Laundry Care in New Zealand

PROSPECTS

Population growth and construction boom drive growth in home care

With New Zealand undergoing the biggest growth in the new-build construction sector ever seen, as well as experiencing strong population growth, increasing customer demand owing to a growing customer base has been the key driver behind volume sales growth, which has in itself helped to drive value sales growth in laundry care. New Zealand has one of the highest washing machine ownership rates in the world, which is expected to be a key driver behind value sales growth over the forecast period.

Green trends take hold

In terms of value share, concentrated powder detergents continued to dominate laundry care in New Zealand in 2019 and is expected to continue to do so over the forecast period. Offering convenience and performance, concentrated powder detergents resonate with New Zealand consumers.

Weakest performance expected from standard powder detergents and starch/ironing aids

With significant attention being directed towards concentrated detergents by retailers, consumers and manufacturers alike, it is perhaps unsurprising that standard powder detergents is expected to be among the weakest performing laundry care categories over the forecast period. With a high level of penetration from economy-orientated private label products, the lack of alignment with performance and green trends means that standard powder detergents is failing to resonate with consumers.

COMPETITIVE LANDSCAPE

Eco-brands are the strongest performers in laundry care

With green trends becoming of increasing importance to consumers, the strongest performing brands within laundry care in 2019 were those that aligned with this. Ecostore Ltd and Earthwise Group ranked immediately behind the three leading multinational players in 2019 and both continued to exhibit strong value sales growth within laundry care.

Unilever New Zealand continues to lead laundry care

Owing to the strength of its Persil brand, Unilever New Zealand Ltd continued to lead laundry care in 2019. Present in both powder and liquid detergents, the brand has a strong SKU count and is ubiquitous in the country with availability in all major retail channels.

Private label ranges are relaunched and refreshed

Progressive Enterprises Ltd and Foodstuffs (NZ) Ltd – the two major supermarket retailers – have relaunched and refreshed their private label ranges, repositioning them as mid-priced products. With increasing levels of discretionary spending, New Zealand consumers are becoming increasingly motivated by a product’s value proposition rather than how cheap it is.

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