The depilatories category in Norway in 2025 recorded 3%?current value growth to reach sales of NOK214 million. This growth rate, while positive, was modest, indicating a mature and stable category in a developed market. The category's performance aligns with cautious consumer spending and entrenched usage habits, as hair removal remains a routine activity with limited potential for increased frequency. Growth in the category primarily results from market share shifts rather than expansion of ove

Men's grooming in Norway in 2025 recorded modest yet steady current value growth of 4%, with retail value reaching NOK1.3 billion. This growth rate was moderate compared to earlier years, but indicated sustained demand, despite the category's structural maturity and limited expansion beyond core shaving products. Consumer behaviour remains largely functional and price-sensitive, with many Norwegian men favouring unisex or shared household products, particularly in bath and shower and hair care,

In 2025, skin care in Norway showed steady current value growth, with sales up 3% to NOK7.4 billion, driven by consumers prioritising skin health over trend-led innovations. This growth contrasts with the more robust increases seen in previous years, indicating a maturing market with stabilising demand. The category's performance is being shaped by a strong focus on hydration, barrier repair and sensitive skin solutions that resonate well with Norwegian preferences for simple, functional routine

Hair care in Norway demonstrated a robust performance in 2025, outpacing broader beauty and personal care categories such as fragrances and colour cosmetics by capitalising on premiumisation from a comparatively lower base. Retail sales reached NOK5.2 billion in 2025, up by 7% in current value terms on the previous year. This growth was underpinned primarily by evolving consumer behaviour, with shoppers increasingly adopting multistep, treatment-led regimens focusing on repair, hydration and sca

In 2025, sun care in Norway exhibited solid growth, with retail volumes increasing by 1% and current value sales by 4% to reach NOK1.2 billion. This growth occurred in the context of relatively stable summer weather compared to previous years, supporting consistent consumer demand. Norway’s expanding population and rising consumer expenditure in 2025 were helping to create favourable economic conditions for discretionary spending on beauty and personal care products.

In 2025, the colour cosmetics landscape in Norway recorded 5%?current value growth, reaching retail sales of NOK4.1 billion. While growth has slowed from the double-digit increases in previous years, the category was still benefiting from sustained consumer engagement, particularly among younger demographics who use colour cosmetics for self-expression and are heavily influenced by social media and digital trends. This has led to a more fragmented competitive environment in which newer, internet

The oral care category in Norway in 2025 demonstrated a stable performance within a mature and routine-driven environment, with retail sales reaching NOK1.6 billion, registering 4% current value year-on-year growth. This growth was primarily fuelled by consumers trading up to premium electric toothbrushes, especially models equipped with advanced features such as pressure sensors, app connectivity and multiple brushing modes. Brands like Oral-B and Philips Sonicare dominate this innovation-led g

In 2025, the deodorants category in Norway experienced moderate current value growth of 3%, reaching retail sales of NOK558 million. This growth outpaced the modest population increase in Norway in 2025, and aligned with steady consumer expenditure growth that reflects cautious but positive spending trends. Despite a mature usage culture characterised by conservative volume consumption, the category benefits from premium fragrance-linked deodorants that continue to command higher price points an

Bath and shower in Norway in 2025 experienced a nuanced performance, characterised by cautious consumer spending compared to prior years, reflecting a mature and structurally stable market. Volume growth was limited overall, with declines being seen in traditional formats such as bar soap and hand sanitisers, which consumers often perceive as outdated or unnecessary in daily routines. Nonetheless, value growth was being supported by consumers trading up to premium and sensorial products, particu

In 2025, fragrances in Norway experienced continued growth, albeit at a slower pace than the post-pandemic boom years, reflecting a gradual market normalisation. Retail sales reached NOK1.5 billion in 2025, representing 5% current value growth over 2024. This growth aligns with Norway's steady consumer expenditure rise, supported by stable expansion in the country's population, which together helped create a favourable environment for personal care spending.

Beauty and personal care in Norway demonstrated a robust yet measured expansion in 2025, underpinned by a stable economic backdrop with positive real GDP growth and a gradually expanding consumer base. The category’s growth was notably sustained by premiumisation and lifestyle-driven consumption, as consumers prioritised products that align with efficacy, ingredient transparency and personal identity. Despite maturity and volume growth moderation, the market remains attractive due to consumers’

The performance of baby and child-specific products in 2025 in Norway continued to be challenged by structural demographic factors, with the population aged 0-14 remaining in decline, despite some signs of stabilisation in birth rates. This demographic pressure constrained volume development, limiting the potential for consumption growth and causing much of the category’s current value increase to be price-driven rather than volume-driven. Total retail sales reached NOK551 million in 2025, refle

Premium beauty and personal care in Norway recorded 5%?current value growth to reach retail sales of NOK10.8 billion in 2025. This growth rate, while slower than the double-digit increases seen in 2023 and 2024, still reflects a strong and resilient market performance. Growth in Norwegian premium beauty and personal care was being driven by sustained consumer willingness to pay for quality, efficacy and brand value.

In 2025, mass beauty and personal care in Norway recorded current value growth for retail sales to reach NOK11.0 billion. This growth rate was slower than the faster rates seen in previous years, indicating a more cautious but resilient market environment. The consumer expenditure trends showed a steady increase in 2025, underpinning the spending capacity in the country. The population is also gradual expanding, supporting a stable consumer base for personal care products. The mass beauty and pe

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

Retail tissue in Norway experienced both value and volume growth in 2025, continuing the upward trajectory established over the review period. Retail volume reached 51,300 tonnes, representing a 2% increase over the previous year, while retail value rose to NOK3 billion, marking a 5% increase. The current value growth outpaced volume, underscoring the role of higher unit prices and the growing importance of premium-positioned, eco-certified products in the Norwegian market. This stands in line w

Wipes recorded value growth in 2025, with retail sales reaching NOK565 million, an increase of 3% compared to the previous year. This performance was shaped by several converging trends, with Norwegian consumers showing heightened demand for convenient and easy-to-use solutions. However, the overall pace of value growth was moderated by affordability challenges, as consumers became increasingly price-conscious in a soft economic climate, with a real GDP growth rate of only 1% and inflation at 3%

Both value and volume sales for menstrual care in Norway increased in 2025, but the pace of growth was modest, with retail volume up by just 1% and value sales rising by 4% to reach 412 million units and NOK592 million, respectively. Menstrual care achieved positive volume growth due to a rise in the female population aged 12–54, underpinned by the total population expanding to 5.6 million in 2025, alongside heightened attention to personal health and hygiene, particularly supporting demand for

In 2025, nappies/diapers/pants in Norway exhibited modest retail volume decline, reaching 378 million units, a decrease of 1% compared to 2024, but value sales increased by 2% to NOK743 million. This performance contrasts with some broader Western Europe context, where mature demographics and falling birth rates limit volume expansion, yet Norwegian sales growth outpaces many regions due to a rise in the birth rate and a growing population aged 0-4. Disposable pants, which retail at higher price

In 2025, away-from-home tissue and hygiene in Norway achieved NOK1,746 million in value sales, registering 3% growth compared to the previous year. This expansion occurred despite an uneasy economic backdrop, as Norway’s real GDP growth stood at 1% and inflation remained elevated at 3%, both factors tempering the pace of spending in commercial hygiene solutions. Population growth continued, reaching 5,594,340, which provided a steady base for demand, but purchasing decisions in 2025 were notably

Rx/reimbursement adult incontinence in Norway demonstrated steady volume growth in 2025, reaching 13 million units, with an annual growth rate of 2%. In value terms, the category reached NOK33 million in 2025, rising by 4% compared to the previous year, which signals not only robust demand but also successful premiumisation and value capture, despite broader regional and global economic pressures. This performance reflects a continuation of the upward trajectory observed over previous years and

Retail adult incontinence in Norway delivered positive growth in both value and volume in 2025, driven by demographic shifts and evolving consumer behaviour. Retail volume reached 57 million units in 2025, representing a growth of 3%. Retail current value grew by 6% year-on-year to NOK301 million, and stood out against the backdrop of moderate economic growth (real GDP growth of 1%) and persistent inflation at 3%. This performance aligns with a steadily rising population aged 65 and over, which

The dishwashing category in Norway experienced growth in value sales in 2025, primarily driven by the strong performance of automatic dishwashing tablets, which is underpinned by the high penetration of dishwashers in Norwegian households. The convenience and ease of use of automatic dishwashing tablets continue to hold strong appeal, with consumers placing greater emphasis on cleaning solutions that save time, minimise effort and deliver consistent results. The rising median disposable income p

In 2025, the polishes market in Norway recorded positive current value sales growth, albeit with constrained magnitude due to competition from increasingly advanced home care products that claim greater efficacy and incorporate attributes traditionally associated with polishes. The median disposable income per household in Norway was rising in 2025, indicating a stable economic context that supports consumer spending on home care products. However, the growth of polishes was limited by the avail