In 2024, volume sales of cigarettes increased in Norway, with smoking remaining most prevalent among individuals aged over 45. However, a significant trend emerged among younger adults of legal smoking age (18–24), among whom cigarette consumption showed a marked rise. This shift was partly driven by regulatory changes, most notably the ban on flavoured e-cigarettes, which led some consumers to revert to traditional tobacco products. In 2024, over 40% of consumption originated from either cross-

In 2024, tobacco sales in Norway increased in both volume and value, with smoking remaining most common among individuals aged 45 and over. However, a notable shift was observed among younger adults of legal smoking age (18–24), who began moving from e-vapour products back to traditional tobacco following the ban on flavoured e-liquids. This trend contributed to a rise in the consumption of conventional tobacco products in 2024. Despite this temporary resurgence, the overall, long-term direction

Volume sales of cigars and cigarillos increased in 2024, with cigars posting the most significant gains in both retail value and volume. Although these products remain niche within Norway, they continue to attract a loyal customer base, particularly among older generations. In contrast, younger adult consumers of legal smoking age tend to prefer vapour products and snus over cigars and cigarillos. The relatively high price point of cigars and cigarillos continues to act as a barrier to entry for

Volume sales of smokeless tobacco increased in 2024, whilst value sales of e-vapour products recorded strong, double-digit growth. Consumption of Swedish-style snus continued to grow steadily, solidifying its position as a key product within smokeless tobacco. Over the past decade, usage has nearly doubled, increasing from 9% to 16% of the population. This growth has been particularly notable among adults aged 25 to 44, as well as among lower-income consumer groups. The rising popularity of snus

Depilatories in Norway remained largely stable in 2024, showing modest growth in a category traditionally driven by routine-based usage. Hair removal continues to be considered a basic hygiene practice rather than a beauty ritual, leaving little room for reinvention or high engagement. However, the emergence of Swedish brand Estrid demonstrated that value can still be added to the category when products align with modern consumer values. Estrid’s success has been driven by its minimalistic brand

Men’s grooming remained an underdeveloped category in 2024, with only modest value growth despite rising consumer awareness of personal care. The main obstacle to stronger performance continues to be the limited adoption of men-specific products outside of shaving and fragrances. Many Norwegian men continue to favour general-purpose or unisex alternatives, especially for everyday categories such as hair care, deodorants, and bath and shower. Products intended specifically for men are often viewe

After several years of strong momentum, skin care in Norway entered a more mature phase in 2024. Growth in retail value terms slowed compared to previous years, reflecting a stabilisation of demand following the pandemic-driven boom. However, interest in skin care remained high, particularly around hydration, barrier repair, and simple, effective routines. Norwegian consumers continued to prioritise minimalist formulas with visible results, favouring multifunctional products with active ingredie

Hair care saw improved performance in 2024, underpinned by greater consumer interest in ingredients, professional results, and wellness-driven routines. While the category has historically lagged behind skin care and colour cosmetics in terms of premiumisation, this gap is narrowing. Routines established during the pandemic such as at-home treatments and increased time spent on self-care have persisted. Norwegian consumers are now more likely to seek out hair care with added functionality, mirro

Sun care experienced a slower year in 2024 due to unfavourable summer weather. Compared to the sunnier season in 2023, the cooler and wetter climate discouraged regular sun protection use, leading to a decline in volumes for core products. However, consumer interest in skin care-infused sun protection continued to gain momentum, with higher SPF options, hydrating formulations, and anti-ageing claims all growing in popularity. Brands increasingly positioned their sun care products as extensions o

Colour cosmetics maintained robust growth in 2024, though at a slower pace than in previous years, largely due to the strong momentum already established post-pandemic. Unlike several other beauty and personal care categories, colour cosmetics did not experience any notable post-pandemic slowdown. While categories such as nail polish began to show signs of maturity, the overall category remained dynamic, supported by continued consumer interest in make-up, the rise of social media tutorials, exp

Value sales of oral care increased in 2024. Growth was primarily driven by rising demand for peripheral products such as dental floss and electric toothbrushes, alongside moderate inflationary effects. The largest category in 2024 was toothpaste, which remained stable in value terms despite flat volume trends. As a mature, commoditised category, toothpaste experienced minimal innovation, and most consumers stuck to trusted brands. Meanwhile, dental floss was the most dynamic category, with retai

Deodorants remained a mature and relatively flat category in Norway in 2024. Despite the return of social activities and sustained interest in fitness, volume sales continued to decline. This ongoing softness is primarily driven by ingrained consumer habits many Norwegians do not use deodorant daily and typically apply it only when deemed necessary for work or social interactions. These patterns limit the scope for routine-driven growth and reduce the potential for category dynamism. Additionall

Bath and shower remained a largely stagnant category in 2024, with only modest value growth and further contraction in volume terms. The post-pandemic decline of hand sanitiser use continued, with the category now considered largely redundant for daily routines. Bar soap also remained on a downward trajectory, having lost the brief momentum gained in 2021, while body powder has faded almost entirely from consumer routines. The only soap category to retain some resilience was liquid soap, which b

Fragrances continued their strong trajectory in Norway in 2024, albeit with growth slightly slowing after the exceptional post-pandemic boom. Since 2019, the category has nearly doubled in value, pointing to a structural shift in consumer behaviour. While a temporary correction had been anticipated following the return of travel retail, domestic fragrance consumption remained high. This resilience reflects deeper changes, particularly among younger consumers, who increasingly view fragrances as

2024 marked another year of solid value growth for beauty and personal care in Norway, supported by a high level of consumer interest and the continued expansion of pharmacy and specialist retail. Although growth slowed slightly compared to the post-pandemic rebound years, the industry remained resilient, driven by sustained premiumisation, product innovation, and an increasing emphasis on hybrid beauty solutions. A cultural shift towards skin health and conscious consumption also continued to s

In 2024, baby and child-specific beauty and personal care products continued to show subdued performance, constrained by longstanding cultural and health authority guidance favouring a minimalist approach to infant hygiene. Norwegian parents remain encouraged to use as few products as possible, often relying on a single mild cleanser or even just water for everyday care. This conservative use pattern is further reinforced by the popularity of multipurpose, fragrance-free products such as Neutral

Premium beauty and personal care continued to outperform mass offerings in 2024, bolstered by consumer interest in skin-friendly, scientifically supported, and multifunctional products. Norwegian shoppers remained highly ingredient-conscious, gravitating towards clean formulations with proven actives, minimalist packaging, and a clinical aesthetic. Categories such as skin care, fragrances, and colour cosmetics all benefited from the “less is more” approach, with brands increasingly focusing on e

The performance of mass beauty and personal care categories in Norway remained uneven in 2024, with stronger growth concentrated in pharmacy-led subsegments. Although premiumisation continued to dominate the overall beauty and personal care landscape, a number of mass categories posted modest value gains. Skin care and sun care performed notably well, supported by rising interest in ingredient-led formulations and growing trust in pharmacy-distributed mass brands. In contrast, mass deodorants, b

The population of Norway is predicted to increase by 8.0%, due to changes in net migration and natural change, standing at a total of 6.0 million citizens by 2040. The birth rate in Norway is anticipated to increase between 2024 and 2040. Mid-Lifers (aged 45-64) will represent the largest portion of the population by 2040. The ageing population will continue to impact the future consumer market.

Cafés/bars in Norway posted positive, if slight, growth in transactions, foodservice value sales and outlets in 2024. Specialist coffee and tea shops, a relatively small category in cafés/bars in Norway, recorded the fastest growth in transactions and foodservice value sales at the end of the review period, alongside a moderate increase in terms of outlets. Traditionally, Norway has high coffee consumption rates. These modern coffee shops also target health-conscious consumers and try to tap int

Chained self-service cafeterias in Norway gained category shares in outlet, transactions and foodservice value sales in 2024, driven by investments for brands in outlet expansion, such as for Sabrura (Sabrura Drift) Pincho Nation (Pincho Nation Norge). Self-service cafeterias witnessed a tangible recovery in the post-COVID-19 pandemic period in terms of foodservice value sales and transactions. However, overall outlet numbers decreased, driven by closures of independent outlets amidst ongoing ec

In 2024, consumer foodservice in Norway continued its recovery from the Coronavirus (COVID-19) pandemic. The industry has surpassed the 2019 pre-pandemic level of foodservice current value sales, strongly supported by inflationary pressure on prices, but not in terms of the number of outlets or transactions. As restrictions eased and lifted and consumer confidence returned, there was an uptick in dining out and social gatherings towards the end of the review period, significantly benefiting cons

Street stalls/kiosks in Norway suffered strongly from the effects of the COVID-19 pandemic amidst operating and consumer mobility restrictions. The category made a recovery with dynamic growth in foodservice transactions and current value growth in 2021 and 2022, followed by more moderate increases in 2023 and 2024. However, by the end of the review period, the number of outlets, foodservice value sales and transactions did not reach 2019 pre-pandemic levels. Many consumers have decreased their

In 2024, full-service restaurants in Norway continued to see positive, if much slower, growth in terms of foodservice current value sales and transactions, while the rise in the number of outlets accelerated. Full-service restaurants remained by far the largest type in terms of foodservice value sales. This highly influential category remained highly fragmented, with independent outlets dominating the landscape. Importantly, full-service restaurants tend to suffer in periods of economic crisis o