The onset of the COVID-19 pandemic brought cleanliness and hygiene considerations to the forefront of consumers’ decision-making, and as such created increased demand for mature and stagnant cleaning categories such as home care disinfectants and bleach. As New Zealand moves on from the pandemic, the initial boost to demand for these more generic cleaning categories will subside, and consumer preference is expected to continue to return to pre-COVID dynamics.
Relative to other cleaning categories, the presence of private label products in surface care has been limited, with only Woolworths New Zealand having a notable presence. However, interest rates are likely to remain at elevated levels over the forecast period, and while inflation is likely to ease, the cost of living pressures that affected the category in 2022 are likely to remain in place over the early stages of the forecast period.
The preference for sustainable options has become firmly entrenched in surface care, with many consumers looking to increasingly use plant-based products. Therefore, green brands such as Ecostore and Earthwise have gone from being niche brands to fully-fledged mainstream brands in their own right, challenging the established players in the category.
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Understand the latest market trends and future growth opportunities for the Surface 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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This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.See All of Our Definitions
This report originates from Passport, our Surface Care research and analysis database.
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