Baby and Toddler Products - Norway

Norway is a small but exceptionally affluent market for baby and toddler products. With about 55,400 births in 2025 and one of the highest purchasing powers in Europe, Norwegian parents spend well above the European average per child, favour quality, safety and functional Scandinavian design, and are willing to pay for products that cope with long winters, outdoor naps and an active outdoor lifestyle. After more than a decade of decline, births have now risen for three consecutive years.

The total market for baby and toddler products covered by the Kind+Jugend product spectrum (nursery equipment, prams and car seats, furniture, textiles, feeding and care accessories, clothing, toys, plus diapers, toiletries and baby food) is estimated at roughly NOK 8–10 billion (approx. EUR 0.7–0.9 billion) at retail value. Distribution is concentrated: one specialist chain (Barnas Hus) dominates the bricks-and-mortar specialist trade, Swedish-based Jollyroom leads online, three grocery groups control FMCG baby care, and a handful of toy chains and distributors dominate toys.

Key findings for foreign suppliers:

• Norway is in the EEA but not in the EU customs union. EU product rules (CE, toy safety, REACH, cosmetics) apply, but every shipment – even from Germany or Sweden – is an import with customs declaration and 25% VAT. Industrial goods are duty-free; clothing and textiles are the main exception and depend on proof of preferential origin.

• Distributor model is the norm. Most brands enter via a Norwegian or Nordic distributor who serves specialist chains, independents, kindergartens and online retailers; only the largest chains buy directly from foreign manufacturers.

• Best opportunities lie in winter/outdoor products (pram sleeping bags, wool and outdoor clothing, all-terrain prams), rear-facing car-seat accessories, sustainable wooden and Montessori toys, silicone/feeding products, sleep and monitoring products, and private label for chains and discounters.

• Compliance and ethics are gatekeepers. Buyers expect full EN/CE documentation, chemical compliance (PFAS, phthalates), Norwegian-language safety information and evidence of responsible sourcing under Norway's Transparency Act.