Surface Care in New Zealand

PROSPECTS

Volume sales drive value growth

Population growth and the construction boom underway in New Zealand helped drive growth in surface care in 2019. While surface care remains competitive, it also enjoys some of the highest levels of innovation, with a prominent focus on product performance – manifesting itself in both cleaning ability and in terms of spray trigger effectiveness.

Environmental concerns influence consumers’ purchase decisions

Consumers’ purchase decisions as regards surface care continue to be influenced by concerns around the environmental impact of their use of the products. While wipes cater to convenience trends, the appropriateness of flushing wipes – even those marketed as flushable – has been called into question.

Task specificity is a growing influence in surface care

Alongside eco-trends, task specificity is a key trend influencing surface care in New Zealand which is expected to continue. Task specificity is essentially an extension of product performance/premiumisation trends and, with consumers enjoying increasing levels of discretionary spending, is a way for brands to grow their sales.

COMPETITIVE LANDSCAPE

Segmentation is highest in surface care

Due to the specialised nature of many of its products, surface care is the most segmented category within home care. As such, there are a large number of brands and players present, which has led to surface care being extremely competitive.

Increasing distribution sees eco-brands gain share

Eco-trends stood out among the major trends influencing surface care in New Zealand in 2019. This resulted in increasing levels of mainstream distribution for the leading green brands, Ecostore and Earthwise, both of which enjoyed strong growth in value share in 2019.

Reckitt Benckiser New Zealand continues to lead

Through its Dettol and Easy-off Bam brands, Reckitt Benckiser New Zealand Ltd continued to lead value sales of surface care in 2019. Recognising the task specificity trend which characterises surface care, the company’s focus has been on building the Dettol’s SKU count, owing to the positive association with hygiene and cleanliness that the brand has in consumers’ minds due to its strong presence in home care disinfectants.

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