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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

Home care experiences positive value growth

In 2014 home care saw a slightly weaker performance than in 2013 in current value terms, and the growth rate was also lower than the current value CAGR for the review period. Nevertheless, growth was maintained. Competitive pricing amongst mainstream brands and the threat from private label and cheaper branded products offering value for money continued to be evident in 2014. In addition, the focus by supermarkets on low pricing and promotional activities remained strong.

Green thinking inside and out

2014 was a good year for green products, in terms of both value growth and innovation. Whilst many consumers looked for green and natural ingredients for home cleaning, 2014 saw a strong trend towards thinking green both inside and out – also thinking about the environment when it came to packaging. An example of strong green innovation in packaging was green brand Ecostore’s introduction of the Carbon Capture Pak, made from renewable sugar cane-based HDPE, which is recyclable and reduces the carbon footprint. Eco Planet also launched a liquid laundry detergent bottle which is said to use less plastic, with a plastic liner inner and a cardboard bottle shaped outer, which are both recyclable.

Domestic companies perform well

Reckitt Benckiser New Zealand continued to lead home care in value terms in 2014, and maintained its share, followed by Colgate-Palmolive and Unilever New Zealand respectively. However, the latter two both saw slight declines in value share in 2014 compared with 2013. Meanwhile, despite domestic companies being much smaller than these multinationals, they continued to perform well.

Supermarkets drive promotional purchases

Store-based retailers dominated distribution in 2014, with supermarkets being the leading channel. Both Foodstuffs (NZ) and Progressive Enterprises drove strong “low everyday prices” and “price lockdown” campaigns through their Pak’nSave and Countdown supermarkets respectively, to keep promotional price activity buoyant in 2014. These constant price promotions made brand-switching and purchasing products “on special” a key feature in the decision-making process for purchasers of home care products.

Relatively static performance forecast

A negligible value CAGR at constant 2014 prices is expected for home care in the forecast period. Categories expected to show good performances over the forecast period include automatic dishwashing, electric insecticides and home care wipes and floor cleaning systems. Within surface care, standard floor cleaners and window/glass cleaners are expected to show stronger growth over the forecast period compared with the review period, as new-builds and renovations follow the interiors trends of more hard flooring and expansive glass doors and windows

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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

Home care experiences positive value growth

Green thinking inside and out

Domestic companies perform well

Supermarkets drive promotional purchases

Relatively static performance forecast

KEY TRENDS AND DEVELOPMENTS

Thinking about the environment

Multifunctional benefits in home care products

Domestic brands experience growth

MARKET INDICATORS

  • Table 1 Households 2009-2014

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2009-2014
  • Table 3 Sales of Home Care by Category: % Value Growth 2009-2014
  • Table 4 NBO Company Shares of Home Care: % Value 2010-2014
  • Table 5 LBN Brand Shares of Home Care: % Value 2011-2014
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2009-2014
  • Table 7 Distribution of Home Care by Format: % Value 2009-2014
  • Table 8 Distribution of Home Care by Format and Category: % Value 2014
  • Table 9 Forecast Sales of Home Care by Category: Value 2014-2019
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2014-2019

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 2014

Earthwise Group in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Earthwise Group: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Earthwise Group: Competitive Position 2014

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 2014

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 2014

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 2014

Air Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2009-2014
  • Table 12 Sales of Air Care by Category: % Value Growth 2009-2014
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2009-2014
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2009-2014
  • Table 15 NBO Company Shares of Air Care: % Value 2010-2014
  • Table 16 LBN Brand Shares of Air Care: % Value 2011-2014
  • Table 17 Forecast Sales of Air Care by Category: Value 2014-2019
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2014-2019

Bleach in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Sales of Bleach: Value 2009-2014
  • Table 20 Sales of Bleach: % Value Growth 2009-2014
  • Table 21 NBO Company Shares of Bleach: % Value 2010-2014
  • Table 22 LBN Brand Shares of Bleach: % Value 2011-2014
  • Table 23 Forecast Sales of Bleach: Value 2014-2019
  • Table 24 Forecast Sales of Bleach: % Value Growth 2014-2019

Dishwashing in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2009-2014

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2009-2014
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2009-2014
  • Table 28 NBO Company Shares of Dishwashing: % Value 2010-2014
  • Table 29 LBN Brand Shares of Dishwashing: % Value 2011-2014
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2014-2019
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2014-2019

Home Insecticides in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Insecticides by Category: Value 2009-2014
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2009-2014
  • Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2009-2014
  • Table 35 NBO Company Shares of Home Insecticides: % Value 2010-2014
  • Table 36 LBN Brand Shares of Home Insecticides: % Value 2011-2014
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2014-2019
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2014-2019

Laundry Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2009-2014

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2009-2014
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2009-2014
  • Table 42 Sales of Laundry Aids by Category: Value 2009-2014
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2009-2014
  • Table 44 Sales of Laundry Detergents by Category: Value 2009-2014
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2009-2014
  • Table 46 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2009-2014
  • Table 47 NBO Company Shares of Laundry Care: % Value 2010-2014
  • Table 48 LBN Brand Shares Laundry Care: % Value 2011-2014
  • Table 49 NBO Company Shares of Laundry Aids: % Value 2010-2014
  • Table 50 LBN Brand Shares of Laundry Aids: % Value 2011-2014
  • Table 51 NBO Company Shares of Laundry Detergents: % Value 2010-2014
  • Table 52 LBN Brand Shares of Laundry Detergents: % Value 2011-2014
  • Table 53 Forecast Sales of Laundry Care by Category: Value 2014-2019
  • Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2014-2019

Polishes in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 55 Sales of Polishes by Category: Value 2009-2014
  • Table 56 Sales of Polishes by Category: % Value Growth 2009-2014
  • Table 57 NBO Company Shares of Polishes: % Value 2010-2014
  • Table 58 LBN Brand Shares of Polishes: % Value 2011-2014
  • Table 59 Forecast Sales of Polishes by Category: Value 2014-2019
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2014-2019

Surface Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Surface Care by Category: Value 2009-2014
  • Table 62 Sales of Surface Care by Category: % Value Growth 2009-2014
  • Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2009-2014
  • Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Surface Care: % Value 2010-2014
  • Table 66 LBN Brand Shares of Surface Care: % Value 2011-2014
  • Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2010-2014
  • Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2014
  • Table 69 Forecast Sales of Surface Care by Category: Value 2014-2019
  • Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2014-2019

Toilet Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Toilet Care by Category: Value 2009-2014
  • Table 72 Sales of Toilet Care by Category: % Value Growth 2009-2014
  • Table 73 NBO Company Shares of Toilet Care: % Value 2010-2014
  • Table 74 LBN Brand Shares of Toilet Care: % Value 2011-2014
  • Table 75 Forecast Sales of Toilet Care by Category: Value 2014-2019
  • Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2014-2019

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
    • Possession Rates
    • Pricing
    • 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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