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Country Report

Home Care in

Home Care in New Zealand

55 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The housing boom drives growth

New Zealand is currently experiencing the largest growth in residential property construction in its history, and this, combined with increasing levels of immigration, had a positive knock-on effect for home care in terms of increasing the level of demand. Innovations focused on eco trends, as well as fragrance development (hiding chemical smells) helped to drive value growth in 2017.

Progressive Enterprises starts to roll out the Essentials brand

Progressive Enterprises announced a review of its private label brand portfolio during the review period. A key outcome of this review was to replace its economy brand Homebrand and mid-priced Select brand with a new brand – Essentials.

Reckitt Benckiser maintains its lead

With penetration extending across the breadth of categories within home care in New Zealand, Reckitt Benckiser continued to lead in 2017. Buoyed by its strong distribution, sales and marketing activities, Reckitt Benckiser maintained its lead in home care in New Zealand in 2017, with SC Johnson and Son (NZ) and Unilever New Zealand in second and third places respectively.

Supermarkets continues to dominate

Holding a dominant share, supermarkets remained the leading distribution channel in home care in 2017. Consumers’ purchasing habits were the main reason for this, whereby they purchase all key household items in one weekly shop.

New product development expected to drive growth in the forecast period

Strong new product development is expected to characterise the forecast period, with task specificity a key driver, particularly in surface care. In addition, the influence of environmental concerns on consumers’ decision-making is expected to increase over the forecast period, with “green” brands expected to benefit from this, whilst “non-green” brands are expected to look for ways in which they can leverage these growing trends.

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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

The housing boom drives growth

Progressive Enterprises starts to roll out the Essentials brand

Reckitt Benckiser maintains its lead

Supermarkets continues to dominate

New product development expected to drive growth in the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in New Zealand

HEADLINES

PROSPECTS

Air care continues to see the strongest performance within home care

Liquid air fresheners sees the strongest performance

Increasing product sophistication drives unit price growth

COMPETITIVE LANDSCAPE

Reckitt Benckiser holds firm as air care leader

Glade drives the performance of SC Johnson & Son

The private label presence is limited

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in New Zealand

HEADLINES

PROSPECTS

Value growth is expected to struggle

Increasing pack sizes negatively influence unit price growth

A lack of innovation is expected to negatively affect bleach

COMPETITIVE LANDSCAPE

Pental Products continues to dominate

A strong showing for private label

Domestos

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in New Zealand

HEADLINES

PROSPECTS

Consistent performance expected

Growing housing stocks are expected to positively influence the category

The penetration of “green” brands is expected to increase

COMPETITIVE LANDSCAPE

The Finish brand drives the performance of Reckitt Benckiser

Strong private label presence

Local presence felt in dishwashing

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in New Zealand

HEADLINES

PROSPECTS

The use of natural ingredients is expected to increase

El Niño is expected to drive growth

Electric insecticides sees a strong performance

COMPETITIVE LANDSCAPE

The leader remains unchanged

Mortein drives the performance of Reckitt Benckiser

A local player performs well

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in New Zealand

HEADLINES

PROSPECTS

Liquid pods/capsules continue to gain favour

The penetration of “green” brands is expected to increase

Slow value growth forecast

COMPETITIVE LANDSCAPE

Persil drives Unilever’s leadership

Vanish drives the performance of Reckitt Benckiser

“Green” brands are amongst the top performers

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in New Zealand

HEADLINES

PROSPECTS

Polishes is expected to continue to struggle to remain relevant

Metal polish is set to continue to see the strongest performance

Furniture polish struggles

COMPETITIVE LANDSCAPE

No companies are present across all categories

SC Johnson & Son continues to lead

Second-placed Reckitt Benckiser holds firm

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in New Zealand

HEADLINES

PROSPECTS

Home care wipes outperforms surface care excluding wipes

Environmental concerns continue to influence surface care

Task specificity influences new product development

COMPETITIVE LANDSCAPE

Brand expansion

Reckitt Benckiser continues to lead

The increasing penetration of “green” brands

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in New Zealand

HEADLINES

PROSPECTS

New product development characterises toilet care

Consistent value growth expected over the forecast period

Toilet liquids/foam sees the strongest performance

COMPETITIVE LANDSCAPE

Duck drives the growth of SC Johnson & Son

Toilet care is an increasing area of focus for Janola

“Green” trends influence toilet care

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in New Zealand

New Report Guarantee

Executive Summary

New Report Guarantee

The housing boom drives growth

Progressive Enterprises starts to roll out the Essentials brand

Reckitt Benckiser maintains its lead

Supermarkets continues to dominate

New product development expected to drive growth in the forecast period

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

The housing boom drives growth

Progressive Enterprises starts to roll out the Essentials brand

Reckitt Benckiser maintains its lead

Supermarkets continues to dominate

New product development expected to drive growth in the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in New Zealand

HEADLINES

PROSPECTS

Air care continues to see the strongest performance within home care

Liquid air fresheners sees the strongest performance

Increasing product sophistication drives unit price growth

COMPETITIVE LANDSCAPE

Reckitt Benckiser holds firm as air care leader

Glade drives the performance of SC Johnson & Son

The private label presence is limited

CATEGORY DATA

Bleach in New Zealand

HEADLINES

PROSPECTS

Value growth is expected to struggle

Increasing pack sizes negatively influence unit price growth

A lack of innovation is expected to negatively affect bleach

COMPETITIVE LANDSCAPE

Pental Products continues to dominate

A strong showing for private label

Domestos

CATEGORY DATA

Dishwashing in New Zealand

HEADLINES

PROSPECTS

Consistent performance expected

Growing housing stocks are expected to positively influence the category

The penetration of “green” brands is expected to increase

COMPETITIVE LANDSCAPE

The Finish brand drives the performance of Reckitt Benckiser

Strong private label presence

Local presence felt in dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in New Zealand

HEADLINES

PROSPECTS

The use of natural ingredients is expected to increase

El Niño is expected to drive growth

Electric insecticides sees a strong performance

COMPETITIVE LANDSCAPE

The leader remains unchanged

Mortein drives the performance of Reckitt Benckiser

A local player performs well

CATEGORY DATA

Laundry Care in New Zealand

HEADLINES

PROSPECTS

Liquid pods/capsules continue to gain favour

The penetration of “green” brands is expected to increase

Slow value growth forecast

COMPETITIVE LANDSCAPE

Persil drives Unilever’s leadership