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.
- 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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