Product Code: DPPNO
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026
CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Birth Rates 2016-2021
Table 2 Infant Population 2016-2021
Table 3 Female Population by Age 2016-2021
Table 4 Total Population by Age 2016-2021
Table 5 Households 2016-2021
Table 6 Forecast Infant Population 2021-2026
Table 7 Forecast Female Population by Age 2021-2026
Table 8 Forecast Total Population by Age 2021-2026
Table 9 Forecast Households 2021-2026
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
The concept of wellbeing drives innovation and new product development
Substitution is a growing threat to sanitary protection
Players highlight sustainability through production and packaging
PROSPECTS AND OPPORTUNITIES
Shift towards pantyliners and slim/thin/ultra-thin towels as consumers seek hygiene, discreetness and the best fit
Trust to continue to favour strong brands, although there remains room for private label options
Allergy-friendly focus set to direct innovation and value growth avenues
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Players highlight sustainability credentials to stimulate value sales
Focus on health fosters push for accreditation for brands and products
Innovation for brands and private label cover effectiveness, flexibility and fit needs
PROSPECTS AND OPPORTUNITIES
Parents to look to disposable pants for security against leakage and convenience
Opportunities for private label as rising production and supply costs exert upward pressure on unit prices
Demographic trends set to hinder volume growth potential in the category
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demographic, health, education and distribution trends boost retail adult incontinence
Innovation focuses on discreetness
Shift towards sustainable living hinders growth potential
PROSPECTS AND OPPORTUNITIES
Correlation between ageing population and incontinence set to increase base demand
Sustainability and economy concerns may see a shift to reusable alternatives over disposable products
Return to on-the-go lifestyles to increase consumption occasions
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
RX/REIMBURSEMENT ADULT INCONTINENCE IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Prescription method limits impact of Coronavirus (COVID-19) effect on sales
Demographic and health trends create natural demand increase
Relationships with key retailers provide distribution advantages for the leading brands
PROSPECTS AND OPPORTUNITIES
Ageing population, rising obesity and education trends expected to stimulate sales growth
Rising costs a threat to the growth potential of Rx/reimbursement adult incontinence
Wider self-care trend to increase willingness to seek medical help for incontinence
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026
WIPES IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heightened hygiene awareness and usage as complements to other cleaning products continue to boost wipes
General purpose wipes benefits from convenience, cost concerns and versatility
High brand recognition and wide availability underpin choice of Libero and Jif
PROSPECTS AND OPPORTUNITIES
Robust hygiene and sanitation trend offers lasting growth opportunities for wipes
Convenience and versatility set to boost appeal of all purpose cleaning wipes and general purpose wipes
Manufacturers need to respond to sustainable and versatility demands in wipes
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2016-2021
Table 43 Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 45 LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 46 Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to "normality" settles demand for paper towels and toilet paper
More intense cold and flu season boosts sales of facial tissues
Strong brand portfolio, wide distribution and price promotions help Metsa Tissue to stay ahead of popular private label lines
PROSPECTS AND OPPORTUNITIES
Robust health and hygiene trend offers growth opportunities across retail tissue
Sustainability trend may have an adverse effect on volume sales
Hybrid work model expected to grow at-home demand for paper towels and toilet paper
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2016-2021
Table 49 Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 50 NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 51 LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 52 Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN NORWAY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to more away-from-home lifestyles sees rebound in AFH tissue sales
Leading internationals leverage large economies of scale to gain a competitive edge
Players address sustainability demands through circularity
PROSPECTS AND OPPORTUNITIES
Robust focus on hygiene to support recovery of AFH categories
More strategic use of resources to minimise waste
Technology to offer tools for efficiency for AFH manufacturers and channels
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
