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Country Report

Home Care in

Home Care in Norway

Feb 2019

US$2,650

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Executive Summary

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Home care continues to record steady growth in 2018

Home care continued to record steady growth in 2018 thanks to solid performances from laundry care, dishwashing and surface care, the three largest categories in value terms. Growth was underpinned by improving consumer confidence following a period of turmoil, as well as the launch of more efficient, convenient and sustainable products from the most established players.

Environmental considerations and sustainability emerge as key trends

Environmental considerations and sustainability were noticeable, albeit somewhat latent, trends in home care in Norway over the review period, but are quickly becoming more important. This development is being underpinned by an increased sense of urgency among a substantial group of consumers with regard to environmental issues caused by consumption, and matched by producers which are launching more environmentally-friendly products.

Orkla Home & Personal Care defends its dominant position

Orkla Home & Personal Care saw its share decline slightly in home care in 2018 but nonetheless maintained its position as the clear market leader. The company benefits not only from offering a wide portfolio of brands, spanning all home care categories except home insecticides, but also from strong distribution via the major grocery retailers in Norway.

Convenience, efficacy and eco-friendliness drive new product development

Enhanced convenience, improved efficacy and, increasingly, eco-credentials, were the most common characteristics of new product developments in home care in 2018. Convenience enhancements were particularly notable in laundry detergents and surface care, with more concentrated products being easier to store, while also benefiting from less packaging and reduced CO2 emissions.

Further growth expected over the forecast period

Home care is expected to continue to record steady growth over the forecast period. However, an even stronger performance will be hampered by ongoing price pressure from higher quality, greener private label offerings, as well as the struggles of bleach and polishes as they become more mature and less used by consumers.

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Home Care Sample Report Home Care Sample 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 Home Care 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 Home Care 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 Home Care 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 Home Care in Norway?
What are the major brands in Norway?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market 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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Home Care in Norway

EXECUTIVE SUMMARY

Home care continues to record steady growth in 2018

Environmental considerations and sustainability emerge as key trends

Orkla Home & Personal Care defends its dominant position

Convenience, efficacy and eco-friendliness drive new product development

Further growth expected over the forecast period

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Norway

HEADLINES

PROSPECTS

Interest in home upkeep fuels growth

Candle air fresheners the best performing category in 2018

Scent variations benefit sales

COMPETITIVE LANDSCAPE

SC Johnson continues to dominate air care

Yankee Candle leads candle air fresheners with its premium products

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Norway

HEADLINES

PROSPECTS

Concerns about the harmful effects of bleach hamper category growth

Strong competition from other categories

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care remains the clear category leader

Extensive commoditisation behind the strong share of private label

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Norway

HEADLINES

PROSPECTS

Growth of dishwashing underpinned by convenience and environmental considerations

High possession rate and frequent usage of dishwashers sustain demand for automatic dishwashing

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care continues to dominate the category

Private label continues to gain share

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Norway

HEADLINES

PROSPECTS

Growth supported by a warm and long summer

Convenience and efficacy of key importance to consumers

Legislation and consumer perception could threaten growth

COMPETITIVE LANDSCAPE

SC Johnson dominates the category

Krefting & Co maintains its position as the second-ranked player

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Norway

HEADLINES

PROSPECTS

Environmental and allergy considerations shape innovation

Steady growth for laundry care

Convenience remains important

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care continues to dominate the category

Arvid Nordquist and Midsona gain share

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Norway

HEADLINES

PROSPECTS

Generational shift and interior design trends shape the performance of floor, furniture and metal polish

Shoe polish stagnates as footwear becomes more casual

Grocery retailing landscape limits growth through product innovation

COMPETITIVE LANDSCAPE

SC Johnson continues to dominate polishes

Jensen & Co leads furniture polish

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Norway

HEADLINES

PROSPECTS

Innovation being shaped by demand for efficacy and environmental considerations

Continued price pressure from private label

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care remains the clear category leader

Krefting & Co gains share as drain openers records strong growth

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Norway

HEADLINES

PROSPECTS

Efficacy and trust remain key product attributes while the importance of sustainability emerges

Share of private label remains modest as consumers prioritise cleanliness

COMPETITIVE LANDSCAPE

SC Johnson Norway remains the leading player

Orkla Home & Personal Care continues to gain share

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

Home care continues to record steady growth in 2018

Environmental considerations and sustainability emerge as key trends

Orkla Home & Personal Care defends its dominant position

Convenience, efficacy and eco-friendliness drive new product development

Further growth expected over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Norway

EXECUTIVE SUMMARY

Home care continues to record steady growth in 2018

Environmental considerations and sustainability emerge as key trends

Orkla Home & Personal Care defends its dominant position

Convenience, efficacy and eco-friendliness drive new product development

Further growth expected over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Norway

HEADLINES

PROSPECTS

Interest in home upkeep fuels growth

Candle air fresheners the best performing category in 2018

Scent variations benefit sales

COMPETITIVE LANDSCAPE

SC Johnson continues to dominate air care

Yankee Candle leads candle air fresheners with its premium products

CATEGORY DATA

Bleach in Norway

HEADLINES

PROSPECTS

Concerns about the harmful effects of bleach hamper category growth

Strong competition from other categories

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care remains the clear category leader

Extensive commoditisation behind the strong share of private label

CATEGORY DATA

Dishwashing in Norway

HEADLINES

PROSPECTS

Growth of dishwashing underpinned by convenience and environmental considerations

High possession rate and frequent usage of dishwashers sustain demand for automatic dishwashing

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care continues to dominate the category

Private label continues to gain share

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Norway

HEADLINES

PROSPECTS

Growth supported by a warm and long summer

Convenience and efficacy of key importance to consumers

Legislation and consumer perception could threaten growth

COMPETITIVE LANDSCAPE

SC Johnson dominates the category

Krefting & Co maintains its position as the second-ranked player

CATEGORY DATA

Laundry Care in Norway

HEADLINES

PROSPECTS

Environmental and allergy considerations shape innovation

Steady growth for laundry care

Convenience remains important

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care continues to dominate the category

Arvid Nordquist and Midsona gain share

CATEGORY INDICATORS

CATEGORY DATA

Polishes in Norway

HEADLINES

PROSPECTS