The implementation of GST exemption on sanitary protection products in Australia in 2018 triggered a debate about whether such a move should be followed in New Zealand. The new Labour government implemented a tax working group, designed to make recommendations on changes to New Zealand’s tax system ahead of the 2020 New Zealand general election, and whilst exempting sanitary protection products from GST is something being considered, the differences in the GST systems between New Zealand and Australia mean this is unlikely to happen.
The forecast period current value CAGR for sanitary protection in New Zealand is expected to be positive – an improvement on the stagnant growth observed in 2018, and the negative CAGR observed during the review period. With New Zealand currently in the midst of strong population growth, this is expected to be the key driver behind the expected stronger performance of the category over the forecast period.
Whilst over the forecast period population growth is expected to significantly impact the performance of the category, the changing ethnic make-up of New Zealand is expected to influence its dynamics. Increasing immigration from East Asian countries is expected to continue to influence consumer preferences, leading to strong current value growth in standard towels, whilst tampons and slim/thin/ultra-thin towels are expected to struggle to achieve strong growth.
Present in the category through its Stayfree and Carefree brands, Johnson & Johnson Pacific (NZ) led sanitary protection in 2018. The company engaged in a high level of advertising and marketing activity, including TVC and social media campaigns, with its Carefree brand focusing on “The Matriachs” campaign.
Second placed Asaleo Care was not far behind Johnson & Johnson in 2018. Present in the category through its Libra brand, the company is present across all constituent categories and enjoys strong distribution through supermarkets.
Rounding out the top three in 2018 was Kimberly-Clark New Zealand, present in the category through its U by Kotex brand. The brand differentiates itself as a brand for physically active females, leveraging the health and wellness trend as more New Zealanders look to keep physically fit.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sanitary Protection in New Zealand market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.