Home Care in Norway
Home care in Norway was significantly influenced by elevated retail pricing in 2023, which drove current value growth. Retail volume sales, however, saw a decline as local consumers facing constraints on their household budgets reduced their spending on home care. Private label lines, discounters and variety stores all benefited from such price sensitivity, at the expense of high-end brands and distribution channels such as supermarkets, hypermarkets and convenience stores.
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 2028 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?
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 2028 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.
Home Care in Norway
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN NORWAY
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Continuing decline in volume sales in 2023 amid rising prices
Brands increasingly adopt attribute bundling strategies as they vie for share
Consumers shift towards liquid detergents, which are perceived as convenient
PROSPECTS AND OPPORTUNITIES
Sluggish performance expected for laundry care amid ongoing economic uncertainty
Sustainability will continue to shape new product development
Shift away from powder detergents set to continue
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Orkla remains dominant in dishwashing thanks to popularity of Sun and Zalo brands
Rising retail price points favour budget-orientated distribution channels
Efficacy improvements and attribute bundling are increasingly common strategies amongst manufacturers
PROSPECTS AND OPPORTUNITIES
Uncertain economic outlook to mute demand for dishwashing products
Automatic dishwashing tablets are set to drive demand due to their perceived greater convenience
Auto-dosage innovation could shape the direction of the category in the coming years
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Higher retail price points drive consumers towards budget-orientated distributors and private labels
Manufacturers focus on making cleaning less of a chore in 2023
Refill packs reflect ongoing sustainability concerns among Norwegians
PROSPECTS AND OPPORTUNITIES
Normalisation of cleaning regimes post-pandemic will dampen demand for surface care
Challenging outlook for surface care as high inflation continues to weaken purchasing power
Sustainability will remain a priority from many Norwegians, despite ongoing price sensitivity
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Outdated bleach registers a decline in sales in 2023
Consumers continue to shift away from bleach to surface care due to sustainability concerns
High price points favour sales through discounters and private label lines
PROSPECTS AND OPPORTUNITIES
Old-fashioned image will further hamper growth, though bleach will retain some popularity among older consumers
Health and environmental concerns will limit demand for bleach
Consolidated competitive landscape will further hamper innovation in the years ahead
CATEGORY DATA
Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Further decline in demand for toilet care in 2023
Innovation focuses on more sustainable and convenient packaging
Budget-orientated distribution channels benefit from price sensitivity in 2023
PROSPECTS AND OPPORTUNITIES
Challenging economic outlook will dampen sales of toilet care products
Sustainable innovation will accelerate during the forecast period
Ongoing inflation favours discounters, variety stores and private label
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Multifunctional home care trend presents challenges for polish manufacturers
Increasing popularity of cheap, low-maintenance furniture, flooring and cutlery hinders growth in polishes
Shoe polish suffers from casual dress trends and more relaxed working conditions
PROSPECTS AND OPPORTUNITIES
Product substitution will impact demand for polishes in the years ahead
Shift towards more sustainable lifestyles could present growth opportunities for furniture and metal polish
Jensen & Co AS set to retain its category lead, but the popularity of discounters bodes well for private label
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care viewed as non-essential by Norwegians, who prefer natural home aromas
Candle air fresheners inject an element of premiumisation
Challenging economic climate dampens volume demand and drives sales through discounters
PROSPECTS AND OPPORTUNITIES
Environmental concerns will add impetus to new product development
Glade expected to retain its domination, leaving little scope for new entrants
Weak economic outlook will continue to favour private label and budget distributors
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Chemical-based formulations are increasingly incompatible with environmental concerns
Higher retail price points dampen volume sales, but boost current value growth in 2023
Arvid Nordquist Norge AS stays on top thanks to the ubiquity of its Raid brand
PROSPECTS AND OPPORTUNITIES
Players will need to alleviate consumers’ environmental and health concerns through the development of chemical-free products.
Preference for multifunctionality offers players an opportunity to boost value share in the years ahead
Challenging economic outlook bodes well for discounters and variety stores
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN NORWAY
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Continuing decline in volume sales in 2023 amid rising prices
Brands increasingly adopt attribute bundling strategies as they vie for share
Consumers shift towards liquid detergents, which are perceived as convenient
PROSPECTS AND OPPORTUNITIES
Sluggish performance expected for laundry care amid ongoing economic uncertainty
Sustainability will continue to shape new product development
Shift away from powder detergents set to continue
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Orkla remains dominant in dishwashing thanks to popularity of Sun and Zalo brands
Rising retail price points favour budget-orientated distribution channels
Efficacy improvements and attribute bundling are increasingly common strategies amongst manufacturers
PROSPECTS AND OPPORTUNITIES
Uncertain economic outlook to mute demand for dishwashing products
Automatic dishwashing tablets are set to drive demand due to their perceived greater convenience
Auto-dosage innovation could shape the direction of the category in the coming years
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Higher retail price points drive consumers towards budget-orientated distributors and private labels
Manufacturers focus on making cleaning less of a chore in 2023
Refill packs reflect ongoing sustainability concerns among Norwegians
PROSPECTS AND OPPORTUNITIES
Normalisation of cleaning regimes post-pandemic will dampen demand for surface care
Challenging outlook for surface care as high inflation continues to weaken purchasing power
Sustainability will remain a priority from many Norwegians, despite ongoing price sensitivity
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Outdated bleach registers a decline in sales in 2023
Consumers continue to shift away from bleach to surface care due to sustainability concerns
High price points favour sales through discounters and private label lines
PROSPECTS AND OPPORTUNITIES
Old-fashioned image will further hamper growth, though bleach will retain some popularity among older consumers
Health and environmental concerns will limit demand for bleach
Consolidated competitive landscape will further hamper innovation in the years ahead
CATEGORY DATA
Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Further decline in demand for toilet care in 2023
Innovation focuses on more sustainable and convenient packaging
Budget-orientated distribution channels benefit from price sensitivity in 2023
PROSPECTS AND OPPORTUNITIES
Challenging economic outlook will dampen sales of toilet care products
Sustainable innovation will accelerate during the forecast period
Ongoing inflation favours discounters, variety stores and private label
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Multifunctional home care trend presents challenges for polish manufacturers
Increasing popularity of cheap, low-maintenance furniture, flooring and cutlery hinders growth in polishes
Shoe polish suffers from casual dress trends and more relaxed working conditions
PROSPECTS AND OPPORTUNITIES
Product substitution will impact demand for polishes in the years ahead
Shift towards more sustainable lifestyles could present growth opportunities for furniture and metal polish
Jensen & Co AS set to retain its category lead, but the popularity of discounters bodes well for private label
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care viewed as non-essential by Norwegians, who prefer natural home aromas
Candle air fresheners inject an element of premiumisation
Challenging economic climate dampens volume demand and drives sales through discounters
PROSPECTS AND OPPORTUNITIES
Environmental concerns will add impetus to new product development
Glade expected to retain its domination, leaving little scope for new entrants
Weak economic outlook will continue to favour private label and budget distributors
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN NORWAY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Chemical-based formulations are increasingly incompatible with environmental concerns
Higher retail price points dampen volume sales, but boost current value growth in 2023
Arvid Nordquist Norge AS stays on top thanks to the ubiquity of its Raid brand
PROSPECTS AND OPPORTUNITIES
Players will need to alleviate consumers’ environmental and health concerns through the development of chemical-free products.
Preference for multifunctionality offers players an opportunity to boost value share in the years ahead
Challenging economic outlook bodes well for discounters and variety stores
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
