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Consumer Health in New Zealand

October 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Health 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Analgesics
  • Cough, Cold and Allergy Remedies
  • Digestive Remedies
  • Dermatologicals
  • NRT Smoking Cessation Aids
  • Sleep Aids
  • Eye Care
  • Wound Care
  • Vitamins
  • Dietary Supplements
  • Weight Management
  • Sports Nutrition
  • Herbal/Traditional Products
  • Paediatric Consumer Health

If you're in the Consumer Health 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 Consumer Health 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 Consumer Health in New Zealand?
  • Which are the leading brands in Consumer Health in New Zealand?
  • How are products distributed in Consumer Health in New Zealand?
  • How has the regulatory and operating environment for Consumer Health changed in New Zealand?
  • How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
  • How significant are wider health concerns and consumer awareness in determining sales?
  • Where is future growth expected to be most dynamic?

Consumer Health in New Zealand

EXECUTIVE SUMMARY

COVID-19 impact on consumer health
COVID-19 country impact
Company response
Retailing shift
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020 Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020 Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020 Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020 Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020 Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020 Table 8 Distribution of Consumer Health by Format: % Value 2015-2020 Table 9 Distribution of Consumer Health by Format and Category: % Value 2020 Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025 Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2019-2020

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Stockpiling leads to supply issues, as adult acetaminophen sells out in stores across New Zealand
Private label loses share, as the outbreak of COVID-19 encourages consumers to reach for well-known brands
GSK Consumer Healthcare extends its lead, benefiting from selling the most trusted paracetamol product during the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

A solid performance is expected across the forecast period, as acetaminophen continues to drive positive growth
There is a delay in codeine restrictions, however, a change is set to take place across the forecast period, impacting combined products
Topical analgesics is set to boost growth, with the outbreak of COVID-19 increasing the interest in health and wellbeing

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020 Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020 Table 14 NBO Company Shares of Analgesics: % Value 2016-2020 Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020 Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025 Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

Cough, Cold and Allergy (Hay Fever) Remedies in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Sales of cough, cold and allergy (hay fever) remedies spike in March; however, low flu season is set to reduce ongoing sales 
Immunity boosting products are in demand during 2020, impacting sales of cough, cold and flu remedies 
Reckitt Benckiser New Zealand continues to lead, however, top players lose share as price-sensitivity in the country increases 

RECOVERY AND OPPORTUNITIES

Stable growth is predicted for the forecast period, driven by antihistamines/allergy remedies and pharyngeal preparations
Despite an increase in price-sensitivity, chemists/pharmacies are set to remain a leading distribution channel over the forecast period 
Innovation and new product development will sustain stable growth levels across the forecast period

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020 Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020 Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020 Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020 Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025 Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in New Zealand

KEY DATA FINDINGS

2020 IMPACT

IBS treatments sees rapid growth, as sufferers ensure they have the stocks they need, whereas H2 blockers continue to record a sharp decline 
Demand for motion sickness remedies declines as travel is halted due to COVID-19 restrictions and lockdowns
Reckitt Benckiser leads digestive remedies, as Apotex stops supplying heartburn medication to New Zealand 

RECOVERY AND OPPORTUNITIES

Higher growth predicted for the forecast period, as H2 blockers no longer record a double-digit decline 
Proton pump inhibitors drive strong growth across the forecast period, despite rising concerns 
Busy lifestyles and the ageing population drive sales, however, the use of preventive measures is set to challenge growth 

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020 Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020 Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020 Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020 Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025 Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Face masks and frequent handwashing causes skin issues for some consumers, boosting growth for dermatologicals
Topical germicidals/antiseptics drives the highest growth as consumers adopt good hygiene practices 
Players look to capitalise on the outbreak of COVID-19 by launching new hand sanitisers and handwash products

RECOVERY AND OPPORTUNITIES

Growth will remain steady across the forecast period, with the ageing population of New Zealand supporting sales 
Dermatologicals suffers from being a mature landscape, with a lack of innovation and competition from the beauty-within trend, dampening sales
Potential for smaller, local players to grow across the forecast period, having built a consumer base during the outbreak of COVID-19 

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020 Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020 Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020 Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020 Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020 Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025 Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in New Zealand

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 boosts growth as consumers are aware that the severity of the virus is higher among smokers
Ministry of Health Output Plan impacts sales as the recommendation of vaping moves consumers away from NRT smoking cessation aids
Nicorette from Johnson & Johnson leads, as players offer kits and plans to support consumers trying to quit smoking

RECOVERY AND OPPORTUNITIES

The COVID-19 virus motivates some consumers to quit smoking over the early forecast period, as health and financial concerns grow
As the younger generation has a higher percentage of non-smokers, long-term growth is limited for NRT smoking cessation aids
Competition from other treatments increasingly threaten growth and sales for NRT smoking cessation aids

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020 Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020 Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020 Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020 Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025 Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Sleep Aids in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Increased stress and anxiety due to the outbreak of COVID-19, supports strong growth for sleeping aids
Some consumers seek alternative products for sleeping, including teas, balms and sprays, challenging sales of sleeping aids
During the outbreak of COVID-19, players respond to the increased demand for a good night’s sleep, with innovations and new format launches

RECOVERY AND OPPORTUNITIES

Growth is set to take a slight decline, however, consumers will continue to reach for sleep aids to support their overall wellbeing
Changes in the distribution of sleep aids as health food shops become increasingly popular, and chemists/pharmacies are set to lose share
Growth is challenged by the increasing amount of alternative options, with many consumers viewing sleeping pills as unhealthy

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2015-2020 Table 45 Sales of Sleep Aids: % Value Growth 2015-2020 Table 46 NBO Company Shares of Sleep Aids: % Value 2016-2020 Table 47 LBN Brand Shares of Sleep Aids: % Value 2017-2020 Table 48 Forecast Sales of Sleep Aids: Value 2020-2025 Table 49 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Eye Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 lockdowns increase the use of at-home entertainment, with more screen time leading to higher sales of eye care goods
Growth in eye care comes from providing complete eye relief solutions, sun protection, and preservative-free formulas
Clear Eyes continues to lead the landscape; however, Optrex records the highest growth, providing innovation to consumers 

RECOVERY AND OPPORTUNITIES

Ongoing growth will be supported by digital devices and screen use, which cause eye irritations and boost sales 
An opportunity for targeted products can boost growth for eye care across the forecast period
Standard eye care benefits from cases of dry eye disease, while allergies will continue to drive growth 

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2015-2020 Table 51 Sales of Eye Care by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of Eye Care: % Value 2016-2020 Table 53 LBN Brand Shares of Eye Care: % Value 2017-2020 Table 54 Forecast Sales of Eye Care by Category: Value 2020-2025 Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Wound Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 is not set to impact growth for wound care, despite initial stockpiling behaviour, as lockdown reduces physical activity and injuries 
Wound care is a mature landscape; however, growth opportunities come from skincare ingredients and sustainable products 
Elastoplast increases its share by advertising around-the-home wound solutions, as sustainable product Wool-Aid enters the landscape 

RECOVERY AND OPPORTUNITIES

Ongoing growth will be supported by the active lifestyles in New Zealand, with consumers keen to take part in outdoor activities post COVID-19 lockdown 
The ageing population supports ongoing growth, especially as many older people continue to live an active lifestyle 
Biodegradable wound care and natural ingredients both offer opportunities for growth across the forecast period

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2015-2020 Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Wound Care: % Value 2016-2020 Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020 Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025 Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts sales of single vitamins, as consumers reach for vitamin C to boost immunity and vitamin D, due to reduced time spent in the sun
New formats gain popularity as consumers appreciate options that offer more than one health benefit
Berocca leads the product landscape, as local player Heath by Habit benefits from increased sales during the COVID-19 lockdown

RECOVERY AND OPPORTUNITIES

Growth is set to decline following the uplift in 2020; however, sales will benefit as some consumers maintain the habit of taking vitamins
Weak regulation on the vitamins landscape is set to stifle growth across the forecast period
Innovations focus on various formats, easy consumption and immunity-boosting ingredients to drive sales, especially in the early forecast period

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2015-2020 Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020 Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020 Table 65 NBO Company Shares of Vitamins: % Value 2016-2020 Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020 Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025 Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Demand for immunity boosting dietary supplements rises in line with COVID-19, as mineral supplements contribute to overall growth
In response to the outbreak of COVID-19, domestic players use local ingredients in new releases
Blackmores Ltd develops a new product to improve mental wellbeing and stress, as Lifestream creates an e-commerce refill system, aiding those in lockdown

RECOVERY AND OPPORTUNITIES

Growth across the forecast will be steady, with growth in probiotics benefiting from consumers increasing knowledge of specific ingredients 
COVID-19 boosts sales through e-commerce, with retailers investments in their online platforms set to drive growth across the forecast period
Gut health products will see more innovation across the forecast period, as herbal supplements grow in demand

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2015-2020 Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020 Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020 Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020 Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020 Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025 Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Lockdown motivates some consumers to lose weight; however, this trend is short-lived
Reputation issues cause concern for some weight management products, as investigations reveal use of the laxative senna
Vitamins and dietary supplements players lead, with Healtheries winning awards in 2020, due to its positive reputation among consumers

RECOVERY AND OPPORTUNITIES

Supplement nutrition drinks and meal replacement products are set to drive strong growth across the forecast period, benefiting from wide audiences
Incorporating natural ingredients could help boost sales of weight management products over the forecast period
Growth is limited by the shift towards a long-term, healthy lifestyle, with an increasing amount of consumers moving away from the quick-fix approach 

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2015-2020 Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020 Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020 Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020 Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025 Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in New Zealand

KEY DATA FINDINGS

IMPACT

Lockdown encourages stockpiling of goods, as many consumers turn to e-commerce to source products, with non-essential retailers closed
Animal welfare and dietary benefits increase the interest in plant-based protein products
Vitaco Ltd continues to lead, increasing its share in 2020 while protein/energy bars see a host of new launches 
Growth will remain solid across the forecast period, as sports nutrition sales benefit from the rise in low fat, high protein diets
As Chemist Warehouse expands across the next five years, share for drugstores/parapharmacies will increase 
Protein powder remains the most popular format, and players are set to launch new offerings targeting women, across the forecast period

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2015-2020 Table 83 Sales of Sports Nutrition by Category: % Value Growth 2015-2020 Table 84 NBO Company Shares of Sports Nutrition: % Value 2016-2020 Table 85 LBN Brand Shares of Sports Nutrition: % Value 2017-2020 Table 86 Forecast Sales of Sports Nutrition by Category: Value 2020-2025 Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Herbal/ traditional topical analgesics record the highest growth; however, COVID-19 does not impact the landscape 
Sleep aids benefit from the outbreak of COVID-19, as stress and anxiety increases demand
Domestic players attract consumers through the use of locally sourced ingredients, while Harker Herbal launches new tonics in response to the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Steady growth is predicted for the forecast period, driven by herbal/traditional tonics, sleep aids and topical analgesics
Potential for products including medicinal cannabis to drive growth across the forecast period 
A shift from OTC to natural products, aligned to the growing health and wellness trend, boosts growth across the forecast period

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2015-2020 Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020 Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020 Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020 Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025 Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Stockpiling leads to shortages of paediatric consumer health, as consumers panic buy paediatric analgesics and paediatric cough, cold and allergy remedies
Sales are led by paediatric vitamins and dietary supplements, with players introducing new formats to boost sales 
Players respond to the outbreak of COVID-19, offering immunity focused products for children

RECOVERY AND OPPORTUNITIES

Steady growth is expected for the forecast period, driven by vitamins and dietary supplements, with some parents maintaining a daily habit for children 
Paediatric vitamins and dietary supplements drive high levels of growth, with parents viewing them as important for children’s development 
Opportunities for growth include gut health, eye care and mental wellbeing; all of which will drive sales across the forecast period

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2015-2020 Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020 Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020 Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020 Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020 Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025 Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
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This report originates from Passport, our Consumer Health research and analysis database.

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