Home Care in Norway

Home Care in Norway

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Norway

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and heightened interest in hygiene boosts sales for laundry care

Multi-functional products and convenient solutions boost sales

Eco-friendly positionings and packaging drive sales in 2020

RECOVERY AND OPPORTUNITIES

Rising interest in hygiene, and convenient, all-in-one solutions boost growth

Players respond to the sustainability trend to remain relevant on the landscape

Private label drives growth over the forecast period, with economy and premium offerings

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Norway

KEY DATA FINDINGS

2020 IMPACT

Working from home and reduced visits to foodservice venues boosts growth of dishwashing

Hand dishwashing sales rise, as players offer dermatologically tested, eco-friendly offerings

Orkla continues to lead the landscape, with Klar gaining positive ground

RECOVERY AND OPPORTUNITIES

Growth remains solid, driven by automatic dishwashing across the forecast period

Tablets continue to drive growth as powder declines, with tablets offering greater convenience

Private label players gain ground, as Europris stores expand

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Norway

KEY DATA FINDINGS

2020 IMPACT

Interest in hygiene partners with home seclusion to boost sales of surface care

The demand for convenient and efficient solutions drives sales

Orkla retains its lead as private label offerings benefit from appealing quality-price ratios

RECOVERY AND OPPORTUNITIES

Eco-friendly offerings drive up the average unit price across the forecast period

Multi-purpose wipes and impregnated wet wipes drive value growth across the coming years

Following the outbreak of COVID-19, e-commerce has the opportunity to drive growth

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Norway

KEY DATA FINDINGS

2020 IMPACT

Bleach fails to record an uplift in growth due to its poor reputation in Norway

Older generations drive sales of bleach during the COVID-19 pandemic

Orkla continues to lead with Klorin, gaining share during 2020

RECOVERY AND OPPORTUNITIES

Limited growth opportunities lead to a value decline for bleach

Substitute products will be an ongoing threat to the sales of bleach 

Private label continues to gain ground, with Effekt boosting sales

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Norway

KEY DATA FINDINGS

2020 IMPACT

Enhanced cleaning routines result in positive growth for toilet care

Durability and efficiency boosts growth during the COVID-19 pandemic

Leading players limit the competition from new entries

RECOVERY AND OPPORTUNITIES

Growth remains positive, as the eco-friendly trend offers an opportunity for sales to grow

Private label gains ground, with more offerings from grocery retailers gaining shelf space

ITBs drive low levels of growth as the high unit price stifles sales

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Norway

KEY DATA FINDINGS

2020 IMPACT

Polishes continues to record a steady fall, as the outbreak of COVID-19 does not boost sales

COVID-19 leads to a deeper decline for shoe polish, with consumers spending more time within the home

COVID-19 slows down the volume decline, as older consumers invest in polishes

RECOVERY AND OPPORTUNITIES

Low levels of growth as changing lifestyles damage opportunities for polishes

The concentrated landscape hinders innovation and new entries

Limited growth possibilities dampen sales for polishes across the forecast period

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Norway

KEY DATA FINDINGS

2020 IMPACT

The desire for a clean and fresh home stifles growth for scented air care products

Candle air fresheners drive sales, as consumers focus on cosy home atmospheres

Competition from air treatment appliances challenges growth for air care in Norway

RECOVERY AND OPPORTUNITIES

Value sales decline as competition from alternative solutions stifles growth

Glade is set to retain its top spot, stifling opportunities for new entries

Developments in scents could add further value to air care over the coming years

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Norway

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 has little impact on home insecticides as environmental concerns stifle growth

The Norwegian Institute of Public Health rarely recommends home insecticides

Raid maintains its lead during the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Players develop environmentally friendly options to drive sales

Convenience and instant results drive demand in home insecticides

Smaller brands are set to benefit from shifts away from grocery stores to e-commerce

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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