While 2020 saw significant panic-buying influence sales in dishwashing, the effects of COVID-19 continued to be felt in 2021 through changes in ways of working. Most workplaces in New Zealand have adopted more flexible working policies, and as a result, working from home has become more widespread.
Environmental concerns continue to influence consumer decision-making in New Zealand. With people at home more often, consumers are aware of the environmental impact that their cleaning activities can have on the environment.
Reckitt Benckiser continued to lead dishwashing in New Zealand in 2021, thanks to the strength and presence of its Finish brand. The brand has a large SKU count and strong penetration through supermarkets, and benefited from people being at home more often during the COVID-19 pandemic.
During the review period, droughts in the Auckland region resulted in significant water shortages. While this was alleviated in 2021 due to high rainfall, the city’s water infrastructure deficit is likely to see a third of the population of New Zealand subject to water conservation measures over the forecast period.
New Zealand currently has a chronic housing shortage, with insufficient supply and strong demand resulting in rising housing prices. The government has stated that addressing housing supply is one of its key priorities over the forecast period.
Relative to other home care categories, the presence of private label lines in dishwashing is limited, with only Woolworths New Zealand having a notable presence. With private label value share growth a strategic priority for both major supermarkets, it is likely that dishwashing will be an area of interest for these retailers over the forecast period.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.See All of Our Definitions
This report originates from Passport, our Dishwashing research and analysis database.
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