Norway flag Norway: Buying and Selling

Advertising and marketing in Norway

Marketing opportunities

Consumer Profile
The Norwegian population is ageing. The median age is 39.8 years and the population growth rate is 0.79% in 2020. According to the latest data by the World Bank, 17.4% of the population is under 14 years old and 17.2% is over 65 years old. On average, a household consists of 2.15 people with 39.4% of households are people living alone, and 24% are couples with children (2020 figures from Statistics Norway). The size of the household decreases from year to year. Women are 49.6% of the total population. About 83.4% of the population lives in urban areas while the south has a denser population due to the better climate and connectivity with Europe. Areas of concentration  exist along the North Sea and at Skaggerak. The main cities are Oslo, Bergen and Trondheim. The level of education is very high in Norway with 82% of adults aged 25 to 64 have a secondary education, higher than the OECD average of 78%. Norwegians can expect to go through 18.3 years of education between the ages of 5 and 39, more than the OECD average of 17.2 years. Some 68% of the working population works in the private sector and public enterprises, 18.7% work in municipal government, 11.3% in central government and 1.7% in municipal county government. The sectors that employ the most are health, social, sales, construction, industry and education.
Purchasing Power
The GDP per capita PPP is approximately USD 66 813. Norwegians earn USD 51 212 per year on average, more than the OECD average of USD 43 241. The purchasing power of Norwegians, which is among the highest in Europe, is slightly down, as the rise in wages has not offset inflation. In 2019, purchasing power parity for Norway was 9.9 LCU per international dollars. In Norway, the average household net adjusted disposable income per capita is USD 35 725 a year, higher than the OECD average of USD 33 604. Norway is ranked second in terms of actual individual consumption per capita in Europe. Norway consumption level is 27% above the EU average. Norway managed to escape the worst economic impacts of the COVID-19 pandemic during 2020 as the country’s response to the pandemic was more moderate than what was seen in most European countries. For this reason consumption levels, although lower, are not expected to fall sharply. The Gini index is relatively low but income inequality is increasing. The gender pay gap among full-time employees in Norway remains at 20 %. After adjusting for age, education, sector and several other factors, there is still a 13 % gender difference. Nonetheless Norway is the second most gender-equal country in the world (84.2%), according to the Global Gender Gap Report 2020. The trades that have the highest wages are managers while the intermediary professions, salesmen and farmers have the lowest wages.
Consumer Behaviour
Norway is a consumer society especially drawn to new products (new technologies). Consumers generally are willing to pay more for quality goods. Value for money matters more than low prices. Many consumers research products before buying them in stores or online. eCommerce in Norway is currently worth nearly €3 billion a year. The country currently has an internet penetration rate of 96 percent which equates to 5.3 million people. Of those, 3.2 million are online shoppers, spending an average of €2,522 a year. In Norway, the most popular product category is formed by clothing and shoes (36 percent). This is followed by consumer electronics and media (both 25 percent), sports & leisure (14 percent), beauty & health, furniture, and groceries (all at 10 percent) and baby & toys (6 percent). Consumers find both domestic and foreign products appealing. About 39% of internet purchases are products from another country (mainly China, the United States, Sweden and Germany).

Consumers are generally loyal to national brands. Online, however, more than half say they are not loyal to the seller. Social networks are used as a source of information and Facebook is becoming increasingly saturated. In Norway, Sweden and Finland, about two thirds of the population shows concern about the use of personal data by companies.

Norwegians are gradually adopting a more environmentally friendly mode of consumption. In particular, expenditure on food has decreased. Fruit and vegetable consumption is up, while meat and fish consumption is decreasing. Organic food consumption increased by 8% in 2019. Infant and child products are the most eco-labelled followed by dairy products. The second-hand market is booming, especially on the internet, for economic and ecological reasons. As of 2018 (latest data available), second-hand online retail sites were used by 64 percent of Norwegian internet users. The products traded are furniture, followed by electronic and electrical appliances , recreational and leisure products. Norwegians generally have a positive opinion on the collaborative economy and believe that this benefits the consumer.
Consumers Associations
Forbrukerradet , National Consumer Advice
Forbrukertilsynet , Consumer Authority
Main Advertising Agencies
McCann Norway
MK Norway

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Latest Update: June 2022

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