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Country Report

Surface Care in

Surface Care in New Zealand

Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Volume sales driving value growth

Population growth and increasing levels of housing construction contributed to current retail value sales growth in line with the review period CAGR. However, the category remained highly competitive, with retail discounting prevalent to drive foot traffic into stores and large pack sizes gained prominence.

Negative media attention to affect wipes

Environmental concerns were at the front of consumer decision making in 2018. While strong new product development activity saw current retail value growth in home care wipes eclipse that of surface care (excluding wipes), the environmental impact of using wipes, as well as the veracity of products advertised as being “flushable” and the associated impact on the country’s sanitation systems, led to a sense of trepidation among consumers.

Task specificity to influence category perfromance

Task specificity was a key trend that influenced the category over the review period but this is expected to wane over the forecast period. The competitive dynamics observed in multi-purpose cleaners over the review period are expected to extend into task-specific categories such as bathroom cleaners and kitchen cleaners.

COMPETITIVE LANDSCAPE

Dettol market penetration driving Reckitt Benckiser performance

Reckitt Benckiser New Zealand Ltd continued to lead surface care in 2018. The company maintained the Dettol and Easy-Off brands in the category; however its focus was on building the SKU count of its Dettol brand within the category, owing to positive association with hygiene and cleanliness perceptions that brand has among consumers due to its strong presence within home care disinfectants.

Strong performance from eco brands

Eco trends continued to influence the category in 2018, and while it was from a comparatively smaller sales base than the mainstream brands in the categories, eco brands such as Earthwise and Ecostore outperformed their competitors in terms of current retail value growth, and thus both brands grew their category shares in 2018. Present only in surface care (excluding wipes) both locally owned eco brands, Earthwise and Ecostore increased their penetration, and the shelf space allocated to these brands increased in response to consumer demand.

High level of segmentation in surface care

Surface care was one the more competitive categories within home care in 2018, with a higher level of category segmentation than in other categories, with a larger number of brands present. Brands such as Pental Products Pty Ltd’s Janola and Reckitt Benckiser’s Dettol had established reputations owing to their dominance in their “home” categories – bleach and home care disinfectant respectively.

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Surface Care Market Sample Report Surface Care Market Sample Data

Overview

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.

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Overview

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

The Surface Care 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 Surface Care in New Zealand?
What are the major brands in New Zealand?
What are the fastest growth categories within surface care?
What are the key new product launches in the polishes 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 Home Care market research database.

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Surface Care in New Zealand - Category analysis

HEADLINES

PROSPECTS

Volume sales driving value growth

Negative media attention to affect wipes

Task specificity to influence category perfromance

COMPETITIVE LANDSCAPE

Dettol market penetration driving Reckitt Benckiser performance

Strong performance from eco brands

High level of segmentation in surface care

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Strong growth, but pressure still felt

Construction boom influencing the category

Growing demand for eco brands

Private label refresh and Unilever leveraging eco trends

Volume growth expected to drive value growth

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Surface Care in New Zealand

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Volume sales driving value growth

Negative media attention to affect wipes

Task specificity to influence category perfromance

COMPETITIVE LANDSCAPE

Dettol market penetration driving Reckitt Benckiser performance

Strong performance from eco brands

High level of segmentation in surface care

Samples

Overview

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Table of Contents

Surface Care in New Zealand - Category analysis

HEADLINES

PROSPECTS

Volume sales driving value growth

Negative media attention to affect wipes

Task specificity to influence category perfromance

COMPETITIVE LANDSCAPE

Dettol market penetration driving Reckitt Benckiser performance

Strong performance from eco brands

High level of segmentation in surface care

CATEGORY DATA

Home Care in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Strong growth, but pressure still felt

Construction boom influencing the category

Growing demand for eco brands

Private label refresh and Unilever leveraging eco trends

Volume growth expected to drive value growth

MARKET INDICATORS

MARKET DATA

SOURCES

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