Executive Summary

Feb 2019
PROSPECTS
Tablets driving overall category growth

Positive current retail value sales growth continued in dishwashing in 2018, driven by the strong growth observed within automatic dishwashing tablets, helped by high price points and high dishwashing machine ownership rates. Additionally, eco trends helped drive value sales growth, owing to the higher price points occupied by eco brands and their increasing levels of penetration.

Construction boom drving growth in automatic dishwashing

Construction of new residential and commercial buildings is set to continue over the forecast period. As such, dishwasher use in both residential and commercial properties is expected to release, owing to expectations of its incorporation into new build properties.

Hand dishwashing expected to remain the largest category

Despite the strong performance of automatic dishwashing powder and tablets, hand dishwashing held the largest retail value share in 2018, and is expected to continue to do so over the forecast period. The category was mature, enjoyed a high level of penetration and was highly competitive, with a higher number of brands present than in competing dishwashing categories.

COMPETITIVE LANDSCAPE
Reckitt benckiser continues to lead

Reckitt Benckiser New Zealand Ltd continued to lead dishwashing in 2018, through its Finish brand. The strength of the company’s performance was attributable to Finish’s performance within automatic dishwashing tablets and automatic dishwashing powder, where it achieved large SKU counts and high levels of penetration.

Innovation drives Quantum Pacific’s performance

Local player Quantum Pacific was one of the more innovative companies in 2018, with a focus on delivering high-performing products. The company established a partnership with Fisher & Paykel – originally a New Zealand-owned company producing dishwasher appliances, which is now owned by Haier – in its product development to ensure that consumers receive maximum performance from their dishwashing machines.

Eco brands growing in prominance

Eco concerns continued to influence dishwashing. This manifested itself in a number of ways, such as preference for environmentally-friendly dishwashing products, as well as seeking to minimise water usage when using dishwashing machines.

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Dishwashing in New Zealand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing 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 Dishwashing industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing 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 Dishwashing in New Zealand?
  • What are the major brands in New Zealand?
  • What is the dishwasher penetration rate in New Zealand?
  • What are the key new product launches in the dishwashing products market?

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.

Dishwashing in New Zealand - Category analysis

HEADLINES

PROSPECTS

Tablets driving overall category growth
Construction boom drving growth in automatic dishwashing
Hand dishwashing expected to remain the largest category

COMPETITIVE LANDSCAPE

Reckitt benckiser continues to lead
Innovation drives Quantum Pacific’s performance
Eco brands growing in prominance

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Strong growth, but pressure still felt
Construction boom influencing the category
Growing demand for eco brands
Private label refresh and Unilever leveraging eco trends
Volume growth expected to drive value growth

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources