Bleach in Norway

PROSPECTS

Concerns about the harmful effects of bleach hamper category growth

Bleach stagnated in retail current value terms in 2018, largely due to health concerns surrounding the chemicals contained in most products. These concerns particularly revolve around respiratory problems and irritation associated with the inhalation of chlorine gas.

Strong competition from other categories

Increasingly effective and environmentally-friendly products in surface care represent a key challenge to bleach in Norway. Strong demand for efficacy in surface care over the review period prompted the emergence of more effective products which have been able to replace bleach in many areas of use.

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care remains the clear category leader

Orkla Home & Personal Care remained the clear leader in bleach in 2018 thanks to its well-established Klorin brand. Having been present since 1955, Klorin is synonymous with bleach for many Norwegians and enjoys strong distribution via all major grocery retailers.

Extensive commoditisation behind the strong share of private label

Private label continued to command a significant share in bleach in 2018, largely thanks to virtually no competition from brand manufacturers other than Orkla and its leading Klorin brand. The general uniformity of chemical ingredients has increased commoditisation, making it harder to differentiate brands from private label offerings.

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