Competitive Landscape
Colgate-Palmolive and Unilever Sustain Leadership Amid Rising Challenger Differentiation
New Zealand’s bath and shower market remained moderately concentrated in 2025, with Colgate-Palmolive Ltd holding the largest retail value share at 20% and Unilever New Zealand Ltd following at 18%. Both companies experienced marginal share erosion compared to the prior year, although their combined share of 38% reflected the enduring strength of broad portfolio management, wide retail distribution, and established brand equity across mass market price points.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in New Zealand?
- Which are the leading brands in New Zealand?
- How are products distributed in New Zealand?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in New Zealand - Category analysis
Key Data Insights
Bath and Shower Summary
Clean-Label Formulation and Masstige Trading-Up Drive Value Growth
Intimate Hygiene Leads Growth as Bath and Shower Diversifies
Wellness Positioning Reframes Bath and Shower as Daily Self-Care
Wellness-Led Premiumisation and Diversification Forecast to Sustain Growth
Regulation and Transparency Expected to Become Non-Negotiable
Value-To-Efficacy Positioning and Mass-Market Premiumisation Set to Capture Demand
Colgate-Palmolive and Unilever Sustain Leadership Amid Rising Challenger Differentiation
Supermarkets Dominate Distribution as E-Commerce Gains Momentum
Beauty and Personal Care in New Zealand - Industry Overview
2025 Developments
Key Data Insights
Wellness-Driven Demand and Preventative Skin Health Investment Drive Value Growth
Clean, Natural-Origin Formulations Combining Botanicals with Proven Actives Redefine Expectations
Digital Platforms and Influencer Content Reshape Discovery and Engagement
Preventative Health Priorities and Science-Backed Efficacy Forecast to Sustain Growth
Value-Conscious Spending Expected to Reinforce Demand for Multifunctional Formats
Digital Influence and Omnichannel Investment Set to Define Competitive Advantage
L'oréal and Unilever Sustain Leadership through Portfolio Breadth and Distribution Strength
Supermarkets Lead Distribution as Health and Beauty Specialists and E-Commerce Expand Their Roles
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Bath and Shower research and analysis database.
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