The bath and shower category is expected to grow slowly over the forecast period, with premiumisation acting as the primary driver of value gains. Consumers are increasingly seeking products that offer more than basic hygiene, turning instead to liquid soaps and shower gels that include hydrating ingredients, vitamin-enriched formulas, or skin barrier support.
Over the coming years, consumer demand for natural and sensitive-skin–friendly bath and shower products is expected to intensify. Brands that emphasise short ingredient lists, certifications like the Nordic Swan or Asthma and Allergy Association label, and dermatological testing are likely to gain further consumer trust.
While the bath and shower category is not known for rapid innovation, targeted areas of product development are expected to show growth. Refill formats will continue to expand, particularly in liquid soap and shower gel, as consumers seek convenience, cost efficiency, and sustainability.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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