Norwegian wine imports witnessed a significant downturn in 2024, reflecting broader shifts in consumer preferences and purchasing behaviors.
According to customs data analyzed by the Interprofessional Wine Association (OIVE), Norway imported wines worth EUR 460 million, a 4.8% decrease compared to 2023. In volume, the country brought in 87 million liters, down by 4.9% from the previous year — amounting to a reduction of EUR 23 million and 4.5 million liters.
Bag-in-Box: A Rare Bright Spot
Amidst this contraction, the Bag-in-Box (BiB) category bucked the trend. Imports of BiB wines rose 6.3% in volume and 2.8% in value, despite a 3.3% drop in average price. BiB wines now represent a substantial share of the market with imports valued at nearly EUR 86 million and volumes exceeding 35 million liters.
Italy leads this category, followed by France and Germany. Spain, although ranking fifth in volume, increased its exports to Norway by 14.2%, indicating growing interest in Spanish BiB offerings.
Bulk Wine Suffers Most
At the other end of the spectrum, bulk wine experienced a severe collapse. Imports fell by 76.5% in value and 78% in volume, bringing the category down to just EUR 2.58 million and 1.4 million liters. Interestingly, the average price of bulk wine rose by 6.7%, likely due to more selective importing. Australia, the U.S., and Italy remain key suppliers. Spain, despite losing volume, saw its share increase to 12.7% by value, continuing a positive trend since 2017.
Bottled and Sparkling Wines Decline
Bottled wine remains the dominant category, accounting for 63% of total value and 47% of volume. However, imports dropped by 3.6% in value and 2.6% in volume, highlighting a steady erosion even among premium categories.
Sparkling wine also posted declines: a 6.9% fall in value and a 2.9% drop in volume. Imports totaled EUR 81 million, with France and Italy maintaining strong positions. Spain, however, lagged, with only a 6.6% share in value and 11.6% in volume.
Supplier Trends: France Leads in Value, Italy in Volume
France remained Norway’s top supplier by value, exporting EUR 177 million worth of wine, down 3.7% from 2023. Italy followed with EUR 115 million, marking a 7.8% decrease. In volume, however, Italy leads with 23 million liters (-6.1%), while France shipped 21 million liters (-4.2%).
Spain holds the third spot in volume and fourth in value, exporting 8.54 million liters worth EUR 35 million. However, the average price of Spanish wines dropped by 3.4% to EUR 4.10/liter, illustrating its market positioning as a cost-effective option.
Historical Perspective and Price Dynamics
Over the 2017–2024 period, all categories except bulk wine have posted positive compound annual growth rates (CAGRs). Sparkling wine leads with +6.3% CAGR, while bulk wine shows a -15.5% CAGR. The average wine price in Norway in 2024 stood at EUR 5.28/liter, slightly up 0.1% from the previous year.
Country-specific pricing trends reveal:
- U.S. wines saw the biggest price jump: +14.8%.
- Portuguese wines rose +4.6%; South African wines climbed +4.9%.
- Chilean wines fell -7.6%.
- Italian wines dropped -1.8% in average price; French wines increased slightly by +0.5%.
Country-by-Category Positioning
The market segmentation shows:
- France dominates sparkling wine.
- Italy leads Bag-in-Box and bottled wine categories.
- Australia, the U.S., and Italy dominate bulk wine supply.
Germany remains third in bottled wines for the third consecutive year. Spain continues to hold nearly 10% of the Norwegian market in this category.
Outlook
Despite the downturn, the diversification of wine sources remains strong: 57 countries supplied wine to Norway in 2024. France captured 38.4% of the total value, followed by Italy (25%) and Germany (8.9%). The decline in bulk and bottled wines underscores changing consumption patterns, while Bag-in-Box wine offers hope for continued innovation and adaptation in this evolving market.
Source: Vinetur