Executive Summary

Mar 2019
PROSPECTS
Slim and active

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.

No traction yet for reusable alternatives

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.

Lifting taboos

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.

COMPETITIVE LANDSCAPE
Libresse by Essity continues to lead

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.

Reduced number of players and narrower variety of products

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.

Private label not a challenge to the leading brands

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.

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Sanitary Protection in Norway

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Overview

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:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Norway?
  • What are the major brands in Norway?
  • What are the key new product launches in the sanitary protection market?

Why 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 industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in Norway - Category analysis

HEADLINES

PROSPECTS

Slim and active
No traction yet for reusable alternatives
Lifting taboos

COMPETITIVE LANDSCAPE

Libresse by Essity continues to lead
Reduced number of players and narrower variety of products
Private label not a challenge to the leading brands

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Norway - Industry Overview

EXECUTIVE SUMMARY

A mature market requires innovative marketing
Lifting taboos in retail hygiene, premiumisation in retail tissue
Metsä Tissue and Essity continue to lead tissue and hygiene
Internet retailing not yet disrupting tissue and hygiene distribution channels
A stable forecast driven by purchasing habits could be improved by marketing

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources