Debit cards still dominate the payment landscape in Norward, though credit cards are narrowing the gap in terms of transaction value. There is also a significant shift to mobile payment following the integration of the national debit system with NFC functionality into the mobile payment app, Vipps.

Overall, it was a positive picture for credit cards in Norway in 2025. While the number of cards in circulation fell slightly, there was a healthy increase in transaction value. In addition, the frequency of usage also increased.

While closed loop pre-paid cards are much more popular than open loop in Norway in 2025, both the number of cards in circulation, as well as transaction values fall, as consumers increasingly switch to mobile apps tied to a debit card for payment for services such as public transport. However, open loop pre-paid cards fare better.

The debit card landscape is highly mature in Norway in 2025, with little room for further growth. However, a significant move that will accelerate the shift to mobile NFC payments is that in 2024 the national debit system BankAxept integrated with mobile payment app Vipps to allow the debit system to function via digital wallets, especially in-store.

Further decline in numbers of charge cards in circulation in Norway in 2025, though there was a slight increase in constant value of transactions. American Express continues to be the only player, and only offers commercial charge cards. As such, the future of charge cards in Norway is largely dependent on American Express’ future strategy.

Apparel accessories in Norway demonstrated resilience in 2025, with a 2% growth in retail value sales, reaching NOK2444.4 million. This growth was driven by the country's strong outdoor culture and a focus on sustainability, with consumers increasingly valuing durability and natural fibres. The market is characterised by a polarisation between low-cost essentials and premium outdoor or lifestyle items, with brands like H&M and Norrøna dominating their respective segments. As the market continues

The footwear category in Norway experienced strong growth in 2025, up 6% to reach a retail value of NOK10 billion. Growth was largely driven by the demand for specialised running and outdoor shoes, as well as everyday sneakers, reflecting Norway's high engagement in exercise and outdoor activities. Market polarisation is intensifying competition between affordable and premium brands, with low-cost players capturing demand for trendy, everyday shoes, while premium brands gain share by appealing t

The hosiery market in Norway exhibited a stable performance in 2025, achieving a retail value of NOK2.6 billion and a growth rate of 2%. Dominated by non-sheer hosiery, the market was driven by the continued dominance of low-cost multi-packs and the growth of niche segments. Key trends include the growing importance of sustainability, the rise of e-commerce, and the increasing demand for performance features. Niche brands are capitalising on performance features and sustainable materials, whilst

The sportswear market in Norway demonstrated resilience in 2025, with a 3% value growth rate, driven primarily by the enduring popularity of running and outdoor lifestyles among younger consumers. The running trend sustained demand for advanced footwear and related apparel, with sports footwear seeing a 6% growth rate in 2025. Sustainability is becoming increasingly important, with brands like Helly Hansen and Norrøna prioritising eco-friendly practices, such as using recycled materials and redu

The jeans market in Norway witnessed a stable performance in 2025, despite muted value growth due to category maturity and frequent discounting. Retail volume growth was marginal reflecting a more cautious consumer sentiment in 2025. Sustainability efforts are becoming increasingly significant in the jeans market, with brands incorporating eco-friendly denim production and recycled materials. E-commerce is gaining traction, driven by improvements in the online shopping experience, especially in

Childrenswear in Norway exhibited modest growth of 2% in 2025, reaching a retail value of NOK6.8 billion. Despite demographic challenges such as a declining birth rate, the demand for high-quality, durable, and sustainable clothing supported value sales. The strong emphasis on outdoor activities in Norway is a key factor driving sales of outerwear for children of all ages. The growing importance of digital platforms, second-hand initiatives, and circular economy models are reshaping the children

Menswear sales in Norway recorded a slight decline in volume sales and a marginal increase in value terms over 2025 brought about by higher average unit prices. Median disposable income in Norway increased by 9% in 2025 supporting consumer spending on menswear. The rise of sportswear as a central part of men's wardrobes is driving purchases and supporting higher average unit prices. Premium outdoor brands are driving innovation with technical features and performance fabrics appealing to consume

Norway's womenswear sales experienced a 2% growth in 2025, reaching NOK25.2 billion, driven by stable consumer demand and a diverse market that blends mainstream, fast fashion, and niche brands. The employed female population stood at approximately 1.4 million in 2025, supporting consumer spending power, although lower purchasing power hindered volume growth in 2025. Women's outerwear remains the largest subcategory, driven by demand for versatile and functional apparel suited to Norway's active

The apparel and footwear market in Norway proved resilient in 2025, achieving 3% value growth to reach NOK64.6 billion. Retail value growth was underpinned by Norway’s outdoor living culture, ensuring consistent demand for outdoor apparel and footwear. E-commerce and social media played an increasingly important role in shaping consumer purchasing decisions, notably among younger demographics. Market polarisation persisted in apparel and footwear, with low-cost players and premium brands retaini

The dishwashers market in Norway experienced a decline in retail volume sales in 2025, driven by economic uncertainty and high prices. This decline was also linked to the softness in the housing market. Despite this, the dishwashers market remains characterised by high penetration levels, with 86% of households possessing these appliances. Looking ahead, the growing focus on convenience and sustainability are expected to shape the market, driving demand for smart connectivity, AI-driven features

Norway's large cooking appliances market experienced a decline in retail volume sales in 2025, driven by economic uncertainty and cost-of-living pressures. Despite this, the market is expected to see a return to growth by the second half of the forecast period, driven by increasing demand for energy-efficient and multifunctional appliances. Median disposable income per household is forecast to increase, which should support demand for premium and high-tech large cooking appliances. The incorpora

The consumer appliances market in Norway is characterised by a growing demand for sustainable and energy-efficient products, driven by increasing household environmental awareness and cost-of-living pressures. In 2025, volume sales of consumer appliances declined due to weak household confidence and economic uncertainty. The increasing demand for energy-efficient and sustainably produced consumer appliances should have a positive impact on replacement sales moving forward.

The home laundry appliances category in Norway experienced a challenging year in 2025 due to economic uncertainty, resulting in a 5% decline in retail volume and a 2% decline in retail value. Despite this, the category is expected to stabilise in the coming years, driven by growing demand for convenient and sustainable solutions. The median disposable income per household grew by 9% in 2025 and it is set to continue rising over the forecast period, which will provide households with more financi

Personal care appliances in Norway experienced growth in value and volume terms in 2025, although this was primarily driven by oral care appliances. The integration of smart technologies and innovation in products such as the Philips Sonicare 9000 Diamond Clean and Oral-B IO2 toothbrush has enhanced product efficacy and strengthened perceived value among consumers. With an increase in median disposable income per household and a high urban population, the market conditions were favourable for pr

Norway's microwaves category is characterised by high penetration levels and a concentrated competitive landscape, with leading brands driving innovation and offering value-for-money options. However, the category faces challenges due to weak household sentiment and increased price sensitivity. To succeed, brands should focus on premiumisation, design-led products, and sustainability, while leveraging retail e-commerce and appliances and electronics specialists as key distribution channels. With

The small cooking appliances market in Norway experienced a decline retail volume terms in 2025, driven by economic uncertainty and weak household sentiment. Despite this, the market is expected to grow in value terms over the forecast period, driven by trends such as premiumisation, multifunctionality, and sustainability. The market's attractiveness lies in its potential for innovation, with households seeking value-for-money alternatives and compact, space-saving appliances. Brands can succeed

The food preparation appliances market in Norway experienced a decline in sales volume in 2025, despite an increase in median disposable income per household. This decline was largely due to cautious consumer spending and a shift towards multifunctional appliances. However, the market is expected to stabilise over the forecast period, driven by manufacturers focusing on smart technology, design, and sustainability. The trend towards multifunctionality is likely to continue, favouring categories

Sales of refrigeration appliances in Norway experienced a decline in 2025, driven by a soft housing market and high penetration levels. The market's attractiveness is limited by its high saturation and economic uncertainty, but manufacturers that prioritise sustainability, energy efficiency, and premium features are likely to benefit from shifting consumer preferences. The median disposable income per household in Norway remained relatively high at NOK624,823, supporting demand for premium appli

Sales of vacuum cleaners experienced a decline in retail volume terms in Norway in 2025, due to weak household sentiment and economic uncertainty. Despite this, the market is forecast to see a return to growth over the forecast period, driven by the increasing consumer demand for convenience and automation, particularly in robotic vacuum cleaners. The median disposable income per household is also expected to rise, potentially boosting sales. To succeed, brands should focus on developing innovat