Surface Care in Norway

PROSPECTS

Innovation being shaped by demand for efficacy and environmental considerations

New product development in surface care is largely being driven by consumer demand for greater convenience and efficacy, for example through more concentrated formulas, smaller bottle sizes or improved dirt removal. Some categories are also benefiting from innovative products with a focus on prevention, such as Jif Rørfrisk in drain openers, which can be used weekly in order to keep drains unclogged.

Continued price pressure from private label

Private label continued to grow its retail value share in 2018, particularly in surface care excluding wipes, where products are generally less differentiated than in home care wipes and floor cleaning systems. Major grocery retailers typically offer their own products in scouring agents, multi-purpose cleaners, floor cleaners, bathroom cleaners and window/glass cleaners, with their prices being much lower than those of brands.

COMPETITIVE LANDSCAPE

Orkla Home & Personal Care remains the clear category leader

Orkla Home & Personal care continued to lead surface care in 2018, thanks largely to the strength of its Jif brand. Jif offers a wide range of products in most surface care categories and benefits from strong distribution via the major grocery retailers.

Krefting & Co gains share as drain openers records strong growth

Krefting & Co further gained share in surface care in 2018 through its Plumbo brand. The brand derives nearly all of its value share from drain openers, in which it commands a dominant position.

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