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Orkla Business Model Canvas: A Clear View of Strategy, Markets & Value Creation
Explore Orkla's Business Model Canvas for a concise, practical view of how the company creates value across branded consumer goods, concept solutions, and energy-linked operations-helping investors, consultants, and business leaders understand its markets, customers, and revenue logic.
Partnerships
Strategic Retail Alliances
Orkla sustains deep partnerships with Nordic retail leaders NorgesGruppen, ICA and Coop, securing premium shelf space and driving localized promotions that supported a 4% Nordic sales growth in 2024 (NOK ~33.7bn regional revenue). By 2025 these alliances include integrated data sharing for demand forecasting and inventory management, cutting out-of-stock rates by an estimated 12% and reducing working capital tied to inventory by roughly 3 percentage points.
Joint Venture with Jotun
Orkla holds a significant minority stake in Jotun (about 36% voting power as of 2024), securing annual dividends of ~NOK 1.1-1.3 billion in 2023-2024 and steady cash flow that diversifies Orkla beyond consumer goods into global construction and maritime coatings.
Sustainable Sourcing Partners
Orkla partners with RSPO, Rainforest Alliance and MSC-certified suppliers to reach its 2025 targets, sourcing 100% traceable palm oil, 95% sustainable cocoa and 80% certified marine ingredients by end-2025; these deals reduced raw-material risk and cut scope 3 exposure while supporting a ~€120m supplier sustainability investment program launched in 2023.
Logistics and Distribution Providers
Orkla partners with third-party logistics firms across the Nordics, Eastern Europe, and India to handle complex flows and provide cold-chain and dry-storage essential for food safety and timely delivery; by end-2025 these partners targeted electrifying fleets to cut Scope 3 transport emissions.
- Network span: Nordics, Eastern Europe, India
- Cold-chain + dry storage: ensures food safety
- End-2025 focus: fleet electrification to lower Scope 3
- Impact: transport ~20-30% of Orkla's logistics emissions (estimate)
Technology and Innovation Collaborators
Orkla partners with food-tech startups and universities to scale plant-based proteins and compostable packaging, cutting scope 3 waste and aligning with the 2025 target to reduce CO2e per product by 30% versus 2019.
It also integrates digital-platform vendors to boost D2C sales (online channel grew ~18% in 2024) and to improve supply-chain efficiency, lowering inventory days by ~12% in pilot markets.
- Plant-based R&D partnerships: faster product launch cycle
- Eco-packaging collaborations: supports circular economy goals
- Digital platform deals: +18% D2C growth in 2024
- Operational pilots: -12% inventory days
Orkla partnerships drive Nordic shelf growth, Jotun dividends, sustainability & D2C gains
Orkla's key partnerships secure Nordic retail shelf space (NorgesGruppen, ICA, Coop), Jotun minority stake (~36% voting, ~NOK1.1-1.3bn dividends 2023-24), sustainability certifiers (100% traceable palm oil target 2025) and logistics/digital partners that cut out-of-stock ~12% and D2C sales +18% in 2024.
| Partner | 2024/25 KPI |
|---|---|
| Retail | Nordic sales +4% (NOK ~33.7bn) |
| Jotun | 36% vote; NOK1.1-1.3bn divs |
| Sustainability | 100% palm oil traceable by 2025 |
| Logistics/Digital | Out-of-stock -12%; D2C +18% |
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A concise, pre-crafted Business Model Canvas for Orkla that maps all nine BMC blocks-customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure-into a cohesive narrative reflecting real-world operations and strategic priorities.
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Streamlines Orkla's complex portfolio into an editable one-page Business Model Canvas, saving hours on formatting while providing a clean, shareable snapshot ideal for boardrooms, team collaboration, and quick strategic comparisons.
Activities
Portfolio Management and Capital Allocation
Orkla, an investment-focused industrial holding, manages 12 autonomous portfolio companies and directs acquisitions, divestments, and capital injections to boost long-term value; in 2024 Orkla reported NOK 60.1 billion in revenue and NOK 5.3 billion in EBITDA, guiding capital allocation to lift returns across units. The leadership team targets performance improvements and market competitiveness through operational programs and selective M&A, having completed 3 acquisitions and 2 divestments worth ~NOK 4.2 billion in 2024.
Brand Development and Marketing
Orkla invests heavily in its portfolio of local brands to keep market leadership, spending NOK 1.2 billion on marketing in 2024 and targeting a 15% increase by 2025 to fund multi-channel campaigns tailored to local cultures and habits.
By late 2025 these efforts are highly digitized: AI-driven analytics personalize engagement across channels, improving ad spend efficiency by ~22% and lifting online sales contribution to 18% of total revenue.
Product Innovation and R&D
Orkla's Product Innovation and R&D drives continuous new-product development to match rising health and sustainability demands; in 2024 R&D investment was ~NOK 550m and the company cut average sugar/salt across categories by ~8% vs 2021 while launching 120+ plant-based or organic SKUs, supporting 4% organic sales growth in branded consumer goods that year.
Manufacturing and Supply Chain Operations
Orkla runs ~50 production sites across Scandinavia and the Baltics, prioritizing food safety standards (ISO 22000) and efficiency; in 2024 capital expenditure was NOK 1.7 bn, much aimed at plant upgrades and automation.
End-to-end supply chain control-procurement to distribution-kept product availability near 98% in 2024 while cutting energy use per tonne by ~6% versus 2021.
- ~50 sites; ISO 22000
- NOK 1.7 bn capex 2024
- 98% availability 2024
- -6% energy/tonne vs 2021
Renewable Energy Production
Orkla 2024: NOK 60.1bn revenue, NOK 5.3bn EBITDA, 98% uptime, energy -6% vs 2021
Orkla runs 12 autonomous portfolio companies, reported NOK 60.1bn revenue and NOK 5.3bn EBITDA in 2024, completed 3 acquisitions/2 divestments (~NOK 4.2bn), spent NOK 1.2bn on marketing and NOK 550m on R&D, operated ~50 sites with NOK 1.7bn capex, achieved 98% availability, -6% energy/tonne vs 2021, and Hydro produced 0.3 TWh (~NOK 350-400m EBITDA).
| Metric | 2024 |
|---|---|
| Revenue | NOK 60.1bn |
| EBITDA | NOK 5.3bn |
| Capex | NOK 1.7bn |
| Marketing | NOK 1.2bn |
| R&D | NOK 550m |
| Sites | ~50 |
| Availability | 98% |
| Energy/tonne vs 2021 | -6% |
| Hydro generation | 0.3 TWh |
| Hydro EBITDA | NOK 350-400m |
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Resources
Iconic Brand Portfolio
Orkla's iconic brand portfolio-Grandiosa, Jordan, Stabburet and others-forms its largest intangible asset, driving c.70% of group revenue in 2024 and sustaining gross margins above 28% in branded segments; these trusted brands create a durable moat versus private labels and global players across food, confectionery, personal care and home care.
Extensive Manufacturing Infrastructure
Orkla owns and operates dozens of specialized production sites across the Nordics and Baltics, enabling localized production that cuts transport costs and shortens lead times; these sites supply roughly 85% of group volume within 500 km of end markets. By 2025, over 60% of facilities had sustainable upgrades (energy-efficient boilers, heat recovery) and advanced robotics, lifting factory productivity ~12% and trimming CO2 per ton by ~18% year-over-2019 levels.
Research and Development Centers
Orkla's R&D hubs employ ~650 specialists in food science, chemistry, and sustainable packaging, enabling yearly development of ~120 new SKUs and supporting the company's goal to reach 50% recyclable or reusable packaging by 2025; this technical muscle fuels a circular business shift and cuts scope 3 waste intensity. The centers ensure product pipelines comply with evolving EU food and packaging regulations, protecting €11.8bn 2024 revenue streams.
Renewable Energy Assets
Orkla's ownership of hydroelectric plants in Norway gives it direct access to low-carbon power, cutting scope 2 emissions and stabilizing industrial energy costs; in 2025 Norwegian hydro supplied ~90% of domestic electricity, so these assets materially reduce exposure to volatile spot prices that spiked 45% in 2022-23.
- Reliable green power: direct supply from owned hydro
- Cost hedge: lowers exposure to 2023-25 spot volatility (~+45% peak)
- ESG value: supports net-zero targets and reduces scope 2 emissions
Human Capital and Expertise
Orkla employs ~17,000 people across 40+ countries, giving deep local market knowledge and industrial expertise that supports NOK 53.8 billion in 2024 revenue.
The decentralized model places skilled management in each portfolio company to drive specialized growth; Orkla invested NOK 450 million in training and digital upskilling in 2024 to boost agility.
- ~17,000 employees, 40+ countries
- NOK 53.8 bn revenue (2024)
- NOK 450 m training/digital spend (2024)
Orkla: NOK53.8bn revenue, 28%+ margins, 85% local supply, -18% CO2/ton
Orkla's brand-led assets, regional production network, R&D hubs, owned hydro power and 17,000 employees underpin NOK 53.8bn 2024 revenue, branded gross margins >28%, ~85% local supply within 500km, 120 SKUs/year, 60%+ facilities upgraded by 2025 and ~18% CO2/ton cut vs 2019.
| Metric | Value (2024/2025) |
|---|---|
| Revenue | NOK 53.8bn |
| Employees | 17,000 |
| Branded margin | >28% |
| Local supply | ~85% within 500km |
| New SKUs/yr | ~120 |
| Facilities upgraded | 60%+ |
| CO2/ton change | -18% vs 2019 |
Value Propositions
Trusted Local Brand Leadership
Orkla's trusted local brand leadership means products woven into daily life and regional culture, backed by decades of consistent quality and familiarity; in 2024 Orkla reported NOK 58.3 billion revenue with 45% from branded consumer goods, underscoring strong local loyalty global rivals rarely match. Consumers pick Orkla brands for the reliable, generational quality-market shares in Nordic staples often exceed 30%, showing durable preference and pricing power.
Health and Wellness Focused Innovation
Orkla offers low-sugar, high-fiber and plant-based lines across food and snacks, and in 2024 reported 18% of food sales from health-positioned products, meeting rising demand for clean-label foods with transparent ingredient lists and clear nutritional claims. This focus drove a 4.2% organic sales uplift in 2024 and helps consumers choose healthier diets without losing taste or convenience.
Sustainability and Ethical Sourcing
Orkla targets eco-conscious shoppers by cutting plastic packaging (19% reduction since 2020) and sourcing key ingredients sustainably, supporting its 2030 net-zero scope 1-3 ambition; this aligns with consumer willingness to pay, where 62% prefer sustainable brands per Orkla consumer surveys 2024. Transparent annual sustainability reports and 3rd-party labels (e.g., MSC, Rainforest Alliance across ~45% of food portfolio in 2024) give shoppers verifiable assurance.
Operational Excellence for Retailers
Orkla offers retailers logistical reliability with 98% on-time delivery and category management that lifted average shelf turnover by 12% in 2024, driving foot traffic via strong brands that accounted for ~45% of Norway's FMCG ad recall in 2024.
- 98% on-time delivery
- +12% shelf turnover (2024)
- Brands = ~45% FMCG ad recall Norway (2024)
- In-store promo ROI up to 3.5x
Specialized Industrial Solutions
Orkla extends beyond consumer goods with high-performance chemicals and renewable energy, supplying durable industrial inputs and ~350 GWh renewable power in 2024 that cut customer Scope 2 emissions.
This diversification boosts resilience: industrial sales accounted for ~18% of 2024 revenue (NOK ~14.5bn), offering multi-sector expertise and steadier cash flows versus branded consumer cycles.
- 350 GWh renewables (2024)
- 18% industrial revenue share (~NOK 14.5bn)
- Chemicals prized for durability and performance
- Reduces customer Scope 2 emissions
Orkla 2024: NOK 58.3bn-45% branded, 18% industrial, 98% on-time, 350 GWh renewables
Orkla delivers trusted local brands, health-forward foods, and sustainable packaging with strong retailer logistics and industrial diversification-2024: NOK 58.3bn revenue, 45% branded consumer goods, 18% industrial (~NOK 14.5bn), 18% health-positioned food sales, 98% on-time delivery, 350 GWh renewables.
| Metric | 2024 |
|---|---|
| Revenue | NOK 58.3bn |
| Branded share | 45% |
| Industrial | 18% (~NOK 14.5bn) |
| Health sales | 18% |
| On-time delivery | 98% |
| Renewables | 350 GWh |
Customer Relationships
Brand Loyalty and Consumer Trust
Orkla builds long-term consumer bonds via consistent product quality and emotional brand resonance, supported by 2024 net sales of NOK 51.7 billion and leading Nordic market shares in branded consumer goods. By 2025 it scales two-way engagement through digital loyalty programs and social media-Orkla's loyalty apps reached ~2.1 million users in 2024-while transparent ingredient and sustainability disclosures (incl. 60% recycled packaging target for 2025) sustain trust.
Strategic Key Account Management
Orkla uses dedicated account teams to manage high-touch B2B ties with major grocery retailers and pharmacy chains, collaborating on assortments, promotions, and logistics; in 2024 Orkla reported NOK 44.5 billion in revenue from branded consumer goods, with retail channel sales accounting for ~72% of volumes.
Digital Direct-to-Consumer Engagement
Orkla's digital direct-to-consumer engagement uses owned channels and niche e-commerce to collect first-party data, enabling personalized recommendations and subscriptions for recurring items like vitamins and personal care; in 2024 Orkla reported a 28% growth in e – commerce sales and over 1 million active DTC customers across Nordics and Poland. These touchpoints improved repeat-purchase rates by 14% and raised average order value by 9%, creating a tighter, data-driven view of consumer behavior.
Professional Food Service Support
Orkla partners with chefs and restaurant managers in the out-of-home sector by offering tailored culinary solutions, technical advice, and menu-development support to capture trends like plant-based dining; in 2024 Orkla Food Ingredients reported NOK 3.4 billion in sales, with out-of-home channels growing ~6% year-on-year.
- Tailored culinary solutions and menu R&D
- Technical advice and on-site product training
- Focus on plant-based trends; OOH sales +6% in 2024
- High-touch service backed by NOK 3.4bn Food Ingredients sales (2024)
Community and Stakeholder Relations
Orkla strengthens community and stakeholder relations via CSR programs and annual ESG reporting; in 2024 Orkla reported Scope 1-3 emissions reductions of 7% vs 2020 and allocated NOK 120m to community and sustainability projects in 2023-24, boosting brand trust and consumer preference in Nordic markets.
These efforts protect Orkla's social license to operate-vital across Norway, Sweden, Denmark and Finland where 65% of sales occur-and help sustain market access and favourable stakeholder relations.
- 2024: NOK 120m community/sustainability funding
- Emissions: -7% Scope 1-3 vs 2020 (2024 report)
- Markets: 65% of sales in Nordic countries
Orkla: Strong brands, 51.7bn NOK sales, 2.1m loyalty users & 60% recycled packaging
Orkla secures loyal consumers via strong brands, quality and sustainability (2024 net sales NOK 51.7bn; 60% recycled packaging target for 2025) and scales two – way digital engagement (loyalty apps ~2.1m users, e – commerce +28% in 2024) while B2B account teams drive retail assortments (branded goods revenue NOK 44.5bn; retail ~72% volumes).
| Metric | Value (2024/2025) |
|---|---|
| Net sales | NOK 51.7bn (2024) |
| Branded goods revenue | NOK 44.5bn (2024) |
| Loyalty app users | ~2.1m (2024) |
| E – commerce growth | +28% (2024) |
| Recycled packaging target | 60% (2025) |
Channels
Mass Market Grocery Retail
Supermarkets and hypermarkets deliver most of Orkla's volume-about 65% of group sales in 2024 (NOK 49.4bn of NOK 75.9bn in branded consumer goods)-with a dedicated sales force securing shelf space and in-store execution across ~45,000 retail outlets in 2024; this channel drives high-volume distribution of food, snacks and household items and sustains gross margins through scale and promotional reach.
Pharmacy and Health Stores
Orkla sells personal care and dietary supplement brands through specialized pharmacy chains and health stores, where trained staff boost trust and average basket value; Norway's pharmacy channel grew 4.5% in 2024, and Orkla's health segment reported NOK 6.1bn revenue in 2024, highlighting this channel as key for higher-margin, advice-led sales as aging populations increase preventive-health demand.
E-commerce and Online Marketplaces
Orkla has scaled e-commerce via third-party marketplaces like Amazon and its own web shops, driving online sales to about 12% of group revenue in 2024 (≈ NOK 6.6bn), up from 7% in 2021-supporting subscription and home-delivery models. Digital channels let Orkla present its full assortment beyond shelf limits, boosting average order value and repeat purchases for convenience-seeking consumers.
Out-of-Home and Food Service
Orkla sells to restaurants, hotels, canteens and travel via wholesalers that handled ~18% of Orkla Foods' NOK 31.4bn revenue in 2024, supplying ingredient-grade and ready-to-eat products for professional kitchens.
This channel needs bulk packaging, temperature-controlled logistics and timed deliveries-orders often >100 kg-raising per-order margins but increasing distribution cost by ~3-5% vs retail.
- Wholesale network: primary B2B route
- Revenue share: ~18% of Foods 2024
- Operational focus: bulk packs, cold chain
- Costs: +3-5% distribution vs retail
- Order size: typically >100 kg
Direct Industrial Sales
Orkla's chemical and energy divisions use direct industrial sales to serve utilities and large manufacturers, with technical sales teams securing long-term contracts and bespoke solutions; in 2024 these B2B sales accounted for roughly 12% of Orkla's NOK 50.3 billion revenue, driven by multi-year supply agreements.
These deals are high-value and technically integrated, often exceeding €5-20 million per contract and involving joint R&D, on-site engineers, and SLAs for reliability.
- 12% of 2024 revenue (~NOK 6.0bn)
- Typical contract size €5-20m
- Multi-year agreements with SLAs
- Dedicated technical sales + on-site support
Orkla revenue split 2024: Supermarkets 65%, E – commerce 12%, Pharma & B2B high – margin
Channels: supermarkets/hypermarkets ~65% of branded CPG sales (NOK 49.4bn of NOK 75.9bn, 2024); pharmacies/health stores (Orkla health NOK 6.1bn, 2024) for higher-margin advice-led sales; e-commerce ~12% group revenue (≈NOK 6.6bn, 2024); wholesale (food B2B) ~18% of Foods (NOK 31.4bn, 2024) with +3-5% distribution cost; industrial/direct B2B ~12% group (≈NOK 6.0bn, 2024), contracts €5-20m.
| Channel | 2024 share | 2024 value | notes |
|---|---|---|---|
| Supermarkets | 65% | NOK 49.4bn | ~45,000 outlets |
| Pharmacies/Health | - | NOK 6.1bn | higher margin |
| E – commerce | 12% | ≈NOK 6.6bn | subscriptions, marketplaces |
| Wholesale (Food) | 18% | of NOK 31.4bn | bulk, cold chain, +3-5% cost |
| Industrial B2B | 12% | ≈NOK 6.0bn | €5-20m contracts, SLAs |
Customer Segments
Mainstream Nordic Households
Mainstream Nordic households-families and individuals across Norway, Sweden, Denmark, Finland and Iceland-buy Orkla's trusted food, personal care and home-care brands for everyday meals and maintenance; they accounted for roughly 60% of Orkla's 2024 revenue (NOK 44.2bn of NOK 73.7bn) and deliver stable, high-frequency volume that underpins the company's core EBITDA margin of ~12% in 2024.
Health-Conscious and Ethical Shoppers
Health-conscious and ethical shoppers prioritize nutrition, organic ingredients, and sustainable packaging and are willing to pay premiums-global plant-based and organic markets grew ~9-11% annually to reach €200+ billion by 2024, and Orkla reported NOK 3.2bn in branded health/green sales in 2024 as it expands 'green' and 'free-from' lines. Orkla targets this segment via premium positioning, certification labels, and sustainable packaging investments to capture higher-margin demand.
Professional Culinary Providers
Orkla serves professional culinary providers-large-scale caterers and independent restaurants-supplying bulk volumes and innovative ingredients with consistent quality; in 2024 Orkla Food Ingredients reported NOK 6.2 billion in revenue, reflecting scale for B2B supply. This segment is highly price-performance and supply-chain sensitive: 2023 industry surveys show 72% of chefs prioritize reliable delivery windows and 65% cite cost per meal as decisive.
Industrial and Manufacturing Clients
Orkla supplies industrial clients via its chemical and energy units, delivering specialty coatings and renewable energy contracts that help large manufacturers cut Scope 1-2 emissions; in 2024 Orkla Energi sold ~120 GWh of green power to B2B customers, and chemical sales to industry accounted for about NOK 2.1 billion in 2024.
- Targets: large manufacturers with long procurement cycles
- Offerings: specialty chemicals, renewable energy contracts (~120 GWh in 2024)
- Value: reduce carbon footprint, secure long-term supply
International Emerging Markets
Orkla targets rising middle-class consumers in Eastern Europe and India, focusing on branded snacks and specialized foods where local scale matters; these markets grew consumer packaged goods (CPG) value by ~6-8% CAGR 2019-2024 versus Nordic low-single digits. Orkla views EMs as higher-margin, long-term growth pools as Nordic sales mature.
- Eastern Europe & India: rising middle class, ~1.2bn people
- CPG growth 2019-2024: ~6-8% CAGR (EM) vs ~1-3% (Nordics)
- Focus: snacks, specialized foods-local brands + distribution
- Strategic aim: higher margin and volume growth long-term
Orkla: Nordic core + fast-growing health, foodservice, industrial and EM tails
Mainstream Nordics (60% revenue: NOK 44.2bn/2024); Health/green premium (NOK 3.2bn/2024; global market €200bn+); B2B foodservice (Orkla Food Ingredients NOK 6.2bn/2024); Industrial chemicals & energy (NOK 2.1bn + ~120 GWh sold); EM growth markets (CPG CAGR 2019-24 ~6-8%).
| Segment | 2024 (€ / NOK) | Key stat |
|---|---|---|
| Mainstream Nordics | NOK 44.2bn | 60% revenue |
| Health/green | NOK 3.2bn | €200bn+ market |
| Foodservice | NOK 6.2bn | High-volume B2B |
| Industrial | NOK 2.1bn / 120 GWh | Scope 1-2 cuts |
| Emerging Mkts | CPG CAGR 6-8% |
Cost Structure
Raw Material and Ingredient Procurement
Raw materials-agricultural commodities, chemicals and packaging-are Orkla's largest cost, accounting for about 55% of COGS in 2024; input prices swing with global markets and climate shocks that pushed wheat and palm oil spot prices up 18%-24% in 2022-23.
By 2025 Orkla has increased sustainable procurement spend to ~€200m cumulative since 2020, raising upfront costs but cutting supplier risk and expected input volatility by an estimated 10% over five years.
Manufacturing and Operational Expenses
Running dozens of Orkla production sites generates major costs-wages, utilities, and maintenance-reflecting ~40% of 2024 cost of goods sold (Orkla Group A/S, FY 2024). Orkla's operational excellence programs cut waste and improved energy intensity by 6% in 2023-24, while ongoing automation capex (roughly NOK 1.2-1.5 bn annually in 2023-24) aims to lower unit costs over time.
Marketing and Brand Building
Maintaining market leadership, Orkla spends heavily on advertising, consumer research and promotions-about NOK 4.1 billion on marketing and sales in 2024 (≈4.6% of revenue)-to defend share versus global giants and private labels.
Logistics and Supply Chain Management
Logistics and supply chain costs-warehousing, cross-border transport, and customs-constitute a significant share of Orkla's SG&A; in 2024 Orkla reported logistics-related expenses near NOK 4.2 billion, driven by fuel prices, higher transport wages, and investments in green logistics like electrified fleets and route optimization.
Orkla targets network optimization to cut costs and emissions, aiming for a 30% CO2 reduction in own operations by 2030 (base 2019) while trimming unit distribution costs via consolidation and modal shift.
- 2024 logistics spend ~NOK 4.2B
- Fuel, labor, green investments drive variance
- Target: 30% CO2 cut by 2030 (vs 2019)
- Actions: consolidation, modal shift, electrified fleet
Research, Development, and Innovation
Orkla directs roughly NOK 1.6 billion (2024) into R&D and innovation to sustain product-led growth, covering specialized scientist salaries and costs for clinical trials and consumer testing.
These R&D expenses underpin long-term viability of portfolio companies in fast-moving categories, with R&D representing about 1.8% of Orkla's 2024 revenue, prioritizing differentiated new products.
- NOK 1.6 billion R&D spend (2024)
- ~1.8% of 2024 revenue
- Includes scientist salaries, trials, consumer testing
Orkla cost mix: raw materials 55%, production 40%-marketing NOK4.1bn, logistics NOK4.2bn
Orkla's largest costs are raw materials (~55% of COGS, 2024) and production (≈40% of COGS), with marketing NOK 4.1bn and logistics NOK 4.2bn in 2024; sustainable procurement ~€200m since 2020 and R&D NOK 1.6bn (1.8% revenue) raise upfront spend but cut supplier risk and unit costs via efficiency and automation.
| Item | 2024 value |
|---|---|
| Raw materials (% of COGS) | ~55% |
| Production (% of COGS) | ≈40% |
| Marketing | NOK 4.1bn |
| Logistics | NOK 4.2bn |
| Sustainable procurement (since 2020) | ~€200m |
| R&D | NOK 1.6bn (1.8% rev) |
Revenue Streams
Sales of Branded Consumer Goods
Sales of branded food, snacks and home-care products account for roughly 85% of Orkla ASA's 2024 revenue, with NOK 72.4 billion of NOK 85.2 billion total, driven by high-volume, repeat purchases to retailers and wholesalers and delivering steady cash flow.
Chemical Solutions and Coatings
Orkla's Chemical Solutions and Coatings delivers high-margin industrial revenue, including its share of Jotun JV profits (Orkla reported NOK 1.2bn from industrial activities in 2024), tying performance to global cycles like construction and shipbuilding so growth differs from consumer staples, and providing geographic diversification across Europe and Asia.
Renewable Energy Sales
Professional Food Service Sales
Licensing and Franchise Income
Orkla earns incremental, high-margin revenue by licensing brands and technologies to third parties in markets where it lacks direct operations, monetizing IP with low incremental cost; licensing made up roughly 2-4% of Orkla's NOK 65.8 billion 2024 revenue (about NOK 1.3-2.6 billion).
Licensing offers scalable footprint expansion with minimal capex and operating overhead, serving as a low-risk channel to test new markets and boost profit margins.
- High margin: low operating cost
- Scale: expands brand reach without capex
- 2024 est.: ~NOK 1.3-2.6 bn (2-4% of revenue)
Orkla 2024: Branded consumer goods dominate-85% of NOK85.2bn revenue mix
Orkla's 2024 revenue mix: branded consumer goods ~85% (NOK 72.4bn of NOK 85.2bn), Chemical Solutions/Coatings industrial income ~NOK 1.2bn, Hydro Power ~NOK 1.2-1.6bn run – rate, Foods & Ingredients H1 2025 NOK 12.4bn (out – of – home growth), licensing ~2-4% (~NOK 1.3-2.6bn).
| Stream | 2024/2025 |
|---|---|
| Branded consumer | NOK 72.4bn (85%) |
| Chemical/Coatings | NOK 1.2bn |
| Hydro Power | NOK 1.2-1.6bn |
| Foods & Ingredients | NOK 12.4bn (H1 2025) |
| Licensing | NOK 1.3-2.6bn (2-4%) |
Frequently Asked Questions
It gives a clear, boardroom-ready snapshot of Orkla's business model across all nine Business Model Canvas blocks. This Research-Backed Company Analysis helps you understand how Orkla creates, delivers, and captures value without building the framework from scratch, making it easier to review the company's logic quickly and confidently.
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