Competitive Landscape
Orkla's Effective Distribution Helps Maintain the Leading Position
The deodorants landscape in Norway in 2025 was clearly led by Orkla Care AS, which held a share of 19%, followed by Brynild Gruppen AS with a 10% share. These two companies maintained their leading positions primarily through strong distribution across grocery and discount channels, high recognition of their products, and aggressive promotional activities, rather than major product innovation.
Sustainability Innovation and Sensitive-Skin Focus Open Growth Avenues
Sustainability and sensitive-skin considerations are emerging as critical factors shaping consumer choices and brand strategies within deodorants. The introduction of a refillable roll-on system by Klars exemplifies this trend, offering refill cartridges to reduce plastic waste, while maintaining affordability in the mass-premium segment.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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 Deodorants 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 Deodorants 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 Deodorants 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?
Deodorants in Norway - Category analysis
Key Data Insights
Value Growth Driven by Premium Fragrances Amid Cautious Spending
Value Growth Driven by Premium Fragrances Amid Cautious Spending
Deodorant Roll-Ons Dominate Value with Premium Positioning and Steady Volumes
Klars' Refillable Roll-On Exemplifies Sustainability Shaping Consumer Choices
Value Growth Will Be Driven by Pricing and Channel Dynamics Amid Limited Volume Expansion
Deodorant Roll-Ons Will Maintain Their Dominance While Sticks Will Lead Premium Growth
Sensitive-Skin Focus and Sustainability Innovations to Reshape Consumer Choices and Business Models
Orkla's Effective Distribution Helps Maintain the Leading Position
Sustainability Innovation and Sensitive-Skin Focus Open Growth Avenues
Health and Beauty Specialists Lead
Price Competition and Sensitive-Skin Trends Shape Retail Dynamics
Retail E-Commerce Expands with Premium and Specialist Product Focus
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:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set 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 Deodorants research and analysis database.
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