Surface Care in Norway

PROSPECTS

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

Surface care continued to experience stable demand in 2019, driven by solid performances by the largest volume categories of multi-purpose cleaners, drain openers and souring agents. Surface care was influenced by a number of trends including demand for greater convenience, efficacy and ecological solutions to cleaning the home.

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

Improved, advanced and versatile formulations are blurring the boundaries between the different types of surface care. Consumers want to minimise their spending on surface care and are therefore attracted to products that offer greater convenience, versatility and are multi-functional, while not compromising on cleaning efficacy.

Sustainable and environmental factors increasingly influence consumers’ purchasing decisions

In line with general growing environmental awareness in Norway, sustainability concerns relating to home care are coming to the fore, with consumers actively making purchasing decisions based on sustainability and ecological factors. Manufacturers are therefore taking this trend into consideration when developing or reviewing their surface care portfolios.

COMPETITIVE LANDSCAPE

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

Surface care in Norway remained a concentrated competitive landscape in 2019, defined by several major players, Orkla Home & Personal Care AS and Colgate-Palmolive Norge AS, and private label, with the latter continuing to gain value share and recording the most impressive current value growth due to the efforts of retailers such as variety store Europris with its Effekt line, and Norgesgruppen with First Price. Opportunities for brand growth or the entry of new brands is weakening as retailers are able to promote their own private label lines by allocating them greater shelf space.

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

Orkla Home & Personal Care consolidated its strong leadership of surface care in 2019, gaining further value share from its nearest competitors Colgate-Palmolive and Krefting & Co AS. The player offers a wide product portfolio, with the most notable name being Jif, which enjoys high recognition amongst Norwegians and an expansive distribution network.

Parallel imports from Normal could offer price competition

The chained drugstore Normal entered Norway in late 2017. The retailer specialises in the parallel import of products, including surface care, from other European countries.

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