Disposable Paper Products in Norway
Euromonitor International's Disposable Paper Products in Norway market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 96 | Publication date: Sep 2009
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Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Dynamic growth in 2008
Norwegian retail disposable paper products saw positive current value growth throughout the review period. Several sectors recorded strong growth such as incontinence products, wipes, toilet paper, tissues and kitchen towels. Cotton wool/buds/pads and paper tableware recorded negative growth, whereas sanitary protection and nappies/diapers/pants recorded only moderate growth. The latter’s weak growth rate is due to the nappy deal offered by all retail chains whereby consumers receive the fourth nappy pack for free, which impacted on lower value sales which lead to slow value growth.
Environment, private label and quality products
There were three key factors impacting on growth in 2008, namely environmental issues, private label sales and quality products. Norwegian consumers are environmentally concerned and they prefer to purchase when possible environmentally friendly products. The Nordic countries have their own ecolabel named the Swan label which documents that the product meets certain environment-friendly conditions. Products in toilet paper, kitchen towels, tissues and paper tableware carrying the Swan label benefitted as consumers preferred environmentally friendly products and these issues were more prominent in these sectors.
Private label is particularly strong in cotton wool/buds/pads, toilet paper, kitchen towels and paper tableware with more than a 20% share of value sales in each sector. Some private label products even carry the Swan label. Private label products are still less expensive than industrial products but the quality is better and packaging more attractive which led to private label boosting their overall position in the market in 2008. However, many consumers prefer high quality products and are willing to pay more for functional and well known brand names. Thus a polarisation has been created in the Norwegian market with high quality expensive products at one end and private label at the other end.
SCA Hygiene Products dominates
SCA Hygiene Products dominates the Norwegian market and accounted for a dominant share of value sales in 2008. Metsä Tissue and Procter & Gamble Norge are second and third respectively, but lie a long way behind the leader. Private label is now larger than Procter & Gamble and enjoys an increasingly strong presence. SCA Hygiene Products is dominant in important sectors such as sanitary protection, nappies/diapers/pants, wipes, toilet paper, kitchen towels and also the away-from-home market. The company is strong in terms of innovation, launching the right products and knowing the Norwegian market and its consumers.
Grocery channel dominates
The grocery channel comprising supermarkets/hypermarkets, discounters and small grocery retailers accounted for 89% of all value sales in 2008. Non-grocery retailers such as variety stores and health and beauty retailers accounted for the rest of the sales. The grocery channel dominates due to the fact that outlets stock most products and fit in perfectly with the traditional shopping trends in Norway where most shopping is done once a week in bulk mainly before the weekend. Longer opening times, together with keeping prices low have benefitted discounters which gained shares from supermarkets/hypermarkets during the review period. Grocery retailers invested heavily in discounts for regular nappy customers, frequently offering “nappy deals”.
Economic slowdown to impact forecast sales
The unstable economic times are expected to be felt during the forecast period. Growth is expected to be slower than compared to the review period and it would mean that more people would turn to private label products. Consumers are also expected to make certain products last longer where possible. Players in the market are expected to focus more on the environment during the forecast period, marketing and advertising more frequently their Swan labelled products. Despite the unsure times ahead in terms of the economy, manufacturers will remain innovative and launch high quality, comfortable and functional products in order to attract consumers especially in sanitary protection, nappies/diapers/pants and wipes.
Table of contents
DISPOSABLE PAPER PRODUCTS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Dynamic growth in 2008
Environment, private label and quality products
SCA Hygiene Products dominates
Grocery channel dominates
Economic slowdown to impact forecast sales
KEY TRENDS AND DEVELOPMENTS
Environmentally friendly products important
Bleieavtalen has wider implications for retail chains
Jif dry and wet cleaning systems continue its popularity
Strong private label presence
Quality and innovative products drive sales
MARKET INDICATORS
Table 1 Birth Rates 2003-2008
Table 2 Infant Population 2003-2008
Table 3 Female Population by Age 2003-2008
Table 4 Total Population by Age 2003-2008
Table 5 Households 2003-2008
Table 6 Forecast Infant Population 2008-2013
Table 7 Forecast Female Population by Age 2008-2013
Table 8 Forecast Total Population by Age 2008-2013
Table 9 Forecast Households 2008-2013
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2008
Table 14 Penetration of Private Label by Sector 2003-2008
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NORWAY
DUNI AS - DISPOSABLE PAPER PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Duni AS : Key Facts
Summary 3 Duni AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Duni AS: Competitive Position 2008
METSä TISSUE AS - DISPOSABLE PAPER PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Metsä Tissue AS: Key Facts
Summary 6 Metsä Tissue AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Metsä Tissue AS: Competitive Position 2008
MIDELFART SONESSON AS - DISPOSABLE PAPER PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Midelfart Sonesson AS: Key Facts
Summary 9 Midelfart Sonesson AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Midelfart Sonesson AS: Competitive Position 2008
NYCOMED PHARMA AS - DISPOSABLE PAPER PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Nycomed Pharma AS: Key Facts
Summary 12 Nycomed Pharma AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Nycomed Pharma AS: Competitive Position 2008
PER AARSKOG AS - DISPOSABLE PAPER PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Per Aarskog: Key Facts
Summary 15 Per Aarskog AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 Per Aarskog AS: Competitive Position 2008
SANITARY PROTECTION IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Sanitary Towels by Type of Use: % Value Analysis 2004-2007
Table 18 Retail Sales of Sanitary Protection by Subsector: Value 2003-2008
Table 19 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2003-2008
Table 20 Retail Sales of Tampons by Application Format: % Value Analysis 2003-2008
Table 21 Sanitary Protection Retail Company Shares 2004-2008
Table 22 Sanitary Protection Retail Brand Shares 2005-2008
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2008-2013
Table 24 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2008-2013
NAPPIES/DIAPERS/PANTS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008
Table 26 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008
Table 27 Nappies/Diapers/Pants Retail Company Shares 2004-2008
Table 28 Nappies/Diapers/Pants Retail Brand Shares 2005-2008
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2008-2013
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2008-2013
INCONTINENCE PRODUCTS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 31 Retail Sales of Incontinence Products by Subsector: Value 2003-2008
Table 32 Retail Sales of Incontinence Products by Subsector: % Value Growth 2003-2008
Table 33 Incontinence Products Retail Company Shares 2004-2008
Table 34 Incontinence Products Retail Brand Shares 2005-2008
Table 35 Forecast Retail Sales of Incontinence Products by Subsector: Value 2008-2013
Table 36 Forecast Retail Sales of Incontinence Products by Subsector: % Value Growth 2008-2013
WIPES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Retail Sales of Wipes by Subsector: Value 2003-2008
Table 38 Retail Sales of Wipes by Subsector: % Value Growth 2003-2008
Table 39 Wipes Retail Company Shares 2004-2008
Table 40 Wipes Retail Brand Shares 2005-2008
Table 41 Forecast Retail Sales of Wipes by Subsector: Value 2008-2013
Table 42 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2008-2013
COTTON WOOL/BUDS/PADS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Retail Sales of Cotton Wool/Buds: Value 2003-2008
Table 44 Retail Sales of Cotton Wool/Buds: % Value Growth 2003-2008
Table 45 Retail Sales of Cotton Wool/Buds by Type: % Value Breakdown 2006-2008
Table 46 Cotton Wool/Buds Retail Company Shares 2004-2008
Table 47 Cotton Wool/Buds Retail Brand Shares 2005-2008
Table 48 Forecast Retail Sales of Cotton Wool/Buds: Value 2008-2013
Table 49 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2008-2013
TOILET PAPER IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Retail Sales of Toilet Paper by Subsector: Value 2003-2008
Table 51 Retail Sales of Toilet Paper by Subsector: % Value Growth 2003-2008
Table 52 Retail Sales of Wet Vs Dry Toilet Paper 2003-2008
Table 53 Toilet Paper Retail Company Shares 2004-2008
Table 54 Toilet Paper Retail Brand Shares 2005-2008
Table 55 Forecast Retail Sales of Toilet Paper by Subsector: Value 2008-2013
Table 56 Forecast Retail Sales of Toilet Paper by Subsector: % Value Growth 2008-2013
TISSUES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Retail Sales of Tissues by Subsector: Value 2003-2008
Table 58 Retail Sales of Tissues by Subsector: % Value Growth 2003-2008
Table 59 Tissues Retail Company Shares 2004-2008
Table 60 Tissues Retail Brand Shares 2005-2008
Table 61 Forecast Retail Sales of Tissues by Subsector: Value 2008-2013
Table 62 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2008-2013
KITCHEN TOWELS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Retail Sales of Kitchen Towels: Value 2003-2008
Table 64 Retail Sales of Kitchen Towels: % Value Growth 2003-2008
Table 65 Kitchen Towels Retail Company Shares 2004-2008
Table 66 Kitchen Towels Retail Brand Shares 2005-2008
Table 67 Forecast Retail Sales of Kitchen Towels: Value 2008-2013
Table 68 Forecast Retail Sales of Kitchen Towels: % Value Growth 2008-2013
PAPER TABLEWARE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Retail Sales of Paper Tableware by Subsector: Value 2003-2008
Table 70 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008
Table 71 Paper Tableware Retail Company Shares 2004-2008
Table 72 Paper Tableware Retail Brand Shares 2005-2008
Table 73 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013
Table 74 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 76 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 77 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 78 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2007
Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 80 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013