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Country Report

Laundry Care in

Laundry Care in New Zealand

Feb 2019

US$990

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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!

PROSPECTS

Population growth and construction boom to drive growth

New Zealand continued to experience record levels of new build construction and strong population growth, which alongside increasing dishwasher ownership rates are expected to drive value sales growth over the forecast period. Increasing levels of discounting and growing pack sizes are expected to place downward pressure on the current retail value CAGR, while driving the volume CAGR over the forecast period.

Powder detergents to remain popular

Concentrated powder detergents is expected to remain the largest category in value terms over the forecast period, with the current retail value CAGR expected to align with that of laundry care, thus highlighting the influence which the category has over laundry care as a whole. Increasing penetration of eco trends in the category is expected.

Weak performance from standard powder detergents expected

Perhaps unsurprisingly, given the expected strong performance from concentrated powder detergents, standard powder detergents is expected to be the weakest performer over the forecast period, due to strong competition. The category was dominated by private label brands and did not align with either performance trends or eco trends, which came to characterise laundry care over the review period.

COMPETITIVE LANDSCAPE

Persil seeking to leverage eco trends

Unilever New Zealand Ltd continued to lead laundry care in 2018 through its Persil brand. While the company had a presence in standard liquid detergents, its main focus was in concentrated detergents, where it is marketed its products according to their superior cleaning capabilities.

Private label brand refresh

Both supermarket retailers refreshed their private label brands. This saw Progressive Enterprises replace its Homebrand with the new Essentials brand across most of laundry care (ironing aids being the sole exception), while the company’s Select brand was discontinued.

Brand manufacturers focus on environmentally-friendly solutions

Eco brands player Ecostore Ltd ranked in fourth within laundry care in 2018, while Earthwise Group Ltd ranked sixth, and both companies continued to exhibit strong current retail value sales growth. Both companies utilised plant-based products, which appealed to consumers conscious of the products they wash their clothes with.

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Samples

Laundry Care Market Sample Report Laundry Care Market 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 Laundry 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 Laundry Care industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry 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 Laundry Care in New Zealand?
What are the major brands in New Zealand?
What is the performance of concentrated liquid detergents?
What are the main new products developments in the laundry aids area?

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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Laundry Care in New Zealand - Category analysis

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 1 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Home Care in New Zealand - Industry Overview

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 16 Households 2013-2018

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2013-2018
Table 18 Sales of Home Care by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Care: % Value 2014-2018
Table 20 LBN Brand Shares of Home Care: % Value 2015-2018
Table 21 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 22 Distribution of Home Care by Format: % Value 2013-2018
Table 23 Distribution of Home Care by Format and Category: % Value 2018
Table 24 Forecast Sales of Home Care by Category: Value 2018-2023
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Laundry Care in New Zealand

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Laundry Care in New Zealand - Category analysis

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

CATEGORY DATA

Home Care in New Zealand - Industry Overview

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

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