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.
The publisher'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.
The publisher'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.
Table of Contents
HOME CARE IN NORWAYEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- 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
SOURCES
- Summary 1 Research Sources
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
- Sluggish performance for laundry care, amid ongoing economic uncertainty
- Sustainability will continue to shape new product development
- Ongoing shift away from powder detergents
- Table 60 Household Possession of Washing Machines 2017-2022
- 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
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
- 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
- Table 11 Household Possession of Dishwashers 2017-2022
- 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
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
- 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
- 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
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
- 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
- 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
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
- 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
- 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
- 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
- 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
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
- 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
- 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
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
- 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
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