Competitive Landscape
Leading Multinationals Sustain Their Positions Amid Incremental Share Shifts
Men's grooming in Norway remained moderately concentrated in 2025, led by large multinational manufacturers, with Procter & Gamble Norge AS the number one player with a 17% retail value share. Despite a gradual decline from 20% in 2020, Procter & Gamble maintains the leadership primarily through its Gillette brand in men's shaving, bolstered by strong distribution in grocery and discount channels and the steady purchase of blade refills.
Incremental Innovation and Stable Competitive Dynamics Offer Focused Growth Opportunities
The market environment presents opportunities for businesses to capitalise on evolving consumer preferences towards multifunctionality and routine building. Brands can leverage incremental product improvements that simplify grooming regimens and offer accessible benefits, such as all-in-one grooming kits or enhanced formulations that align with the pragmatic preferences of Norwegian men.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming 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?
Men's Grooming in Norway - Category analysis
Key Data Insights
Steady Growth Reflects Mature, Functional Market with Niche Premium Demand
Steady Growth Reflects Mature, Functional Market with Niche Premium Demand
Men’S Fragances Most Dynamic
Rituals Advances Dual Strategy Blending Men’S Grooming with Lifestyle Beauty
Men’S Fragrances to Expand Premium Appeal
Norwegian Men to Embrace Unisex Simplicity While Valuing Multifunctionality
Brands Prioritise Functional Innovation and Routine Building to Sustain Growth
Leading Multinationals Sustain Their Positions Amid Incremental Share Shifts
Incremental Innovation and Stable Competitive Dynamics Offer Focused Growth Opportunities
Beauty Specialists Lead, E-Commerce Makes Further Gains
Incremental Digital Adoption and Discount Expansion Shape Retail Dynamics
E-Commerce Expands Niche Sales
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:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
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