Home Care in Norway

Abstract
Demand for home care products continued to fall in 2022, following a return to pre-pandemic cleaning and sanitisation regimes, which were less rigorous than during the height of the COVID-19 outbreaks in 2020 and the first half of 2021. Overall, Norwegians felt less anxious about contacting the virus, thanks to the milder symptoms of new variants and low rates of hospitalisation. This was in marked contrast to 2020, when home care sales saw healthy growth in volume terms, driven by an increased...

Euromonitor International's Home Care in Norway market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Home Care in Norway
January 2023

List Of Contents And Tables

HOME CARE IN NORWAY
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continuing downward trend for laundry care amid rising energy costs
Consumers shift towards liquid detergents, which are perceived as being more convenient
Sustainability is key trend within packaging
PROSPECTS AND OPPORTUNITIES
Sluggish performance for laundry care, amid ongoing economic uncertainty
Sustainability will continue to shape new product development
Ongoing shift away from powder detergents
CATEGORY INDICATORS
Table 60 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 61 Sales of Laundry Care by Category: Value 2017-2022
Table 62 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 63 Sales of Laundry Aids by Category: Value 2017-2022
Table 64 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 65 Sales of Laundry Detergents by Category: Value 2017-2022
Table 66 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 68 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 69 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 70 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 71 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 72 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 73 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 74 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for dishwashing products continues to fall, due to decline in frequency of home cooking and concerns over energy costs
Manufacturers continue to address consumers’ environmental concerns
Orkla remains dominant in dishwashing, as its eco-friendly Klar brand makes strides
PROSPECTS AND OPPORTUNITIES
Uncertain economic outlook to dampen demand for dishwashing products
Automatic dishwashing tablets are set to drive demand, due to their perceived greater convenience
Sustainability will remain key in terms of new product development, although consumers will demand tangible performance benefits
CATEGORY INDICATORS
Table 11 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 12 Sales of Dishwashing by Category: Value 2017-2022
Table 13 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 15 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 16 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 17 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand restricted by return to pre-pandemic cleaning behaviours
Manufacturers focus on making cleaning less of a chore
Refill packs meet sustainability concerns
PROSPECTS AND OPPORTUNITIES
Normalisation of cleaning regimes will dampen demand for surface care
Inflationary pressures will squeeze consumer spending power
Players will need to respond to consumer’s increasing concerns over personal health and sustainability issues
CATEGORY DATA
Table 18 Sales of Surface Care by Category: Value 2017-2022
Table 19 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 20 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 21 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 22 NBO Company Shares of Surface Care: % Value 2018-2022
Table 23 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 24 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 25 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 26 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 27 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Outdated bleach registers decline in sales in 2022
Consumers continue to shift away from bleach to surface care due to sustainability concerns
Bleach lacks innovation and product differentiation in 2022
PROSPECTS AND OPPORTUNITIES
Old-fashioned image of bleach will contribute to further decline in sales, although it will retain a place in the cleaning repertoires of older consumers
Health and environmental concerns will limit demand
Consolidated competitive landscape will compound lack of innovation during the forecast period
CATEGORY DATA
Table 28 Sales of Bleach: Value 2017-2022
Table 29 Sales of Bleach: % Value Growth 2017-2022
Table 30 NBO Company Shares of Bleach: % Value 2018-2022
Table 31 LBN Brand Shares of Bleach: % Value 2019-2022
Table 32 Forecast Sales of Bleach: Value 2022-2027
Table 33 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further decline in demand for toilet care in 2022
Continued focus on preventative health
Innovation focuses on more sustainable and convenient packaging
PROSPECTS AND OPPORTUNITIES
Challenging economic outlook will dampen sales of toilet care products
Enhanced cleaning regimes in the aftermath of COVID-19 could benefit toilet care sales
Sustainable innovation will accelerate during the forecast period
CATEGORY DATA
Table 34 Sales of Toilet Care by Category: Value 2017-2022
Table 35 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 36 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 37 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 38 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 39 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Multifunctional home care trend presents challenges for polish manufacturers
Growing popularity of cheap, low-maintenance furniture, flooring and cutlery hinders need for task-specific polishes
Sales of shoe polish stabilise, following return of pre-pandemic lifestyle patterns
PROSPECTS AND OPPORTUNITIES
Product substitution will hinder demand for polishes
Shift towards more sustainable lifestyles could present growth opportunities for furniture and metal polish
Hybrid work models will limit demand for shoe polish
CATEGORY DATA
Table 40 Sales of Polishes by Category: Value 2017-2022
Table 41 Sales of Polishes by Category: % Value Growth 2017-2022
Table 42 NBO Company Shares of Polishes: % Value 2018-2022
Table 43 LBN Brand Shares of Polishes: % Value 2019-2022
Table 44 Forecast Sales of Polishes by Category: Value 2022-2027
Table 45 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care is not viewed as essential by Norwegian consumers, who prefer scent-free or natural home aromas
Candle air fresheners inject element of premiumisation
Manufacturers attempt to add value through slow-release technology
PROSPECTS AND OPPORTUNITIES
In-home air treatment devices to place pressure on demand for air care during the forecast period
Environmental concerns will add impetus to new product development
Glade expected to retain its domination, leaving little scope for new entrants
CATEGORY DATA
Table 46 Sales of Air Care by Category: Value 2017-2022
Table 47 Sales of Air Care by Category: % Value Growth 2017-2022
Table 48 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 49 NBO Company Shares of Air Care: % Value 2018-2022
Table 50 LBN Brand Shares of Air Care: % Value 2019-2022
Table 51 Forecast Sales of Air Care by Category: Value 2022-2027
Table 52 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN NORWAY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable demand in 2022
Chemical-based formulations are incompatible with environmental concerns
Growing consumer focus on in-home air quality has negative impact on sales of spray/ aerosol insecticides
PROSPECTS AND OPPORTUNITIES
Players will need to alleviate consumers’ environmental and health concerns through the development of chemical-free products
Competition from DIY alternatives will present a threat during the forecast period
Preference for multifunctionality gives players an opportunity to grow
value share
CATEGORY DATA
Table 53 Sales of Home Insecticides by Category: Value 2017-2022
Table 54 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 55 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 56 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 57 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 58 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 59 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027