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Country Report

Wipes in

Wipes in Norway

19 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Portability and convenience win over other concerns outside of the home

The flushability issue encountered by the wipes industry in other countries is not a concern in Norway. Norwegian consumers are highly conscious of selective waste sorting and recycling, and thus do not throw wipes in the toilet.

Dry versus wet: the war is on

When time is not an issue and when water is easily accessible, environmental and health concerns steer Norwegian consumers back to dry wipes, particularly for baby wipes and cosmetic wipes. Hardly any kindergarten in Norway uses wet baby wipes, instead favouring simple dry wipes and a little water, so as not to risk any skin irritation.

Intimate wipes versus intimate soap

Another threat to wipes comes from liquid soap. This is particularly true for intimate wipes – a category where two of the three main brands withdrew from the market at the beginning of 2016 to concentrate on their liquid soap products instead.

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care AS dominates in home care wipes

Orkla Home & Personal Care AS dominates the home care wipes category, with its products being widely distributed and well known by consumers. Through its Jif brand, Orkla Home & Personal Care AS offers a comprehensive variety of home care wipes, each one specialised in an area of cleaning, whether it is windows, kitchen counter tops, parquet flooring or bathroom floors.

High degree of fragmentation in baby and cosmetic wipes

Baby wipes and cosmetic wipes are highly fragmented category. Libero's Essity leads the baby wipes category; however, competition from Pampers, Neutral and private label is fierce.

De facto monopoly in intimate wipes and moist toilet wipes

Intimate wipes and moist toilet wipes are not very popular in Norway. As a result, the number of players offering intimate wipes has declined dramatically, and most brands are now exclusively sold in pharmacies or specialist beauty stores.

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Samples

Wipes Market Sample Report Wipes Market Sample Data

Overview

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.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes 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 Wipes industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes 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 Wipes in Norway?
What are the major brands in Norway?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes 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.

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Wipes in Norway - Category analysis

HEADLINES

PROSPECTS

Portability and convenience win over other concerns outside of the home

Dry versus wet: the war is on

Intimate wipes versus intimate soap

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care AS dominates in home care wipes

High degree of fragmentation in baby and cosmetic wipes

De facto monopoly in intimate wipes and moist toilet wipes

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in Norway - Industry Overview

EXECUTIVE SUMMARY

Innovation, innovation, innovation

Private label is gaining ground, but traditional brands are resisting the pressure

Essity AS and Metsä Tissue AS dominate the market

Discounters are not yet challenged by internet retailing

Habits are hard to break but innovation can surprise the Norwegian consumer

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Portability and convenience win over other concerns outside of the home

Dry versus wet: the war is on

Intimate wipes versus intimate soap

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care AS dominates in home care wipes

High degree of fragmentation in baby and cosmetic wipes

De facto monopoly in intimate wipes and moist toilet wipes

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Wipes in Norway - Category analysis

HEADLINES

PROSPECTS

Portability and convenience win over other concerns outside of the home

Dry versus wet: the war is on

Intimate wipes versus intimate soap

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care AS dominates in home care wipes

High degree of fragmentation in baby and cosmetic wipes

De facto monopoly in intimate wipes and moist toilet wipes

CATEGORY DATA

Tissue and Hygiene in Norway - Industry Overview

EXECUTIVE SUMMARY

Innovation, innovation, innovation

Private label is gaining ground, but traditional brands are resisting the pressure

Essity AS and Metsä Tissue AS dominate the market

Discounters are not yet challenged by internet retailing

Habits are hard to break but innovation can surprise the Norwegian consumer

MARKET INDICATORS

MARKET DATA

SOURCES

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