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Country Report

New Zealand Flag Home Care in New Zealand

| Pages: 74

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

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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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 improves on previous year’s growth

Green brands become available in most categories

International brands remain strong

Bulk packs and parallel imports through other channels

Construction over the forecast period to revive home care category

KEY TRENDS AND DEVELOPMENTS

Green brands register growth

Co-branding emerges in home care

Polarisation of pack sizes

MARKET INDICATORS

  • Table 1 Households 2008-2013

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2008-2013
  • Table 3 Sales of Home Care by Category: % Value Growth 2008-2013
  • Table 4 NBO Company Shares of Home Care: % Value 2009-2013
  • Table 5 LBN Brand Shares of Home Care: % Value 2010-2013
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2008-2013
  • Table 7 Distribution of Home Care by Format: % Value 2008-2013
  • Table 8 Distribution of Home Care by Format and Category: % Value 2013
  • Table 9 Forecast Sales of Home Care by Category: Value 2013-2018
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2013-2018

SOURCES

  • Summary 1 Research Sources

Home Care in New Zealand - Company Profiles

Clark Products Ltd in Home Care (New Zealand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Clark Products Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Clark Products Ltd: Competitive Position 2013

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 2013

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 2013

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 2013

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 2013

Air Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SCENTED CANDLES

  • Summary 12 Total Candles Market Size 2009-2015
  • Summary 13 Total Candles Brand Rankings 2011-2013

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2008-2013
  • Table 12 Sales of Air Care by Category: % Value Growth 2008-2013
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2008-2013
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2008-2013
  • Table 15 NBO Company Shares of Air Care: % Value 2009-2013
  • Table 16 LBN Brand Shares of Air Care: % Value 2010-2013
  • Table 17 Forecast Sales of Air Care by Category: Value 2013-2018
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2013-2018

Bleach in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Sales of Bleach: Value 2008-2013
  • Table 20 Sales of Bleach: % Value Growth 2008-2013
  • Table 21 NBO Company Shares of Bleach: % Value 2009-2013
  • Table 22 LBN Brand Shares of Bleach: % Value 2010-2013
  • Table 23 Forecast Sales of Bleach: Value 2013-2018
  • Table 24 Forecast Sales of Bleach: % Value Growth 2013-2018

Dishwashing in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2008-2013

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2008-2013
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2008-2013
  • Table 28 NBO Company Shares of Dishwashing: % Value 2009-2013
  • Table 29 LBN Brand Shares of Dishwashing: % Value 2010-2013
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2013-2018
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2013-2018

Home Insecticides in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Insecticides by Category: Value 2008-2013
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2008-2013
  • Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2013
  • Table 35 NBO Company Shares of Home Insecticides: % Value 2009-2013
  • Table 36 LBN Brand Shares of Home Insecticides: % Value 2010-2013
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2013-2018
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2013-2018

Laundry Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2008-2013

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2008-2013
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2008-2013
  • Table 42 Sales of Laundry Aids by Category: Value 2008-2013
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2008-2013
  • Table 44 Sales of Laundry Detergents by Category: Value 2008-2013
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2008-2013
  • Table 46 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2008-2013
  • Table 47 NBO Company Shares of Laundry Care: % Value 2009-2013
  • Table 48 LBN Brand Shares Laundry Care: % Value 2010-2013
  • Table 49 NBO Company Shares of Laundry Aids: % Value 2009-2013
  • Table 50 LBN Brand Shares of Laundry Aids: % Value 2010-2013
  • Table 51 NBO Company Shares of Laundry Detergents: % Value 2009-2013
  • Table 52 LBN Brand Shares of Laundry Detergents: % Value 2010-2013
  • Table 53 Forecast Sales of Laundry Care by Category: Value 2013-2018
  • Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2013-2018

Polishes in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 55 Sales of Polishes by Category: Value 2008-2013
  • Table 56 Sales of Polishes by Category: % Value Growth 2008-2013
  • Table 57 NBO Company Shares of Polishes: % Value 2009-2013
  • Table 58 LBN Brand Shares of Polishes: % Value 2010-2013
  • Table 59 Forecast Sales of Polishes by Category: Value 2013-2018
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2013-2018

Surface Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Surface Care by Category: Value 2008-2013
  • Table 62 Sales of Surface Care by Category: % Value Growth 2008-2013
  • Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2008-2013
  • Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Surface Care: % Value 2009-2013
  • Table 66 LBN Brand Shares of Surface Care: % Value 2010-2013
  • Table 67 NBO Company Shares of Household Care Wipes and Floor Cleaning Systems: % Value 2009-2013
  • Table 68 LBN Brand Shares of Household Care Wipes and Floor Cleaning Systems: % Value 2010-2013
  • Table 69 Forecast Sales of Surface Care by Category: Value 2013-2018
  • Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2013-2018

Toilet Care in New Zealand - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Toilet Care by Category: Value 2008-2013
  • Table 72 Sales of Toilet Care by Category: % Value Growth 2008-2013
  • Table 73 NBO Company Shares of Toilet Care: % Value 2009-2013
  • Table 74 LBN Brand Shares of Toilet Care: % Value 2010-2013
  • Table 75 Forecast Sales of Toilet Care by Category: Value 2013-2018
  • Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2013-2018

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
      • 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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