Competitive Landscape
Essity as Leverages Trusted Brands and Retail Reach to Reinforce Leadership
Menstrual care in Norway remained highly concentrated, with Essity AS commanding a value share of 59% in 2025, a notable increase from 55% in 2020. This consolidation is reinforced by the dominance of a small number of leading manufacturers, with Procter & Gamble Norge AS accounting for 22% and JNTL Consumer Health Norway AS holding 9% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care 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 Menstrual Care 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 Menstrual Care 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 Menstrual Care in Norway?
- Which are the leading brands in Menstrual Care in Norway?
- How are products distributed in Menstrual Care in Norway?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Norway - Category analysis
Key Data Insights
Brands Prioritise Meaningful Innovation to Drive Premium Appeal
Brands Prioritise Meaningful Innovation to Drive Premium Appeal
Economic Concerns Create Polarised Market Segment
Pantyliners Sustain Leadership as Demand Rises with Population Growth
Essity Expands Leakproof Apparel Portfolio to Capture Shifting Preferences
Pantyliners to Maintain Growth Leadership as Tampons Face Sustained Decline
Brands to Focus on Value and Wellness to Secure Loyalty
Essity as Leverages Trusted Brands and Retail Reach to Reinforce Leadership
Discounters Leverage Store Networks to Maintain Price Leadership
Foodora Expands E-Commerce Reach with Dark Store Grocery Fulfilment
Tissue and Hygiene in Norway - Industry Overview
Brands Turn Nappies into Lifestyle Essentials and Drive Premium Value
Key Data Insights
Brands Turn Nappies into Lifestyle Essentials and Drive Premium Value
Convenience and Efficacy Aids Premium-Driven Growth
Sustainability Continues to Grow as a Defining Trend in the Industry
Consumer Engagement to Grow with Limited Editions and Seasonal Designs
Brands to Boost Sustainability Credentials to Attract Eco-Conscious Buyers
Discounters and Variety Stores to Continue Gaining Ground as Consumers Trade Down for Value
Metsä Tissue Leverages Lambi Product Innovation to Defend Share as Private Label Gains Ground
Discounters Continue to Expand Their Reach and Attract Value-Focused Shoppers
E-Commerce and Omnichannel Innovation Accelerates Online Retail Growth
Country Reports Disclaimer
The following categories and subcategories are included:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
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 Menstrual Care research and analysis database.
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