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Country Report

Home Care in

Home Care in New Zealand

Feb 2019

US$2,650

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Executive Summary

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Strong growth, but pressure still felt

Home care continued to perform well in 2018, with current retail value sales growth in line with review period CAGR. A number of factors influenced this, such as continued population growth, with net migration levels on the rise, as well as a buoyant economy and strong innovation across the category.

Construction boom influencing the category

One of the noticeable trends influencing home care in New Zealand in 2018 was the continued construction boom. According to Building and Construction New Zealand, the total value of residential and non-residential construction exceed NZD10 billion in 2018, and is expected to remain at this level for at least the next two years before activity starts to level off.

Growing demand for eco brands

The retail dynamics of supermarkets in New Zealand are such that major players such as Reckitt Benckiser New Zealand Ltd, SC Johnson & Son (NZ) Pty Ltd and Colgate-Palmolive Ltd used their significant influence to dominate supermarket shelf space and worked alongside supermarkets on promotional pricing, in-store merchandising and off-shelf impulse purchase positioning. However, eco trends increasingly influenced consumer decision making, with many consumers concerned not only with the types of chemicals they are using to clean their houses and clothes, but also the impact of using home care products on the environment.

Private label refresh and Unilever leveraging eco trends

Both Progressive Enterprises Ltd and Foodstuffs (NZ) Ltd refreshed their private label brands in 2018, with Progressive’s existing brands – Homebrand (economy) and Select (mid-priced) – being phased out in favour of Essentials (economy) and Strike (economy/mid-price specialist cleaning products). Similarly, rival Foodstuffs (NZ) Ltd replaced its economy private label Budget with the new Value brand.

Volume growth expected to drive value growth

The forecast period retail value CAGR for home care is expected to mirror the growth observed in 2018, with population growth driving the performance of the category – more consumers equals more sales. Mainstream brands are expected to continue to dominate, owing to their strong distribution and market penetration.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in New Zealand for free:

The Home Care 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 Home Care in New Zealand?
What are the major brands in New Zealand?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in New Zealand?

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.

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Home Care in New Zealand

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 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in New Zealand

HEADLINES

PROSPECTS

Liquid air fresheners to perform strongly

Population and housing growth to drive growth

Eco brand presence expected to grow

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead

SC Johnson & Son ranks a close second

Category duopoly remains intact but eco brand presence established

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in New Zealand

HEADLINES

PROSPECTS

Competition from categories using bleach as an ingredient

Bleach stagnant but stable

Changing customer type influencing the category

COMPETITIVE LANDSCAPE

Janola continues to lead

Private label penetration strong

Lack of presence from other players

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in New Zealand

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 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in New Zealand

HEADLINES

PROSPECTS

Warmer weather key growth driver

Eco brand presence

Convenience trends contribute to growth in electric insecticides

COMPETITIVE LANDSCAPE

SC Johnson & Son leads

Performance concerns stifling penetration of eco brands

Reckitt Benckiser holds second place

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in New Zealand

HEADLINES

PROSPECTS

Population growth and construction boom to drive growth

Powder detergents to remain popular

Weak performance from standard powder detergents expected

COMPETITIVE LANDSCAPE

Persil seeking to leverage eco trends

Private label brand refresh

Brand manufacturers focus on environmentally-friendly solutions

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in New Zealand

HEADLINES

PROSPECTS

Weakness in furniture polish hampers growth

Metal polish a strong performer

Shoe polish improves

COMPETITIVE LANDSCAPE

Category highly fragmented

SC Johnson & Son continues to lead

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in New Zealand

HEADLINES

PROSPECTS

Volume sales driving value growth

Negative media attention to affect wipes

Task specificity to influence category perfromance

COMPETITIVE LANDSCAPE

Dettol market penetration driving Reckitt Benckiser performance

Strong performance from eco brands

High level of segmentation in surface care

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in New Zealand

HEADLINES

PROSPECTS

Housing and population growth expected to drive sales growth

Toilet liquids/foam to remain the largest category

Competitive retail environment to place pressure on up growth

COMPETITIVE LANDSCAPE

Duck drives SC Johnson & Son’s performance

Reckitt Benckiser in second place

Low level of penetration from eco brands

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in New Zealand

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in New Zealand

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

MARKET DATA

SOURCES

Air Care in New Zealand

HEADLINES

PROSPECTS

Liquid air fresheners to perform strongly

Population and housing growth to drive growth

Eco brand presence expected to grow

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead

SC Johnson & Son ranks a close second

Category duopoly remains intact but eco brand presence established

CATEGORY DATA

Bleach in New Zealand

HEADLINES

PROSPECTS

Competition from categories using bleach as an ingredient

Bleach stagnant but stable

Changing customer type influencing the category

COMPETITIVE LANDSCAPE

Janola continues to lead

Private label penetration strong

Lack of presence from other players

CATEGORY DATA

Dishwashing in New Zealand

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

CATEGORY DATA

Home Insecticides in New Zealand

HEADLINES

PROSPECTS

Warmer weather key growth driver

Eco brand presence

Convenience trends contribute to growth in electric insecticides

COMPETITIVE LANDSCAPE

SC Johnson & Son leads

Performance concerns stifling penetration of eco brands

Reckitt Benckiser holds second place

CATEGORY DATA

Laundry Care in New Zealand

HEADLINES

PROSPECTS

Population growth and construction boom to drive growth

Powder detergents to remain popular

Weak performance from standard powder detergents expected

COMPETITIVE LANDSCAPE

Persil seeking to leverage eco trends