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Brands Turn Nappies into Lifestyle Essentials and Drive Premium Value
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. Brands seeking to succeed must prioritise emotional engagement through design, leverage limited editions, deliver meaningful product differentiation, and commit to credible sustainability credentials, as price sensitivity and channel shifts towards discounters and variety stores intensify competition and private label gains ground.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Norway?
- Which are the leading brands in Tissue and Hygiene in Norway?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Norway
Brands Turn Nappies into Lifestyle Essentials and Drive Premium Value
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Brands Turn Nappies into Lifestyle Essentials and Drive Premium Value
Chart 2 Libero Limited Edition Launches
Convenience and Efficacy Aids Premium-Driven Growth
Chart 3 Tena Discreet Ultra
Sustainability Continues to Grow as a Defining Trend in the Industry
Chart 4 Vilje Sustainable Wipes
Chart 5 Value Sales of Tissue and Hygiene 2020-2030
Chart 6 Value Sales of Tissue and Hygiene by Category 2025
Consumer Engagement to Grow with Limited Editions and Seasonal Designs
Brands to Boost Sustainability Credentials to Attract Eco-Conscious Buyers
Chart 7 Analyst Insight for Tissue and Hygiene
Discounters and Variety Stores to Continue Gaining Ground as Consumers Trade Down for Value
Chart 8 Forecast Value Sales of Tissue and Hygiene 2020-2030
Chart 9 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
Metsä Tissue Leverages Lambi Product Innovation to Defend Share as Private Label Gains Ground
Chart 10 Company Shares of Tissue and Hygiene 2025
Chart 11 Brand Shares of Tissue and Hygiene 2025
Discounters Continue to Expand Their Reach and Attract Value-Focused Shoppers
E-Commerce and Omnichannel Innovation Accelerates Online Retail Growth
Chart 12 Retail Channels for Tissue and Hygiene 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Norway
Key Data Insights
Brands Leverage Hygiene Focus to Offset Cautious Spending
Chart 20 Key Industry Trends Away-from-Home
Brands Leverage Hygiene Focus to Offset Cautious Spending
Tork and Essity Redesign Hygiene Routines for Efficiency and Waste Reduction
Chart 21 Tork OptiServe Waste reduction
Operational Needs Drive Dynamic Gains in Away-From-Home Hygiene
Chart 22 Tena Proskin Stretch Day and Night Convenience Stretch
Chart 23 Value Sales of Away-from-Home 2020-2030
Chart 24 Value Sales of Away-from-Home by Category 2025
Smart Hygiene Solutions Reshape Public and Commercial Routines
Manufacturers to Adopt Data-Driven Technology to Boost Efficiency and Sustainability
Chart 25 Forecast Value Sales of Away-from-Home 2020-2030
Chart 26 Forecast Value Sales of Away-from-Home by Category 2025-2030
Return-To-Office and Travel Revive Business and Horeca Demand
Chart 27 Retail Channels for Away-from-Home 2020-2025
Chart 28 Economic Context for Away-from-Home
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-from-Home
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Norway
Key Data Insights
Essity Raises Perceived Value through Innovation-Led Premiumisation
Chart 35 Key Industry Trends for Retail Adult Incontinence
Essity Raises Perceived Value through Innovation-Led Premiumisation
Chart 36 Tena Silhouette Plus White
Brands Capture Demand for Advanced Convenience Features
Chart 37 Tena Discreet Ultra
Product Development Focuses on Diversity and Inclusivity
Chart 38 Value Sales of Retail Adult Incontinence 2020-2030
Chart 39 Volume Sales of Retail Adult Incontinence 2020-2030
Chart 40 Value Sales of Retail Adult Incontinence by Category 2025
Leakproof Apparel Launches to Challenge Future Growth in Reusable Solutions
E-Commerce Expansion and Product Privacy to Reshape Distribution Landscape
Chart 41 Analyst Insight for Retail Adult Incontinence
Chart 42 Forecast Value Sales of Retail Adult Incontinence 2020-2030
Chart 43 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030
Essity as Leverages Brand Trust and Innovation to Strengthen Lead
Chart 44 Company Shares of Retail Adult Incontinence 2025
Chart 45 Brand Shares of Retail Adult Incontinence 2025
Health and Beauty Specialists Sustain Lead with Trusted Guidance
Chart 46 Retail Channels for Retail Adult Incontinence 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in Norway
Key Data Insights
Premiumisation Drives High-Impact Innovation
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Premiumisation Drives High-Impact Innovation
Chart 55 Libero Leverages Premiumisation
Product Efficacy and Enhanced Convenience Factors Boost Pants Growth
Eco-Certified Nappies to Set a New Standard for Sustainability
Chart 56 Vilje Underscores a Commitment to Sustainability
Chart 57 Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 58 Volume Sales of Nappies/Diapers/Pants 2020-2030
Chart 59 Value Sales of Nappies/Diapers/Pants by Category 2025
Premiumisation to Continue through Limited Editions and Convenience Innovation
Sustainability and Health Credentials Reshape Competition and Consumer Loyalty
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Chart 61 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 62 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030
Essity as Drives Share Gains through Libero Innovation and Trust
Chart 63 Company Shares of Nappies/Diapers/Pants 2025
Chart 64 Brand Shares of Nappies/Diapers/Pants 2025
Discounters and Supermarkets Maintain Channel Lead
Chart 65 Retail Channels for Nappies/Diapers/Pants 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Norway
Key Data Insights
Brands Prioritise Meaningful Innovation to Drive Premium Appeal
Chart 73 Key Industry Trends for Menstrual Care
Brands Prioritise Meaningful Innovation to Drive Premium Appeal
Chart 74 Libresse Multistyle Uses Versatility to Add a Premium
Economic Concerns Create Polarised Market Segment
Chart 75 Tampax Bundles pack
Pantyliners Sustain Leadership as Demand Rises with Population Growth
Chart 76 Value Sales of Menstrual Care 2020-2030
Chart 77 Volume Sales of Menstrual Care 2020-2030
Chart 78 Value Sales of Menstrual Care by Category 2025
Essity Expands Leakproof Apparel Portfolio to Capture Shifting Preferences
Pantyliners to Maintain Growth Leadership as Tampons Face Sustained Decline
Brands to Focus on Value and Wellness to Secure Loyalty
Chart 79 Analyst Insight for Menstrual Care
Chart 80 Forecast Value of Menstrual Care Sales 2020-2030
Chart 81 Forecast Value Sales of Menstrual Care by Category 2025-2030
Essity as Leverages Trusted Brands and Retail Reach to Reinforce Leadership
Chart 82 Company Shares of Menstrual Care 2025
Chart 83 Brand Shares of Menstrual Care 2025
Discounters Leverage Store Networks to Maintain Price Leadership
Foodora Expands E-Commerce Reach with Dark Store Grocery Fulfilment
Chart 84 Retail Channels for Menstrual Care 2020-2025
Chart 85 Economic Context for Menstrual Care
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Menstrual Care
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Wipes in Norway
Key Data Insights
Convenience Demands Fuel Growth Amid Price-Conscious Shopping
Chart 92 Key Industry Trends for Wipes
Convenience Demands Fuel Growth Amid Price-Conscious Shopping
Brands Respond to Shifting Demand with Wellness-Led Baby Wipes Innovation
Chart 93 Libero Promotes Differentiation through Clean Wellness
Meny Drives Sustainability with Plastic-Free, Eco-Labelled Wipes
Chart 94 Vilje Aims to Make Responsible Choices Easier
Chart 95 Value Sales of Wipes 2020-2030
Chart 96 Value Sales of Wipes by Category 2025
Convenience to Remain a Key Contributor to Value Sales
Disposable Wipes Continue to Be Scrutinised as Eco-Awareness Grows
Chart 97 Analyst Insight for Wipes
A Value-Driven Approach Set to Grow as Affordability Demands Intensify
Chart 98 Forecast Value Sales of Wipes 2020-2030
Chart 99 Forecast Value Sales of Wipes by Category 2025-2030
Essity as Maintains Position by Leveraging Trusted Brands and Innovation
Chart 100 Company Shares of Wipes 2025
Chart 101 Brand Shares of Wipes 2025
Discounters Expand Reach as Price Pressures Grow
E-Commerce Continues to Expand through Omnichannel Solutions
Chart 102 Retail Channels for Wipes 2020-2025
Chart 103 Economic Context for Wipes
Chart 104 Real Gdp Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Wipes
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 Population by Generation 2025
Retail Tissue in Norway
Key Data Insights
Brands Drive Premium Growth through Innovation and Design
Chart 110 Key Industry Trends for Retail Tissue
Brands Drive Premium Growth through Innovation and Design
Chart 111 Renova Black Elevates Toilet Paper to a Statement of Style and Sophistication
Toilet Paper Leads as Brands Link Sustainability and Luxury to Win Discerning Shoppers
Chart 112 Unik Soft Toalettpapir (Toilet Paper) Ties Sustainability with Luxury
Chart 113 Value Sales of Retail Tissue 2020-2030
Chart 114 Volume Sales of Retail Tissue 2020-2030
Chart 115 Value Sales of Retail Tissue by Category 2025
Sustainable Practices to Become New Benchmark Standard
Affordability Needs to Accelerate through Versatility and Utility
Limited Editions and Digital Engagement to Reshape Household Loyalty and Spending
Chart 116 Analyst Insight for Retail Tissue
Chart 117 Forecast Value Sales of Retail Tissue 2020-2030
Chart 118 Forecast Value Sales of Retail Tissue by Category 2025-2030
Metsä Tissue Leverages Lambi to Maintain Lead as Rivals Edge Closer
Chart 119 Company Shares of Retail Tissue 2025
Chart 120 Brand Shares of Retail Tissue 2025
Discounters Sustain Leadership through Network Scale
E-Commerce Grows through Omnichannel Integration
Chart 121 Retail Channels for Retail Tissue 2020-2025
Chart 122 Economic Context for Retail Tissue
Chart 123 Real Gdp Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Retail Tissue
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Norway
Key Data Insights
Manufacturers Drive Value Perception through Performance, Innovation and Efficacy
Chart 129 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Manufacturers Drive Value Perception through Performance, Innovation and Efficacy
Chart 130 Attends Improves Efficacy and Discreetness with Its Channel Technology Innovation
Manufacturers Enhance Care Outcomes with Tailored Convenience Solutions
Chart 131 Tena Proskin Stretch Day and Night Aids Convenience and Ease of Use
Chart 132 Value Sales of Rx/Reimbursement Adult Incontinence 2020-2030
Chart 133 Volume Sales of Rx/Reimbursement Adult Incontinence 2020-2030
Manufacturers to Advance Sustainable Solutions as Ageing Population Drives Uptake
Essity Integrates Carbon Reduction into Product and Packaging Innovation
Chart 134 Forecast Value Sales of Rx/Reimbursement Adult Incontinence 2020-2030
Institutional Supply Routes Maintain Dominance as Procurement Centralises
Chart 135 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 136 Real Gdp Growth 2020-2030
Chart 137 Inflation 2020-2030
Chart 138 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 139 Population 2020-2030
Chart 140 Consumer Expenditure 2020-2030
Chart 141 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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