Laundry Care in New Zealand

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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