Retail in Norway

July 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Retail 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retail 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 Retail in Norway report includes:

  • Analysis of key retail trends
  • Detailed segmentation of offline and online retail sales
  • Historic channel sizes (retail value sales, outlet counts, and selling space)
  • Company and brand market shares (retail value sales and outlet counts)
  • 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 Retail in Norway?
  • Which are the leading retailers in Retail in Norway?
  • How are products distributed in Retail in Norway?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Norway?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar? 
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in Norway

2025 Developments

Key Data Insights

Chart 1 Key Industry Trends for Retail
Retailers Respond to Value-Seeking Shoppers with Price-Focused Investment
Retail E-Commerce Captures Growth as Bohus Transforms Urban Shopping
Chart 2 Bohus Launches City Concept Stores
Informal Retail Remains under Control as Legal Channels Thrive
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Discounters Secure Leading Position as Shoppers Seek Value
E-Commerce Set to Outpace Traditional Stores as Digital Habits Accelerate
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Chart 7 Analyst Insight for Retail
Kiwi and Rema 1000 Drive Price-Focused Growth through Digital Innovation
10,000 Visitors Validate Power’S Experiential Strategy
Chart 8 Power Redefines Experiential Retail
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 11 Standard Opening Hours by Channel Type 2025
Seasonality
Black Friday
Christmas
New Year
Back to School
Chart 12 Economic Context for Retail
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Retail
Chart 16 Population 2020-2030
Chart 17 Population by Generation 2025

Convenience Retailers in Norway

Key Data Insights

Convenience Retailers Summary
Chart 18 Key Industry Trends for Convenience Retailers
Economic Headwinds Put Pressure on Convenience Retailers
Retailers Drive Digital Engagement and Community Integration to Retain Relevance
Chart 19 Remote Staffing Reshapes Local Retail
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Reitan Removes Tobacco as Forecourt Retailers Expand Self-Service
Chart 22 Reitan Phases Out Tobacco Sales
Players under Pressure to Differentiate as the Market Evolves
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Bunnpris Sustains Lead While Nærbutikken Leverages Digital Innovation
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Chart 27 Economic Context for Convenience Retailers
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Convenience Retailers
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025

Supermarkets in Norway

Key Data Insights

Supermarkets Summary
Chart 33 Key Industry Trends for Supermarkets
Supermarkets Defend Their Share through Pricing and Innovation
Chart 34 Coop Taps into Nutrition and Sustainability Trends
Coop Extra Champions Healthy Eating and Waste Reduction to Gain Consumer Trust
Chart 35 Meny Blends Shopping with Sports
Meny Leverages Community Integration to Differentiate and Drive Loyalty
Chart 36 Value Sales 2020-2030
Norgesgruppen Advances Automation to Extend Store Hours and Boost Flexibility
Coop Deepens Loyalty Engagement to Counter Discounter Pressure
Regulatory Fines Prompt Changes in Pricing Transparency
Chart 37 Forecast Value Sales 2020-2030
Chart 38 Analyst Insight for Supermarkets
Coop Extra Accelerates Innovation to Secure Lead in Value-Focused Landscape
Meny Elevates Premium Experience and Local Sourcing to Drive Growth
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Chart 41 Economic Context for Supermarkets
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Supermarkets
Chart 45 Population 2020-2030
Chart 46 Population by Generation 2025

Hypermarkets in Norway

Key Data Insights

Hypermarkets Summary
Chart 47 Key Industry Trends for Hypermarkets
Coop Obs Leverages Digital Tools to Boost Shopper Engagement
Chart 48 Coop Launches AI-Driven In-Store Screens
Coop Obs Attracts Families and Value Seekers with Large-Pack Promotions
Chart 49 Value Sales 2020-2030
Coop Obs Uses Local Big-Shop Deals to Challenge Cross-Border Value Trips
Rising Operational Costs and Online Shift Threaten Large-Format Profitability
Chart 50 Forecast Value Sales 2020-2030
Coop Obs Drives Loyalty with Innovation and Exclusive Value
Chart 51 Coop Obs Rolls Out Large-Pack Promotions
Chart 52 Company Shares 2025
Chart 53 Brand Shares 2025
Chart 54 Economic Context for Hypermarkets
Chart 55 Real Gdp Growth 2020-2030
Chart 56 Inflation 2020-2030
Chart 57 Consumer Context for Hypermarkets
Chart 58 Population 2020-2030
Chart 59 Population by Generation 2025

Discounters in Norway

Key Data Insights

Discounters Summary
Chart 60 Key Industry Trends for Discounters
Kiwi and Rema 1000 Drive Price-Led Growth as Digitalisation Expands Reach
Chart 61 Rema 1000 Invests in AI-Powered Stores
Hybrid Staffing at Coop Prix Extends Store Hours and Boosts Turnover
Chart 62 Coop Prix Launches Hybrid Staffing
Rema 1000 Leverages Ai for Seamless Checkout and Dynamic Pricing
Chart 63 Value Sales 2020-2030
Kiwi and Rema 1000 Set to Boost Low-Price Appeal as Cost Pressures Persist
Climate and Health Initiatives a Key Part of Discounters' Long-Term Strategies
Chart 64 Forecast Value Sales 2020-2030
Chart 65 Analyst Insight for Discounters
Kiwi Extends Lead as Gigaboks Brings New Ideas to Discounters
Chart 66 Company Shares 2025
Chart 67 Brand Shares 2025
Chart 68 Economic Context for Discounters
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Discounters
Chart 72 Population 2020-2030
Chart 73 Population by Generation 2025

Small Local Grocers in Norway

Key Data Insights

Small Local Grocers Summary
Froneri Leverages Nostalgia and Delivery to Unlock New Opportunities
Chart 74 Value Sales 2020-2030
Players Face Intensifying Price Competition From Larger Chains
Bondens Butikk and Røtter Deepen Local Focus to Sustain Loyalty
Chart 75 Forecast Value Sales 2020-2030
Den Norske Isbilen Sustains Its Lead as Fragmentation Deepens
Chart 76 Company Shares 2025
Chart 77 Brand Shares 2025
Chart 78 Economic Context for Small Local Grocers
Chart 79 Real Gdp Growth 2020-2030
Chart 80 Inflation 2020-2030
Chart 81 Consumer Context for Small Local Grocers
Chart 82 Population 2020-2030
Chart 83 Population by Generation 2025

General Merchandise Stores in Norway

Key Data Insights

General Merchandise Stores Summary
Chart 84 Key Industry Trends for General Merchandise Stores
Europris Expands City Concept to Meet Demand for Accessible Essentials
Chart 85 Europris Benefits from New "City" Concept
Rusta Leverages Pop-Ups and Showrooms to Boost Urban Engagement
Chart 86 Value Sales 2020-2030
Chart 87 Value Sales by Category 2025
Europris and Dollarstore Offer Expanded Assortments
Flying Tiger Copenhagen Deepens Youth Engagement
Chart 88 Forecast Value Sales 2020-2030
Chart 89 Forecast Value Sales by Category 2025-2030
Chart 90 Analyst Insight for General Merchandise Stores
Europris Accelerates Urban Expansion as Rusta Gains Ground
Chart 91 Rusta Opens HQ in Norway
Dollarstore Exit Reshapes Nordic Retail Landscape
Chart 92 Company Shares 2025
Chart 93 Brand Shares 2025
Chart 94 Economic Context for General Merchandise Stores
Chart 95 Real Gdp Growth 2020-2030
Chart 96 Inflation 2020-2030
Chart 97 Consumer Context for General Merchandise Stores
Chart 98 Population 2020-2030
Chart 99 Population by Generation 2025

Apparel and Footwear Specialists in Norway

Key Data Insights

Apparel and Footwear Specialists Summary
Chart 100 Key Industry Trends for Apparel and Footwear Specialists
Retailers Adapt to Digital-First, Value-Driven Shoppers
Kappahl Leverages Digital Resale to Boost Loyalty and Circularity
Chart 101 KappAhl Partners with reCQRL
Dressmann Converts Social Engagement into Sales with Targeted Campaigns
Chart 102 Social-Driven Engagement by Dressmann
Chart 103 Value Sales 2020-2030
Weak Economic Forecast Points Towards a Slow Recovery
Kappahl and Local Influencers Accelerate Second-Hand and Digital Innovation
Chart 104 Forecast Value Sales 2020-2030
Chart 105 Analyst Insight for Apparel and Footwear Specialists
Varner-Gruppen and H&M Reinforce Leadership as Match Outpaces Rivals
Match Leverages Value Offering to Drive Growth
Chart 106 Company Shares 2025
Chart 107 Brand Shares 2025
Chart 108 Economic Context for Apparel and Footwear Specialists
Chart 109 Real Gdp Growth 2020-2030
Chart 110 Inflation 2020-2030
Chart 111 Consumer Context for Apparel and Footwear Specialists
Chart 112 Population 2020-2030
Chart 113 Population by Generation 2025

Appliances and Electronics Specialists in Norway

Key Data Insights

Appliances and Electronics Specialists Summary
Chart 114 Key Industry Trends for Appliances and Electronics Specialists
Economic Patterns Dictate Demand
Elkjøp and Power Find Success with City Centre and Experiential Concepts
Chart 115 Elkjøp’s City-Store Success
Chart 116 Value Sales 2020-2030
Retailers to Capture Younger Audiences with Immersive Digital Strategies
Temu’S Low-Cost Model Is Expected to Shape the Market
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Analyst Insight for Appliances and Electronics Specialists
Elkjøp Maintains Lead as Netonnet Accelerates Omnichannel Expansion
Chart 119 Netonnet Opens Largest Norwegian Outlet
Chart 120 Company Shares 2025
Chart 121 Brand Shares 2025
Chart 122 Economic Context for Appliances and Electronics Specialists
Chart 123 Real Gdp Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Appliances and Electronics Specialists
Chart 126 Population 2020-2030
Chart 127 Population by Generation 2025

Home Products Specialists in Norway

Key Data Insights

Home Products Specialists Summary
Chart 128 Key Industry Trends for Home Products Specialists
Home Products Specialists Thriving Despite Economic Headwinds
Bohus Reinvents Urban Retail Convenience as Ikea Taps into Social Commerce
Chart 129 Live Shopping from Ikea
Chart 130 Value Sales 2020-2030
Chart 131 Value Sales by Category 2025
Younger Homeowners Drive Demand for Sustainable and Eco-Friendly Solutions
Retailers to Focus on High-Value Offerings and Digital Engagement
Chart 132 Forecast Value Sales 2020-2030
Chart 133 Forecast Value Sales by Category 2025-2030
Coop Obs Bygg Secures Leadership as Ikea Leverages Design and Live Shopping
Chart 134 Coop Launches Drive-In Service
Chart 135 Analyst Insight for Home Products Specialists
Chart 136 Company Shares 2025
Chart 137 Brand Shares 2025
Chart 138 Economic Context for Home Products Specialists
Chart 139 Real Gdp Growth 2020-2030
Chart 140 Inflation 2020-2030
Chart 141 Consumer Context for Home Products Specialists
Chart 142 Population 2020-2030
Chart 143 Population by Generation 2025

Health and Beauty Specialists in Norway

Key Data Insights

Health and Beauty Specialists Summary
Chart 144 Key Industry Trends for Health and Beauty Specialists
Apotek 1 and Boots Drive Omnichannel Transformation
Skin Tonic Elevates Physical Retail through Experience-Led Events
Social Commerce Integration Boosts Engagement and Drives Sales Uplift
Chart 145 Social Commerce on the Rise
Chart 146 Value Sales 2020-2030
Chart 147 Value Sales by Category 2025
Fredrik & Louisa Invests in Premium Experiences to Fuel Growth
H & M Beauty and Rituals Enhance Emotional Connection through Experiential Retail
Chart 148 Forecast Value Sales 2020-2030
Chart 149 Forecast Value Sales by Category 2025-2030
Chart 150 Analyst Insight for Health and Beauty Specialists
Apotek 1 Leverages Sustainability and Service Innovation to Reinforce Lead
Rituals’ Experiential Retail Strategy Pays off
Chart 151 Apotek 1 Launches "Spray Watch" Campaign
Chart 152 Company Shares 2025
Chart 153 Brand Shares 2025
Chart 154 Economic Context for Health and Beauty Specialists
Chart 155 Real Gdp Growth 2020-2030
Chart 156 Inflation 2020-2030
Chart 157 Consumer Context for Health and Beauty Specialists
Chart 158 Population 2020-2030
Chart 159 Population by Generation 2025

Vending in Norway

Key Data Insights

Vending Summary
Selecta Drives Unmanned Retail Innovation with Airport Rollouts
Foodies Micromarkets Meet Demand for Healthier Choices and Flexibility
Chart 160 Value Sales 2020-2030
Chart 161 Value Sales by Category 2025
Selecta Introduces Automation and Eco-Innovation to Reshape Convenience
Gen Z Brings New Demands to Vending
Chart 162 Forecast Value Sales 2020-2030
Chart 163 Forecast Value Sales by Category 2025-2030
Chart 164 Economic Context for Vending
Chart 165 Real Gdp Growth 2020-2030
Chart 166 Inflation 2020-2030
Chart 167 Consumer Context for Vending
Chart 168 Population 2020-2030
Chart 169 Population by Generation 2025

Direct Selling in Norway

Key Data Insights

Direct Selling Summary
Chart 170 Key Industry Trends for Direct Selling
Direct Selling under Pressure as Consumers Shift Online
Digital Outreach Transforms Customer Interaction and Brand Loyalty
Chart 171 Digital Tools Key to Driving Sales
Chart 172 Value Sales 2020-2030
Chart 173 Value Sales by Category 2025
Herbalife and Zinzino Leverage Health Trends to Sustain Engagement
Players Need to Embrace Sustainability to Boost Brand Loyalty
Chart 174 Forecast Value Sales 2020-2030
Chart 175 Forecast Value Sales by Category 2025-2030
Eqology Strengthens Its Lead as Other Players Lose Ground
Chart 176 Company Shares 2025
Chart 177 Brand Shares 2025
Chart 178 Economic Context for Direct Selling
Chart 179 Real Gdp Growth 2020-2030
Chart 180 Inflation 2020-2030
Chart 181 Consumer Context for Direct Selling
Chart 182 Population 2020-2030
Chart 183 Population by Generation 2025

Retail E-Commerce in Norway

Key Data Insights

Retail E-Commerce Summary
Chart 184 Key Industry Trends for Retail E-Commerce
Elkjøp and Komplett Secure Loyalty with Rapid Delivery and Range
Mobile Commerce a Key Growth Engine
Wolt Drives Instant Delivery While Netonnet Redefines the Hybrid Store Concept
Chart 185 Netonnet Blends Online Efficiency with In-Store Convenience
Chart 186 Value Sales 2020-2030
Chart 187 Value Sales by Category 2025
Players Leverage Ai and Fast Delivery to Reshape Consumer Expectations
Chart 188 Wolt Utilises Dark Stores for Speedy Deliveries
Domestic Players Should Benefit From Cross-Border E-Commerce Reforms
Chart 189 Forecast Value Sales 2020-2030
Chart 190 Forecast Value Sales by Category 2025-2030
Temu Disrupts Price Competition as Komplett Defends Leadership
Chart 191 Analyst Insight for Retail E-Commerce
Chart 192 Company Shares 2025
Chart 193 Brand Shares 2025
Chart 194 Economic Context for Retail E-Commerce
Chart 195 Real Gdp Growth 2020-2030
Chart 196 Inflation 2020-2030
Chart 197 Consumer Context for Retail E-Commerce
Chart 198 Population 2020-2030
Chart 199 Population by Generation 2025

Country Reports Disclaimer

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The following categories and subcategories are included:

Retail

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retail

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

See all of our definitions
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