Bleach in Norway

2020 IMPACT

Bleach fails to record an uplift in growth due to its poor reputation in Norway

Due to the outbreak of COVID-19, most home care products have recorded a notable boost in sales during 2020. However, bleach did not record the same uplift in growth - although sales did increase slightly due to consumers having more time at home for deep cleaning.

Older generations drive sales of bleach during the COVID-19 pandemic

Despite the fact that bleach has a poor image, especially among the younger generation, sales in 2020 did not decline. This was due to the older generations being familiar with bleach, and therefore using the product in their enhanced cleaning routines during the year.

Orkla continues to lead with Klorin, gaining share during 2020

Orkla continued to dominate in 2020, gaining value share through its offering of Klorin, which is synonymous with bleach in Norway. The product faces no direct branded competition, with private label being the only competitive offerings in bleach.

RECOVERY AND OPPORTUNITIES

Limited growth opportunities lead to a value decline for bleach

Following positive growth in 2020 due to the outbreak of COVID-19, value growth is set to fall in 2021, recording negative value sales.

Substitute products will be an ongoing threat to the sales of bleach 

Substitute products display a much more dynamic performance within surface care. Therefore, other surface care products, which have gained at the expense of bleach throughout the review period, displayed strong growth due to COVID-19.

Private label continues to gain ground, with Effekt boosting sales

Private label offerings are expected to continue gaining value and volume share over the forecast period, with volume share well over half of all sales. Private label is the only notable competition to Orkla’s Klorin brand.