Norwegians are increasingly opting for sugar-free soft drinks, consuming almost twice as much as a decade ago. According to figures from the Norwegian Brewers Association (Bryggeriforeningen), sugar-free beverages now account for 67% of the national soft drink market, one of the highest shares globally.
Sugar-free consumption at record levels
In 2024, Norwegians drank 376 million litres of sugar-free soft drinks, eight million litres more than in 2023 and 177 million litres more than ten years ago. This sustained growth reflects a long-term shift in consumer preferences, with sugar-free variants now dominating shelves and sales.
Pepsi Max leads the market
Pepsi Max is the most popular sugar-free beverage in Norway. Produced and distributed by Ringnes, the company estimates that one in three soft drinks sold in the country is Pepsi Max. The brand’s dominance has played a major role in boosting the overall share of sugar-free options.
Health concerns despite lower sugar
While experts acknowledge that sugar-free soft drinks are generally healthier than sugary alternatives, dental professionals warn against excessive consumption. Heming Olsen-Bergem, president of the Norwegian Dental Association (Tannlegeforeningen), points out that the acidity in artificially sweetened drinks can erode tooth enamel over time. “The teeth dissolve,” Olsen-Bergem stated, urging moderation regardless of the drink’s colour or flavour.
Global relevance of Norway’s trend
The Norwegian case highlights how public awareness and market availability can rapidly change consumption patterns. With two-thirds of the market already sugar-free, Norway could serve as a model for other countries aiming to reduce sugar intake through consumer choice and industry adaptation.
