Competitive Landscape
Arvid Nordquist Norge Helps Maintain the Lead through Innovation
The toilet care market in Norway is concentrated, with Arvid Nordquist Norge leading the market with a 38% share in 2025, followed by Unilever Norge AS and Orkla Home & Personal Care AS with respective shares of 19%?and 16%. Arvid Nordquist Norge maintained its lead in 2025 due to the strength of its WC Duck brand, which drives innovation in toilet care.
Innovation Focuses on Convenience and Hygiene
The toilet care category saw innovation momentum weighted towards rim blocks, with products like Duck Fresh Discs highlighting ease of use and hygiene benefits. This shift in consumer preference is reflected in retailers reallocating shelf space to favour rim blocks at the expense of rim liquids, which recorded negative growth.
No Significant Mergers or Acquisitions Expected
There were no significant mergers or acquisitions in 2025, and none are anticipated in 2026. This stability in the competitive landscape presents opportunities for businesses to focus on innovation and sustainability, as consumers are driving demand for products that offer additional value, such as time-saving, resource efficiency, and enhanced sensorial and self-care experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet 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 Toilet 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 Toilet 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 Toilet Care in Norway?
- Which are the leading brands in Toilet Care in Norway?
- How are products distributed in Toilet 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 Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in Norway - Category analysis
Key Data Insights
Premium and Sustainable Trends Drive Sales
Premium and Sustainable Trends Drive Sales
Rim Blocks Drive Sales at the Expense of Rim Liquids
Sustainability and Premiumisation Reshape Consumer Choices
Consumers to Drive Demand for Sustainable and Convenient Solutions
Limited Editions and Premium Products to Drive Value Growth
Sustainability and Convenience to Reshape Consumer Choices
Arvid Nordquist Norge Helps Maintain the Lead through Innovation
Innovation Focuses on Convenience and Hygiene
No Significant Mergers or Acquisitions Expected
Discounters Lead Toilet Care Sales Thanks to Their Extensive Networks
Retail E-Commerce Drives Growth with Convenience and Omnichannel Strategies
No New Retail Brands or Concepts Emerging 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:
Toilet Care
- In-Cistern Devices
-
- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
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 Toilet Care research and analysis database.
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