Consumer Appliances in Norway

Consumer Appliances in Norway

EXECUTIVE SUMMARY

Consumer appliances return to positive growth in 2017

Shifting lifestyle trends and improved economic outlook underpin growth

Multinationals dominate the Norwegian market for consumer appliances

Electronics and appliance specialist retailers increase their kitchen and smart home focus

Cautiously optimistic improvement expected over the forecast period

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2012-2017
Table 2 Replacement Cycles of Consumer Appliances by Category 2012-2017
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2017-2022
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2017-2022

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2012-2017
Table 6 Sales of Consumer Appliances by Category: Value 2012-2017
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2012-2017
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2012-2017
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2012-2017
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2012-2017
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2012-2017
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2012-2017
Table 13 Sales of Small Appliances by Category: Volume 2012-2017
Table 14 Sales of Small Appliances by Category: Value 2012-2017
Table 15 Sales of Small Appliances by Category: % Volume Growth 2012-2017
Table 16 Sales of Small Appliances by Category: % Value Growth 2012-2017
Table 17 NBO Company Shares of Major Appliances: % Volume 2013-2017
Table 18 LBN Brand Shares of Major Appliances: % Volume 2014-2017
Table 19 NBO Company Shares of Small Appliances: % Volume 2013-2017
Table 20 LBN Brand Shares of Small Appliances: % Volume 2014-2017
Table 21 Distribution of Major Appliances by Format: % Volume 2012-2017
Table 22 Distribution of Small Appliances by Format: % Volume 2012-2017
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2017-2022
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2017-2022
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 31 Forecast Sales of Small Appliances by Category: Volume 2017-2022
Table 32 Forecast Sales of Small Appliances by Category: Value 2017-2022
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Treatment Products in Norway

HEADLINES

PROSPECTS

Generally good air quality hits sales of air purifiers, humidifiers and dehumidifiers

Split air conditioners seen as cost-efficient, reliable and versatile solutions to heating and cooling needs

COMPETITIVE LANDSCAPE

Panasonic Norge and Mitsubishi Electric Europe lead

Diversified product portfolios benefit Wilfa and Electrolux

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2012-2017
Table 36 Sales of Air Treatment Products by Category: Value 2012-2017
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2012-2017
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2012-2017
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2013-2017
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2013-2017
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2014-2017
Table 42 Distribution of Air Treatment Products by Format: % Volume 2012-2017
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2012-2017
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2017-2022
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2017-2022
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2017-2022

Dishwashers in Norway

HEADLINES

PROSPECTS

Trend is towards built-in models and higher-quality components

Innovation largely based on functionality that increases convenience

COMPETITIVE LANDSCAPE

Leading companies focus on discreetness and efficiency

Ikea thrives through offering affordable, matching appliances and convenience in the purchasing process

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2012-2017
Table 49 Sales of Dishwashers by Category: Value 2012-2017
Table 50 Sales of Dishwashers by Category: % Volume Growth 2012-2017
Table 51 Sales of Dishwashers by Category: % Value Growth 2012-2017
Table 52 Sales of Dishwashers by Format: % Volume 2012-2017
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2013-2017
Table 54 NBO Company Shares of Dishwashers: % Volume 2013-2017
Table 55 LBN Brand Shares of Dishwashers: % Volume 2014-2017
Table 56 Distribution of Dishwashers by Format: % Volume 2012-2017
Table 57 Production, Imports and Exports of Dishwashers: Total Volume 2012-2017
Table 58 Forecast Sales of Dishwashers by Category: Volume 2017-2022
Table 59 Forecast Sales of Dishwashers by Category: Value 2017-2022
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2017-2022

Food Preparation Appliances in Norway

HEADLINES

PROSPECTS

Mixers, food processors benefit from the natural food trend and boom in popularity of baking

Volume sales of juice extractors continue to see lower sales levels after sugar backlash in the juicing trend

COMPETITIVE LANDSCAPE

BSH Husholdningsapparater gains volume share in an increasingly fragmented landscape

Demand for design and quality drives product innovation

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2012-2017
Table 63 Sales of Food Preparation Appliances by Category: Value 2012-2017
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2012-2017
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2013-2017
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2014-2017
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2012-2017
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022

Home Laundry Appliances in Norway

HEADLINES

PROSPECTS

High household penetration of automatic washing machines limits growth potential

Large washing machines, energy-efficient tumble dryers

Smart technology and connected appliances are considerable selling points in home laundry appliances

COMPETITIVE LANDSCAPE

Market leader BSH Husholdningsapparater defends its leading position, whilst tech-focused companies thrive

Technological improvements and energy efficiency set to shape the competitive environment

CATEGORY DATA

Table 73 Sales of Home Laundry Appliances by Category: Volume 2012-2017
Table 74 Sales of Home Laundry Appliances by Category: Value 2012-2017
Table 75 Sales of Home Laundry Appliances by Category: % Volume Growth 2012-2017
Table 76 Sales of Home Laundry Appliances by Category: % Value Growth 2012-2017
Table 77 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2013-2017
Table 78 Sales of Automatic Washing Machines by Format: % Volume 2012-2017
Table 79 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2012-2017
Table 80 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2013-2017
Table 81 NBO Company Shares of Home Laundry Appliances: % Volume 2013-2017
Table 82 LBN Brand Shares of Home Laundry Appliances: % Volume 2014-2017
Table 83 Distribution of Home Laundry Appliances by Format: % Volume 2012-2017
Table 84 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2012-2017
Table 85 Forecast Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 86 Forecast Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 88 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022

Large Cooking Appliances in Norway

HEADLINES

PROSPECTS

New housing projects and increased interest in product design drives growth of built-in large cooking appliances

Connected large cooking appliances remain limited, but are expected to become more important

COMPETITIVE LANDSCAPE

The two leading companies continue to solidify their dominance

Companies focus on functionality in most new launches, but new design is a keyword for certain products

CATEGORY DATA

Table 89 Sales of Large Cooking Appliances by Category: Volume 2012-2017
Table 90 Sales of Large Cooking Appliances by Category: Value 2012-2017
Table 91 Sales of Large Cooking Appliances by Category: % Volume Growth 2012-2017
Table 92 Sales of Large Cooking Appliances by Category: % Value Growth 2012-2017
Table 93 Sales of Built-in Hobs by Format: % Volume 2012-2017
Table 94 Sales of Ovens by Connected Appliances: % Volume 2013-2017
Table 95 NBO Company Shares of Large Cooking Appliances: % Volume 2013-2017
Table 96 LBN Brand Shares of Large Cooking Appliances: % Volume 2014-2017
Table 97 NBO Company Shares of Built-in Hobs: % Volume 2013-2017
Table 98 NBO Company Shares of Ovens: % Volume 2013-2017
Table 99 NBO Company Shares of Cooker Hoods: % Volume 2013-2017
Table 100 NBO Company Shares of Built-in Cooker Hoods: % Volume 2013-2017
Table 101 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2013-2017
Table 102 NBO Company Shares of Cookers: % Volume 2013-2017
Table 103 NBO Company Shares of Range Cookers: % Volume 2013-2017
Table 104 Distribution of Large Cooking Appliances by Format: % Volume 2012-2017
Table 105 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2012-2017
Table 106 Forecast Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 107 Forecast Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 108 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 109 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022

Microwaves in Norway

HEADLINES

PROSPECTS

Saturation and shifting eating habits drive sales decline in microwaves

Microwaves faces strong competition from ovens with microwave functionality

COMPETITIVE LANDSCAPE

Siemens and Bosch remain the most popular brands within built-in microwaves

Affordability is the most important feature within freestanding microwaves

CATEGORY DATA

Table 110 Sales of Microwaves by Category: Volume 2012-2017
Table 111 Sales of Microwaves by Category: Value 2012-2017
Table 112 Sales of Microwaves by Category: % Volume Growth 2012-2017
Table 113 Sales of Microwaves by Category: % Value Growth 2012-2017
Table 114 Sales of Microwaves by Connected Appliances: % Volume 2013-2017
Table 115 NBO Company Shares of Microwaves: % Volume 2013-2017
Table 116 LBN Brand Shares of Microwaves: % Volume 2014-2017
Table 117 Distribution of Microwaves by Format: % Volume 2012-2017
Table 118 Production, Imports and Exports of Microwaves: Total Volume 2012-2017
Table 119 Forecast Sales of Microwaves by Category: Volume 2017-2022
Table 120 Forecast Sales of Microwaves by Category: Value 2017-2022
Table 121 Forecast Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 122 Forecast Sales of Microwaves by Category: % Value Growth 2017-2022

Personal Care Appliances in Norway

HEADLINES

PROSPECTS

Increased focus on natural beauty shapes development of personal care appliances

Electric toothbrush units sees highest growth

COMPETITIVE LANDSCAPE

Procter & Gamble Norge maintains its lead through its paramount position in electric toothbrush units

Endorsements and market communication set to remain key competitive strategies in hair care appliances

CATEGORY DATA

Table 123 Sales of Personal Care Appliances by Category: Volume 2012-2017
Table 124 Sales of Personal Care Appliances by Category: Value 2012-2017
Table 125 Sales of Personal Care Appliances by Category: % Volume Growth 2012-2017
Table 126 Sales of Personal Care Appliances by Category: % Value Growth 2012-2017
Table 127 Sales of Body Shavers by Format: % Volume 2012-2017
Table 128 Sales of Hair Care Appliances by Format: % Volume 2012-2017
Table 129 NBO Company Shares of Personal Care Appliances 2013-2017
Table 130 LBN Brand Shares of Personal Care Appliances 2014-2017
Table 131 Distribution of Personal Care Appliances by Format: % Volume 2012-2017
Table 132 Forecast Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 133 Forecast Sales of Personal Care Appliances by Category: Value 2017-2022
Table 134 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 135 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2017-2022

Refrigeration Appliances in Norway

HEADLINES

PROSPECTS

Improved economic outlook, natural food trend drive sales of higher-priced appliances

Increasing housing prices, growth in single-person households drive demand for compact solutions

Wine coolers perform well, but growth expectations remain limited

COMPETITIVE LANDSCAPE

BSH Husholdningsapparater leads

Increased popularity of connected appliances shaping the competitive landscape

CATEGORY DATA

Table 136 Sales of Refrigeration Appliances by Category: Volume 2012-2017
Table 137 Sales of Refrigeration Appliances by Category: Value 2012-2017
Table 138 Sales of Refrigeration Appliances by Category: % Volume Growth 2012-2017
Table 139 Sales of Refrigeration Appliances by Category: % Value Growth 2012-2017
Table 140 Sales of Freezers by Format: % Volume 2012-2017
Table 141 Sales of Freezers by Volume Capacity: % Volume 2012-2017
Table 142 Sales of Fridge Freezers by Format: % Volume 2012-2017
Table 143 Sales of Fridge Freezers by Volume Capacity: % Volume 2012-2017
Table 144 Sales of Fridge Freezers by Connected Appliances: % Volume 2013-2017
Table 145 Sales of Fridges by Volume Capacity: % Volume 2012-2017
Table 146 NBO Company Shares of Refrigeration Appliances: % Volume 2013-2017
Table 147 LBN Brand Shares of Refrigeration Appliances: % Volume 2014-2017
Table 148 NBO Company Shares of Built-in Fridge Freezers: % Volume 2013-2017
Table 149 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2013-2017
Table 150 NBO Company Shares of Built-in Fridges: % Volume 2013-2017
Table 151 NBO Company Shares of Freestanding Fridges: % Volume 2013-2017
Table 152 Distribution of Refrigeration Appliances by Format: % Volume 2012-2017
Table 153 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2012-2017
Table 154 Forecast Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 155 Forecast Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 156 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 157 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022

Small Cooking Appliances in Norway

HEADLINES

PROSPECTS

Premiumisation within coffee and persistent consumer habits shape development in coffee machines

Manufacturers benefit from tailoring their product offerings to different household segments

Backlash against low-carb trend has positive impact on sales of breadmakers

COMPETITIVE LANDSCAPE

Philips Norge and BSH Husholdningsapparater continue to lead small cooking appliances

Increased focus on smaller households and multifunctionality

CATEGORY DATA

Table 158 Sales of Small Cooking Appliances by Category: Volume 2012-2017
Table 159 Sales of Small Cooking Appliances by Category: Value 2012-2017
Table 160 Sales of Small Cooking Appliances by Category: % Volume Growth 2012-2017
Table 161 Sales of Small Cooking Appliances by Category: % Value Growth 2012-2017
Table 162 Sales of Fresstanding Hobs by Format: % Volume 2012-2017
Table 163 NBO Company Shares of Small Cooking Appliances: % Volume 2013-2017
Table 164 LBN Brand Shares of Small Cooking Appliances: % Volume 2014-2017
Table 165 Distribution of Small Cooking Appliances by Format: % Volume 2012-2017
Table 166 Forecast Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 167 Forecast Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 169 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022

Vacuum Cleaners in Norway

HEADLINES

PROSPECTS

Cylinder remains the most popular format, but stick and robotic vacuum cleaners are gaining share

Versatility of stick vacuum cleaners drives growth

Robotic vacuum cleaners show the most potential

COMPETITIVE LANDSCAPE

Leading manufacturers defend their positions, but are negatively affected by price-conscious consumers

Demand for convenience, efficiency and connectivity underpins product innovations

CATEGORY DATA

Table 170 Sales of Vacuum Cleaners by Category: Volume 2012-2017
Table 171 Sales of Vacuum Cleaners by Category: Value 2012-2017
Table 172 Sales of Vacuum Cleaners by Category: % Volume Growth 2012-2017
Table 173 Sales of Vacuum Cleaners by Category: % Value Growth 2012-2017
Table 174 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2013-2017
Table 175 NBO Company Shares of Vacuum Cleaners: % Volume 2013-2017
Table 176 LBN Brand Shares of Vacuum Cleaners: % Volume 2014-2017
Table 177 Distribution of Vacuum Cleaners by Format: % Volume 2012-2017
Table 178 Forecast Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 179 Forecast Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 180 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 181 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022

---