Wipes in Norway

PROSPECTS

Convenience outside of the home, reduced needs at home

Norwegians are increasingly away from home due to work, entertainment, shopping or travel. The convenience and portability of wipes with their resealable packaging have won the hearts of Norwegians when on the move.

Liquid soaps and alternatives a response to growing concerns around allergies

Growing concerns around allergies and chemicals in Norway have led to the search for alternatives to some wipes. In certain categories, wipes have been or are on the verge of being replaced by liquid soaps.

Moist toilet wipes are not popular

Moist toilet wipes have not gained traction in Norway. Despite the widespread use of cabins with outside toilets in the countryside, moist toilet wipes remain an unfamiliar product and have struggled to replace the traditional dry toilet paper.

COMPETITIVE LANDSCAPE

Market consolidation in baby and cosmetic wipes

Market consolidation is under way, especially in baby and cosmetic wipes. Those two categories were suffering from a high level of fragmentation, which could be confusing for the end customer.

Orkla Home & Personal Care continues to lead home care wipes and floor cleaning systems

Orkla Home & Personal Care continues to lead home care wipes and floor cleaning systems with its Jif brand. Well-distributed and well known by consumers, it is sometimes the only brand available in some outlets.

Limited variety reduces opportunities for new entrants

The variety of available wipes remains limited in Norway. Cosmetic wipes previously had plentiful options, although consolidation and the reduced attraction of wipes for home use have reduced the number of wipes available based on skin differentiation, for example.

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