Personal Care Appliances in Norway

PROSPECTS

More Norwegians become willing investors in their personal appearance

Growth in volume sales of personal grooming appliances can be attributed mainly to the rising consumer willingness to invest in their personal appearance. Most Norwegians tend to take a lot of pride in their appearance and they desire to present themselves in the best possible light to their peers.

Shift from manual to electric units underpins growth in electric toothbrushes

Volume growth in electric toothbrush units continues to outpace growth in manual toothbrushes as more consumers follow the recommendations of dentists and make the transition to a more efficient way of cleaning their teeth. As Norwegian consumers hold dentists in high esteem, they tend to trust what they say and the shift from manual to electric toothbrushes is set to continue developing apace over the forecast period.

Versatility abounds in personal care appliances

A common theme running throughout consumer appliances towards the end of the review period was the addition of functionalities and a demonstration of versatility. This theme is also evident in personal care appliances, where manufacturers are increasingly willing to invest in innovations that promote versatility and which more adequately cater for individual demands.

COMPETITIVE LANDSCAPE

Procter & Gamble sees growth opportunity to bundling

Leading player Procter & Gamble is turning to brand bundling in an effort to improve its volume share in personal care appliances. One major example of this is the bundling of its body shaver brand Braun with its men’s shaving brand Gillette.

Oral-B and Philips control the sale of electric toothbrush units

Procter & Gamble Norge with its Oral-B brand and Philips Norge with its Philips brand dominate sales of oral care appliances, specifically due to their very strong positions in electric toothbrush units. Electric toothbrush units is the fastest growing personal care appliances category and this is supporting the positions of the Oral-B and Philips brands in the category.

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