Home Care in Norway

Home Care in Norway
Euromonitor International
February 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Interest in hygiene partners with home seclusion to boost sales of surface care
The demand for convenient and efficient solutions drives sales
Orkla retains its lead as private label offerings benefit from appealing quality-price ratios
RECOVERY AND OPPORTUNITIES
Eco-friendly offerings drive up the average unit price across the forecast period
Multi-purpose wipes and impregnated wet wipes drive value growth across the coming years
Following the outbreak of COVID-19, e-commerce has the opportunity to drive growth
CATEGORY DATA
Table 11 Sales of Surface Care by Category: Value 2015-2020
Table 12 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 13 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 14 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 15 NBO Company Shares of Surface Care: % Value 2016-2020
Table 16 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 17 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 18 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 19 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 20 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bleach fails to record an uplift in growth due to its poor reputation in Norway
Older generations drive sales of bleach during the COVID-19 pandemic
Orkla continues to lead with Klorin, gaining share during 2020
RECOVERY AND OPPORTUNITIES
Limited growth opportunities lead to a value decline for bleach
Substitute products will be an ongoing threat to the sales of bleach
Private label continues to gain ground, with Effekt boosting sales
CATEGORY DATA
Table 21 Sales of Bleach: Value 2015-2020
Table 22 Sales of Bleach: % Value Growth 2015-2020
Table 23 NBO Company Shares of Bleach: % Value 2016-2020
Table 24 LBN Brand Shares of Bleach: % Value 2017-2020
Table 25 Forecast Sales of Bleach: Value 2020-2025
Table 26 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Enhanced cleaning routines result in positive growth for toilet care
Durability and efficiency boosts growth during the COVID-19 pandemic
Leading players limit the competition from new entries
RECOVERY AND OPPORTUNITIES
Growth remains positive, as the eco-friendly trend offers an opportunity for sales to grow
Private label gains ground, with more offerings from grocery retailers gaining shelf space
ITBs drive low levels of growth as the high unit price stifles sales
CATEGORY DATA
Table 27 Sales of Toilet Care by Category: Value 2015-2020
Table 28 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 30 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 31 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 32 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Polishes continues to record a steady fall, as the outbreak of COVID-19 does not boost sales
COVID-19 leads to a deeper decline for shoe polish, with consumers spending more time within the home
COVID-19 slows down the volume decline, as older consumers invest in polishes
RECOVERY AND OPPORTUNITIES
Low levels of growth as changing lifestyles damage opportunities for polishes
The concentrated landscape hinders innovation and new entries
Limited growth possibilities dampen sales for polishes across the forecast period
CATEGORY DATA
Table 33 Sales of Polishes by Category: Value 2015-2020
Table 34 Sales of Polishes by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Polishes: % Value 2016-2020
Table 36 LBN Brand Shares of Polishes: % Value 2017-2020
Table 37 Forecast Sales of Polishes by Category: Value 2020-2025
Table 38 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The desire for a clean and fresh home stifles growth for scented air care products
Candle air fresheners drive sales, as consumers focus on cosy home atmospheres
Competition from air treatment appliances challenges growth for air care in Norway
RECOVERY AND OPPORTUNITIES
Value sales decline as competition from alternative solutions stifles growth
Glade is set to retain its top spot, stifling opportunities for new entries
Developments in scents could add further value to air care over the coming years
CATEGORY DATA
Table 39 Sales of Air Care by Category: Value 2015-2020
Table 40 Sales of Air Care by Category: % Value Growth 2015-2020
Table 41 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 42 NBO Company Shares of Air Care: % Value 2016-2020
Table 43 LBN Brand Shares of Air Care: % Value 2017-2020
Table 44 Forecast Sales of Air Care by Category: Value 2020-2025
Table 45 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The outbreak of COVID-19 has little impact on home insecticides as environmental concerns stifle growth
The Norwegian Institute of Public Health rarely recommends home insecticides
Raid maintains its lead during the outbreak of COVID-19
RECOVERY AND OPPORTUNITIES
Players develop environmentally friendly options to drive sales
Convenience and instant results drive demand in home insecticides
Smaller brands are set to benefit from shifts away from grocery stores to e-commerce
CATEGORY DATA
Table 46 Sales of Home Insecticides by Category: Value 2015-2020
Table 47 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 48 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 49 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 50 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 51 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 52 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion and heightened interest in hygiene boosts sales for laundry care
Multi-functional products and convenient solutions boost sales
Eco-friendly positionings and packaging drive sales in 2020
RECOVERY AND OPPORTUNITIES
Rising interest in hygiene, and convenient, all-in-one solutions boost growth
Players respond to the sustainability trend to remain relevant on the landscape
Private label drives growth over the forecast period, with economy and premium offerings
CATEGORY INDICATORS
Table 53 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 54 Sales of Laundry Care by Category: Value 2015-2020
Table 55 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 56 Sales of Laundry Aids by Category: Value 2015-2020
Table 57 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 58 Sales of Laundry Detergents by Category: Value 2015-2020
Table 59 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 60 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 61 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 62 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 63 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 64 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 65 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 66 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 67 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Working from home and reduced visits to foodservice venues boosts growth of dishwashing
Hand dishwashing sales rise, as players offer dermatologically tested, eco-friendly offerings
Orkla continues to lead the landscape, with Klar gaining positive ground
RECOVERY AND OPPORTUNITIES
Growth remains solid, driven by automatic dishwashing across the forecast period
Tablets continue to drive growth as powder declines, with tablets offering greater convenience
Private label players gain ground, as Europris stores expand
CATEGORY INDICATORS
Table 68 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 69 Sales of Dishwashing by Category: Value 2015-2020
Table 70 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 71 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 72 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 73 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025