The plant protein trend in Norway - Market overview and future perspectives

Summary

In a short period of time there has been a rapid increase in the market for Norwegian branded plant protein processed products, among which some are imported, others produced in Norway. Other countries have a much more developed market from both a producer, technology, and product diversity point of view. Norwegian producers are using already available machinery for the production processes, and mainly imported ingredients such as soya or pea extracts. Norwegian produced potatoes and egg whites are also used. In order for plant protein products to succeed in Norway, we identify some key factors: One is increased knowledge, about both production processes and consumer needs and preferences. The industry also needs to be willing to think more disruptively in order to achieve innovations in this market segment. Furthermore, both the industry and policy makers can put a much stronger effort into educating consumers, in order for consumers to familiarize themselves with plant protein products and their benefits concerning health and the environment.