Tissue and Hygiene in Norway
Euromonitor International
June 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on tissue and hygiene
COVID-19 country impact
Sophisticated consumer demands and values drive product developments in 2019
Metsä Tissue and Essity maintain lead in 2019 against strong private label share
Preventative health to boost value performance post-COVID-19 against limited growth opportunities in a mature market
CHART 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
CHART 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024
MARKET INDICATORS
Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Sophisticated consumer demands drive shift to pantyliners and towels in 2019
Essity retains leadership with scale advantages and depth of product offering in 2019
Consolidated competitive landscape offers few openings in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within sanitary protection
Recovery and opportunities
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Price competition between retailers ensures nappy prices remain low in 2019
Growth in disposable pants in 2019 as consumers seek convenience
Libero is the clear leader in 2019 despite sizeable and growing share for private label
2020 AND BEYOND
COVID-19 impact
Affected products within nappies/diapers/pants
Recovery and opportunities
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Demographics and rising obesity drive growth in retail adult incontinence in 2019, aided by reduced stigma
Greater retail availability in 2019 but Rx/reimbursement adult incontinence challenges future growth
Essity leads due to brand strength and unmatched product offering in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within retail adult incontinence
Recovery and opportunities
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Ageing population and rising obesity levels drive growth in 2019
Taboos remain as producers seek visibility through marketing efforts in 2019
Essity and Attends retain lead in 2019 and restrict opportunities for new players
2020 AND BEYOND
COVID-19 impact
Recovery and opportunities
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2014-2019
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2014-2019
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Growth in intimate wipes as sustainability and eco-concerns impact prospects elsewhere in 2019
Private label growth in baby wipes in 2019 alongside further decline in moist toilet wipes
Essity emerges as a new and growing leader in wipes in 2019 as other players see falling shares
2020 AND BEYOND
COVID-19 impact
Affected products within wipes
Recovery and opportunities
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2014-2019
Table 43 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 44 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 45 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 46 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
New fibre products challenge eco-concerns amid low growth in 2019
Niche and task-specific products drive value growth in 2019
Metsä Tissue leads value sales in 2019 despite a strong private label presence
2020 AND BEYOND
COVID-19 impact
Affected products within retail tissue
Recovery and opportunities
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2014-2019
Table 49 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 50 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 51 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 52 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Sustainability and renewable/recycled materials top concerns in away-from-home tissue and hygiene in 2019
Encouraging signs for value prospects while demographics favour AFH adult incontinence in 2019
Essity leads in 2019, in a landscape of long-term supply contracts and international players
2020 AND BEYOND
COVID-19 impact
Affected products within away-from-home tissue and hygiene
Recovery and opportunities
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 60 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 62 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 63 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024