Competitive Landscape
Essity as Drives Share Gains through Libero Innovation and Trust
Nappies/diapers/pants in Norway is highly concentrated, with Essity AS holding a 66% value share in 2025, up from 48% in 2020. This marks a significant rise in concentration over the past five years, as Essity has consolidated its leadership, increasing its share by over 18 percentage points.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Norway?
- Which are the leading brands in Nappies/Diapers/Pants in Norway?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Norway - Category analysis
Key Data Insights
Premiumisation Drives High-Impact Innovation
Premiumisation Drives High-Impact Innovation
Product Efficacy and Enhanced Convenience Factors Boost Pants Growth
Eco-Certified Nappies to Set a New Standard for Sustainability
Premiumisation to Continue through Limited Editions and Convenience Innovation
Sustainability and Health Credentials Reshape Competition and Consumer Loyalty
Essity as Drives Share Gains through Libero Innovation and Trust
Discounters and Supermarkets Maintain Channel Lead
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:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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