Competitive Landscape
Orkla Home & Personal Care Helps Maintain the Leading Position through Innovation
The surface care market in Norway is concentrated, with Orkla Home & Personal Care AS holding a significant share of 43% in 2025, followed by Colgate-Palmolive Norge AS with 22%. Orkla Home & Personal Care AS has maintained the leading position due to its strong brand portfolio, particularly the Jif brand, which is an innovation driver.
Orkla Drives Innovation with Sustainable and Effective Solutions
Sustainability and health and wellness are driving innovation in surface care products in Norway. Households are seeking products with demonstrable environmental benefits, such as plant-based, fully biodegradable formulations and packaging that reduces material use and waste.
No Significant Mergers or Acquisitions Impact the Market
There were no significant mergers or acquisitions in the surface care market in Norway in 2025, and none are anticipated in 2026. This stability in the competitive landscape suggests that companies are focusing on organic growth strategies, such as innovation and product differentiation, rather than inorganic growth through mergers and acquisitions.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface 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 Surface Care in Norway?
- Which are the leading brands in Surface Care in Norway?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Norway - Category analysis
Key Data Insights
Multipurpose Cleaners Driving Overall Growth in Surface Care
Multipurpose Cleaners Driving Overall Growth in Surface Care
Multipurpose Cleaners the Leading Surface Care Category
Sustainability and Health and Wellness Shape Consumer Preferences
Multipurpose Cleaners Will Continue to Lead in Norway
Consumers to Drive Demand for Sustainable and Effective Solutions
Innovation to Prioritise Efficacy, Versatility and Sustainability
Orkla Home & Personal Care Helps Maintain the Leading Position through Innovation
Orkla Drives Innovation with Sustainable and Effective Solutions
No Significant Mergers or Acquisitions Impact the Market
Discounters Drive Surface Care Sales through Extensive Reach
E-Commerce Gains Traction through Omnichannel Retail Strategies
No New Retail Brands or Concepts Emerge in 2026
Home Care in Norway - Industry Overview
Norway's Home Care Market Continue Growing Despite Economic Uncertainty
Key Data Insights
Norway's Home Care Market Continue Growing Despite Economic Uncertainty
Laundry Care Drives Growth as Largest Category
Sustainability a Key Trend Shaping Home Care
Sustainability and Convenience to Drive Home Care Growth
Laundry Care Wil Maintain the Largest Share with Continued Growth
Demand for Sustainable and Hypoallergenic Products Surges
Orkla the Clear Leader with Strong Supply Agreements and Innovation
Multifunctionality Simplifies Chores with Added Benefits
No Significant Mergers or Acquisitions in 2025
Discounters Lead Sales through Extensive Store Networks
E-Commerce Growth Driven by Omnichannel Retailing and Convenience
No New Retail Brands or Concepts Emerging in 2026
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and 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 Surface Care research and analysis database.
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