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Country Report

New Zealand Flag Home Care in New Zealand

| Pages: 74

Price: US$2,650

About this Report

EXECUTIVE SUMMARY

Sophisticated products add value

In 2015, home care saw stronger retail current value and volume growth, compared with 2014 and the review period CAGR. However, volume growth was only very marginally stronger in 2015, compared with the review period CAGR. The particularly improved performance in value growth was attributed to more sophisticated products in terms of delivery, performance, convenience and multi-benefits.

Fragrance offer develops in home care

Fragrance was a key trend in home care in New Zealand in 2015. More sophisticated fragrances were launched, encompassing premium and blended to mask chemical odours or add value to products. For example, Colgate-Palmolive Ltd introduced Divine Blends across a range of home care categories, including Fab laundry detergents, Palmolive hand dishwashing and Ajax surface care products. Citrus extracts were especially popular in dishwashing, while sophisticated multilayer fragrances were introduced in air care. These new offerings often received good marketing support.

Henkel enters laundry care

Reckitt Benckiser New Zealand Ltd remained the leading player in home care in 2015. However SC Johnson & Son (NZ) Pty Ltd and Unilever New Zealand Ltd moved above Colgate-Palmolive Ltd, which sold-off a range of laundry care brands in both New Zealand and Australia. Henkel AG & Co KGaA’s purchase of Colgate-Palmolive’s brands became globally effective on 31 August 2015. Henkel acquired the Fab, Cold Power, Dynamo, Sard and Kindness brands. As a result, Henkel New Zealand Ltd moved into fifth position, just behind Colgate-Palmolive Ltd, which retained its dishwashing and surface care portfolio.

The distribution of home care evolves

While supermarkets dominate home care sales, the choice of distribution channel has widened during the review period, through mass merchandisers, hardware stores, specialist retailers and internet shops. A mass merchandiser, The Warehouse, continued to introduce home care products under its Red Stamp private label range and import well-known global brands at competitive prices. Meanwhile, hardware stores continued to expand their home care offer, especially bulk packs for laundry care and dishwashing products and heavy duty surface care products.

New housing boom is a key growth driver

Retail volume growth is expected to be stronger over the forecast period, compared with the review CAGR. This performance is based on the anticipated new housing boom, particularly in the largest city, Auckland. It is estimated that 80,000 new homes will be built in Auckland alone by 2020. Meanwhile, positive value growth at constant 2015 prices is anticipated due to the emergence of value-added and generally more sophisticated products commanding higher price points.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in New Zealand for free:

The Home Care in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in New Zealand?
  • What are the major brands in New Zealand?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in New Zealand?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Table of Contents

Home Care in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Sophisticated products add value

Fragrance offer develops in home care

Henkel enters laundry care

The distribution of home care evolves

New housing boom is a key growth driver

KEY TRENDS AND DEVELOPMENTS

Convenience and environmental trends in packaging

Sweet smell of success

Channel choice for consumers

MARKET INDICATORS

  • Table 1 Households 2010-2015

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2010-2015
  • Table 3 Sales of Home Care by Category: % Value Growth 2010-2015
  • Table 4 NBO Company Shares of Home Care: % Value 2011-2015
  • Table 5 LBN Brand Shares of Home Care: % Value 2012-2015
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2010-2015
  • Table 7 Distribution of Home Care by Format: % Value 2010-2015
  • Table 8 Distribution of Home Care by Format and Category: % Value 2015
  • Table 9 Forecast Sales of Home Care by Category: Value 2015-2020
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2015-2020

SOURCES

  • Summary 1 Research Sources

Home Care in New Zealand - Company Profiles

Beauty Engineered For Ever Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Beauty Engineered For Ever Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 3 Beauty Engineered For Ever Ltd: Competitive Position 2015

Earthwise Group in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Earthwise Group: Key Facts

COMPETITIVE POSITIONING

  • Summary 5 Earthwise Group: Competitive Position 2015

Ecostore Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Ecostore Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 7 Ecostore Ltd: Competitive Position 2015

Kiwicare Corp Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Kiwicare Corp Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 9 Kiwicare Corp Ltd: Competitive Position 2015

Quantum Pacific Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Quantum Pacific Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 11 Quantum Pacific Ltd: Competitive Position 2015

Air Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2010-2015
  • Table 12 Sales of Air Care by Category: % Value Growth 2010-2015
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2010-2015
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2010-2015
  • Table 15 NBO Company Shares of Air Care: % Value 2011-2015
  • Table 16 LBN Brand Shares of Air Care: % Value 2012-2015
  • Table 17 Forecast Sales of Air Care by Category: Value 2015-2020
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2015-2020

Bleach in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Bleach by Type: % Value Analysis 2010-2015
  • Table 20 Sales of Bleach: Value 2010-2015
  • Table 21 Sales of Bleach: % Value Growth 2010-2015
  • Table 22 NBO Company Shares of Bleach: % Value 2011-2015
  • Table 23 LBN Brand Shares of Bleach: % Value 2012-2015
  • Table 24 Forecast Sales of Bleach: Value 2015-2020
  • Table 25 Forecast Sales of Bleach: % Value Growth 2015-2020

Dishwashing in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 26 Household Possession of Dishwashers 2010-2015

CATEGORY DATA

  • Table 27 Sales of Dishwashing by Category: Value 2010-2015
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2010-2015
  • Table 29 NBO Company Shares of Dishwashing: % Value 2011-2015
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2012-2015
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2015-2020
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2015-2020

Home Insecticides in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 33 Sales of Home Insecticides by Category: Value 2010-2015
  • Table 34 Sales of Home Insecticides by Category: % Value Growth 2010-2015
  • Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value 2010-2015
  • Table 36 NBO Company Shares of Home Insecticides: % Value 2011-2015
  • Table 37 LBN Brand Shares of Home Insecticides: % Value 2012-2015
  • Table 38 Forecast Sales of Home Insecticides by Category: Value 2015-2020
  • Table 39 Forecast Sales of Home Insecticides by Category: % Value Growth 2015-2020

Laundry Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 40 Household Possession of Washing Machines 2010-2015

CATEGORY DATA

  • Table 41 Automatic Detergents by Type: % Value Analysis 2010/2015
  • Table 42 Sales of Laundry Care by Category: Value 2010-2015
  • Table 43 Sales of Laundry Care by Category: % Value Growth 2010-2015
  • Table 44 Sales of Laundry Aids by Category: Value 2010-2015
  • Table 45 Sales of Laundry Aids by Category: % Value Growth 2010-2015
  • Table 46 Sales of Laundry Detergents by Category: Value 2010-2015
  • Table 47 Sales of Laundry Detergents by Category: % Value Growth 2010-2015
  • Table 48 NBO Company Shares of Laundry Care: % Value 2011-2015
  • Table 49 LBN Brand Shares of Laundry Care: % Value 2012-2015
  • Table 50 NBO Company Shares of Laundry Aids: % Value 2011-2015
  • Table 51 LBN Brand Shares of Laundry Aids: % Value 2012-2015
  • Table 52 NBO Company Shares of Laundry Detergents: % Value 2011-2015
  • Table 53 LBN Brand Shares of Laundry Detergents: % Value 2012-2015
  • Table 54 Forecast Sales of Laundry Care by Category: Value 2015-2020
  • Table 55 Forecast Sales of Laundry Care by Category: % Value Growth 2015-2020

Polishes in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 56 Sales of Polishes by Category: Value 2010-2015
  • Table 57 Sales of Polishes by Category: % Value Growth 2010-2015
  • Table 58 NBO Company Shares of Polishes: % Value 2011-2015
  • Table 59 LBN Brand Shares of Polishes: % Value 2012-2015
  • Table 60 Forecast Sales of Polishes by Category: Value 2015-2020
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2015-2020

Surface Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 62 Sales of Surface Care by Category: Value 2010-2015
  • Table 63 Sales of Surface Care by Category: % Value Growth 2010-2015
  • Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2010-2015
  • Table 65 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2010-2015
  • Table 66 NBO Company Shares of Surface Care: % Value 2011-2015
  • Table 67 LBN Brand Shares of Surface Care: % Value 2012-2015
  • Table 68 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2015
  • Table 69 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2012-2015
  • Table 70 Forecast Sales of Surface Care by Category: Value 2015-2020
  • Table 71 Forecast Sales of Surface Care by Category: % Value Growth 2015-2020

Toilet Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 72 Sales of Toilet Care by Category: Value 2010-2015
  • Table 73 Sales of Toilet Care by Category: % Value Growth 2010-2015
  • Table 74 NBO Company Shares of Toilet Care: % Value 2011-2015
  • Table 75 LBN Brand Shares of Toilet Care: % Value 2012-2015
  • Table 76 Forecast Sales of Toilet Care by Category: Value 2015-2020
  • Table 77 Forecast Sales of Toilet Care by Category: % Value Growth 2015-2020

Segmentation

This market research report includes the following:

  • Home Care
    • Air Care
      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
      • Other Air Care
    • Bleach
    • Dishwashing
      • Automatic Dishwashing
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
        • Dishwashing Additives
      • Hand Dishwashing
    • Home Insecticides
      • Electric Insecticides
      • Insecticide Baits
      • Insecticide Coils
      • Spray/Aerosol Insecticides
      • Other Home Insecticides
    • Laundry Care
      • Carpet Cleaners
      • Fabric Softeners
        • Dryer Sheets
        • Liquid Fabric Softeners
      • Laundry Aids
        • Colour Safe Laundry Bleach
        • Curtain Care
        • Fabric Fresheners
        • Home Dry Cleaning
        • Spot and Stain Removers
          • In-Wash Spot and Stain Removers
          • Pre-Wash Spot and Stain Removers
          • Starch/Ironing Aids
          • Water Softeners
          • Other Laundry Boosters
        • Laundry Detergents
          • Automatic Detergents
            • Powder Detergents
              • Standard Powder Detergents
              • Concentrated Powder Detergents
            • Detergent Tablets
              • Compact Powder Tablet Detergents
              • Liquid Tablet Detergents
            • Liquid Detergents
              • Standard Liquid Detergents
              • Concentrated Liquid Detergents
            • Standard Detergents
              • Standard Powder Detergents
              • Standard Liquid Detergents
            • Concentrated Detergents
              • Concentrated Powder Detergents
              • Concentrated Liquid Detergents
              • Compact Powder Tablet Detergents
              • Liquid Tablet Detergents
          • Other Detergents
            • Bar Detergents
            • Hand Wash Detergents
            • Fine Fabric Detergents
      • Polishes
        • Floor Polish
        • Furniture Polish
        • Metal Polish
        • Shoe Polish
      • Surface Care
        • Home Care Wipes and Floor Cleaning Systems
          • Dry Electro-Static Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
          • Floor Cleaning Systems
            • Refills
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
          • Impregnated Wet Wipes
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
        • Bathroom Cleaners
        • Descalers
        • Drain Openers
        • Floor Cleaners
          • Standard Floor Cleaners
          • Wash and Wax Floor Cleaners
        • Home Care Disinfectants
        • Kitchen Cleaners
        • Multi-Purpose Cleaners
        • Oven Cleaners
        • Scouring Agents
        • Window/Glass Cleaners
      • Toilet Care
        • In-Cistern Devices
        • ITBs
          • Rim Blocks
          • Rim Liquids
        • Toilet Care Tablets/Powders
        • Toilet Cleaning Systems
        • Toilet Liquids

    Statistics Included

    For each category and subcategory you will receive the following data in Excel format:

    From Passport

    • Market Sizes
    • Company Shares
    • Brand Shares
    • Distribution
    • Analysis by Fragrance
    • Analysis by power source
    • Analysis by Type
    • Dishwasher Tablets by Type
    • Possession Rates
    • Pricing
    • Products by Ingredient

    Market size details:

    • Retail volume
    • Retail volume % growth
    • Retail volume per capita
    • Retail value retail selling price % growth
    • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Retail value manufacturer selling price % growth
    • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Retail volume (tonnes)
    • Retail volume (tonnes) % growth
    • Retail volume (tonnes) per capita

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