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Tissue and Hygiene in Norway

Publisher Euromonitor International
Published Mar 11, 2025
Length 52 Pages
SKU # EP19864127

Description

Value sales of tissue and hygiene in Norway registered minimal growth in 2024, while volume sales fell. Three key factors shaped the market throughout the year: population growth alongside an ageing demographic, innovation focused on improving efficacy, sustainability, and premiumisation, and the impact of cost-of-living pressures on household purchasing decisions. These considerations influenced consumer preferences and shaped the strategies of manufacturers and retailers, with a growing emphas...

Euromonitor International's Tissue and Hygiene in Norway report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

52 Pages
Tissue and Hygiene in Norway
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN NORWAY
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN NORWAY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Price increases and premiumisation drive value growth
Essity leads, but private label gains traction amid cost-conscious shopping
Discounters dominate, while e-commerce expands through omnichannel integration
PROSPECTS AND OPPORTUNITIES
Sustainability concerns and reusable alternatives may slow growth
E-commerce expansion driven by omnichannel strategies
Innovation and product development
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN NORWAY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value sales decline as households prioritise cost savings
Essity dominates while Kimberly-Clark grows through niche positioning
Discounters remain the leading distribution channel while e-commerce expands
PROSPECTS AND OPPORTUNITIES
Value growth expected as birth rate stabilises and disposable pants expand
E-commerce set for continued expansion through urbanisation and omnichannel growth
Sustainability-led innovation to reshape the market
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN NORWAY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ageing population and shifting attitudes drive category growth
Essity maintains dominance while private label intensifies competition
Health and beauty specialists lead, while e-commerce sees strongest growth
PROSPECTS AND OPPORTUNITIES
Expanding customer base will support long-term growth
E-commerce to gain further traction through convenience and discretion
Sustainability and innovation to shape the future of incontinence products
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN NORWAY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ageing population and increased health awareness drive demand
Competitive landscape shaped by Essity’s dominance and product innovation
Distribution remains structured under the ‘blue receipt’ system
PROSPECTS AND OPPORTUNITIES
Steady growth anticipated despite rising costs and alternative management approaches
Sustainability and performance enhancements to remain key innovation drivers
Distribution to remain focused on prescription-based access with a digital expansion component
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN NORWAY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Convenience and hygiene drive demand, with sustainability influencing innovation
Leading companies leverage brand strength and positioning in skin safety
Discounters lead, while variety stores attract price-sensitive consumers
PROSPECTS AND OPPORTUNITIES
Sustainability concerns and cost pressures to shape future demand
E-commerce growth underpinned by urbanisation and logistics efficiency
Sustainability and ingredient transparency to drive innovation
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN NORWAY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail tissue sees slow growth as cost-conscious consumers prioritise affordability and sustainability
Private label strengthens its market presence as consumers trade down for value
Discounters lead sales as consumers prioritise price, while e-commerce continues to grow
PROSPECTS AND OPPORTUNITIES
Sustainability and premiumisation to drive value growth in retail tissue
Evolving retail landscape to favour discount channels and digital integration
Sustainability to remain central to innovation, with an emphasis on ethical sourcing
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN NORWAY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Away-from-home tissue and hygiene grows as price increases take effect
Essity strengthens its leadership with innovation in adult incontinence and hygiene solutions
Sustainability and functionality drive innovation in away-from-home hygiene products
PROSPECTS AND OPPORTUNITIES
Away-from-home tissue and hygiene set for steady growth as hygiene awareness remains high
Horeca to remain dominant as away-from-home tissue demand rises
Smart technology to play a greater role in away-from-home hygiene solutions
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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