Competitive Landscape
Essity as Maintains Position by Leveraging Trusted Brands and Innovation
Wipes in Norway is characterised by a fragmented competitive environment, with value sales distributed across a high number of manufacturers. Over the review period, Essity AS’s share fluctuated, peaking at 21% in 2024 before settling at 20% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Norway?
- Which are the leading brands in Wipes in Norway?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Norway - Category analysis
Key Data Insights
Convenience Demands Fuel Growth Amid Price-Conscious Shopping
Convenience Demands Fuel Growth Amid Price-Conscious Shopping
Brands Respond to Shifting Demand with Wellness-Led Baby Wipes Innovation
Meny Drives Sustainability with Plastic-Free, Eco-Labelled Wipes
Convenience to Remain a Key Contributor to Value Sales
Disposable Wipes Continue to Be Scrutinised as Eco-Awareness Grows
A Value-Driven Approach Set to Grow as Affordability Demands Intensify
Essity as Maintains Position by Leveraging Trusted Brands and Innovation
Discounters Expand Reach as Price Pressures Grow
E-Commerce Continues to Expand through Omnichannel Solutions
Tissue and Hygiene in Norway - Industry Overview
Brands Turn Nappies into Lifestyle Essentials and Drive Premium Value
Key Data Insights
Brands Turn Nappies into Lifestyle Essentials and Drive Premium Value
Convenience and Efficacy Aids Premium-Driven Growth
Sustainability Continues to Grow as a Defining Trend in the Industry
Consumer Engagement to Grow with Limited Editions and Seasonal Designs
Brands to Boost Sustainability Credentials to Attract Eco-Conscious Buyers
Discounters and Variety Stores to Continue Gaining Ground as Consumers Trade Down for Value
Metsä Tissue Leverages Lambi Product Innovation to Defend Share as Private Label Gains Ground
Discounters Continue to Expand Their Reach and Attract Value-Focused Shoppers
E-Commerce and Omnichannel Innovation Accelerates Online Retail Growth
Country Reports Disclaimer
The following categories and subcategories are included:
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
Wipes
This is the aggregation of personal wipes and household cleaning 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 Wipes research and analysis database.
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