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Consumer Health in 2025: The big picture
In 2025, consumer health in Norway continues to record positive retail value growth. After significant year-on-year fluctuations, the market is stabilising, showing consistent and moderate growth that aligns with pre-pandemic consumption trends. Inflation has decreased, and value growth is primarily driven by steady consumer demand, rather than sharp price increases.
Key trends in 2025
Preventive health remains the defining feature of consumer health in 2025. Norwegians’ preference for addressing health proactively, benefits categories tied to physical performance, immune support, and healthy ageing. However, it also leads consumers toward lifestyle-based solutions rather than dietary supplements.
Competitive landscape
Orkla Health AS continues to lead consumer health in 2025, increasing its share to become the most dynamic player. The company boasts a diverse portfolio, featuring various brands across multiple categories. For instance, Orkla Health offers Möller's Pharma and Valerina in sleep aids, Nidar and Curamed in cough, cold and allergy (hay fever) remedies, Dr Greve in dermatological products and Samarin in digestive remedies. It also maintains a strong position in vitamins, dietary supplements and sports nutrition, benefiting from its extensive distribution and marketing capabilities, supported by brands such as Gevita, Maxim, Proteinfabrikken, and Star Nutrition.
Channel developments
Pharmacies continue to be the leading distribution channel for consumer health products in Norway in 2025. This is due to high levels of consumer trust and the perception that products sold through pharmacies are of superior quality. However, despite its strong position, pharmacies will experience a slight decline in share in 2025, while retail e-commerce gains traction.
What next for Consumer Health?
Over the forecast period, consumer health in Norway is expected to maintain stable and moderate retail value growth. The key drivers of this growth include preventive health habits, demographic changes, and consumer trust in well-established brands, which are deeply rooted and unlikely to shift significantly. Companies will focus on expanding existing brands into related benefits, incorporating premium features such as clean-label formulations and sustainable packaging, while also innovating in trending areas like gut health and beauty-from-within.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health 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 Consumer Health 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 Consumer Health in Norway?
- Which are the leading brands in Consumer Health in Norway?
- How are products distributed in Consumer Health in Norway?
- How has the regulatory and operating environment for Consumer Health changed in Norway?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Norway
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Norway
KEY DATA FINDINGS
Paracetamol and ibuprofen remain core to sales of analgesics in Norway
Karo Pharma maintains its lead while Haleon Norway gains ground in 2025
Pharmacies lead distribution while retail e-commerce gains momentum
Demographic shifts and active lifestyles are set to drive steady growth in analgesics
Minimal digital disruption is expected, however, retail e-commerce will continue to grow
Health and wellness trends are set to sustain modest but steady demand
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
Sleep Aids in Norway
KEY DATA FINDINGS
Melatonin normalisation sustains sleep aid sales in Norway
Sana Pharma Medical AS retains its lead while private label players expand
Pharmacies retains its dominance in sleep aids, but retail e-commerce gains ground
Sleep aids is set for steady growth, however, non-product solutions will remain a challenge
Digital tools are set to influence sleep aid usage, while product innovation remains minimal
Preventive wellness is expected to support the use of sleep aids across the forecast period
Table 18 Sales of Sleep Aids: Value 2020-2025
Table 19 Sales of Sleep Aids: % Value Growth 2020-2025
Table 20 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 21 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 22 Forecast Sales of Sleep Aids: Value 2025-2030
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in Norway
KEY DATA FINDINGS
Climate change and lifestyle habits drive growth in cough, cold, and allergy (hay fever) remedies
Brand loyalty and limited innovation define cough, cold, and allergy (hay fever) remedies competitive landscape
Price-sensitivity drives channel shifts as retail e-commerce gains ground
Steady value growth is expected to be driven by the ageing population, extended allergy seasons and outdoor activities
Modest innovation and digital convenience is set to shape future growth
Health policies and consumer priorities will influence cough, cold, and allergy (hay fever) remedies
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Norway
KEY DATA FINDINGS
Dermatologicals in Norway maintain stable growth, driven by essential use and consumer trust
Perrigo Norge AS leads dermatologicals amid strong brand consolidation
Pharmacies retain the lead in distribution, however, retail e-commerce gains ground
The cold climate and ageing population is expected to sustain demand in dermatological
Innovation and digital convenience is set to impact dermatologicals across the forecast period
Self-care culture and outdoor lifestyles are set to sustain demand for dermatologicals
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Norway
KEY DATA FINDINGS
Preventive health habits and lifestyle shifts lead to slower growth in digestive remedies
Conaxess Trade Norway AS strengthens its lead in a consolidated digestive remedies market
Pharmacies lead distrubution while retail e-commerce gains ground
Stable growth is set to be driven by ageing demographics and preventive health shifts
Functional innovation and retail e-commerce is set to support forecast growth
Preventive health and wellness trends will continue to influence digestive remedies
Table 37 Sales of Digestive Remedies by Category: Value 2020-2025
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 39 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Eye Care in Norway
KEY DATA FINDINGS
Screen exposure and allergy cycles drive steady growth in eye care
SantenPharma AB leads, offering trusted brands in the stable, yet competitive, eye care market
Pharmacies maintain the lead in distrubution amidst rising e-commerce adoption in Norway
Steady growth is expected to be driven by the ageing population and rising digital strain
Incremental advances and digital tools are set to impact eye care over the forecast period
Emerging trends in formulation and function amidst limited packaging innovation
Table 43 Sales of Eye Care by Category: Value 2020-2025
Table 44 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 45 NBO Company Shares of Eye Care: % Value 2021-2025
Table 46 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 47 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
NRT Smoking Cessation Aids in Norway
KEY DATA FINDINGS
NRT smoking cessation aids faces slower growth as the smoking rate falls and snus gains ground
Brand loyalty and regulatory barriers sustain a duopoly in NRT smoking cessation aids
Retail e-commerce gains ground while pharmacies remain dominant
NRT smoking cessation aids is set to maintain modest growth as smoking rates decline and younger users seek alternatives
Digital tools support cessation journeys however product innovation is expected to remain minimal
Strict regulation is expected to limit the evolution of NRT smoking cessation aids
Table 49 Number of Smokers by Gender 2020-2025
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
Wound Care in Norway
KEY DATA FINDINGS
Rising demand for wound care is driven by outdoor lifestyles and an ageing population
Norgesplaster AS increases its share to become the most dynamic player in 2025
Pharmacies continue to lead sales while retail e-commerce gains ground
Steady growth expected as quality gains ground within wound care
Advancements in wound care will remain product-focused as digital integration lags
Sustainability will remains secondary, but wellness-driven preferences are set to gain ground
Table 56 Sales of Wound Care by Category: Value 2020-2025
Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Norway
KEY DATA FINDINGS
Strong growth is driven by lifestyle trends and broadening appeal
Bonaventura Sales AS retains the lead while Orkla Health AS improves its share
Retail e-commerce drives growth while a multichannel presence supports broad accessibility
Strong growth expected as sports nutrition becomes further embedded in lifestyle trends
Digital innovation and product development is expected to strengthen consumer engagement
Regulatory stability and wellness alignment supports category confidence
Table 62 Sales of Sports Nutrition by Category: Value 2020-2025
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Norway
KEY DATA FINDINGS
Drivers of growth include preventative health habits and the ageing population
Orkla Health AS maintains its lead, being the most dynamic player in 2025
Growth for pharmacies while retail e-commerce leads distribution
The ageing population, health trends and premiumisation are set to drive value growth
Innovation is expected to focus on subscription models, personalisation, and packaging
Sustainability trends are set to further emerge across the forecast period
Table 68 Sales of Dietary Supplements by Category: Value 2020-2025
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 70 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 71 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Norway
KEY DATA FINDINGS
Vitamin sales in Norway continue to rise, driven by seasonal needs and strong availability
Orifarm Healthcare AS leads while private label goods gain ground
Retail e-commerce is the leading distribution channel, offering a wide range of options
Health habits and demographics support are set to boost long-term growth
The rise of retail e-commerce and subscription models are expected to drive sales
Regulatory stability and shifting perceptions are expected to shape the future of vitamins
Table 75 Sales of Vitamins by Category: Value 2020-2025
Table 76 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 77 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 78 NBO Company Shares of Vitamins: % Value 2021-2025
Table 79 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 80 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Norway
KEY DATA FINDINGS
Weight management and wellbeing struggles in favour of sustainable lifestyle choices
Nutricia Norway AS retains its lead while Fresenius Kabi Norge AS record dynamic growth
Pharmacies lead sales as direct selling continues to decline in 2025
Declining relevance and a shift to adjacent categories is set to challenge growth
Innovation in weight management is set to remains limited as adjacent categories advance
Regulatory pressures and wellness culture are set to impact weight management
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Norway
KEY DATA FINDINGS
Growth continues however consumer scepticism challenges stronger sales
Leading companies lose share as smaller, niche brands gain ground in 2025
Distribution remains constrained, with retail e-commerce leading growth
Value sales are expected to rise, though consumer scepticism will remain a challenge
Retail e-commerce is expected to enable the discovery of new product types
Credibility and transparency will remain priorities across the forecast period
Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
Paediatric Consumer Health in Norway
KEY DATA FINDINGS
Slow but steady growth amid a cautious health culture in Norway
Trusted brands lead sales, with Orkla Health AS retain the top spot
Pharmacies retain its lead while retail e-commerce continues to gain ground
Modest growth will be driven by vitamins and dietary supplements, in addition to parental willingness to invest
Retail e-commerce is set to strengthens its role as a key channel for informed parents
Regulatory stability will support a focus on quality and innovation
Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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-
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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-
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See all of our definitions
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