COVID-19 had a broadly positive impact on the overall performance of bath and shower in Norway in 2020. After having declined sharply in 2019 due to maturity and aggressive price competition, total current value sales rebounded strongly, while several categories posted improved results in volume terms.
Price competition remained intense across all bath and shower categories in 2020. A key driver of this trend was the increasing popularity of low-cost retailers such as variety stores operator Europris and drugstores/parapharmacies chain Normal.
As was the case throughout the review period, products that are made with natural ingredients, dermatologically tested on sensitive skin and free from parabens, allergens, preservatives and other potentially harmful substances continued to gain popularity in bath and shower categories in 2020. This was a major driver of growth in current value sales, as such products tend to retail at higher prices.
The outlook for bath and shower over the forecast period is poor overall, with most categories expected to see volume and current value sales decline consistently. In the short term, demand for some product types will fall as hygiene concerns subside in line with the anticipated easing of the COVID-19 pandemic.
Natural, skin-sensitive and eco-friendly products will continue to gain ground in all bath and shower categories over the forecast period. Among the companies best positioned to benefit from the growing preference for such products are Orkla with its Dr Greve and Klar brands, and Unilever with its Neutral brand.
Increasing competition between modern grocery retailers and low-cost store operators like Normal and Europris will continue to place downward pressure on prices in bath and shower over the forecast period. Nonetheless, all categories are expected to see average unit prices increase in current value terms thanks to rising demand for natural and eco-friendly products, which tend to be more expensive.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Bath and Shower research and analysis database.
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