Household Care in New Zealand
Euromonitor International's Household Care in New Zealand 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, 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 illustrate how the market is set to change.
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Tables: 83 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Innovative new products boost value growth
Household care products in New Zealand posted good value growth in 2007. The growth rate surpassed both the 2006 growth rate and the annual average growth rate recorded during the review period. Despite market maturity and slower volume growth, higher value growth is testament to the rising penetration of innovative new products, offering more efficient, faster and more modern household care solutions. Such offers, despite their higher retail prices, are readily accepted by the majority of households, which are enjoying strong spending power boosted by higher employment and wages.
New product launches stimulate consumer trading-up
In a clear response to continued deterioration/stagnation of value sales in household care products during previous years, despite featuring a multitude of products and cleaning devices, manufacturers invested heavily in new product developments in 2007. As a result, the pace of innovation improved, with a clearly beneficial effect on sectors such as laundry care, dishwashing products, surface care and air care. New packaging and powerful formulations, needing less labour and time to complete household rituals, were among the key features of new product developments. Ambi Pur 3volution, Frend Oxy Action and Finish Powerball 5-in-1 tablets not only combined these features, but were also accompanied by advertising and marketing support. This ensured the long-term success of the new launches and led to a turnaround in the immediate fortunes of household care products in New Zealand.
Unilever New Zealand takes the lead
There were no significant changes in the competitive landscape of household care products during 2007. Multinational companies continued to dominate, led by Unilever New Zealand. Colgate-Palmolive, Reckitt Benckiser New Zealand and SC Johnson & Son were the other front runners. Unilever New Zealand and Reckitt Benckiser New Zealand gained value shares on the back of rising demand for their new product initiatives and marketing efforts.
Retail distribution dominated by grocery retailers
Supermarkets/hypermarkets continued to account for the largest value share in 2007. New Zealand’s duopoly fast-moving consumer goods retail distribution structure has recently been challenged with the entrance of Warehouse Extra, which offers consumers a one-stop shopping experience with a broad range of products at competitive prices. This has led to the rapid expansion of the number and size of supermarkets/hypermarkets, creating access to scores of household care products. Competition between the two main supermarket groups is fierce and customers are rewarded with discount fuel vouchers and other incentives such as competitively priced food and non-food products.
New growth opportunities will drive value sales during the forecast period
Household care products in New Zealand is expected to achieve a healthy constant value growth rate during the forecast period. Despite stagnating volume sales in key sectors, changes in consumer lifestyles, attitudes and demographics are expected to create new growth opportunities for manufacturers. Value growth will be driven by the improved performance of laundry care, dishwashing products, surface care and air care. By contrast, chlorine bleach and polishes are expected to perform poorly due to declining demand.
Table of contents
HOUSEHOLD CARE IN NEW ZEALAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Innovative new products boost value growth
New product launches stimulate consumer trading-up
Unilever New Zealand takes the lead
Retail distribution dominated by grocery retailers
New growth opportunities will drive value sales during the forecast period
KEY TRENDS AND DEVELOPMENTS
Busy New Zealanders prefer multi-purpose household cleaners
Power formulas – the wining formulas
Government-backed eco-labelling strengthens its presence
Despite retail volatility, still room to make profits
Healthy competition shapes demand for household care
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NEW ZEALAND
BEAUTY ENGINEERED FOREVER LTD (BEE) - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Beauty Engineered Forever Ltd (BEE): Key Facts
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
ECOSTORE LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 ecostore: Key Facts
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
ENVIRONMENTAL AIR CARE LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Environmental Air Care Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
KIWICARE CORP LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Kiwicare Corp Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Kiwicare Corp Ltd: Competitive Position 2007
QUANTUM PACIFIC LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Quantum Pacific Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Quantum Pacific Ltd: Competitive Position 2007
LAUNDRY CARE IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012