Retail value sales of eye care in Norway are set to rise in 2025. The category continues to show slow but stable development, largely reflecting lifestyle patterns in Norway. Standard eye care remains the largest and most dynamic segment in 2025, supported by ongoing trends such as increasing screen time, across smartphones, tablets, laptops, and televisions, for both work and leisure. Many Norwegians now spend significant portions of the day in front of screens, leading to dry eyes and general

In 2025, retail value sales of NRT smoking cessation aids increased in Norway, though growth slowed compared to the previous year. The primary driver of growth remains strong public health messaging and an enduring desire among smokers to quit for health reasons. However, the market is increasingly constrained by a shrinking pool of daily smokers.

Retail value sales of analgesics in Norway are set to increase in 2025, while marking a return to more stable volume growth since the outbreak of COVID-19. This growth is being driven primarily by demographic and lifestyle factors, such as an ageing population, increasing levels of stress, and growing screen fatigue.

Herbal/traditional products is expected to record positive retail value growth in 2025, though at a slower pace than overall consumer health. While the category aligns conceptually with Norway’s strong interest in natural and preventive health, its performance is hindered by persistent consumer scepticism, particularly around efficacy compared to conventional OTC or prescription medicines.

In 2025, consumer health in Norway continues to record positive retail value growth. After significant year-on-year fluctuations, the market is stabilising, showing consistent and moderate growth that aligns with pre-pandemic consumption trends. Inflation has decreased, and value growth is primarily driven by steady consumer demand, rather than sharp price increases.

In 2025, sports nutrition is set to record double-digit value growth in Norway, maintaining its position as one of the best-performing consumer health categories. Growth is driven by Norway’s deeply embedded exercise culture and an expanding consumer focus on holistic health and wellness. Both serious athletes and casual gym-goers are increasingly incorporating products such as protein powders, creatine, and pre-workout supplements into their routines.

Retail value sales of wound care in Norway are projected to increase in 2025, with growth primarily propelled by two key factors: frequent engagement in outdoor activities and an ageing demographic.

Retail value sales of cough, cold, and allergy (hay fever) remedies in Norway are set to grow in 2025, which the category continues to be shaped by both seasonal variation and long-term lifestyle factors.

In 2025, retail value sales of dermatologicals in Norway are set to increase, continuing the stable growth trend observed in 2023 and 2024. This category remains resilient due to its essential nature, when symptoms arise, consumers tend to act quickly. The consistent demand is driven by the need for effective, trusted treatments across a range of common but often sensitive conditions.

Retail value sales of digestive remedies in Norway are set to increase in 2025, although the pace of growth is expected to slow compared to the temporary uplift seen during the immediate post-pandemic period. Categories linked to travel, such as diarrhoeal and motion sickness remedies, which experienced a strong rebound in 2022 and 2023 following pandemic-related restrictions, are now levelling off as demand normalises. Despite this, motion sickness treatments are set to emerge as the most dynam

Value sales of sleep aids are set to increase in Norway in 2025. Sleep aids remain one of the more dynamic categories within consumer health; however, growth has slowed following a strong multi-year expansion. Melatonin continues to be the dominant ingredient and has, in the eyes of many consumers, shifted from being perceived as a medicinal product to a type of dietary supplement, something taken regularly to support sleep rather than to address a specific medical issue. This repositioning has

Retail value sales of dietary supplements are expected to remain stable in 2025, supported by many of the same drivers influencing the vitamins category, preventative health habits, seasonal health needs, and an ageing population. However, performance varies significantly by product type. Fish oils/omega fatty acids continues to lead as the most widely consumed supplement. Fish oil/omega fatty acids is a Norwegian staple, a situation cultivated by the country’s strong fishing industry. In additi

Retail value sales of vitamins in Norway are expected to rise in 2025, reflecting continued steady demand. The country’s long winters and limited sunlight remain key factors sustaining interest in vitamin D supplements, with single vitamins set to be the most dynamic category during the year.

In 2025, weight management and wellbeing continues to be one of the weakest performing categories within consumer health in Norway, with retail value growth remaining low. Norwegian consumers are increasingly favouring sustainable lifestyle choices, such as healthier diets, regular exercise, and fitness tracking, over quick-fix supplements.

In 2025, paediatric consumer health is expected to record modest value growth in Norway. However, the category remains relatively mature and constrained, reflecting the country’s “less is more” approach to children’s healthcare. Norwegian parents tend to purchase products only when clearly needed, and typically in recommended doses. This conservative usage pattern limits sales volumes. For example, paediatric analgesics often last for several months due to the small dosages required per use. In

In 2024, single person households in Norway accounted for 43.9% of the total, driven by the younger generation’s focus on education and career, and an ageing population. Over 2024-2029, these households are forecast to grow by 8.5%, outpacing other types, while the average household size remains stable at 2.1 persons. Despite high urbanisation and living costs, Norway’s strong welfare system and economic growth support this trend.

Sales of baby food have seen steady growth in current value terms in 2025, but this has been fuelled by price increases rather than an increase in demand with volume sales continuing to decline. The decline in demand is in part linked to the falling birth rate in Norway which has reduced the potential consumer base. Norwegian consumers are also showing a preference for organic and natural baby food products, driven by rising awareness of health and nutrition. This trend has had a negative impact

Sales of other dairy have seen strong and sable growth in retail value and volume terms in 2025, continuing the pattern seen over the previous two years. Value growth continues to be partly fuelled by price increases, with dairy prices continuing to rise above inflation levels due to the impact of rising production costs and supply chain issues. Demand also continues to growth, with this being linked to various trends. For instance, cream, the largest category in other dairy, continues to benefi

Sales of drinking milk products have continued to see stable growth in current value terms in 2025. However, this continues to be fuelled by price increases with volume sales continuing to decline. The drop in volume sales is in part linked to financial pressures, with many households having seen their disposable income squeezed by the significant increase in the cost of living since the end of the pandemic. Another significant factor are the growing concerns around the environmental impact of t

Cheese has seen strong growth in current value terms in 2025, while volume sales have seen more moderate growth. Although inflation has stabilised in 2025 prices across dairy have continued to rise due to the rising cost of production, with this helping to drive value growth while also placing constraints on volume growth. Norwegian consumers are embracing traditional Norwegian options like yellow and brown cheese, indicating a growing preference for authenticity and natural ingredients in dairy

Yoghurt and sour milk products has seen strong growth in value and volume terms in 2025. While inflation has softened prices within yoghurt and sour milk products have continued to rise which has boosted growth in current value terms. Nonetheless, despite seeing significant price increases, sales of yoghurt and sour milk products have also continued to see steady growth in retail volume terms in 2025. This is linked to the growing focus on health and wellness, with these products having various

Sales of butter and spreads have seen strong growth in value and volume terms in 2025. Value growth continues to be fuelled by price increases with manufacturers continuing to face rising input costs. Nonetheless, demand for butter and spreads also continues to growth, backed by efforts from players to offer healthier options and more natural products. There are ongoing debates about the dangers of ultra-processed food which is helping to boost demand for butter and healthier options within marg

Sales of dairy products and alternatives have continued to post strong growth in current value terms in 2025 although this remains largely price driven, with volume sales reporting only moderate growth. High, if slowing, inflation rates, high interest rates and price hikes have made consumers more price-sensitive. Furthermore, some people have been cutting back on their dairy intake, which has had a particularly negative impact on volume sales of cow’s milk. This is linked to various factors inc

Plant-based dairy has seen moderate growth in current value terms in 2025, but this has been largely fuelled by further price increases with volume sales continuing to decline. Sales of plant-based dairy have struggled for volume gains over the last few years of the review period, which is in part linked to price increases. The average unit price of plant-based dairy products is higher than traditional dairy products and therefore with many households facing financial pressures this has negative