Norway’s frozen pizza market has reached unprecedented heights in 2024, with record sales that are capturing the attention of industry experts, health officials, and consumers alike. Recent figures reveal that each Norwegian consumed an average of 5.5 kg of frozen pizza over the year, culminating in the sale of 57 million pizzas valued at 3.4 billion NOK. This article explores the factors behind this surge, the shifting market dynamics, and the mounting health concerns.
Record sales data and consumer trends
Dr. Oetker, one of the leading frozen pizza producers in Norway, has reported what many are calling a “fantastic growth” in the frozen pizza segment over the past two decades. According to Marketing Director Even Brandeggen at Dr. Oetker, the popularity of frozen pizza has steadily increased:
“The only thing that beats pizza on Fridays is taco, but it’s starting to become quite even.”
Despite the record weight of pizzas sold, the number of individual units remains moderate due to a prevalent preference for larger pizzas (over 500 grams) among Norwegians. This nuance in consumption habits underscores a unique market behavior in Norway compared to other countries.
An interesting shift in purchasing patterns is also emerging. Brandeggen notes that consumers are increasingly gravitating toward well-known brand names over supermarket own-label options—a trend that appears to have little to do with the occasional price wars witnessed in other food categories.
Market dynamics and price wars
Despite occasional price wars in the grocery sector, Dr. Oetker’s Even Brandeggen believes that these competitive tactics have not significantly affected frozen pizza sales. He elaborated:
“I don’t think the price wars have had much impact on the figures. It’s more that we notice that people might be reverting to what they’re accustomed to buying.”
Looking ahead, Brandeggen remains optimistic about the frozen pizza market’s prospects in Norway. He stated:
“We believe that frozen pizza will continue to be relevant for Norwegians in the future, as long as we on the supply side manage to deliver products that perform in taste and quality.”
Health Concerns Over Frozen Pizza Consumption
The dramatic increase in frozen pizza consumption has not gone unnoticed by health authorities. The Norwegian Directorate of Health (Helsedirektoratet) has expressed apprehension over the nutritional quality of many frozen pizzas, which can be high in salt, fat, and calories. Special advisor Ole Berg from the directorate commented:
“It is just not good, because we would have liked to see the sales of healthy foods soar.”
Helene Ragnhild Sollie, an in-store nutrition advisor, added her perspective on the issue:
“I can understand that the stores primarily think about profit, not health, but then they should not pride themselves on promoting public health while doing the opposite in practice.”
Nutrition experts warn that a diet overly reliant on ultra-processed foods such as frozen pizza may lead to long-term health problems. Nutritionist Marte Ulltang explained:
“High consumption of ultra-processed foods, such as frozen pizza, can lead to people eating more foods with low nutritional content and high energy density, while also missing out on essential nutrients.”
However, Ulltang also offered a more balanced view:
“If frozen pizza is consumed in moderation and as part of a varied diet, where one gets enough fruit, vegetables, whole grains, lean proteins, and healthy fats, it can contribute to an overall balanced diet.”
