Dishwashing in New Zealand

PROSPECTS

Dishwasher ownership rates drive growth

Continued growth in the construction of new-build houses has increased dishwasher ownership rates in New Zealand. This helped to drive both value and volume sales growth of dishwashing throughout the review period, including in 2019.

Eco-trends influence the performance of dishwashing

New Zealand consumers are increasingly concerned about the impact their consumption has on the environment. With the use of chemicals in dishwashing products and their release back into the environment, demand for environmentally-friendly products has grown.

Automatic dishwashing tablets drive value growth

Automatic dishwashing tablets was the strongest performer within dishwashing in 2019, in value terms, and is expected to remain so over the forecast period. Automatic dishwashing tablets is quite a new category in New Zealand and aligns with convenience trends.

COMPETITIVE LANDSCAPE

Reckitt Benckiser New Zealand continues to lead dishwashing

Through its Finish brand, Reckitt Benckiser New Zealand Ltd continued to lead value sales of dishwashing in 2019. Finish is present across all constituent categories of dishwashing and its high level of ubiquity is a key driver behind the performance of the brand.

Eco-brands grow in prominence

The environmental concerns influencing dishwashing were manifested in eco-orientated brands increasing their value share in 2019. Whereas, in the past, it was difficult for local eco-brands to gain penetration in local retail, growing consumer concern for the environment has forced retailers to stock eco-brands and give them a more prominent position in their stores.

Private label increases its presence

Private label ranges continued to expand their presence in dishwashing in New Zealand in 2019. Both Foodstuffs (NZ) Ltd and Progressive Enterprises Ltd have refreshed their private label lines to enable them to compete better with established brands across fmcg.

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