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Country Report

Bleach in

Bleach in Norway

13 pages, Feb 2018

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Potential harmful effects of bleach putting many consumers off

Bleach continued to perform poorly in 2017, mostly due to increasingly negative perceptions about the chemicals contained in most bleach products, and the effects that these can have on people exposed to them. One of the main impacts that the internet, and social media more specifically, has had on consumers in Norway is that they have contributed to a general increase in consumers’ awareness of and knowledge about key products.

Innovations in other categories worsen outlook for bleach

Whilst consumers are expected to continue to view bleach negatively over the forecast period, sales are also expected to be badly affected by gains made in other categories, in particular surface care. Competition from surface care products has been exacerbated in recent years as brands in other categories gain more positive traction when it comes to concerns about household safety and environmental impact.

Perceived higher effectiveness of other products diminishes a key strength of bleach

Whilst some consumers might have concerns about the impacts of chemicals from bleach, others still use it because they regard it as the most effective way to clean a house. However, increases in the perceived performance of brands in other categories have led many customers to increasingly favour these over bleach.

COMPETITIVE LANDSCAPE

Lilleborg dominates

Lilleborg remained the clear leader in bleach in 2017, a position achieved in its entirety through sales of the Klorin brand, which is manufactured in Norway by Orkla Group, Lilleborg’s parent company. The Klorin brand has been marketed in Norway since 1953 and is well known and easily recognisable amongst domestic consumers.

Private label share remains high

Private label’s share in bleach remained amongst its highest in home care in 2017. The basic nature of bleach, with very little potential for diversification between brands because of the general uniformity in chemical ingredients, means that there is very little potential for standard brands to differentiate from private label.

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Bleach Market Samples Report Bleach Market Samples Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bleach industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Norway market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Bleach in Norway?
What are the major brands in Norway?
How did bleach sales perform during the economic downturn?
What are the major applications of bleach in Norway?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Bleach in Norway - Category analysis

HEADLINES

PROSPECTS

Potential harmful effects of bleach putting many consumers off

Innovations in other categories worsen outlook for bleach

Perceived higher effectiveness of other products diminishes a key strength of bleach

COMPETITIVE LANDSCAPE

Lilleborg dominates

Private label share remains high

CATEGORY DATA

Table 1 Sales of Bleach: Value 2012-2017
Table 2 Sales of Bleach: % Value Growth 2012-2017
Table 3 NBO Company Shares of Bleach: % Value 2013-2017
Table 4 LBN Brand Shares of Bleach: % Value 2014-2017
Table 5 Forecast Sales of Bleach: Value 2017-2022
Table 6 Forecast Sales of Bleach: % Value Growth 2017-2022

Home Care in Norway - Industry Overview

EXECUTIVE SUMMARY

Home care sees slightly slower growth in 2017

Desire for convenience increasingly prevalent

Lilleborg reinforces its dominant position

Incremental innovation prevalent in new product development

Solid performance expected over the forecast period

MARKET INDICATORS

Table 7 Households 2012-2017

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2012-2017
Table 9 Sales of Home Care by Category: % Value Growth 2012-2017
Table 10 NBO Company Shares of Home Care: % Value 2013-2017
Table 11 LBN Brand Shares of Home Care: % Value 2014-2017
Table 12 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 13 Distribution of Home Care by Format: % Value 2012-2017
Table 14 Distribution of Home Care by Format and Category: % Value 2017
Table 15 Forecast Sales of Home Care by Category: Value 2017-2022
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Bleach in Norway

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Executive Summary

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PROSPECTS

Potential harmful effects of bleach putting many consumers off

Innovations in other categories worsen outlook for bleach

Perceived higher effectiveness of other products diminishes a key strength of bleach

COMPETITIVE LANDSCAPE

Lilleborg dominates

Private label share remains high

Samples

Overview

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Table of Contents

Bleach in Norway - Category analysis

HEADLINES

PROSPECTS

Potential harmful effects of bleach putting many consumers off

Innovations in other categories worsen outlook for bleach

Perceived higher effectiveness of other products diminishes a key strength of bleach

COMPETITIVE LANDSCAPE

Lilleborg dominates

Private label share remains high

CATEGORY DATA

Home Care in Norway - Industry Overview

EXECUTIVE SUMMARY

Home care sees slightly slower growth in 2017

Desire for convenience increasingly prevalent

Lilleborg reinforces its dominant position

Incremental innovation prevalent in new product development

Solid performance expected over the forecast period

MARKET INDICATORS

MARKET DATA

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