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Country Report

Home Care in New Zealand

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

Growth despite price discounting

2012 value growth was only slightly above that of 2011. This moderate increase was due to the introduction of more value-added products that led to an increase in unit prices. Nonetheless, strong promotional pricing activity throughout the year created a dampening effect on home care value sales as a result.

Convenience a key factor for consumers with busy lifestyles

The convenience factor remained paramount as super concentrates and portion controlled products (utilising single-serve pack sizes) were introduced to take the guesswork out of home care cleaning chores. Products which are easy to dispense, simple to use and that are disposable and efficient have made inroads into traditional home care product categories.

Domestic companies perform well

Despite multinationals continuing to dominate in home care, domestic companies have performed well and remain innovative. The top three home care companies were Reckitt Benckiser New Zealand Ltd, Colgate-Palmolive Ltd and SC Johnson & Son (New Zealand) Ltd. Together they contributed to over half the home care value sales in New Zealand in 2012. However, local companies such as Quantum Pacific Ltd and Ecostore Ltd have performed well and continued to gain value share in a number of categories.

Supermarkets continue to dominate

Supermarkets was the main distribution channel for home care products and accounted for nearly all of the home care sales in New Zealand in 2012. All other channels remained insignificant; however internet retailing did experience a growth in sales as leading retailers such as Countdown and The Warehouse offer online purchasing. In addition, smaller home care companies also offer internet retailing, particularly local domestic manufacturers.

Innovative products to drive growth

Home care is expected to see a moderate performance in value terms over the forecast period, with constant value sales set to see positive growth compared to the decline seen over the review period. The main driver of growth expected over the forecast period is innovative products that make home care cleaning more convenient and efficient, with value-added products commanding higher retail prices.

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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

Growth despite price discounting

Convenience a key factor for consumers with busy lifestyles

Domestic companies perform well

Supermarkets continue to dominate

Innovative products to drive growth

KEY TRENDS AND DEVELOPMENTS

Convenience factor remains paramount

Development in product formulation drives category performance

Product extensions improve brand share

Health and wellness, as well as eco-trends, remain relevant

Domestic companies gain share through innovation

MARKET INDICATORS

  • Table 1 Households 2007-2012

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2007-2012
  • Table 3 Sales of Home Care by Category: % Value Growth 2007-2012
  • Table 4 Home Care Company Shares 2008-2012
  • Table 5 Home Care Brand Shares 2009-2012
  • Table 6 Penetration of Private Label by Category 2007-2012
  • Table 7 Sales of Home Care by Distribution Format: % Analysis 2007-2012
  • Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2012
  • Table 9 Forecast Sales of Home Care by Category: Value 2012-2017
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2012-2017

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

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Beauty Engineered For Ever Ltd: Competitive Position 2012

Clark Products Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Clark Products Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Clark Products Ltd: Competitive Position 2012

Ecostore Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Ecostore Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Ecostore Ltd: Competitive Position 2012

Kiwicare Corp Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Kiwicare Corp Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 9 Kiwicare Corp Ltd: Competitive Position 2012

Quantum Pacific Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Quantum Pacific Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Quantum Pacific Ltd: Competitive Position 2012

Air Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2007-2012
  • Table 12 Sales of Air Care by Category: % Value Growth 2007-2012
  • Table 13 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2012
  • Table 14 Air Care Fragrances Rankings by Value 2007-2012
  • Table 15 Air Care Company Shares 2008-2012
  • Table 16 Air Care Brand Shares 2009-2012
  • Table 17 Forecast Sales of Air Care by Category: Value 2012-2017
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2012-2017

Bleach in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Sales of Bleach: Value 2007-2012
  • Table 20 Sales of Bleach: % Value Growth 2007-2012
  • Table 21 Bleach Company Shares 2008-2012
  • Table 22 Bleach Brand Shares 2009-2012
  • Table 23 Forecast Sales of Bleach: Value 2012-2017
  • Table 24 Forecast Sales of Bleach: % Value Growth 2012-2017

Dishwashing in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2007-2012

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2007-2012
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2007-2012
  • Table 28 Dishwashing Company Shares 2008-2012
  • Table 29 Dishwashing Brand Shares 2009-2012
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2012-2017
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2012-2017

Home Insecticides in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Insecticides by Category: Value 2007-2012
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2007-2012
  • Table 34 Spray/Aerosol Insecticides by Type: % Value Breakdown 2007-2012
  • Table 35 Home Insecticides Company Shares 2008-2012
  • Table 36 Home Insecticides Brand Shares 2009-2012
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2012-2017
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2012-2017

Laundry Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2007-2012

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2007-2012
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2007-2012
  • Table 42 Sales of Laundry Aids by Category: Value 2007-2012
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2007-2012
  • Table 44 Sales of Laundry Detergents by Category: Value 2007-2012
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2007-2012
  • Table 46 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2007-2012
  • Table 47 Laundry Care Company Shares 2008-2012
  • Table 48 Laundry Care Brand Shares 2009-2012
  • Table 49 Laundry Aids Company Shares 2008-2012
  • Table 50 Laundry Aids Brand Shares 2009-2012
  • Table 51 Laundry Detergents Company Shares 2008-2012
  • Table 52 Laundry Detergents Brand Shares 2009-2012
  • Table 53 Forecast Sales of Laundry Care by Category: Value 2012-2017
  • Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2012-2017

Polishes in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 55 Sales of Polishes by Category: Value 2007-2012
  • Table 56 Sales of Polishes by Category: % Value Growth 2007-2012
  • Table 57 Polishes Company Shares 2008-2012
  • Table 58 Polishes Brand Shares 2009-2012
  • Table 59 Forecast Sales of Polishes by Category: Value 2012-2017
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2012-2017

Surface Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Surface Care by Category: Value 2007-2012
  • Table 62 Sales of Surface Care by Category: % Value Growth 2007-2012
  • Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2007-2012
  • Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2007-2012
  • Table 65 Surface Care Company Shares 2008-2012
  • Table 66 Surface Care Brand Shares 2009-2012
  • Table 67 Household Care Wipes and Floor Cleaning Systems Company Shares 2008-2012
  • Table 68 Household Care Wipes and Floor Cleaning Systems Brand Shares 2009-2012
  • Table 69 Forecast Sales of Surface Care by Category: Value 2012-2017
  • Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2012-2017

Toilet Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Toilet Care by Category: Value 2007-2012
  • Table 72 Sales of Toilet Care by Category: % Value Growth 2007-2012
  • Table 73 Toilet Care Company Shares 2008-2012
  • Table 74 Toilet Care Brand Shares 2009-2012
  • Table 75 Forecast Sales of Toilet Care by Category: Value 2012-2017
  • Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2012-2017

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
        • Concentrated Spray/Aerosol Air Fresheners
        • Standard 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
          • Household 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
              • Wet Floor Wipes
                • Starter Kits/Sweepers/Sticks (Wet)
                • Wipes and Refills (Wet)
              • 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
          • Household Antiseptics/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 Mousse/Foam
          • 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
      • Pricing
      • Analysis by Fragrance
      • Analysis by power source
      • Analysis by Type
      • Possession Rates
      • Products by Ingredient
      • Standard/Concentrated Fabric Softeners

      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 alternative
      • Retail volume alternative % growth
      • Retail volume alternative per capita

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