Norway

Supported by more casual dress codes and the spread of sport as a status symbol, sportswear in Western Europe is seeing significant value growth, despite fierce price competition. Rising per capita spending on versatile trainers and leggings is ...

Despite booming value sales of baby and child-specific sun care in 2017, which occurred due to good weather during the autumn, sales continued to boom in 2018 following an extraordinarily long and warm spring and summer. Several records were ...

The strong focus on incorporating natural ingredients and free from claims continued within bath and shower in 2018. Due to the relatively harsh Norwegian climate, consumers have traditionally appreciated bath and shower products marketed towards dry...

The premium colour cosmetics segment continued to display more dynamic development than mass brands in 2018. All of the leading mass brands registered declining value sales in 2018, while many, such as Lancôme and Clinique, continued to grow. ...

Deodorants continued to register negative value sales development in 2018. Despite a high degree of maturity, deodorants managed to register positive value growth for most years at the beginning of the review period. This was a result of ...

Depilatories continued to display positive value sales development in 2018, however growth remained relatively modest given the fact that a hairless look has become the norm. The main reason for this is a strong demand for more advanced hair removal ...

In 2017, a leading fragrances retailer, Fredrik & Louisa, made notable efforts in focusing on premium niche fragrances, including creating bespoke fragrance and scent rooms. This trend continued to intensify in 2018 with many retailers focusing on ...

Low-cost or discount store concepts have boomed towards the end of the review period and hair care has been one of the most affected categories within beauty and personal care. Variety stores, such as Europris, have registered growth which at times ...

While the pharmacy channel is predominantly associated with premium-positioned brands, a wide range of mass pharmacy brands, such as Cosmica, Eucerin, Cliniderm and Dermica, have registered a strong value sales development for most of the review ...

While Norwegian men have been scarce in the number of beauty and personal care products that they have added to their daily beauty routine, men’s skin care, mainly in the form of moisturisers and to a certain extent facial cleansers, has become a ...

With oral care and dental hygiene becoming increasingly important among consumers, more advanced solutions have developed strongly throughout the review period. The most evident example of this trend is the rising demand for electric toothbrushes. ...

Beauty and personal care in Norway continued to register stable value sales development in 2018, predominantly driven by a strong premiumisation trend. Norwegian consumers are consistently searching for quality products and display a strong ...

The majority of premium beauty and personal care categories continued to experience positive value sales development in 2018 and a main contributing reason for this is rising demand for naturally-positioned products. The rising demand for natural ...

The pharmacy channel has developed strongly throughout the review period and its main focus has been skin care products. The strong focus on customer service and loyalty clubs along with emphasising natural-orientated brands have been the main ...

Sales of sun care in 2017 were saved by a warm and sunny autumn, which resulted in strong performance. However, the strong growth of 2017 was surpassed by even more dynamic growth in 2018. The spring and summer of 2018 was unusually long and warm, ...

The pace of growth in small appliances is progressively slowing in Western Europe, impacted by growing degrees of maturity. Manufacturers are therefore focusing on value growth and the launch of upmarket innovations. Technologies related to ...

As in dog food, the premiumisation trend is driving growth in cat food. While premium cat food accounted for the highest share of retail value sales, the segment continued to register the fastest growth in 2019. Pet humanisation is boosting sales of ...

The strong premiumisation trend continued in 2019. Niche premium brands are developing rapidly in dog food, such as Kingsmoor, Vigor & Sage, Farmina and Appetitt. Premiumisation is being observed in all channels, and even premium private label is ...

Small mammal food is increasingly emulating dog and cat food in terms of premiumisation. Although the category size of other pet food remains small in comparison with dog food and cat food, small mammal food brands with a more premium positioning ...

Pet care value sales continue to develop at a stable pace. Retail current value growth in 2019 was led by other pet products, premium wet cat food and premium dry cat food as owners again demonstrated their willingness to buy high-quality goods for ...