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Country Report

Home Care in

Home Care in New Zealand

Feb 2021

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Executive Summary

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COVID-19 impact on home care

The impact of COVID-19 on home care varied across the different categories. An increased focus on cleaning and cleanliness – driven by people being at home more often, and also being more conscious of keeping areas clean to stop the spread of the virus – helped to drive rapid growth in bleach and surface care.

COVID-19 country impact

New Zealand received its first case of COVID-19 on 28 February 2020, and by July the country had recorded more than 1,500 cases. The initial reported case was from a traveller returning to New Zealand and following this, further cases related to travel were also reported.

Company response

The competitive dynamics largely remained unchanged within home care, with Reckitt Benckiser, SC Johnson & Son and Unilever continuing to lead. All three companies enjoy strong distribution, production and marketing capabilities, alongside strong merchandising presences in-store at supermarkets.

Retailing shift

Supermarkets remained the dominant distribution channel, however COVID-19 saw e-commerce sales almost double between April and May, compared to the same period last year. During the lockdown period, only essential businesses were allowed to operate, and the dominance of supermarkets within home care meant that the category was not significantly impacted.

What next for home care?

The sharp spikes in off-trade sales driven by COVID-19 in 2020 are expected to be followed by slowed growth in 2021 as consumption behaviour begins to normalise and travel and trading restrictions are reduced. Given the economic uncertainty, conditions are likely to be strong for an increasing penetration of private label within home care, with both Foodstuffs and Progressive Enterprises having refreshed their private label portfolios during the review period, and are thus well positioned to leverage higher levels of decision making based on cost over the forecast period.

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Home Care Sample Report Home Care Sample Data

Overview

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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

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Auckland water shortage influences laundry care in 2020

Unilever looking to leverage green trends

Eco-brands continue to grow

RECOVERY AND OPPORTUNITIES

Green orientation likely to grow to appeal to environmentally-conscious consumers

Progressive Enterprises more suited to leveraging private label opportunities

Direct to consumer opportunities through e-commerce

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Drought and water conservation measures influence the category in 2020

COVID-19 significantly disrupts new house construction and dishwasher supply chains

Reckitt Benckiser continues to lead due to the strength of its Finish brand

RECOVERY AND OPPORTUNITIES

Private label penetration growth expected

Eco-brand growth with resumed consumer environmental concern

Direct to consumer opportunities through e-commerce

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 and a heightened desire for cleanliness drive demand in 2020

Growth in wipes has negative impact on sewage infrastructure

Home care disinfectants reports strong growth after years of stagnation

RECOVERY AND OPPORTUNITIES

COVID-19 hangover expected

Green preferences likely to influence surface care

Task specificity to drive category performance over the forecast period

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 drives demand for bleach with increased cleaning

Janola continues to lead thanks to strong distribution and brand recognition

Shift from business to consumer focus within bleach

RECOVERY AND OPPORTUNITIES

Increased private label penetration expected

Opportunities for disruption from Unilever

Potential for changes to distribution following COVID-19

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 causes slowdown in new-build housing construction

Green brands increase their presence through supermarkets in 2020

Duck continues to drive SC Johnson’s success

RECOVERY AND OPPORTUNITIES

Private label expansion expected

E-commerce opportunities likely to grow

Convenience trends set to influence toilet care over the forecast period

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in New Zealand

KEY DATA FINDINGS

2020 IMPACT

“Business as usual” in 2020 despite COVID-19

SC Johnson & Son continues to lead with its strong Kiwi shoe polish brand

However, there remains a high level of category fragmentation

RECOVERY AND OPPORTUNITIES

Slowing new home construction to place downward pressure on category growth

Growth in flexible working conditions likely to impact shoe polish

Opportunities for e-commerce

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Car air fresheners most affected by COVID-19 in 2020

Premium trends continue to influence air care

Strong distribution through supermarkets helps both Reckitt Benckiser and SC Johnson & Son

RECOVERY AND OPPORTUNITIES

Eco-trends likely to influence the category over the forecast period

Construction slowdown could dampen demand

Opportunities for e-commerce

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Low impact of COVID-19 on home insecticides in 2020

Strong supermarket penetration helps SC Johnson during COVID-19

Countdown launches bug education campaign

RECOVERY AND OPPORTUNITIES

Hot summer likely to stimulate consumer demand

Opportunities expected for challenger green brands

Favourable conditions for private label

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Home Care in New Zealand

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

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

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Laundry Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Auckland water shortage influences laundry care in 2020

Unilever looking to leverage green trends

Eco-brands continue to grow

RECOVERY AND OPPORTUNITIES

Green orientation likely to grow to appeal to environmentally-conscious consumers

Progressive Enterprises more suited to leveraging private label opportunities

Direct to consumer opportunities through e-commerce

CATEGORY INDICATORS

CATEGORY DATA

Dishwashing in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Drought and water conservation measures influence the category in 2020

COVID-19 significantly disrupts new house construction and dishwasher supply chains

Reckitt Benckiser continues to lead due to the strength of its Finish brand

RECOVERY AND OPPORTUNITIES

Private label penetration growth expected

Eco-brand growth with resumed consumer environmental concern

Direct to consumer opportunities through e-commerce

CATEGORY INDICATORS

CATEGORY DATA

Surface Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 and a heightened desire for cleanliness drive demand in 2020

Growth in wipes has negative impact on sewage infrastructure

Home care disinfectants reports strong growth after years of stagnation

RECOVERY AND OPPORTUNITIES

COVID-19 hangover expected

Green preferences likely to influence surface care

Task specificity to drive category performance over the forecast period

CATEGORY DATA

Bleach in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 drives demand for bleach with increased cleaning

Janola continues to lead thanks to strong distribution and brand recognition

Shift from business to consumer focus within bleach

RECOVERY AND OPPORTUNITIES

Increased private label penetration expected

Opportunities for disruption from Unilever

Potential for changes to distribution following COVID-19

CATEGORY DATA

Toilet Care in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 causes slowdown in new-build housing construction