Towels are becoming slimmer and users more active. The retail volume declines of standard towels are set to accelerate over the forecast period, with some products hard to find on Norwegian shelves.
Although Norway and Norwegians have a strong focus on the environment, reusable alternatives such as menstruation cups or green products remain niche, with limited shelf space in physical retailers in 2018. These products are not receiving much attention from Norwegian customers, although, while their presence was barely noticeable in 2018 in Norway, they could still disrupt sanitary protection.
The “Blood is Normal” campaign began by Libresse in 2017 has evolved to a wider movement around normalisation and lifting taboos. The strong engagement of sport teams, such as the Kristiansand women’s handball team, the Vipers, is helping to put in focus the many taboos associated with menstruation, even in the liberal and equalitarian society of Norway.
The Libresse brand from Essity increased its lead slightly in 2018. The leader both in value and volume sales, Libresse is also the strongest voice on menstruation in Norway.
The competitive landscape of sanitary protection in Norway is characterised by the limited and shrinking number of players. Apart from Libresse and Always/Whisper, no other brands have a real foot in all the categories of sanitary protection.
Despite unit prices sometimes being set at as little as 10% of branded products, private label is failing to emerge as a threat to the leading brands. If the pricing strategy is attractive for tight budgets, it has the negative tendency of discrediting product quality.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Norway with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sanitary Protection industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sanitary Protection in Norway market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.