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Away-From-Home Tissue and Hygiene in
Norway

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Environmental concerns are set to slow growth of away-from-home tissue

Environmental concerns among the horeca industry in Norway, while mainly focused on plastic usage and food waste, are also leading to increasing demand for seemingly more environmentally friendly away-from-home solutions. This is taking the form of an increased presence of hand dryers to replace disposable paper towels or cloth towels to replace napkins.

Tourism growth will nonetheless positively impact away-from-home tissue

Norway is enjoying increasing worldwide recognition among tourists. The weaker krone, together with a drive towards safer destinations after the terrorist threats of recent years, has helped develop a stronger tourist industry in Norway.

The shortage of medical personnel and an ageing population create a need for convenience

AFH adult incontinence sales are set to increase due to the ageing of the Norwegian population. This factor is also placing great pressure on the whole medical system in Norway and the shortage of medical personnel is reinforcing the need for convenient solutions.

COMPETITIVE LANDSCAPE
Essity continues to lead

Essity leads away-from-home value sales in Norway. Its wide variety of products and the strength of some of its brands, including Tork and Tena, have helped position the company at the top of mind among buyers in terms of recognition.

Customisation does not offset long-term supply agreements

Hotels and restaurants are trying to create atmospheres of comfort and quality in order to attract more customers. This has, in recent years, resulted in a search for high-quality products and customisation not previously witnessed in Norway.

High barriers to entry limit competitive developments

The concentrated landscape of away-from-home tissue and hygiene is not set to evolve substantially over the forecast period. The barriers to entry faced by newcomers, together with purchasing habits, will likely reinforce the position of the stronger brands in their respective domains.

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Away-From-Home Tissue and Hygiene in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Away-From-Home Tissue and Hygiene industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Away-From-Home Tissue and Hygiene industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Away-From-Home Tissue and Hygiene in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Away-From-Home Tissue and Hygiene in Norway?
  • What are the major brands in Norway?
  • What are the most important channels for away-from-home sales?
  • What are the different applications for away-from-home wipers?

Why 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 industry report originates from Passport, our Tissue and Hygiene market research database.

Away-From-Home Tissue and Hygiene in Norway - Category analysis

HEADLINES

PROSPECTS

Environmental concerns are set to slow growth of away-from-home tissue
Tourism growth will nonetheless positively impact away-from-home tissue
The shortage of medical personnel and an ageing population create a need for convenience

COMPETITIVE LANDSCAPE

Essity continues to lead
Customisation does not offset long-term supply agreements
High barriers to entry limit competitive developments

CATEGORY DATA

Table 1 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 2 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 3 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 4 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 5 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 6 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 7 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 8 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 9 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 10 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Tissue and Hygiene in Norway - Industry Overview

EXECUTIVE SUMMARY

A mature market requires innovative marketing
Lifting taboos in retail hygiene, premiumisation in retail tissue
Metsä Tissue and Essity continue to lead tissue and hygiene
Internet retailing not yet disrupting tissue and hygiene distribution channels
A stable forecast driven by purchasing habits could be improved by marketing

MARKET INDICATORS

Table 11 Birth Rates 2013-2018
Table 12 Infant Population 2013-2018
Table 13 Female Population by Age 2013-2018
Table 14 Total Population by Age 2013-2018
Table 15 Households 2013-2018
Table 16 Forecast Infant Population 2018-2023
Table 17 Forecast Female Population by Age 2018-2023
Table 18 Forecast Total Population by Age 2018-2023
Table 19 Forecast Households 2018-2023

MARKET DATA

Table 20 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 21 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 23 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 24 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 25 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 26 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 27 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 28 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources