume and volume forecast, 2003?13 (kg, million) 32
Figure 4: Norway spreads category growth comparison, by volume, 2003?13 32
Figure 5: Norway spreads company share, by value, 2007?08 (%) 34
Figure 6: Norway spreads distribution channels, by value, 2007?08 (%) 37
Figure 7: Norway chocolate spreads value and value forecast, 2003?13 (NOKm, nominal prices) 48
Figure 8: Norway chocolate spreads volume and volume forecast, 2003?13 (kg, million) 51
Figure 9: Norway chocolate spreads company share, by value, 2007?08 (%) 53
Figure 10: Norway chocolate spreads distribution channels, by value, 2007?08 (%) 56
Figure 11: Norway honey value and value forecast, 2003?13 (NOKm, nominal prices) 61
Figure 12: Norway honey volume and volume forecast, 2003?13 (kg, million) 64
Figure 13: Norway honey distribution channels, by value, 2007?08 (%) 68
Figure 14: Norway jams & preserves value and value forecast, 2003?13 (NOKm, nominal prices) 74
Figure 15: Norway jams & preserves category growth comparison, by value, 2003?13 76
Figure 16: Norway jams & preserves volume and volume forecast, 2003?13 (kg, million) 79
Figure 17: Norway jams & preserves category growth comparison, by volume, 2003?13 79
Figure 18: Norway jams & preserves distribution channels, by value, 2007?08 (%) 83
Figure 19: Norway nut-based spreads value and value forecast, 2003?13 (NOKm, nominal prices) 88
Figure 20: Norway nut-based spreads volume and volume forecast, 2003?13 (kg, million) 91
Figure 21: Norway nut-based spreads distribution channels, by value, 2007?08 (%) 95
Figure 22: Norway savory spreads value and value forecast, 2003?13 (NOKm, nominal prices) 100
Figure 23: Norway savory spreads volume and volume forecast, 2003?13 (kg, million) 103
Figure 24: Norway savory spreads distribution channels, by value, 2007?08 (%) 107
Figure 25: Global spreads market split (value terms, 2008), top five countries 112
Figure 26: Global spreads market value, 2003–08, top five countries 114
Figure 27: Global spreads market split (volume terms, 2008), top five countries 116
Figure 28: Global spreads market volume, 2003–08, top five countries 118
Figure 29: Annual data review process 149
LIST OF TABLES
Table 1: Spreads category definitions 10
Table 2: Spreads distribution channels 11
Table 3: Norway spreads value, 2003?08 (NOKm, nominal prices) 24
Table 4: Norway spreads value forecast, 2008?13 (NOKm, nominal prices) 25
Table 5: Norway spreads value, 2003?08 ($m, nominal prices) 27
Table 6: Norway spreads value forecast, 2008?13 ($m, nominal prices) 28
Table 7: Norway spreads volume, 2003?08 (kg, million) 30
Table 8: Norway spreads volume forecast, 2008?13 (kg, million) 31
Table 9: Norway spreads brand share, by value, 2007?08 (%) 33
Table 10: Norway spreads value, by brand 2007?08 (NOKm, nominal prices) 33
Table 11: Norway spreads company share by value, 2007?08 (%) 35
Table 12: Norway spreads value, by company, 2007?08 (NOKm, nominal prices) 35
Table 13: Norway spreads distribution channels, by value, 2007?08 (%) 36
Table 14: Norway spreads value, by distribution channel, 2007?08 (NOKm, nominal prices) 36
Table 15: Norway spreads expenditure per capita, 2003?08 (NOK, nominal prices) 38
Table 16: Norway spreads forecast expenditure per capita, 2008?13 (NOK, nominal prices) 39
Table 17: Norway spreads expenditure per capita, 2003?08 ($, nominal prices) 39
Table 18: Norway spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 40
Table 19: Norway spreads consumption per capita, 2003?08 (kg) 40
Table 20: Norway spreads forecast consumption per capita, 2008?13 (kg) 41
Table 21: Orkla ASA key facts 42
Table 22: Nestle S.A. key facts 44
Table 23: Norway chocolate spreads value, 2003?08 (NOKm, nominal prices) 47
Table 24: Norway chocolate spreads value forecast, 2008?13 (NOKm, nominal prices) 48
Table 25: Norway chocolate spreads value, 2003?08 ($m, nominal prices) 49
Table 26: Norway chocolate spreads value forecast, 2008?13 ($m, nominal prices) 49
Table 27: Norway chocolate spreads volume, 2003?08 (kg, million) 50
Table 28: Norway chocolate spreads volume forecast, 2008?13 (kg, million) 51
Table 29: Norway chocolate spreads brand share, by value, 2007?08 (%) 52
Table 30: Norway chocolate spreads value, by brand 2007?08 (NOKm, nominal prices) 52
Table 31: Norway chocolate spreads company share by value, 2007?08 (%) 54
Table 32: Norway chocolate spreads value, by company, 2007?08 (NOKm, nominal prices) 54
Table 33: Norway chocolate spreads distribution channels, by value, 2007?08 (%) 55
Table 34: Norway chocolate spreads value, by distribution channel, 2007?08 (NOKm, nominal prices) 55
Table 35: Norway chocolate spreads expenditure per capita, 2003?08 (NOK, nominal prices) 57
Table 36: Norway chocolate spreads forecast expenditure per capita, 2008?13 (NOK, nominal prices) 57
Table 37: Norway chocolate spreads expenditure per capita, 2003?08 ($, nominal prices) 58
Table 38: Norway chocolate spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 58
Table 39: Norway chocolate spreads consumption per capita, 2003?08 (kg) 59
Table 40: Norway chocolate spreads forecast consumption per capita, 2008?13 (kg) 59
Table 41: Norway honey value, 2003?08 (NOKm, nominal prices) 60
Table 42: Norway honey value forecast, 2008?13 (NOKm, nominal prices) 61
Table 43: Norway honey value, 2003?08 ($m, nominal prices) 62
Table 44: Norway honey value forecast, 2008?13 ($m, nominal prices) 62
Table 45: Norway honey volume, 2003?08 (kg, million) 63
Table 46: Norway honey volume forecast, 2008?13 (kg, million) 64
Table 47: Norway honey brand share, by value, 2007?08 (%) 65
Table 48: Norway honey value, by brand 2007?08 (NOKm, nominal prices) 65
Table 49: Norway honey company share by value, 2007?08 (%) 66
Table 50: Norway honey value, by company, 2007?08 (NOKm, nominal prices) 66
Table 51: Norway honey distribution channels, by value, 2007?08 (%) 67
Table 52: Norway honey value, by distribution channel, 2007?08 (NOKm, nominal prices) 67
Table 53: Norway honey expenditure per capita, 2003?08 (NOK, nominal prices) 69
Table 54: Norway honey forecast expenditure per capita, 2008?13 (NOK, nominal prices) 69
Table 55: Norway honey expenditure per capita, 2003?08 ($, nominal prices) 70
Table 56: Norway honey forecast expenditure per capita, 2008?13 ($, nominal prices) 70
Table 57: Norway honey consumption per capita, 2003?08 (kg) 71
Table 58: Norway honey forecast consumption per capita, 2008?13 (kg) 71
Table 59: Norway jams & preserves value, 2003?08 (NOKm, nominal prices) 72
Table 60: Norway jams & preserves value forecast, 2008?13 (NOKm, nominal prices) 73
Table 61: Norway jams & preserves value, 2003?08 ($m, nominal prices) 75
Table 62: Norway jams & preserves value forecast, 2008?13 ($m, nominal prices) 75
Table 63: Norway jams & preserves volume, 2003?08 (kg, million) 77
Table 64: Norway jams & preserves volume forecast, 2008?13 (kg, million) 78
Table 65: Norway jams & preserves brand share, by value, 2007?08 (%) 80
Table 66: Norway jams & preserves value, by brand 2007?08 (NOKm, nominal prices) 80
Table 67: Norway jams & preserves company share by value, 2007?08 (%) 81
Table 68: Norway jams & preserves value, by company, 2007?08 (NOKm, nominal prices) 81
Table 69: Norway jams & preserves distribution channels, by value, 2007?08 (%) 82
Table 70: Norway jams & preserves value, by distribution channel, 2007?08 (NOKm, nominal prices) 82
Table 71: Norway jams & preserves expenditure per capita, 2003?08 (NOK, nominal prices) 84
Table 72: Norway jams & preserves forecast expenditure per capita, 2008?13 (NOK, nominal prices) 84
Table 73: Norway jams & preserves expenditure per capita, 2003?08 ($, nominal prices) 85
Table 74: Norway jams & preserves forecast expenditure per capita, 2008?13 ($, nominal prices) 85
Table 75: Norway jams & preserves consumption per capita, 2003?08 (kg) 86
Table 76: Norway jams & preserves forecast consumption per capita, 2008?13 (kg) 86
Table 77: Norway nut-based spreads value, 2003?08 (NOKm, nominal prices) 87
Table 78: Norway nut-based spreads value forecast, 2008?13 (NOKm, nominal prices) 88
Table 79: Norway nut-based spreads value, 2003?08 ($m, nominal prices) 89
Table 80: Norway nut-based spreads value forecast, 2008?13 ($m, nominal prices) 89
Table 81: Norway nut-based spreads volume, 2003?08 (kg, million) 90
Table 82: Norway nut-based spreads volume forecast, 2008?13 (kg, million) 91
Table 83: Norway nut-based spreads brand share, by value, 2007?08 (%) 92
Table 84: Norway nut-based spreads value, by brand 2007?08 (NOKm, nominal prices) 92
Table 85: Norway nut-based spreads company share by value, 2007?08 (%) 93
Table 86: Norway nut-based spreads value, by company, 2007?08 (NOKm, nominal prices) 93
Table 87: Norway nut-based spreads distribution channels, by value, 2007?08 (%) 94
Table 88: Norway nut-based spreads value, by distribution channel, 2007?08 (NOKm, nominal prices) 94
Table 89: Norway nut-based spreads expenditure per capita, 2003?08 (NOK, nominal prices) 96
Table 90: Norway nut-based spreads forecast expenditure per capita, 2008?13 (NOK, nominal prices) 96
Table 91: Norway nut-based spreads expenditure per capita, 2003?08 ($, nominal prices) 97
Table 92: Norway nut-based spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 97
Table 93: Norway nut-based spreads consumption per capita, 2003?08 (kg) 98
Table 94: Norway nut-based spreads forecast consumption per capita, 2008?13 (kg) 98
Table 95: Norway savory spreads value, 2003?08 (NOKm, nominal prices) 99
Table 96: Norway savory spreads value forecast, 2008?13 (NOKm, nominal prices) 100
Table 97: Norway savory spreads value, 2003?08 ($m, nominal prices) 101
Table 98: Norway savory spreads value forecast, 2008?13 ($m, nominal prices) 101
Table 99: Norway savory spreads volume, 2003?08 (kg, million) 102
Table 100: Norway savory spreads volume forecast, 2008?13 (kg, million) 103
Table 101: Norway savory spreads brand share, by value, 2007?08 (%) 104
Table 102: Norway savory spreads value, by brand 2007?08 (NOKm, nominal prices) 104
Table 103: Norway savory spreads company share by value, 2007?08 (%) 105
Table 104: Norway savory spreads value, by company, 2007?08 (NOKm, nominal prices) 105
Table 105: Norway savory spreads distribution channels, by value, 2007?08 (%) 106
Table 106: Norway savory spreads value, by distribution channel, 2007?08 (NOKm, nominal prices) 106
Table 107: Norway savory spreads expenditure per capita, 2003?08 (NOK, nominal prices) 108
Table 108: Norway savory spreads forecast expenditure per capita, 2008?13 (NOK, nominal prices) 108
Table 109: Norway savory spreads expenditure per capita, 2003?08 ($, nominal prices) 109
Table 110: Norway savory spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 109
Table 111: Norway savory spreads consumption per capita, 2003?08 (kg) 110
Table 112: Norway savory spreads forecast consumption per capita, 2008?13 (kg) 110
Table 113: Global spreads market value, 2008 111
Table 114: Global spreads market split (value terms ($m), 2008), top five countries 114
Table 115: Global spreads market volume, 2008 115
Table 116: Global spreads market split (volume terms, 2008), top five countries 118
Table 117: Leading players, top five countries 119
Table 118: Analysis of Norway’s political landscape 121
Table 119: Analysis of Norway’s economic landscape 124
Table 120: Analysis of Norway’s social landscape 127
Table 121: Analysis of Norway’s technology landscape 131
Table 122: Number of patents registered by country 133
Table 123: Analysis of Norway’s legal landscape 134
Table 124: Analysis of Norway’s environmental landscape 137
Table 125: Norway spreads new product launches reports, by company, 2008 140
Table 126: Norway spreads new product launches SKUs, by company, 2008 140
Table 127: Norway spreads new product launches (reports), by flavor and fragrances, 2008 141
Table 128: Norway spreads new product launches (reports), by ingredients, 2008 141
Table 129: Norway spreads new product launches (reports), by package tags or claims, 2008 142
Table 130: Norway spreads new product launches (reports) - Recent launches (2008) 142
Table 131: Norway population, by age group, 2003?08 (millions) 143
Table 132: Norway population forecast, by age group, 2008?13 (millions) 144
Table 133: Norway population, by gender, 2003?08 (millions) 144
Table 134: Norway population forecast, by gender, 2008?13 (millions) 145
Table 135: Norway nominal GDP, 2003?08 (NOKbn, nominal prices) 145
Table 136: Norway nominal GDP forecast, 2008?13 (NOKbn, nominal prices) 145
Table 137: Norway real GDP, 2003?08 (NOKbn, 2000 prices) 146
Table 138: Norway real GDP forecast, 2008?13 (NOKbn, 2000 prices) 146
Table 139: Norway real GDP, 2003?08 ($bn, 2000 prices) 146
Table 140: Norway real GDP forecast, 2008?13 ($bn, 2000 prices) 147
Table 141: Norway consumer price index, 2003?08 (2000=100) 147
Table 142: Norway consumer price index, 2008?13 (2000=100) 147
