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Country Report

Tissue and Hygiene in

Tissue and Hygiene in New Zealand

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

The impact of COVID-19 is differing across the various categories in tissue and hygiene in New Zealand. Some have been largely unaffected, for example sanitary protection, others such as retail tissue are seeing stronger growth and others are like AFH tissue are declining.

COVID-19 country impact

As of 10 May 2020, New Zealand had seen around 21 deaths due to COVID-19 and 1,500 cases. Stage 4 lockdown was announced on 25 March, with all businesses except essential services closed and stay-at-home orders in place except for exercising, shopping for groceries or going out for medical services.

Ethical concerns result in sustainable product innovations

In tissue and hygiene, brand manufacturers across all categories continued to focus on innovation in 2019, with a large number of products positioned in the sustainable/green segment in this year. Sustainability concerns among consumers had become a major factor in their purchasing decisions in tissue and hygiene in 2019, driven by government regulatory pressure and consumers’ desire to protect the unique, natural environment of New Zealand.

Multinational players lead tissue and hygiene; supermarkets the dominant distribution channel

The multinationals Asaleo Care and Kimberly-Clark New Zealand continued to dominate the market, accounting for more than 50% of overall retail value sales in tissue and hygiene between them in 2019. Asaleo Care and Kimberly-Clark New Zealand are present across numerous categories in tissue and hygiene, and are both benefiting from the double-digit current value growth being recorded in retail adult incontinence.

Tissue and hygiene to see muted growth over the forecast period

Tissue and hygiene in New Zealand is currently expected to record positive CAGRs over the forecast period, albeit at only marginally positive rates, particularly for AFH products. While any fluctuations in growth rates expected to be seen in 2020 will likely be offset by the 2021 performances, for example in retail tissue, AFH tissue will not be able to make up over the rest of the forecast period the loss of sales it will experience in 2020.

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Tissue and Hygiene Sample Report Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in New Zealand for free:

The Tissue and Hygiene 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 Tissue and Hygiene in New Zealand?
What are the major brands in New Zealand?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

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Tissue and Hygiene in New Zealand

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Ethical concerns result in sustainable product innovations

Multinational players lead tissue and hygiene; supermarkets the dominant distribution channel

Tissue and hygiene to see muted growth over the forecast period

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Standard towels most dynamic, substitute products to impact tampons over 2019-2024

Government-funded drug-buying agency says “no” to subsidising sanitary protection

Leading player Asaleo Care benefits from new product line extension

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Declining birth rate hampers a category in which practicality and affordability remain important

Eco-friendly brands gaining in importance in nappies/diapers/pants

Kimberly-Clark and Asaleo Care dominate nappies/diapers/pants

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Public service department supports awareness-raising campaigns

New product innovation boosts growth in moderate/heavy adult incontinence

Asaleo Care leads retail adult incontinence, followed by Kimberly-Clark New Zealand

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Lifestyle trends driving growth in wipes

Product ingredients and packaging influence consumers’ purchasing decisions

Increasing number of natural product launches

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2014-2019
Table 39 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 41 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 42 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Green packaging trend influencing retail tissue

Recycled toilet paper continues to register the strongest growth

Private label holds the fourth biggest share behind Asaleo Care, Cottonsoft and Kimberly-Clark

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2014-2019
Table 45 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 47 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 48 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

High employment rate drives growth in AFH tissue in 2019

Tourism industry has a strong influence on AFH tissue in 2019

Asaleo Care and Kimberly-Clark the main players in AFH tissue and hygiene

2020 AND BEYOND

COVID-19 impact

Affected products within AFH tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in New Zealand

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Ethical concerns result in sustainable product innovations

Multinational players lead tissue and hygiene; supermarkets the dominant distribution channel

Tissue and hygiene to see muted growth over the forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in New Zealand

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Ethical concerns result in sustainable product innovations

Multinational players lead tissue and hygiene; supermarkets the dominant distribution channel

Tissue and hygiene to see muted growth over the forecast period

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Standard towels most dynamic, substitute products to impact tampons over 2019-2024

Government-funded drug-buying agency says “no” to subsidising sanitary protection

Leading player Asaleo Care benefits from new product line extension

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Declining birth rate hampers a category in which practicality and affordability remain important

Eco-friendly brands gaining in importance in nappies/diapers/pants

Kimberly-Clark and Asaleo Care dominate nappies/diapers/pants

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Public service department supports awareness-raising campaigns

New product innovation boosts growth in moderate/heavy adult incontinence

Asaleo Care leads retail adult incontinence, followed by Kimberly-Clark New Zealand

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Lifestyle trends driving growth in wipes

Product ingredients and packaging influence consumers’ purchasing decisions

Increasing number of natural product launches

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in New Zealand

HEADLINES

PRE-COVID-19 PERFORMANCE

Green packaging trend influencing retail tissue

Recycled toilet paper continues to register the strongest growth

Private label holds the fourth biggest share behind Asaleo Care, Cottonsoft and Kimberly-Clark