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Norway irons market led by Philips Norge AS in 2013

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PR-Inside.com: 2014-05-01 04:59:01
As one of the categories that enjoys the highest penetration rates, the Norwegian market for irons is considered mature and thus growth tends to be sluggish and based on replacement sales. Nevertheless, manufacturers are driving growth for irons in Norway through the development of products that remove the chore from ironing.

Philips Norge AS led sales in 2013 with a volume share of 30%. Philips is a key innovator of irons in Norway, as highlighted by the 2012 launch of Philips PerfectCare. Philips´ leading position is also linked to its wide and varied product portfolio, its strong brand name, its reputation for quality, and its national market reach with all major retailers on the market carrying Philips products in their product portfolios.

The introduction of iron-free fabrics and, most importantly, the increased acceptance of "business casual" work attire have led to reduced usage of irons on the Norwegian market. Added to this was the introduction during the review period of home laundry appliances that include steaming functions to reduce wrinkles. This represents a significant challenge for market players in their attempts to increase volume sales beyond 2013 levels over the forecast period.

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