Tissue and hygiene in Norway demonstrated resilient value growth in 2025, a performance underpinned by a willingness among Norwegian consumers to invest in added value despite ongoing economic pressures. This environment, driven by population growth to 5.6 million and a rising cohort of older adults, supports a stable and expanding demand base, while the pursuit of premium, innovative, and sustainable products continues to set Norway apart as an attractive and dynamic landscape within the region

Retail tissue in Norway experienced both value and volume growth in 2025, continuing the upward trajectory established over the review period. Retail volume reached 51,300 tonnes, representing a 2% increase over the previous year, while retail value rose to NOK3 billion, marking a 5% increase. The current value growth outpaced volume, underscoring the role of higher unit prices and the growing importance of premium-positioned, eco-certified products in the Norwegian market. This stands in line w

Wipes recorded value growth in 2025, with retail sales reaching NOK565 million, an increase of 3% compared to the previous year. This performance was shaped by several converging trends, with Norwegian consumers showing heightened demand for convenient and easy-to-use solutions. However, the overall pace of value growth was moderated by affordability challenges, as consumers became increasingly price-conscious in a soft economic climate, with a real GDP growth rate of only 1% and inflation at 3%

Both value and volume sales for menstrual care in Norway increased in 2025, but the pace of growth was modest, with retail volume up by just 1% and value sales rising by 4% to reach 412 million units and NOK592 million, respectively. Menstrual care achieved positive volume growth due to a rise in the female population aged 12–54, underpinned by the total population expanding to 5.6 million in 2025, alongside heightened attention to personal health and hygiene, particularly supporting demand for

In 2025, nappies/diapers/pants in Norway exhibited modest retail volume decline, reaching 378 million units, a decrease of 1% compared to 2024, but value sales increased by 2% to NOK743 million. This performance contrasts with some broader Western Europe context, where mature demographics and falling birth rates limit volume expansion, yet Norwegian sales growth outpaces many regions due to a rise in the birth rate and a growing population aged 0-4. Disposable pants, which retail at higher price

In 2025, away-from-home tissue and hygiene in Norway achieved NOK1,746 million in value sales, registering 3% growth compared to the previous year. This expansion occurred despite an uneasy economic backdrop, as Norway’s real GDP growth stood at 1% and inflation remained elevated at 3%, both factors tempering the pace of spending in commercial hygiene solutions. Population growth continued, reaching 5,594,340, which provided a steady base for demand, but purchasing decisions in 2025 were notably

Rx/reimbursement adult incontinence in Norway demonstrated steady volume growth in 2025, reaching 13 million units, with an annual growth rate of 2%. In value terms, the category reached NOK33 million in 2025, rising by 4% compared to the previous year, which signals not only robust demand but also successful premiumisation and value capture, despite broader regional and global economic pressures. This performance reflects a continuation of the upward trajectory observed over previous years and

Retail adult incontinence in Norway delivered positive growth in both value and volume in 2025, driven by demographic shifts and evolving consumer behaviour. Retail volume reached 57 million units in 2025, representing a growth of 3%. Retail current value grew by 6% year-on-year to NOK301 million, and stood out against the backdrop of moderate economic growth (real GDP growth of 1%) and persistent inflation at 3%. This performance aligns with a steadily rising population aged 65 and over, which

The dishwashing category in Norway experienced growth in value sales in 2025, primarily driven by the strong performance of automatic dishwashing tablets, which is underpinned by the high penetration of dishwashers in Norwegian households. The convenience and ease of use of automatic dishwashing tablets continue to hold strong appeal, with consumers placing greater emphasis on cleaning solutions that save time, minimise effort and deliver consistent results. The rising median disposable income p

In 2025, the polishes market in Norway recorded positive current value sales growth, albeit with constrained magnitude due to competition from increasingly advanced home care products that claim greater efficacy and incorporate attributes traditionally associated with polishes. The median disposable income per household in Norway was rising in 2025, indicating a stable economic context that supports consumer spending on home care products. However, the growth of polishes was limited by the avail

In 2025, the toilet care category in Norway saw value sales rise, driven by consumer willingness to pay a premium for products offering meaningful value, such as time-saving, resource efficiency, and enhanced sensorial and self-care experiences. The demand was further strengthened by credible, science-backed wellness and hygiene claims, indicating a shift towards products that combine functional performance with emotional resonance. Median disposable income per household in Norway was rising in

Value sales of surface care in Norway grew in 2025, driven by the strong performance of multipurpose cleaners, which are favoured by price-conscious households seeking convenience and value for money. The growth was supported by innovation, particularly from the Jif brand, which launched several new products designed to meet consumer demand for sustainable, cost-effective, multifunctional and high-performing cleaners. Jif Allrent Sparkling Happiness and Jif Eddikspray emphasise versatility and e

The home care market in Norway demonstrated resilience in 2025, with 2% current value growth, driven by households shifting towards more convenient, versatile and premium products. Sustainability and convenience are key growth drivers, with consumers seeking products with demonstrable environmental benefits and multifunctional features. Orkla is the leading player with a 46% value share, driven by strong supply agreements and innovation. The market is expected to continue growing, driven by incr

The bleach category in Norway experienced 1%?current value growth sales in 2025, reaching retail sales of NOK42.6 million. This modest growth was down to heightened household caution in a challenging economic climate, with consumers seeking cost-effective and versatile options.

Laundry care value sales grew by 2%?in current value terms in 2025, driven by the ongoing shift within laundry detergents from powder to higher-priced liquid and tablet formats. The shift towards liquid and tablet formats is a key driver of the growth in laundry care, as these formats command higher prices than traditional powder detergents.

Value sales in air care grew in 2025, driven by the performance of candle air fresheners, which is the largest category. The convergence of wellness, relaxation and interior design underpins the strength of candle air fresheners, making them a favourite among Norwegian households. This growth is also attributed to consumers seeking products that enhance their wellbeing and provide a sense of luxury at home. The rising median disposable income per household in Norway in 2025, was also indicative

In 2025, home insecticides in Norway recorded 3%?current value growth, driven by increasing household health concerns and a shift towards safer, more natural formulations. Norwegian consumers are displaying a marked preference for home care products that minimise ecological impact, opting for formulations based on renewable, biodegradable and plant-derived materials. This evolution is reinforced by Norway's stringent environmental regulations and the government’s ongoing efforts to achieve clima

Cafés/bars in Norway saw positive growth in outlet numbers, transactions and value sales in 2025. The fastest-growth rates were derived from juice/smoothie bars and specialist coffee and tea shops, rather than the biggest, maturer categories, cafés and bars/pubs. Value for money remained a key preoccupation among consumers amid the development of healthier and more premium products and consumption habits. To remain competitive, key players are investing in personalisation, loyalty programmes, sp

Self-service cafeterias in Norway performed positively in transaction and value sales terms in 2025, albeit due to the dynamism of chained operators, as the number of independent outlets, transactions and value sales decreased. The opening of new outlets and investments in modernisation and concepts, menus and digitalisation and delivery services and sustainability have provided impetus to the category. These aspects are expected to remain robust development and growth drivers in the short to me

Consumer foodservice in Norway saw further growth in current value sales in 2025, albeit at a slower rate than in the previous years of the review period. Foodservice value sales growth was supported by menu price increases, premiumisation and sustained consumer demand for dining experiences. While cost inflation continued to pressure operators, higher average spending per visit supported overall expansion in the market. Experience-led concepts, hybrid entertainment venues and health-orientated

Street/stalls in Norway is highly fragmented with no significant chains present in the category. Heavily hit by operating and consumer mobility restrictions in the wake of COVID-19, there has been a recovery, albeit key metrics remain below 2019 pre-pandemic levels. The return of outdoor activities and events, such as premier food festivals, have stimulated footfall and trade, despite constraints on consumer spending due to economic pressures and key foodservice alternatives. Nonetheless emergin

Full-service restaurants in Norway showed resilience, holding the highest value sales in consumer foodservice at the end of the review period. However, consumers tended to limit their visits to these outlets amid economic pressures in 2025. To stimulate trade, operators looked to improve and differentiate menus, including the use of premium ingredients and locally sourced produce to pique the interest of consumers. The focus on both good price-quality ratios and means of luring and retaining con

Standalone continued to dominate consumer foodservice by location in Norway in 2025, although the recovery of tourism and outdoor activities and the development of concepts are increasing the use of other location types for foodservice. Across locations, operators are looking to maintain affordability with promotions and special deals or offers as the competition intensifies in a highly competitive foodservice landscape. Operators are also looking to expand geographically to maximise coverage an

Limited-service restaurants in Norway saw growth across volume and value metrics in 2025, supported by significant investments by chained players. Operators are seeking to expand their footprint with new outlet openings in urban, underserved and tourist areas, while developing and improving in fufillment terms. The category continues to win over consumers, especially teenagers and young adults, with convenience, affordability and sociability opportunities. Nonetheless, menu innovations and outle