Personal Care Appliances in Norway

PROSPECTS

Players focus on innovation and premiumisation to boost sales

Volume sales growth and declines are seen across different sub-categories in personal care appliances, ranging from the highest growth within electric toothbrush units and the steepest decline in hair care appliances. Within this somewhat fragmented environment, manufacturers are seen to be focusing on premiumisation trends in order to boost sales with Norwegian consumers.

Oral-B uses Star Wars IP and connectivity to boost children’s toothbrush sales

Niche development is also being witnessed in personal care appliances in Norway in 2019. Oral care appliances is one of the best performing sub-categories and manufacturers are taking advantage of this trend by targeting a wider consumer base to further grow volume sales.

Hair and beard trimmers set to get a boost with multi-functionality developments

Philips Norge AS has estimated that 50% of sales volumes for hair and beard trimmers are purchased as gifts for someone else, and are often unwanted by the recipient. This observation could account for the low sales volume in the body shaver sub-category.

COMPETITIVE LANDSCAPE

Procter & Gamble maintains clear lead thanks to popularity of its Oral-B and Braun brands

Procter & Gamble Norge AS remains the clear leader in oral care appliances in 2019, with in excess of half the company volume share in the sub-category. Additionally, Procter & Gamble also retains the lead in personal care appliances overall, with a smaller leading company volume share.

Philips owes second place success to ongoing innovations

Philips Norge AS plays second place to Procter & Gamble in company volume share terms. Growth in the company’s sales is underpinned by its role as a driver in innovation.

Private label unable to compete with premium brands and cutting edge innovations

As can be seen in other consumer appliances in Norway, private label also holds a marginalised share in personal care appliances. This is because of the spending power of affluent Norwegian consumers, who enjoy choosing premium appliances which are perceived as being of the highest quality available.

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