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.
Get immediate access to strategic market analysis when you buy reports online
Tables: 82 | Publication date: Aug 2007
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
Slow growth in a tough environment
Retail value growth in 2006 was marginally less than the review period CAGR and reflects a continuation and intensification of a very tough climate for household care. Retail sales reached NZ$346 million in 2006 which was a credit to the innovation and determination of manufacturers who managed some degree of growth in all sectors except polishes.
Legislation and launches
Hazardous substances legislation introduced in 2006 brought a spate of product launches and statements from manufacturers that products were being reformulated to ensure compliance. Additionally, group standards for hazardous substances were introduced in July 2006 with a staggered implementation schedule through to December 2010. Manufacturers faced with future expense associated with packaging or some other compliance issue, are likely to combine the compliance requirement with refreshing and re-launching the brand.
Competition from all angles
In 2006, household care operated within an environment where penetration levels were high, key retailers were in fierce competition with each other, powerful retail chains negotiated hard with manufacturers, and historic price wars in the large laundry powder line continued. Global companies dominated overall with domestic manufacturers capturing green customers.
Supermarkets/hypermarkets unmatched
Approximately 95% of household care products sold in New Zealand are sold through supermarkets/hypermarkets. Certain product lines do well in other settings including insecticides that sell well in hardware outlets. The opening of the Warehouse Extra in New Zealand will seek to give supermarkets a run for their money, offering consumers a one-stop shopping experience with a broad range of products at competitive prices.
Fine forecast on the surface but clouds remain over laundry
Surface care is expected to lead growth over the forecast period. Laundry care will struggle to pull itself out of the commoditisation corner and although the decline will not be as steep as experienced during the review period, a decline in growth is still expected over the forecast period.
Table of contents
HOUSEHOLD CARE IN NEW ZEALAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Slow growth in a tough environment
Legislation and launches
Competition from all angles
Supermarkets/hypermarkets unmatched
Fine forecast on the surface but clouds remain over laundry
KEY TRENDS AND DEVELOPMENTS
Fashion and innovation create opportunities for targeting
“Greening up” of household care gets government approval
Volatile retail environment squeezes manufacturers
Consumers favour functionality combined with flair
Group standards for hazardous substances
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - NEW ZEALAND
BEAUTY ENGINEERED FOR EVER LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Beauty Engineered Forever Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ECOSTORE LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ecostore Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
KIWICARE PRODUCTS NZ LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Kiwicare Corporation Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
QUANTUM PACIFIC LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
SECTOR SNAPSHOT
KEY FACTS
Summary 4 Quantum Pacific Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Quantum Pacific Ltd: Competitive Position 2006
SYMEX HOLDINGS LTD - HOUSEHOLD CARE - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Symex Holdings Ltd: Key Facts
Summary 7 Symex Holdings Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Symex Holdings Ltd: Competitive Position 2006
LAUNDRY CARE IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Fragrances for Air Care 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011