Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type;
Consumer foodservice by type and chained/independent
Executive summary
Positive development of consumer foodservice continues in 2005
Consumer foodservice in Norway continued to develop positively in 2005,
showing stable growth in current value sales, transactions and outlet numbers.
Cafés/bars benefited from the rising popularity of specialist coffee shops
outlets, driven by the ongoing emergence of a café culture in Norway. Fast
food meanwhile was buoyed by the strong performance of burger fast food, which
was largely driven by the increasing popularity and successful marketing
campaigns of world-famous chains like McDonald' s and Burger King. Bakery
products fast food also performed well, thanks to its healthy positioning.
Finally, convenience stores fast food also developed impressively as leading
convenience stores players continued to invest heavily in their foodservice
operations.
Consumer foodservice players respond to evolving breakfast and lunch trends
As Norwegians spent an increasing amount of money on eating out during the
review period, consumer foodservice operators sought to make their outlets
more attractive throughout the day. Hence menus were adjusted to appeal to the
tastes of consumers from early in the morning until late at night. Stiff
competition in convenience stores fast food prompted operators to introduce a
wide variety of breakfast items and various special offers. Statoil' s
Breakfast Club campaign, for example, offered unlimited coffee throughout the
year for just NKr99. Over the forecast period, Statoil plans to offer separate
lunch and dinner menus to attract consumers to its outlets at all times of the
day. The review period also saw full-service restaurants operators try to make
their outlets more appealing during the daytime by introducing lunch menus
and/or special discount offers.
VAT on consumer foodservice transactions rises in 2006
In 2006, the general rate of VAT on goods and services (including consumer
foodservice transactions) in Norway rose from 24% to 25%. VAT on takeaway food
items also rose, from 11% to 13%. Because of the high prices charged for
eating in at many consumer foodservice outlets, takeaway services are very
popular in Norway. The majority of full service restaurants and cafés/bars
outlets offer takeaway menus. Even those that do not offer official takeaway
menus will generally allow consumers to purchase food and drink items in-store
and then take them home in special disposable containers.
Emergence of a ' café culture' is most evident in cafés/bars and fast food
Per capita coffee consumption in Norway is comparatively high. In 2005, the
average Norwegian consumed over 9kg of raw coffee per year, which translates
into about three cups per day. However, whereas filtered coffee made at home,
at the office or in consumer foodservice outlets was once the most commonly
consumed type, during the review period continental influences saw café au
lait, café latte, café macchiato, café corretto, flavoured coffee and iced
coffee become increasingly popular in Norway. In 2005, the emergence of a
continental-style café culture was not only observed in the cafés/bars sector,
but also in fast food, particularly convenience stores fast food. McDonald' s
was quick to recognise the potential of this trend, introducing a special
' Golden Menu' for coffee and coffee-based drinks in its outlets. Full-service
restaurants outlets lagged behind in this respect, as most continued to
concentrate mainly on food rather than drink.
International cuisine proves increasingly popular with Norwegian consumers
Thanks in part to the relatively high rate of immigration in the country,
international cuisine continued to gain popularity in Norway in 2005. This
trend was also due to the fact that Norwegians frequently travelled abroad
during the review period, with many taking holidays to Asian countries in
particular. Interestingly, foreign cuisine was not only prominent in
international full-service restaurants and fast food outlets in 2005; many
local consumer foodservice operators integrated ethnic dishes into their
menus. This was particularly true of convenience stores fast food outlets.
International (especially Asian) influences were even obvious in standard
pizza and pasta dishes. In 2005, for example, an increasing number of consumer
foodservice outlets in Norway offered items such as Thai pizza or Tandori
pasta on their menus.
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