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Learn moreFeb 2019
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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 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 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.
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.
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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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:
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This industry report originates from Passport, our Home Care market research database.
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.