Dishwashing in New Zealand

PROSPECTS

Consistent performance expected

Current value growth in dishwashing in New Zealand in 2017 was in line with the CAGR observed during the review period. Over the forecast period, the category is expected to continue to grow in value terms at constant 2017 prices.

Growing housing stocks are expected to positively influence the category

With New Zealand currently experiencing a property boom – a period of high growth in new housing developments and house sales – the household penetration of dishwashers is expected to continue to increase. Increasing the country’s housing stocks was a key election pledge of both major political parties during the 2017 campaign, and this is expected to lead the number of new houses built to accelerate during the forecast period.

The penetration of “green” brands is expected to increase

Environmental considerations are increasingly influencing consumers’ decision-making across a range of fmcg in New Zealand. As such, it was unsurprising to see environmental considerations influence the 2017 election campaign, particularly with regard to the quality of New Zealand’s waterways.

COMPETITIVE LANDSCAPE

The Finish brand drives the performance of Reckitt Benckiser

Reckitt Benckiser New Zealand continued to strongly lead dishwashing in New Zealand in 2017. The company’s performance was led by its Finish brand, which was the top brand in the category overall, accounting for a dominant value share in automatic dishwashing.

Strong private label presence

The private label value share was stronger in dishwashing than in any other home care category except bleach in 2017. Progressive Enterprises held a strong value share with its Select (mid-priced) and Homebrand (economy) brands in 2017; however, the company is in the midst of introducing its new Essentials brand, a mid-priced brand which will replace these brands.

Local presence felt in dishwashing

The competitive landscape within dishwashing maintained a distinctly local feel in 2017; much more so than was observed in other home care categories in New Zealand. Local player Quantum Pacific was ranked third in dishwashing in 2017, with the company present in the category through its Active brand, which is popular in automatic dishwashing.

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