Competitive Landscape
Leading Companies Consolidate Positions Amid Rising Multifaceted Competition
The bath and shower market in Norway in 2025 is moderately concentrated, with the top company, Orkla Care AS, commanding a significant 34% share of retail sales, followed by Karo Pharma AS with 10%, Colgate-Palmolive Norge AS and Rituals Cosmetics Norway AS, both with 9%, and Unilever Norge AS with 7%. This concentration has remained relatively stable over the past five years, although Orkla Care has consolidated its leading position by increasing its share from 28% in 2020 to 34% in 2025.
Strategic Innovation and Premiumisation Unlock Growth Opportunities across Categories
Innovation and premiumisation are key growth drivers within bath and shower, presenting significant opportunities for companies to differentiate and capture discerning consumers. Notable product developments in 2025 included Orkla’s launch of Dr Greve Phases, an intimate care range designed around life stages and wellbeing, distributed through grocery, pharmacy and online channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower 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 Bath and Shower 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 Bath and Shower 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 Bath and Shower in Norway?
- Which are the leading brands in Norway?
- How are products distributed in Norway?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Norway - Category analysis
Key Data Insights
Norwegian Consumers Balance Premiumisation and Price Consciousness Amid Mature Demand
Norwegian Consumers Balance Premiumisation and Price Consciousness Amid Mature Demand
Premium and Refillable Products Drive Bar Soap Decline and Intimate Hygiene Growth
Orkla’S Dr Greve Phases and Klar Lead Lifestyle and Sustainability Trends
Norwegian Consumers to Balance Value Growth with Pragmatic Premiumisation
Premium Segments and Intimate Hygiene to Drive Value Growth
Brands to Leverage Sustainability and Skin Care Innovation to Capture Discerning Consumers
Leading Companies Consolidate Positions Amid Rising Multifaceted Competition
Strategic Innovation and Premiumisation Unlock Growth Opportunities across Categories
Grocery Retailers Lead as E-Commerce Gains Pace among Premium Buyers
Premiumisation and Sustainability Shape Channel Evolution and Product Demand
E-Commerce Expands with Premium and Specialised Products Amid Steady Offline Demand
Beauty and Personal Care in Norway - Industry Overview
Norwegian Consumers Drive Premium Growth Amid Steady Economic Conditions
Key Data Insights
Norwegian Consumers Drive Premium Growth Amid Steady Economic Conditions
Sales in Biggest Category Skin Care Driven by Ingredient-Led and Wellness Trends
Brands Leverage Lifestyle and Digital Engagement to Capture Consumer Loyalty
Norwegian Consumers to Drive Premium and Pharmacy Growth through Value-Focused Choices
Skin Care Will Continue to Be the Leading Category in Value Terms
Brands to Leverage Omnichannel and Influencer Strategies to Capture Evolving Consumer Loyalty
L’Oréal and Orkla Strengthen Their Positions through Broad Portfolios and Innovation
Sustainability and Omnichannel Strategies Strengthen Brand Loyalty
Fragmentation and Innovation Drive Competitive Dynamics and Growth Opportunities
Specialist Sustain Their Dominance Amid Shifting Shares
Retail E-Commerce Continues Growing, Driven by Its Convenience and Omnichannel Operations
Discounters and Omnichannel Specialists Reshaping Retail Landscape in 2026
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
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 Bath and Shower research and analysis database.
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