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Nappies/Diapers/Pants in
New Zealand

Country Report

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Executive Summary

Mar 2019
PROSPECTS
The declining birth rate is set to impact value growth

According to Statistics New Zealand, the country’s birth rate reached a record low of 1.81 births per woman in 2018.

Disposable pants is expected to grow

Disposable pants is expected to exhibit by far the strongest current value CAGR over the forecast period. Nevertheless, the forecast period current value CAGR is expected to be lower than the review period CAGR, which is reflective of the expected decline in the birth rate, highlighting that this will impact the entirety of nappies/diapers/pants over the forecast period.

Unit prices are set to increase

Whilst volume demand is expected to decline due to the declining birth rate over the forecast period, unit prices are expected to increase in current terms. When faced with declining demand, it would normally be expected that discounting strategies would be employed to stimulate volume sales; however, in nappies/diapers/pants, premiumisation is expected to counteract the downwards pressure on consumer demand, with an example of premium-oriented products being the Huggies Ultimate range, which includes contoured shapes and patented dry touch design.

COMPETITIVE LANDSCAPE
Huggies continues to lead

Huggies from Kimberly-Clark New Zealand remained the leading brand in nappies/diapers/pants in 2018. The company led innovation in the category, launching its Huggies Ultimate nappies range during the review period, and offering incremental innovation by virtue of the incorporation of a gentle balm in 2018.

Treasures recovers from design issues

In 2017, Asaleo Care launched a new design for its Treasures brand of nappies/diapers/pants, which proved to be unpopular amongst parents due to leakage issues, which adversely impacted the performance of the company in this year. However, the company managed to overcome this adversity and the associated consumer apathy, with its 2018 value share recovering the losses experienced in 2017.

A new local player enters the category

Founded by local toy entrepreneur Nick Mowbray, Rascal and Friends was launched in the New Zealand market in late 2017. Offering premium nappies, the brand is exclusive to Foodstuffs (NZ)’s supermarkets; however, the company’s focus is more on export markets, rather than extensively challenging the Treasures/Huggies duopoly.

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Nappies/Diapers/Pants in New Zealand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in New Zealand?
  • What are the major brands in New Zealand?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

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 Tissue and Hygiene market research database.

Nappies/Diapers/Pants in New Zealand - Category analysis

HEADLINES

PROSPECTS

The declining birth rate is set to impact value growth
Disposable pants is expected to grow
Unit prices are set to increase

COMPETITIVE LANDSCAPE

Huggies continues to lead
Treasures recovers from design issues
A new local player enters the category

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Strong population growth drives value sales
Environmental concerns influence sales
The Asaleo Care/Kimberly-Clark New Zealand duopoly continues
Government intervention mooted
Population growth set to drive sales moving forward

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources