Tissue and hygiene remains a large group within household products with sales continuing to grow. Many Norwegian households are starting to use tissue products such as kitchen towels and wipes daily. Both high-quality premium products and private label with economy offerings are performing well. A trend towards men using facial cleansing wipes is driving sales and growth in that category. The number of single-resident households has increased, but households with couples – with and without children – have decreased. However, there is no major difference in consumer habits between single households or others when it comes to using tissue and hygiene products.

Environmentally friendly products yet to take off

Concerning environmentally friendly trends in tissue and hygiene the biggest competitive challengers to the companies are environmentally friendly brands but it has not yet gained general acceptance or use in Norway. Consumers prefer a good product and tend to opt for traditional products and brands, regardless of whether they have ecological attributes. Also this is because consumers want to save money on everyday products, due to price consciousness raised by the economic crisis and are more aware of price differences between environmentally friendly products and others. Further, in Norway eco-friendly trends had yet to make a significant impact before the crisis. Costs of raw materials have gone up for tissue and hygiene products in general, so there have already been price shifts that consumers might not be willing to pay for. This may mean that cheaper products and, likely, products of lesser quality will become stronger categories than premium and/or natural, environmentally products. Even environmentally aware consumers tend to talk more than they act; although many companies have launched eco-friendly products in retail channels supported by major advertising highlighting these characteristics, the target customers have still preferred known brands/products. Nevertheless, manufacturers and consumers are expected to focus more on producing and buying environmentally friendly products in the forecast period.

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Published: June 2012

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Multinationals continue to dominate sales

Multinational players SCA Hygiene Products, Metsä Tissue and Procter & Gamble Norge dominated tissue and hygiene throughout the review period and again in 2011, when collectively they accounted for almost three quarters of the value sales. Together the retail chains representing the private label products, such Norgesgruppen ASA, Coop Norge AS and ICA Norge AS also have nt presence in the market. The multinationals dominate sales through well-established brands such as Edet, Libero and Libresse (SCA Hygiene Products), Lambi and Serla (Metsä Tissue) and Always, Attends and Swiffer (Procter & Gamble Norge). These brands are backed up by heavy advertising and are constantly launched as new product developments and consequently enjoy higher sales and attract both new and old consumers.

Positive growth forecast

Over 2006-2011 review period there was a growth trend in all tissue and hygiene categories. Most categories are expected to continue to show a positive trend for future growth. Wipes and retail tissues are performing well, and there are healthy growth rates across other products. Facial cleansing wipes growth stood out in 2011 due to changing consumer habits and a new-found focus on offering male-oriented facial cleansing wipes that are being well received. Due to other factors such as the ageing population, incontinence continues to be the fastest-growing product group in the overall tissue and hygiene category. Due to traditional popularity of certain product groups and high loyalty to certain brands, healthy growth trends are expected to persist throughout the forecast period.