Home care improves on previous year’s growth
In 2013, home care recorded slightly higher growth in current value terms compared with 2012 as price discounting subsided, particularly towards the second half of the year; however, volume growth was slightly down on 2012, mainly due to the popularity of concentrated formulas. Consumers used a lower volume of products due to high-strength ingredients, portion-controlled formats such as tablets and wipes, as well as products with easy-to-use dispensing measuring mechanisms.
Green brands become available in most categories
In 2013, there were better performances by a number of established green brands, most notably Ecostore and Earthwise, which both registered value share development. In addition, eco planet, a green brand established by the founder of Quantum Pacific, was launched in 2013. Environmentally-focused home care products took a strong stand in 2013 alongside mainstream brands as consumers sought products that were not only kind to the environment but also more suitable for consumers prone to allergies and skin disorders.
International brands remain strong
Multinational companies Reckitt Benckiser New Zealand, Colgate-Palmolive and Unilever New Zealand continued to be the top three companies in home care in New Zealand in 2013; however, it was noted that many domestic companies registered an increased value share, particularly due to their environmental stance.
Bulk packs and parallel imports through other channels
In 2013, there was an increase in larger pack sizes and bulk packs, particularly in more-commodity-driven categories such as bleach and laundry care, which are typically sold through channels such as mass merchandisers and DIY/home improvement stores. In particular, the mass merchandiser, The Warehouse, set about parallel importing large pack sizes of well-known laundry brands during 2013.
Construction over the forecast period to revive home care category
Home care is expected to register a better and positive performance in volume terms over the forecast period compared with the decline recorded over the review period. While concentrated and portion-controlled home care products are expected to dampen volume growth somewhat, proposed construction developments over the forecast period in major cities such as Auckland, as well as the Christchurch rebuild, will see house numbers grow, which is expected to keep the home care category buoyant. Value growth is expected to remain minimal yet positive, similar to the results over the review period and in 2013. Private label and cheaper parallel imports are expected to continue to threaten mainstream brands, which will also fuel competitive price discounting and promotional offers.
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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?
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This industry report originates from Passport, our Home Care market research database.