Norway Menstrual Care Market Report: Trends, Growth and Forecast (2026-2032)
Product Type (Pantyliners, Tampons (Applicator Tampons, Digital Tampons), Towels (Standard Towels (Standard Towels with Wings, Standard Towels Without Wings), Slim/Thin/Ultra-Thin Towels (Slim/Thin/Ultra-Thin Towels with Wings, Slim/Thin/Ultra-Thin Towels Without Wings)), Intimate Wipes, Menstrual Cups, Period Underwear), Nature (Disposable, Reusable), Age Group (Up to 18 Years, 19-30 Years, 31-40 Years, 40 Years and Above), Sales Channel (Retail Offline, Retail Online)
- FMCG
- Feb 2026
- VI0897
- 130
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Norway Menstrual Care Market Statistics and Insights, 2026
- Market Size Statistics
- Menstrual care in Norway is estimated at USD 60 million in 2025.
- The market size is expected to grow to USD 65 million by 2032.
- Market to register a cagr of around 1.15% during 2026-32.
- Product Type Shares
- Towels grabbed market share of 40%.
- Competition
- More than 5 companies are actively engaged in producing menstrual care in Norway.
- Top 5 companies acquired around 90% of the market share.
- SCA Hygiene Products AS; JNTL Consumer Health Norway AS; Ellen AB; Essity AS; Procter & Gamble Norge AS etc., are few of the top companies.
- Sales Channel
- Retail offline grabbed 85% of the market.
Norway Menstrual Care Market Outlook
Norway menstrual care market will expand moderately in the period 2026-2032 with the value of the market intended to be in 2025 with USD 60 million but will increase to USD 65 million in 2032 with a CAGR of about 1.15% Additionally, value growth is mainly pushed by further price adjustments and transition to high-performance products of premium grade. The sector is also seeing a gradual shift towards the use of regular towels to slim and thin or ultra-thin towels because the final consumers are seeking a higher level of comfort, accurate fit and discretion. The most dynamic category is that of pantyliners since they are multifunctional and daily freshness and hygiene is always needed even after the period.
Essity AS remains successful with its leading brand Libresse, and has a good brand trust, innovation, and extensive availability throughout grocery retail. The trend in adoption of the brands is shifting to the use of the private label brands as the households that are conscious of costs are trying to find value substitutes against the background of continuous cost-of-living demands. The enhanced quality of products and performance has seen the rise of the private labels as a potential option in that they are able to attain an increasing percentage of the market without reducing the comforts or reliability.
Distribution is mainly through retail offline channels which occupy almost 85% of the total sales. Kiwi and Rema 1000 are discounters that lead the pack as they have large networks and are able to offer competitive prices. Nevertheless, the Retail online is growing at a fast pace as retailers merge the omnichannel strategies and enable the final users to shop and pick up in stores. Accessibility is also being improved by new market entrants like Foodora Market that have developed efficient and localised delivery models.
Over the forcast period, market dynamics may be impacted by sustainability issues and reusable products menstrual cups and leakproof clothing are slowly becoming more popular. However, pantyliners will probably be the most rapidly expanding product group, which will rely on hygiene consciousness, design, and efficacy. The ergonomic, non-obtrusive, and dermatological safety of the products will remain the key characteristics of the market development until 2032.
Norway Menstrual Care Market Growth DriverIncreasing Knowledge on Individual Hygiene and Health Promotes Market.
Increased demands regarding hygiene, health, and comfort are one of the key motivators behind the demand of menstrual care in Norway. Increasing health-consciousness by Norway end user is also evident as end users are also focusing more on products that increase personal cleanliness, comfort, and convenience. Educational activities and general health campaigns have helped strengthen the value of product quality and individual health in terms of making menstrual care choices. This increased awareness along with the increasing levels of education, and the availability of health information has contributed to increased use of good menstrual care products by all age groups.
The focus on well-being has also contributed to the consumption of dermatologically tested and hypoallergenic products. These inclinations point to an overall change in people attitudes towards healthier lifestyles, with product security, material softness, and compatibility with the skin being the important factors in the purchase. Consequently, the demand in both urban and rural segments in Norway in the brands that provide comfortable, breathable, and skin-friendly fabrics and materials is still rising. This health and personal wellness consumer interest is an advantage to the premium product segments.
Norway Menstrual Care Market ChallengePrice Sensitivity during Economic Steams.
Despite steady market growth, price sensitivity remains a significant constraint for menstrual care products in Norway.Statistica Norway (SSB) reported that the consumer price index of the country averaged 3.1% in 2024, and the headline inflation stood at 2.2% in December 2024, which influenced the spending habits of households and encouraged more cost consciousness. With the increased cost of living, most households are moving to cheaper or even house branded menstrual products so that they can better cope with budgets. Such emphasis on low cost has forced premium brands to ensure quality of products at a low cost.
Despite the increasing hygiene awareness and high purchasing power, there are those end users that are trading down to value segments, hence preventing the volume growth of the premium products. As long as inflation is managed and is disposable and the increase in disposable incomes, a balance between product affordability and profitability will still be a challenge among the local and international producers of menstrual care items. Nevertheless, the general economic stability in Norway gives a better predictability of the market situation than most of the emerging markets and thus, contributes to the long-term brand investment and product development strategy.
Norway Menstrual Care Market TrendSustainable Move and Reusable Substitutes Change the Market Workings.
The rising sustainability trend in Norway is transforming the preferences of menstrual care products as end users are demanding greener and reusable products. Hygiene behaviour is changing towards low-waste hygiene solutions due to environmental awareness, which is brought about by education and sustainability campaigns by governments. The second single-use plastic product that has been found to be the most littered in Norway compared to lightweight plastic bags is sanitary products, which have consequentially driven the search of sustainable alternatives by both consumers and manufacturers. This eco-awareness also shows wider Nordic beliefs about the ecological responsibility and the principles of the circular economy.
The increased usage of reusable menstrual cups and washable pads proves that the consumers are concerned about sustainability. The response by manufactures is the idea of finding recyclable packaging, organic materials and biodegradable materials in order to satisfy changing consumer expectations. This transformation with reusable versus disposable products challenges old formats and provides new markets to innovative environmental friendly ways. The increasing meeting of the environmental policy and consumer preference defines sustainability as a characteristic of the transforming Norway menstrual care scenario.
Norway Menstrual Care Market OpportunityRetail online and Digitalisation to lead to Future Growth.
Norway Menstrual care brands have a great chance of success through digitalisation due to the high connectivity rates in the country. The statistics on Norway show that 99% of households in the country are connected to broadband networks and high-speed internet with 99% of the population of age 16-79 using the internet on a regular basis in 2024, according to the statistics of Statistics Norway SSB and OECD. This climate creates the direct-to-consumer marketing, subscriptions, and increased product visibility via the digital retail channels. Digital platforms and online marketplaces can achieve improved access to end user as well as provide individual product suggestions to end user.
In addition, Norway has a well-developed digital infrastructure and the use of Retail online, which would provide the perfect environment to grow the menstrual care brand in Norway. The brands of menstrual care are supposed to use social media, online markets, and mobile apps to increase awareness and interest among healthy end user. With online retail steadily growing, and the digital trust, efficient delivery channels and high confidence in digital shopping by the end user, now Retail online will prove to be an important growth opportunity to both the premium and environmentally friendly menstrual care products. The omnichannel solutions and digital innovation will also be needed in seizing market share in the advanced retail industry of Norway.
Norway Menstrual Care Market Segmentation Analysis
By Product Type
- Pantyliners
- Tampons
- Towels
- Intimate Wipes
- Menstrual Cups
- Period Underwear
The segment with the highest share under Product Type is towels, which captured around 40% of the Norway menstrual care market. This segment continues to benefit from steady demand driven by product innovation and premiumisation trends. Norway women increasingly prefer slim, thin, and ultra-thin towels due to their enhanced comfort, better fit, and greater discretion. Continuous advancements in absorbency and design have reinforced consumer trust, allowing brands to sustain premium pricing and value growth.
Towels also remain essential for everyday menstrual protection, despite competition from reusable alternatives. Improvements in efficacy and comfort continue to appeal to end user seeking reliable hygiene solutions. While pantyliners and tampons maintain their relevance, towels’ combination of comfort, protection, and accessibility ensures they remain the leading product type in Norway’s menstrual care market during the forecast period.
By Sales Channel
- Retail Offline
- Retail Online
The segment with the highest share under Sales Channel is retail offline, accounting for around 85% of the Norway menstrual care market. Discounters dominate this channel, supported by their extensive store networks and strong focus on affordability. Leading chains such as Kiwi and Rema 1000, each operating hundreds of outlets across the country, have made menstrual care products easily accessible to cost-conscious households. Their widespread presence ensures that offline retail remains the primary purchasing channel for most end users.
Supermarkets also contribute significantly to the offline channel by offering a wide range of brands and private label products, meeting the varying preferences of Norway end user. Although Retail online is expanding through omnichannel integration, the convenience, trust, and price competitiveness offered by retail offline continue to make it the preferred shopping destination for menstrual care products.
List of Companies Covered in Norway Menstrual Care Market
The companies listed below are highly influential in the Norway menstrual care market, with a significant market share and a strong impact on industry developments.
- SCA Hygiene Products AS
- JNTL Consumer Health Norway AS
- Ellen AB
- Essity AS
- Procter & Gamble Norge AS
- Johnson & Johnson Consumer Nordic
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. Norway Menstrual Care Market Policies, Regulations, and Standards
4. Norway Menstrual Care Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Norway Menstrual Care Market Statistics, 2022-2032F
5.1. Market Size & Growth Outlook
5.1.1.By Revenues in USD Million
5.2. Market Segmentation & Growth Outlook
5.2.1.By Product Type
5.2.1.1. Pantyliners- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2. Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.1. Applicator Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.2. Digital Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3. Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1. Standard Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.1. Standard Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.2. Standard Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2. Slim/Thin/Ultra-Thin Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.1. Slim/Thin/Ultra-Thin Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.2. Slim/Thin/Ultra-Thin Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.4. Intimate Wipes- Market Insights and Forecast 2022-2032, USD Million
5.2.1.5. Menstrual Cups- Market Insights and Forecast 2022-2032, USD Million
5.2.1.6. Period Underwear- Market Insights and Forecast 2022-2032, USD Million
5.2.2.By Nature
5.2.2.1. Disposable- Market Insights and Forecast 2022-2032, USD Million
5.2.2.2. Reusable- Market Insights and Forecast 2022-2032, USD Million
5.2.3.By Age Group
5.2.3.1. Up to 18 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.2. 19-30 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.3. 31-40 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.4. 40 Years and Above- Market Insights and Forecast 2022-2032, USD Million
5.2.4.By Sales Channel
5.2.4.1. Retail Offline- Market Insights and Forecast 2022-2032, USD Million
5.2.4.2. Retail Online- Market Insights and Forecast 2022-2032, USD Million
5.2.5.By Competitors
5.2.5.1. Competition Characteristics
5.2.5.2. Market Share & Analysis
6. Norway Pantyliners Menstrual Care Market Statistics, 2022-2032
6.1. Market Size & Growth Outlook
6.1.1.By Revenues in USD Million
6.2. Market Segmentation & Growth Outlook
6.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
6.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
6.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
7. Norway Tampons Menstrual Care Market Statistics, 2022-2032
7.1. Market Size & Growth Outlook
7.1.1.By Revenues in USD Million
7.2. Market Segmentation & Growth Outlook
7.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
7.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
7.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
7.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
8. Norway Towels Menstrual Care Market Statistics, 2022-2032
8.1. Market Size & Growth Outlook
8.1.1.By Revenues in USD Million
8.2. Market Segmentation & Growth Outlook
8.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
8.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
8.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
8.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
9. Norway Intimate Wipes Market Statistics, 2022-2032
9.1. Market Size & Growth Outlook
9.1.1.By Revenues in USD Million
9.2. Market Segmentation & Growth Outlook
9.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
9.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
9.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
10. Norway Menstrual Cups Menstrual Care Market Statistics, 2022-2032
10.1. Market Size & Growth Outlook
10.1.1. By Revenues in USD Million
10.2. Market Segmentation & Growth Outlook
10.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
10.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
10.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
11. Norway Period Underwear Menstrual Care Market Statistics, 2022-2032
11.1. Market Size & Growth Outlook
11.1.1. By Revenues in USD Million
11.2. Market Segmentation & Growth Outlook
11.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
11.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
11.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
12. Competitive Outlook
12.1. Company Profiles
12.1.1. Essity AS
12.1.1.1. Business Description
12.1.1.2. Product Portfolio
12.1.1.3. Collaborations & Alliances
12.1.1.4. Recent Developments
12.1.1.5. Financial Details
12.1.1.6. Others
12.1.2. Procter & Gamble Norge AS
12.1.2.1. Business Description
12.1.2.2. Product Portfolio
12.1.2.3. Collaborations & Alliances
12.1.2.4. Recent Developments
12.1.2.5. Financial Details
12.1.2.6. Others
12.1.3. JNTL Consumer Health Norway AS
12.1.3.1. Business Description
12.1.3.2. Product Portfolio
12.1.3.3. Collaborations & Alliances
12.1.3.4. Recent Developments
12.1.3.5. Financial Details
12.1.3.6. Others
12.1.4. Ellen AB
12.1.4.1. Business Description
12.1.4.2. Product Portfolio
12.1.4.3. Collaborations & Alliances
12.1.4.4. Recent Developments
12.1.4.5. Financial Details
12.1.4.6. Others
12.1.5. Johnson & Johnson Consumer Nordic
12.1.5.1. Business Description
12.1.5.2. Product Portfolio
12.1.5.3. Collaborations & Alliances
12.1.5.4. Recent Developments
12.1.5.5. Financial Details
12.1.5.6. Others
12.1.6. SCA Hygiene Products AS
12.1.6.1. Business Description
12.1.6.2. Product Portfolio
12.1.6.3. Collaborations & Alliances
12.1.6.4. Recent Developments
12.1.6.5. Financial Details
12.1.6.6. Others
13. Disclaimer
| Segment | Sub-Segment |
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| By Product Type |
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| By Nature |
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Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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