With a third of the population of New Zealand living in Auckland, trends influencing the ‘super-city’ invariably influence the category as a whole across the country. As such, a drought which has seen water supply reservoirs drop to below 60% capacity – when they would normally be expected to be at around 85% capacity in mid-July – saw significant water conservation measures being enacted across the city.
The influence of green trends grew over the review period, with local brands such as Ecostore and Earthwise gaining category share. With consumers increasingly concerned about the chemicals in the cleaning products which they use, laundry care leader Unilever announced in 2020 that it would be reformulating its Persil brand to eliminate the use of fossil fuel derivatives from its products.
Environmental concerns are comparatively high among New Zealand consumers relative to international counterparts, with local brands Earthwise and Ecostore firmly establishing themselves in the category. The strong distribution through supermarkets of these two brands proved beneficial in 2020 due to the concentration of demand through the channel due to COVID-19-related lockdowns.
Green trends are expected to become of increasing importance to consumers of laundry care over the forecast period. While local brands such as Earthwise and Ecostore are increasing their distribution through supermarkets, laundry care is the only home care category where established players are making a concerted effort to appeal to environmentally-conscious consumers, as evidenced by Persil’s decision to reformulate its products in 2020.
Over the review period, both Progressive Enterprises and Foodstuffs New Zealand instigated a refresh of their private label brands which is now complete. Both companies have indicated that growth of private label across all categories is a strategic priority due to improved margin and profit capabilities.
COVID-19 has fundamentally changed the way New Zealanders work and shop. With more people likely to be working from home over the forecast period, consumption patterns will change.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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