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Country Report

Tissue and Hygiene in

Tissue and Hygiene in New Zealand

Mar 2019

US$2,650

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Executive Summary

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Strong population growth drives value sales

New Zealand is currently in the midst of a population boom, with high levels of immigration seeing population growth reach its highest ever levels during the review period. Whilst this showed signs of levelling off in 2018, the relatively high levels of economic and political stability continued to make the country an attractive proposition to migrants, particularly from Asian countries.

Environmental concerns influence sales

The rise of environmental concerns continued to be felt in tissue and hygiene in 2018. One category which saw a strong performance was recycled toilet paper.

The Asaleo Care/Kimberly-Clark New Zealand duopoly continues

Retail tissue and hygiene was again dominated by Asaleo Care and Kimberly-Clark New Zealand in 2018. Both companies enjoy penetration across all constituent categories in retail tissue and hygiene, as well as AFH tissue and hygiene.

Government intervention mooted

Supermarkets remained the dominant distribution channel in retail tissue and hygiene in 2018, owing to convenience more than any other factor. The supermarkets landscape is dominated by a duopoly consisting of Foodstuffs (NZ) through its New World and Pak N Save brands, and Progressive Enterprises, through its Countdown brand.

Population growth set to drive sales moving forward

The strong population growth experienced in New Zealand during the review period and into 2018 is expected to level out over the forecast period; however, the population of New Zealand is still expected to reach five million during the early stages of the forecast period. Alongside increasing levels of residential and commercial construction, this is expected to drive consumer demand for tissue and hygiene products, with the ageing population expected to drive growth in adult incontinence in particular.

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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

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in New Zealand

HEADLINES

PROSPECTS

Population growth is set to drive sales

Economic conditions to influence retail tissue

Retail trends are expected to influence AFH tissue

COMPETITIVE LANDSCAPE

Asaleo Care

Kimberly-Clark New Zealand

The presence of minor players is growing

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in New Zealand

HEADLINES

PROSPECTS

The declining birth rate is set to impact value growth

Disposable pants is expected to grow

Unit prices are set to increase

COMPETITIVE LANDSCAPE

Huggies continues to lead

Treasures recovers from design issues

A new local player enters the category

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in New Zealand

HEADLINES

PROSPECTS

The ageing population is set to drive growth

Surgical mesh products banned

Light incontinence is set to continue to outperform moderate/heavy incontinence

COMPETITIVE LANDSCAPE

A duopoly in retail adult incontinence

Kimberly-Clark is working on closing the gap

Confetix’s distribution is growing

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in New Zealand

HEADLINES

PROSPECTS

Toilet paper is set to drive value growth

Environmental concerns influence retail tissue

Unit prices under pressure

COMPETITIVE LANDSCAPE

Strong market penetration sees Asaleo Care continuing to lead

Cottonsoft launches a new brand

Kimberly-Clark New Zealand in third place

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in New Zealand

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 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in New Zealand

HEADLINES

PROSPECTS

Large pack sizes to place pressure on the value growth of personal wipes

Environmental concerns to influence wipes over the forecast period

Unit prices set to increase only slowly

COMPETITIVE LANDSCAPE

Wipes remains heavily segmented

Kimberly-Clark leads, but questions are raised over Kleenex “flushable” wipes

Baby wipes drives the performance of Johnson & Johnson Pacific (NZ)

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in New Zealand

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in New Zealand

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

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in New Zealand

HEADLINES

PROSPECTS

Population growth is set to drive sales

Economic conditions to influence retail tissue

Retail trends are expected to influence AFH tissue

COMPETITIVE LANDSCAPE

Asaleo Care

Kimberly-Clark New Zealand

The presence of minor players is growing

CATEGORY DATA

Nappies/Diapers/Pants in New Zealand

HEADLINES

PROSPECTS

The declining birth rate is set to impact value growth

Disposable pants is expected to grow

Unit prices are set to increase

COMPETITIVE LANDSCAPE

Huggies continues to lead

Treasures recovers from design issues

A new local player enters the category

CATEGORY DATA

Retail Adult Incontinence in New Zealand

HEADLINES

PROSPECTS

The ageing population is set to drive growth

Surgical mesh products banned

Light incontinence is set to continue to outperform moderate/heavy incontinence

COMPETITIVE LANDSCAPE

A duopoly in retail adult incontinence

Kimberly-Clark is working on closing the gap

Confetix’s distribution is growing

CATEGORY DATA

Retail Tissue in New Zealand

HEADLINES

PROSPECTS

Toilet paper is set to drive value growth

Environmental concerns influence retail tissue

Unit prices under pressure

COMPETITIVE LANDSCAPE

Strong market penetration sees Asaleo Care continuing to lead

Cottonsoft launches a new brand

Kimberly-Clark New Zealand in third place

CATEGORY DATA

Sanitary Protection in New Zealand

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