PROSPECTS AND OPPORTUNITIES
Modest forecast as men’s grooming struggles to break out of functional positioning
Men’s grooming in Norway is projected to grow at a slow but steady pace over the forecast period, largely driven by modest gains in fragrances and skin care. The broader category continues to face structural limitations due to low engagement with men-specific products and a widespread tendency among Norwegian men to use unisex or general household items.
Segmentation remains the biggest hurdle to long-term category expansion
The lack of effective segmentation will continue to hinder performance, with many men opting for basic or shared products in categories such as hair care, deodorants, and bath and shower. While affordable premium brands have made inroads by offering streamlined, gender-neutral aesthetics and functional benefits, most men’s ranges still fail to capture consumer attention.
Innovation to focus on routine-building, multifunctionality, and entry-level premium formats
Innovation in men’s grooming is expected to centre around building routines that feel accessible rather than indulgent. The greatest opportunity lies in formats that combine ease of use with functional value such as face cleansers with SPF, 2-in-1 hair care products with scalp health benefits, and all-in-one grooming kits.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming 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?
Men's Grooming in Norway - Category analysis
KEY DATA FINDINGS
Lack of clear segmentation continues to limit overall category growth
Fragrances lead value growth while skin care and hair care remain fragmented
Discount retailers reinforce functional purchasing patterns and pricing pressure
Modest forecast as men’s grooming struggles to break out of functional positioning
Segmentation remains the biggest hurdle to long-term category expansion
Innovation to focus on routine-building, multifunctionality, and entry-level premium formats
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:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
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