Nappies/Diapers/Pants in Norway

PROSPECTS

Disposable pants drive volume and value growth

Potty training often occurs between three and four years old in Norway, which makes for longer usage of nappies/diapers than in southern countries. Older children are also more able to dress and undress themselves, making disposable pants the obvious choice for Norwegian parents.

Product premiumisation not reflected in price

Nappies/diapers/pants are commonly used as a tool to increase loyalty among customers. The “diaper deal” proposed by the discounter, Kiwi, where every fourth package is free is a clear example.

Reusable diapers not a threat due to the low price levels of disposable products

In view of the quality of nappies/diapers/pants found in Norway and their low pricing, the development of reusable diapers is limited. The convenience of disposables options is barely counterbalanced by environmental concerns, which are more directed towards the composition and materials used than towards the disposable aspects of nappies/diapers/pants.

COMPETITIVE LANDSCAPE

Private label a fierce competitor

Private label is not synonymous with poor quality in nappies/diapers/pants in Norway. While private label products may be regarded as of lower quality than branded options such as Libero or Pampers, this is debated among customers.

Libero leads but takes a discount

Essity’s brand Libero remains the clear leader in nappies/diapers/pants in Norway despite the competitive environment. Its innovations, from larger sizes to increased absorption, are matched by competitors after a delay, always giving Libero a short edge and reinforcing its customer loyalty.

Internet retailing of nappies/diapers/pants still in its infancy

The low price of nappies/diapers/pants in Norway does not encourage Norwegian parents to look for better deals on the internet. Furthermore, the dense network of grocery retailers, with less than 500 meters between them in some urban areas, associated with the high cost and complexity of delivery in Norway, limits the development of grocery retailing and thus sales of nappies/diapers/pants online.

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