Executive Summary

Mar 2019
PROSPECTS
The removal of GST on sanitary protection products is unlikely

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.

Population growth set to drive value growth

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.

Changing demographics to influence category dynamics

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.

COMPETITIVE LANDSCAPE
Johnson & Johnson leads

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.

Asaleo holds firm in second

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.

Kimberly-Clark New Zealand remains in third

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.

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Sanitary Protection in New Zealand

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Overview

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:

  • 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 Sanitary Protection in New Zealand?
  • What are the major brands in New Zealand?
  • What are the key new product launches in the sanitary protection market?

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.

Sanitary Protection in New Zealand - Category analysis

HEADLINES

PROSPECTS

The removal of GST on sanitary protection products is unlikely
Population growth set to drive value growth
Changing demographics to influence category dynamics

COMPETITIVE LANDSCAPE

Johnson & Johnson leads
Asaleo holds firm in second
Kimberly-Clark New Zealand remains in third

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection 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 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources