Due to the outbreak of COVID-19 in 2020, laundry care in Norway saw an increase in value growth, moving from a decline in 2019 to growth of 2%. With a lockdown installed in March 2020, consumers spent more time in the household.
COVID-19 intensified existing trends in laundry care. Laundry care was in decline across most of the review period as consumers were switching to more efficient and concentrated formulations, moving away from the traditional powder detergents to concentrated liquid detergents and liquid tablet detergents.
The strong sustainability trend has increased during the outbreak of COVID-19. Norwegians are increasingly concerned about environmental and sustainability issues, which producers are beginning to address, mostly through their packaging solutions.
With consumers spending more time at home during 2020, laundry care sales grew, with hygiene standards increasing due to COVID-19. Value growth is set to remain positive across the forecast period, recording a CAGR of 1%.
Sustainability concerns will continue to rise across the forecast period, shaping the laundry care landscape. This includes allergy, wastage and environmental concerns.
Following a positive performance in 2020, private label is set to continue growing across the forecast period. Both economy and premium private label ranges will perform well in Norway, with First Price (from Norgesgruppen), X-Tra (from Coop) and Effekt (from Europris) being well-known economy ranges, while the organic Änglamark range from Coop is the most well-known premium one.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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