With coffee consumption estimated at 9.5 kg per person per year, according to Euromonitor data, Norway is the highest coffee-consuming country in the world.

Making the decision to set up in Norway was therefore a natural choice for Starbucks, the famous coffee franchise, which is due to open its first shop in Oslo airport in 2012.

This late arrival into the country by Howard Schultz’s group is due in particular to the Norwegian coffee market being dominated by local brands such as Kaffehuset Friele, Joh Johannson and Kjeldsberg, as well as the international Nestlé brand.

Having conquered Asia, the Central and South Pacific, the Middle East and a large part of the European market, the challenge for Starbucks is now to convince the Norwegians to consume their 'folkedrikke' - literally, the people's drink - in its shops rather than in their usual locations.