Household Care in Norway
Euromonitor International's Household Care in Norway market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 90 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Norwegians opt for innovative and time saving cleaning solutions
The Norwegian market developed in a healthy direction with significant value growth overall. Despite being conservative in their attitudes to household care products Norwegians saw the benefits of innovative solutions and time saving cleaning solutions in 2006. They were also prepared to spend money on products that carry a significantly higher unit price than for example private label due to the quality and effectiveness of the products. A good example of this is Norwegians moving away from the traditional bucket of water for cleaning and towards floor cleaning systems despite the higher costs this solution carries.
Many significant launches drove the market in 2006
New product developments are a necessity for any market that wants to evolve. The household care market in Norway was no exception during 2006. Lilleborg AS was innovative especially in laundry care, the largest product category in household care, where it launched perfume-free brands in addition to products with aloe vera to add an extra dimension. In addition, specific products for specific purposes such as a liquid fabric softener for cotton material were also launched. Drain openers saw three new launches, one by Midelfart, one by Lilleborg and one by Sara Lee and this example epitomises the competition that exists in small and specific product categories in Norway.
The ‘untouchable’ Lilleborg
The domestic Lilleborg, backed up by several brands in the Norwegian market through the multinational Unilever, is the dominant force in the household care market in Norway. Lilleborg controls many sectors completely and overall it accounted for more than half of all sales in household care by the end of 2006. Being a domestic producer with long traditions in Norway has helped Lilleborg on the way to becoming such a strong player, probably not seen in any other European country. It knows what consumers want and they are well ahead of other players in introducing products that serve specific needs and are adapted to suit the Norwegian market.
Supermarkets/hypermarkets and discounters control sales
Sales of household care products in Norway are mostly confined to supermarkets/hypermarkets and discounters alone. The rest are spread across other smaller channels such as corner shops and petrol stations as they offer added convenience. However, the four retail chains ICA Norge, Coop, Rema and Norgesgruppen which control the supermarkets/hypermarkets and discounters channels in Norway are able to offer Norwegians quality products from a particularly strong domestic player and from a wide array of multinational players at competitive prices.
A bright future is envisaged for household care
The forecast sales of household care products in Norway are expected to continue on from the review period and be strong and dynamic with only chlorine bleach expected to see a decline in value sales. The forecast period kicked off with two very significant launches at the beginning of 2007 in dishwashing products with Finish from Midelfart trying to challenge Lilleborg yet again and Lilleborg matching the launch with a new version of Sun. New product launches will continue to be one of the major factors for growth during the forecast period, but also the Norwegians’ attitudes and willingness to move away from old and conservative household care methods to try out new innovative and time-saving solutions. The small sector of insecticides is also expected to make a stronger impact on sales as it develops and meets the demand for such products during warm summer months. Laundry care, the largest product category, will continue to drive the household care market forward with innovative products that are convenient to use and offer functional specific solutions.
Table of contents
HOUSEHOLD CARE IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Norwegians opt for innovative and time saving cleaning solutions
Many significant launches drove the market in 2006
The ‘untouchable’ Lilleborg
Supermarkets/hypermarkets and discounters control sales
A bright future is envisaged for household care
KEY TRENDS AND DEVELOPMENTS
Household consumption remains strong
Domestic giant Lilleborg versus the others
Private label is here to stay
Summary 1 Key Private Label Product Ranges in Norway
Norwegians are loyal traditionalists
Norwegians spend little time on household care
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - NORWAY
JENSEN & CO AS - HOUSEHOLD CARE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Jensen & Co AS: Key Facts
Summary 3 Jensen & Co AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Jensen & Co AS: Competitive Position 2006
KIRK AS - HOUSEHOLD CARE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Kirk AS: Key Facts
Summary 6 Kirk AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Kirk AS: Competitive Position 2006
KREFTING & CO AS - HOUSEHOLD CARE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Krefting & Co AS: Key Facts
Summary 9 Krefting & Co AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Krefting & Co AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Krefting & Co AS: Competitive Position 2006
LILLEBORG AS - HOUSEHOLD CARE - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Lilleborg AS: Key Facts
Summary 13 Lilleborg AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Lilleborg AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 15 Lilleborg AS: Competitive Position 2006
LAUNDRY CARE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 47 Chlorine Bleach Company Shares 2002-2006
Table 48 Chlorine Bleach Brand Shares 2003-2006
Table 49 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 53 Toilet Care Products Company Shares 2002-2006
Table 54 Toilet Care Products Brand Shares 2003-2006
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2001-2006
Table 58 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 59 Polishes Company Shares 2002-2006
Table 60 Polishes Brand Shares 2003-2006
Table 61 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2001-2006
Table 64 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 65 Leading Fragrances for Air Care 2006
Table 66 Air Care Company Shares 2002-2006
Table 67 Air Care Brand Shares 2003-2006
Table 68 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2001-2006
Table 71 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 72 Insecticides Company Shares 2002-2006
Table 73 Insecticides Brand Shares 2003-2006
Table 74 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011