PROSPECTS AND OPPORTUNITIES
Premiumisation and sensorial value to support future category growth
The bath and shower category is expected to grow slowly over the forecast period, with premiumisation acting as the primary driver of value gains. Consumers are increasingly seeking products that offer more than basic hygiene, turning instead to liquid soaps and shower gels that include hydrating ingredients, vitamin-enriched formulas, or skin barrier support.
Natural, sensitive-skin and certified claims to shape mass appeal
Over the coming years, consumer demand for natural and sensitive-skin–friendly bath and shower products is expected to intensify. Brands that emphasise short ingredient lists, certifications like the Nordic Swan or Asthma and Allergy Association label, and dermatological testing are likely to gain further consumer trust.
Innovation to focus on skin care ingredients, refill formats, and scent profiles
While the bath and shower category is not known for rapid innovation, targeted areas of product development are expected to show growth. Refill formats will continue to expand, particularly in liquid soap and shower gel, as consumers seek convenience, cost efficiency, and sustainability.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Norway report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Norway?
- Which are the leading brands in Norway?
- How are products distributed in Norway?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Norway - Category analysis
KEY DATA FINDINGS
Category stagnation persists as hand hygiene trends recede
Mainstream brands face margin pressure as premium players gain ground
Low-cost and pharmacy channels reshape distribution dynamics
Premiumisation and sensorial value to support future category growth
Natural, sensitive-skin and certified claims to shape mass appeal
Innovation to focus on skin care ingredients, refill formats, and scent profiles
Beauty and Personal Care in Norway - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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