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Learn moreFeb 2021
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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.
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.
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.
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.
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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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:
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Why buy this report?
This industry report originates from Passport, our Home Care market research database.
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.