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Country Report

Home Care in

Home Care in Norway

Feb 2020

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Executive Summary

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Mixed performance for home care due to rising maturity for some categories, but value sales driven by producers’ efforts to add premiumisation to market

Home care in Norway recorded a mixed performance in 2019, which resulted in marginally declining volume sales due to ongoing maturity of bleach, polishes, home insecticides and laundry care, while surface care, dishwashing, air care and toilet care continued to record positive performances in demand terms. However, a consistent rise in the average unit price due to efforts by manufacturers to develop more sophisticated home care products in an attempt to add value and premiumisation to the market led to an improved performance in current value terms at the end of the review period, a trend that is predicted to continue into the forecast period.

Greater concerns regarding sustainability from environmentally-conscious consumers influence new packaging development

Increasing awareness of environmental issues is gradually emerging in Norway, which is influencing both consumers’ purchasing decisions and major manufacturers’ efforts to develop more sustainable packaging on the one hand, and investment in ecological ranges of home care products on the other, as exemplified by Klar from Orkla Home & Personal Care. This range of products continues to gain ground, as it is free from perfumes, colourants, and made using renewable energy sources and offered in biodegradable packaging.

Orkla Home & Personal Care retains overall dominance but private label continues to gain ground

Orkla Home & Personal Care retained its dominance of home care in 2019, due to its wide product portfolio that has resulted in it offering six of the leading 10 brands in the market. The company benefits from a strong distribution network that has resulted from strong relationships with various retailers, ensuring that its brands gain prominent shelf space, and therefore, greater visibility.

Upgrading of product portfolios by players through improving formulations

Many producers of home care continued to focus on upgrading their portfolios through improving efficacy rather than true new product development in 2019. This was particularly noticeable within surface care and toilet care, where the killing of bacteria and the rapid removal of dirt are considered to be of utmost important in Norwegian homes.

Marked improvement for home care, driven by increasing search for convenient, efficient and multi-functional products that offer higher specific value

Home care is predicted to experience a marked improvement over the forecast period compared to the review period with declining sales turning to stagnation overall due to ongoing declines by mature categories such as bleach, polish and home insecticides, which will be countered by stronger performances by larger areas of home care such as laundry care, which will be driven by demand for more convenient and efficient cleaning solutions offered by concentrated liquid detergents, and the higher specific value offered by all-in-one liquid tablet detergents. Demand for surface care will continue to be driven by the popularity of convenient multi-purpose cleaners which can address a number of cleaning chores around the home, while niche areas such as impregnated wet wipes also offer convenience, and now that brands such as Jordan have developed compostable variants, have managed to overcome environmental concerns due to their disposable nature.

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Overview

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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

Mixed performance for home care due to rising maturity for some categories, but value sales driven by producers’ efforts to add premiumisation to market

Greater concerns regarding sustainability from environmentally-conscious consumers influence new packaging development

Orkla Home & Personal Care retains overall dominance but private label continues to gain ground

Upgrading of product portfolios by players through improving formulations

Marked improvement for home care, driven by increasing search for convenient, efficient and multi-functional products that offer higher specific value

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Norway

HEADLINES

PROSPECTS

Shifting priorities amongst busy consumers leads to ongoing decline for powder detergents

Increasing demand for liquid tablet detergents due to search for convenient multi-purpose laundry care options

Producers increasingly address demand for greater sustainability and more skin-sensitive laundry care

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care retains dominance of laundry care but loses share to more dynamic players

Private label continues to gain share through Effekt, as consumers look to variety stores for more competitive offers

Further development likely to explore ecological laundry care options over the forecast period

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Norway

HEADLINES

PROSPECTS

Improving performance for dishwashing with positive growth for both automatic and hand dishwashing formats

Consumers appreciate specific value offered by automatic dishwashing tablets

Rejuvenation of hand dishwashing due to further development in ecological and dermatological offers

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care retains dominance due to wide product portfolio and impressive performance of eco line under Klar

Share gain for private label as consumers continue to move towards expanding offer of variety stores

Strong barrier to entry for smaller players over the forecast period

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Norway

HEADLINES

PROSPECTS

Solid demand for surface care, with consumers searching for greater efficacy and convenience

Multi-purpose wipes and impregnated wet wipes offer versatility and efficiency in cleaning solutions

Sustainable and environmental factors increasingly influence consumers’ purchasing decisions

COMPETITIVE LANDSCAPE

Consolidated competitive landscape with private label not only offering affordable prices but green surface care solutions

Orkla Home & Personal Care strengthens leadership with combination of established brand names and strongly-performing eco range

Parallel imports from Normal could offer price competition

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 41 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Norway

HEADLINES

PROSPECTS

Stronger decline for bleach predicted linked to negative perceptions linked to harsh chemicals

Older generations and price-sensitive consumers still comprise core consumer group

Substitute home care products offer alternative options to bleach

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care strengthens domination of bleach due to long-established presence of leading brand Klorin

Private label only notable competitor to Klorin with variety store Europris recording strong performance

Limited growth opportunities for bleach heading into forecast period

CATEGORY DATA

Table 43 Sales of Bleach: Value 2014-2019
Table 44 Sales of Bleach: % Value Growth 2014-2019
Table 45 NBO Company Shares of Bleach: % Value 2015-2019
Table 46 LBN Brand Shares of Bleach: % Value 2016-2019
Table 47 Forecast Sales of Bleach: Value 2019-2024
Table 48 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Norway

HEADLINES

PROSPECTS

Producers continue to develop toilet care that claims to offer greater durability

High average unit price is barrier to stronger demand for rim blocks despite offering greater convenience and multi-functionality

Ecological toilet care slowly emerging in Norway

COMPETITIVE LANDSCAPE

SC Johnson strengthens leadership in increasingly competitive landscape

Mixed performance for Orkla but eco brand Klar gains momentum

Impressive growth for private label, driven by migration towards variety stores

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2014-2019
Table 50 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 52 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 53 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Norway

HEADLINES

PROSPECTS

Demand for polishes continues to decline due to shifting consumer priorities in their cleaning routines

Generational shift exacerbates reduced demand for polishes

Casual trend negatively impacts demand for shoe polish

COMPETITIVE LANDSCAPE

Polishes remains highly concentrated landscape with established brands making it difficult for smaller brands to enter

Jensen & Co takes over leadership of polishes with dominant position in highest value category of furniture polish

SC Johnson retains strong presence despite losing leadership

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2014-2019
Table 56 Sales of Polishes by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Polishes: % Value 2015-2019
Table 58 LBN Brand Shares of Polishes: % Value 2016-2019
Table 59 Forecast Sales of Polishes by Category: Value 2019-2024
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Norway

HEADLINES

PROSPECTS

Increasing interest in air treatment appliances could offer competition to air care

Ongoing positive performance for candle air fresheners appreciated for fresh scents, ambience and décor

Further development in scents could add further value to air care

COMPETITIVE LANDSCAPE

Sc Johnson strengthens domination of air care offering wide product portfolio across the category

Low presence of private label within air care due to perception of inferior quality

Wunder-Baum retains dominance of niche car air fresheners with wide range of solutions

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2014-2019
Table 62 Sales of Air Care by Category: % Value Growth 2014-2019
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 64 NBO Company Shares of Air Care: % Value 2015-2019
Table 65 LBN Brand Shares of Air Care: % Value 2016-2019
Table 66 Forecast Sales of Air Care by Category: Value 2019-2024
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Norway

HEADLINES

PROSPECTS

Waning interest in home insecticides amongst environmentally-aware and health-conscious consumers

Consumers who purchase home insecticides demand easy to use products with immediate results

Producers may be forced to develop in more environmentally-friendly options in the long term

COMPETITIVE LANDSCAPE

SC Johnson retains dominance of home insecticides with wide product portfolio

Domestic player Krefting & Co struggles to gain wider distribution

Negligible presence of private label as consumers demand effective, trustworthy home insecticides

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2014-2019
Table 69 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 71 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 72 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 73 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Home Care in Norway

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Executive Summary

New Report Guarantee

Mixed performance for home care due to rising maturity for some categories, but value sales driven by producers’ efforts to add premiumisation to market

Greater concerns regarding sustainability from environmentally-conscious consumers influence new packaging development

Orkla Home & Personal Care retains overall dominance but private label continues to gain ground

Upgrading of product portfolios by players through improving formulations

Marked improvement for home care, driven by increasing search for convenient, efficient and multi-functional products that offer higher specific value

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Overview

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Table of Contents

Home Care in Norway

EXECUTIVE SUMMARY

Mixed performance for home care due to rising maturity for some categories, but value sales driven by producers’ efforts to add premiumisation to market

Greater concerns regarding sustainability from environmentally-conscious consumers influence new packaging development

Orkla Home & Personal Care retains overall dominance but private label continues to gain ground

Upgrading of product portfolios by players through improving formulations

Marked improvement for home care, driven by increasing search for convenient, efficient and multi-functional products that offer higher specific value

MARKET INDICATORS

MARKET DATA

SOURCES

Laundry Care in Norway

HEADLINES

PROSPECTS

Shifting priorities amongst busy consumers leads to ongoing decline for powder detergents

Increasing demand for liquid tablet detergents due to search for convenient multi-purpose laundry care options

Producers increasingly address demand for greater sustainability and more skin-sensitive laundry care

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care retains dominance of laundry care but loses share to more dynamic players

Private label continues to gain share through Effekt, as consumers look to variety stores for more competitive offers

Further development likely to explore ecological laundry care options over the forecast period

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in Norway

HEADLINES

PROSPECTS

Improving performance for dishwashing with positive growth for both automatic and hand dishwashing formats

Consumers appreciate specific value offered by automatic dishwashing tablets

Rejuvenation of hand dishwashing due to further development in ecological and dermatological offers

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care retains dominance due to wide product portfolio and impressive performance of eco line under Klar

Share gain for private label as consumers continue to move towards expanding offer of variety stores

Strong barrier to entry for smaller players over the forecast period

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in Norway

HEADLINES

PROSPECTS

Solid demand for surface care, with consumers searching for greater efficacy and convenience

Multi-purpose wipes and impregnated wet wipes offer versatility and efficiency in cleaning solutions

Sustainable and environmental factors increasingly influence consumers’ purchasing decisions

COMPETITIVE LANDSCAPE

Consolidated competitive landscape with private label not only offering affordable prices but green surface care solutions

Orkla Home & Personal Care strengthens leadership with combination of established brand names and strongly-performing eco range

Parallel imports from Normal could offer price competition

CATEGORY DATA

Bleach in Norway

HEADLINES

PROSPECTS

Stronger decline for bleach predicted linked to negative perceptions linked to harsh chemicals

Older generations and price-sensitive consumers still comprise core consumer group

Substitute home care products offer alternative options to bleach

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care strengthens domination of bleach due to long-established presence of leading brand Klorin

Private label only notable competitor to Klorin with variety store Europris recording strong performance

Limited growth opportunities for bleach heading into forecast period

CATEGORY DATA

Toilet Care in Norway

HEADLINES

PROSPECTS

Producers continue to develop toilet care that claims to offer greater durability

High average unit price is barrier to stronger demand for rim blocks despite offering greater convenience and multi-functionality

Ecological toilet care slowly emerging in Norway

COMPETITIVE LANDSCAPE