Executive Summary

Feb 2019
Lower volumes but price on the up

Multi-functionality was an evident theme shaping trends in consumer appliances in 2018 as manufacturers sought to increase the value proposition of their products through the addition of functionality. This had a negative impact on volume sales however as it reduced the need to purchase appliances offering singular functionality.

Volume sales decrease as connected uptake remains low

Overall volumes sales of consumer appliances continued to decrease in 2018, a reflection of the negative trends recorded over the entire review period. The addition of functionality to appliances is having a negative impact on volume growth, while the focus on quality over quantity in many households also contributed to sales declines in 2018.

Global brand names top the leader board

Global brands such as Bosch, Electrolux, Philips and Siemens command the leading positions in consumer appliances in volume terms. These major brands all benefit from vast economies of scale, which supports their strong standings and also presents challenges to lesser-known brands by making it difficult for them to improve their positions.

Store-based retailing continues to dominate consumer appliances distribution

Most Norwegian households still buy their major appliances from specialist retailers, although a significant proportion of them are now conducting product and price research online before heading out to shop in bricks-and-mortar stores. As there are very few domestic consumer appliances brands, international brands remain the most popular options in major appliances and because Norway is not a member of the EU, consumers must consider the additional costs of VAT and import duties when buying major appliances.

The outlook remains positive for consumer appliances

The outlook for consumer appliances remains generally positive. Volume growth across the industry is set to be supported by increases in the overall numbers of households, while premiumisation and innovation will support unit price growth, pushing increases in value sales.

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Consumer Appliances in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Appliances 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 Consumer Appliances industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Norway for free:

The Consumer Appliances in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Consumer Appliances in Norway?
  • What are the major brands in Norway?
  • How was category performance been affected by current economic climate?
  • How is penetration for consumer appliances going to develop over the medium term?

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 Consumer Appliances market research database.

Consumer Appliances in Norway

EXECUTIVE SUMMARY

Consumer Appliances in Norway

EXECUTIVE SUMMARY

Lower volumes but price on the up
Volume sales decrease as connected uptake remains low
Global brand names top the leader board
Store-based retailing continues to dominate consumer appliances distribution
The outlook remains positive for consumer appliances

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 13 Sales of Small Appliances by Category: Volume 2013-2018
Table 14 Sales of Small Appliances by Category: Value 2013-2018
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Treatment Products in Norway

HEADLINES

PROSPECTS

Health awareness drives volume sales
Accreditation helps determine purchase choice
Volumes are weather dependent

COMPETITIVE LANDSCAPE

Innovation supports volume share growth for Philips
Health and wellness concerns increasingly vital for sales of air treatment products
Positions of leading players attributable to their strength in split air conditioners

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2013-2018
Table 36 Sales of Air Treatment Products by Category: Value 2013-2018
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2013-2018
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 42 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2018-2023
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Dishwashers in Norway

HEADLINES

PROSPECTS

White finishes popular in the mid-priced price platform
Multifunctionality blurs boundaries and threatens volume growth
Dishdrawer format expected to record positive growth

COMPETITIVE LANDSCAPE

ASKO records positive volume growth
Best in test guides often among the leading influences on purchase choices

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2013-2018
Table 49 Sales of Dishwashers by Category: Value 2013-2018
Table 50 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 51 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 52 Sales of Dishwashers by Format: % Volume 2013-2018
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 54 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 55 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 56 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 57 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 58 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 59 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Food Preparation Appliances in Norway

HEADLINES

PROSPECTS

Demand boosted as consumers want professional results quickly and easily
Attitudes to health and wellbeing become even more influential
Multi-functionality – a recurring theme

COMPETITIVE LANDSCAPE

Design focus offers growth opportunities for niche brands
Philips’ volume share continues to increase

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 63 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Large Cooking Appliances in Norway

HEADLINES

PROSPECTS

Connected appliances set to make a splash, but not just yet
Consumer curiosity adds a premium

COMPETITIVE LANDSCAPE

BSH Husholdningsapparater maintains the leading position
Gorenje turns its attention to built-in large cooking appliances

CATEGORY DATA

Table 73 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 74 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 75 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 76 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 77 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 78 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 79 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 80 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 81 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 82 NBO Company Shares of Ovens: % Volume 2014-2018
Table 83 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 84 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 85 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 86 NBO Company Shares of Cookers: % Volume 2014-2018
Table 87 NBO Company Shares of Range Cookers: % Volume 2014-2018
Table 88 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 89 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 90 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 91 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 92 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 93 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Microwaves in Norway

HEADLINES

PROSPECTS

Growth in sales of ready meal sales likely to be positive for sales of microwaves
Attaching versatility to convenience
Design requirements support demand for built-in microwaves despite growing emphasis on freestanding appliances

COMPETITIVE LANDSCAPE

Whirlpool remains the leading brand in microwaves
Private label grows

CATEGORY DATA

Table 94 Sales of Microwaves by Category: Volume 2013-2018
Table 95 Sales of Microwaves by Category: Value 2013-2018
Table 96 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 97 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 98 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 99 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 100 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 101 Distribution of Microwaves by Format: % Volume 2013-2018
Table 102 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 103 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 104 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 105 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 106 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Personal Care Appliances in Norway

HEADLINES

PROSPECTS

More Norwegians become willing investors in their personal appearance
Shift from manual to electric units underpins growth in electric toothbrushes
Versatility abounds in personal care appliances

COMPETITIVE LANDSCAPE

Procter & Gamble sees growth opportunity to bundling
Oral-B and Philips control the sale of electric toothbrush units

CATEGORY DATA

Table 107 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 108 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 109 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 110 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 111 Sales of Body Shavers by Format: % Volume 2013-2018
Table 112 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 113 NBO Company Shares of Personal Care Appliances 2014-2018
Table 114 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 115 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 116 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 117 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 118 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 119 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Refrigeration Appliances in Norway

HEADLINES

PROSPECTS

Favourable socioeconomic trends boost sales of built-in refrigeration appliances
Combating food waste set to influence refrigeration appliances

COMPETITIVE LANDSCAPE

BSH maintains leadership of refrigeration appliances
Demand for the Liebherr brand continues to grow

CATEGORY DATA

Table 120 Sales of Refrigeration Appliances by Category: Volume 2013-2018
Table 121 Sales of Refrigeration Appliances by Category: Value 2013-2018
Table 122 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018
Table 123 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018
Table 124 Sales of Freezers by Format: % Volume 2013-2018
Table 125 Sales of Freezers by Volume Capacity: % Volume 2013-2018
Table 126 Sales of Fridge Freezers by Format: % Volume 2013-2018
Table 127 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018
Table 128 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018
Table 129 Sales of Fridges by Volume Capacity: % Volume 2013-2018
Table 130 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018
Table 131 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018
Table 132 NBO Company Shares of Built-in Fridge Freezers: % Volume 2014-2018
Table 133 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018
Table 134 NBO Company Shares of Built-in Fridges: % Volume 2014-2018
Table 135 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018
Table 136 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018
Table 137 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018
Table 138 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 139 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 140 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 141 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Small Cooking Appliances in Norway

HEADLINES

PROSPECTS

Norway is a nation of coffee drinkers
Pods adapting to local preferences
Multifunctionality a threat to volume growth

COMPETITIVE LANDSCAPE

Premiumisation of private label remains a major trend
Wilfa capitalises on local preferences

CATEGORY DATA

Table 142 Sales of Small Cooking Appliances by Category: Volume 2013-2018
Table 143 Sales of Small Cooking Appliances by Category: Value 2013-2018
Table 144 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018
Table 145 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018
Table 146 Sales of Freestanding Hobs by Format: % Volume 2013-2018
Table 147 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018
Table 148 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018
Table 149 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018
Table 150 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 151 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 152 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 153 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Vacuum Cleaners in Norway

HEADLINES

PROSPECTS

Willingness to pay a premium for convenience
Demand shifts towards for hygienic vacuum cleaning
Compact cleaners for compact living

COMPETITIVE LANDSCAPE

Robotic grows Witt’s volume share
Dyson is an emerging brand

CATEGORY DATA

Table 154 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 155 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 156 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 157 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 158 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2014-2018
Table 159 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 160 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 161 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 162 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 163 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 164 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 165 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

Home Laundry Appliances in Norway

HEADLINES

PROSPECTS

Consumers increasingly want to save time
Sustainability adds a premium image and justifies premium pricing
Space constraints support volume growth

COMPETITIVE LANDSCAPE

LG registers volume share growth
BSH Husholdningsapparater maintains its leading position

CATEGORY DATA

Table 166 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 167 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 168 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 169 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 170 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 171 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 172 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 173 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 174 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 175 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 176 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 177 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 178 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 179 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 180 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 181 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023