Consumer Appliances in Norway

Consumer Appliances in Norway

EXECUTIVE SUMMARY

Low volumes balanced by value growth as consumers demand premium products

Connected technology, sustainability, aesthetics and design drive innovation trends

Global premium brands continue to lead, with a marginalised share for private label

Store-based retailers revamp their image to compete with increase in internet retailing

Trends as seen are expected to continue over the forecast period

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Value 2014-2019
Table 6 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 12 Sales of Small Appliances by Category: Volume 2014-2019
Table 13 Sales of Small Appliances by Category: Value 2014-2019
Table 14 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 15 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 17 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 18 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 19 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 20 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 21 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 22 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 23 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 30 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Food Preparation Appliances in Norway

HEADLINES

PROSPECTS

Blenders and food processors help support category, as consumers move towards healthier diets

Hobby home cooking trend inspires demand for professional standard appliances

Innovation around multifunctionality helps boost unit prices

COMPETITIVE LANDSCAPE

Philips Norge AS maintains top place, thanks to wide range of appliances to suit all budgets

Ongoing innovation gives Kenwood a brand share boost

Private label sees marginal sales of budget appliances in premium-orientated category

CATEGORY DATA

Table 34 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 35 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 36 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 37 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 39 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 40 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 41 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 42 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 43 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 44 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Personal Care Appliances in Norway

HEADLINES

PROSPECTS

Players focus on innovation and premiumisation to boost sales

Oral-B uses Star Wars IP and connectivity to boost children’s toothbrush sales

Hair and beard trimmers set to get a boost with multi-functionality developments

COMPETITIVE LANDSCAPE

Procter & Gamble maintains clear lead thanks to popularity of its Oral-B and Braun brands

Philips owes second place success to ongoing innovations

Private label unable to compete with premium brands and cutting edge innovations

CATEGORY DATA

Table 45 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 46 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 47 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 48 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 49 Sales of Body Shavers by Format: % Volume 2014-2019
Table 50 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 51 NBO Company Shares of Personal Care Appliances 2015-2019
Table 52 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 53 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 54 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 55 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 56 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 57 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in Norway

HEADLINES

PROSPECTS

Large sub-category of coffee machines helps support small cooking appliances

Premiumisation from healthy hobby home cooking trends boosts unit prices

Multi-functionality drives innovation trends in small cooking appliances

COMPETITIVE LANDSCAPE

Philips maintains leading place thanks to ongoing innovation across most popular appliances

Wilfa hot on the heels of Philips thanks to Waffle Day celebrations

Moccamaster enjoys positive volume growth thanks to its premium coffee makers

CATEGORY DATA

Table 58 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 59 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 60 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 61 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 62 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 63 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 64 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 65 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 66 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 67 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 68 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 69 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in Norway

HEADLINES

PROSPECTS

Stick vacuum cleaners prove a hit, thanks to ease-of-use and small storage capacity

Robotic vacuum cleaners on the rise, as consumers are happy to pay premium prices

Players focus on convenience and manoeuvrability to meet consumer demand

COMPETITIVE LANDSCAPE

Innovations win top spots for Electrolux and Philips in 2019

Relative newcomer Dyson continues to enjoy growth, thanks to premium positioning

OBH Nordic brand reputed to be the one to watch, with 16 new models in 2019

CATEGORY DATA

Table 70 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 71 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 72 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 73 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 74 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 75 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 76 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 77 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 78 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 79 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 80 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 81 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

Air Treatment Products in Norway

HEADLINES

PROSPECTS

Strong growth in air purifiers supported by Asthma Allergy Nordic accreditations

Split air conditioners win popularity thanks to dual-usage to heat and cool

Multi-functionality and connectivity seen as leading trends in air treatment products

COMPETITIVE LANDSCAPE

Mitsubishi takes the lead thanks to unrivalled position for split air conditioners

Dyson sees positive volume growth thanks to premium position and enhanced marketing

Electrolux enjoys growth in air purifiers, thanks to Pure A9 model which aligns with all consumer trends

CATEGORY DATA

Table 82 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 83 Sales of Air Treatment Products by Category: Value 2014-2019
Table 84 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 85 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 86 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 87 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 88 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 89 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 90 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 91 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 92 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 93 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in Norway

HEADLINES

PROSPECTS

Busy consumer lifestyles lead dishwashers to gain essential appliance status

Small is beautiful for energy-saving dishwashers with adjustable solutions

Volume sales in dishwashers supported by value sales in dishwasher detergents

COMPETITIVE LANDSCAPE

BSH Husholdningsapparater continues to lead, thanks to Bosch winning ‘best of’ award

IKEA hot on the heels of Siemens, as brand ties second place with Bosch

Miele receives boost, thanks to revolutionary PowerDisk auto-dosage for dishwashers

CATEGORY DATA

Table 94 Sales of Dishwashers by Category: Volume 2014-2019
Table 95 Sales of Dishwashers by Category: Value 2014-2019
Table 96 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 97 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 98 Sales of Dishwashers by Format: % Volume 2014-2019
Table 99 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 100 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 101 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 102 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 103 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 104 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 105 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 106 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Home Laundry Appliances in Norway

HEADLINES

PROSPECTS

Smart/connected technology leads innovation in home laundry appliances

Busy consumer lifestyles call for time-saving solutions with quick-wash options

A+++ energy rating models attract high sales, despite premium price tags

COMPETITIVE LANDSCAPE

BSH Husholdningsapparater continues to lead thanks to ongoing developments

Candy proves sweet with consumers on a budget who seek space-saving solutions

LG Electronics shows smaller players can innovate with energy-saving solutions

CATEGORY DATA

Table 107 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 108 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 109 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 110 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 111 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 112 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 113 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 114 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 115 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 116 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 117 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 118 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 119 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 120 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 121 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Large Cooking Appliances in Norway

HEADLINES

PROSPECTS

Ovens sees positive growth, thanks to ongoing innovation in functionality

Built-in options prove perfect solutions for smaller spaces

Smart technology and connectivity appeal to hobby home cooking consumers

COMPETITIVE LANDSCAPE

BSH Husholdningsapparater manages to hold onto top company share, but Ikea Norge is hot on its heels

IKEA stays ahead in brand terms, thanks to seamless and cost-effective solutions

Smaller player Miele launches Generasjon 7000 range to keep up with innovation

CATEGORY DATA

Table 122 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 123 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 124 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 125 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 126 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 127 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 128 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 129 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 130 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 131 NBO Company Shares of Ovens: % Volume 2015-2019
Table 132 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 133 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 134 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 135 NBO Company Shares of Cookers: % Volume 2015-2019
Table 136 NBO Company Shares of Range Cookers: % Volume 2015-2019
Table 137 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 138 Production of Large Cooking Appliances: Total Volume 2014-2019
Table 139 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 140 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 141 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 142 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Microwaves in Norway

HEADLINES

PROSPECTS

Busier consumer lifestyles and popularity of ready meals underpin sales

Players promote versatility and new functionality to boost sales in microwaves

Convenience and speed keep microwaves as essential consumer appliances

COMPETITIVE LANDSCAPE

BSH Husholdningsapparater maintains top company place by a couple of percentage points

Whirlpool remains top brand, thanks to ongoing innovations for home hobby chefs

Private label sees positive growth from lower-income consumers seeking basic budget models

CATEGORY DATA

Table 143 Sales of Microwaves by Category: Volume 2014-2019
Table 144 Sales of Microwaves by Category: Value 2014-2019
Table 145 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 146 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 147 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 148 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 149 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 150 Distribution of Microwaves by Format: % Volume 2014-2019
Table 151 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 152 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 153 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 154 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Refrigeration Appliances in Norway

HEADLINES

PROSPECTS

Electric wine-coolers/chillers most popular thanks to stylish associations

Reduction of food waste leads innovation in refrigerator appliances’ smart technology

Restricted-space urban living trends boost popularity of built-in appliances

COMPETITIVE LANDSCAPE

BSH Husholdningsapparater maintains top spot thanks to constant innovation

Smart technology gets smaller players noticed in refrigeration appliances

Private label unable to compete in premium arena of high-end brands

CATEGORY DATA

Table 155 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 156 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 157 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 158 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 159 Sales of Freezers by Format: % Volume 2014-2019
Table 160 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 161 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 162 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 163 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 164 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 165 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 166 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 167 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 168 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 169 NBO Company Shares of Built-in Fridges: % Volume 2015-2019
Table 170 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 171 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 172 Production of Refrigeration Appliances: Total Volume 2014-2019
Table 173 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 174 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 175 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 176 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

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