She decides. Norwegian women control the family's financial decisions

In Norwegian households, there is one group that increasingly sets the parameters for what is purchased, how it is purchased – and why: women. From groceries to investments, from insurance to vacation planning, the report shows that women play a central role in financial decisions.

The study, conducted by Norstat for Aller Media, explores the factors that influence women's purchasing choices, how sustainability is emphasized in the decision-making process, and what expectations they have for future consumption patterns. This insight is valuable for marketers and brand builders who want to understand the purchasing dynamics in Norwegian households – where women have a clear decision-making role, both in everyday purchases and larger financial investments.

The survey shows a clear trend: women exercise significant control over household purchasing decisions across product categories. This dominance is most prominent in traditionally female-dominated areas, but also extends to fields that have historically been male-dominated.

Of particular interest is the strong influence of women in financial decisions. A full 44 percent of women report that they primarily make decisions about investments and insurance on their own. This challenges old beliefs that men dominate financial decisions in the home.

Even in categories where decisions are more often made jointly – such as home purchases and travel/leisure – women still have significant influence.

Price is important – but not alone

To hit the nail on the head with female decision-makers, you need to understand what actually drives their choices. The research paints a clear picture: price is the most important factor – but not alone. Quality comes close behind, and together they tell an important story about what women are really looking for. It’s not about finding the cheapest, but about getting the most value for your money. The optimal balance between price and quality is key – and this is where brands need to deliver.

Future perspectives and consumption changes

Women see both opportunities and challenges on the horizon. The survey reveals where they plan to spend more – and where they will cut back. When it comes to the economic outlook, the picture is one of cautious optimism, but also of clear unease.

Rising food prices top the list of concerns, closely followed by fears of armed conflict and war. This reflects a global reality where crises such as Ukraine and the Middle East affect both the wallet and the sense of security. Women's economic outlook on the future is sharp – and marked by an awareness that the world outside the home has direct consequences for everyday life.

Sustainable consumption habits

Although price still weighs most heavily in the decision-making process, the survey shows a clear shift towards more conscious consumption. Many women want to make greener choices – and are looking for products and services that allow them to combine economic sense with sustainable principles. It is not just about what you buy, but how and why. The trend points towards more responsible consumption, where values such as environmental concerns and ethical production are increasingly given a place in the shopping cart.

Do you want to know more?

Would you like to delve deeper into our exciting findings? We would be happy to visit and present the study to you. Contact us at [email protected]