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Country Report

Tissue and Hygiene in

Tissue and Hygiene in New Zealand

41 pages, Apr 2018

US$2,650

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Executive Summary

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Environmental concerns exert a greater influence

During the review period, New Zealand saw environmental concerns begin to influence consumers’ decisions in fmcg categories. Given the nature of tissue and hygiene, and its reliance on pulp and wood products as raw materials, environmental concerns have started to exert a greater influence in the category, with players keen to showcase their credentials as responsible corporate citizens.

Changing demographics influence the market

Whilst traditionally, New Zealand was a country of people of European and Maori descent, this changed significantly over the review period, with almost a quarter of the population now being of Asian origin. These demographics come with different cultural leanings and values when it comes to a range of categories within tissue and hygiene, such as the preference for toilet training at an earlier age and the preference for towels in sanitary protection.

The Asaleo Care/Kimberly-Clark duopoly remains intact

Together accounting for more than half of overall value sales within tissue and hygiene in New Zealand in 2017, Asaleo Care and Kimberly-Clark New Zealand held an effective duopoly. Both retained a focus on strong supplier relationships, maintaining a strong in-store presence to drive sales.

The dominance of supermarkets continues

The nature of how consumers shop, whereby they purchase all their key household items in one weekly shop, combined with the nature of the category and high prices through non-supermarket channels, meant the dominance of supermarkets continued throughout the review period and into 2017. In addition, it has been observed that there has been increasing cross-over from typical AFH customers, who are utilising retail channels to buy products such as toilet paper, owing to the more reasonable prices of products.

Moving forward, strong population growth is expected to drive growth

New Zealand is currently experiencing strong population growth, and, despite the new immigration measures put in place by the recently elected Labour government, strong growth is predicted to continue over the forecast period in value terms at constant 2017 prices. Accordingly, this is expected to drive consumer demand, which in turn is expected to drive value growth within tissue and hygiene during the forecast period.

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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

Environmental concerns exert a greater influence

Changing demographics influence the market

The Asaleo Care/Kimberly-Clark duopoly remains intact

The dominance of supermarkets continues

Moving forward, strong population growth is expected to drive growth

MARKET INDICATORS

Table 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in New Zealand

HEADLINES

PROSPECTS

Competition from retail channels

Adult incontinence drives growth in AFH tissue and hygiene

The eco trends observed in retail tissue are expected to influence AFH tissue

COMPETITIVE LANDSCAPE

Tork drives Asaleo’s presence

AFH is an area of focus for Kimberly-Clark

AFH is a duopoly, but the presence of minor players is growing

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2017
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in New Zealand

HEADLINES

PROSPECTS

The birth rate places pressure on value growth

Disposable pants sees the strongest performance

The influence of eco trends is expected to grow

COMPETITIVE LANDSCAPE

Huggies remains New Zealand’s leading brand in nappies/diapers/pants

The new Treasures nappy design is unpopular

Manufacturers reduce their focus on larger pack sizes

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Adult Incontinence in New Zealand

HEADLINES

PROSPECTS

Strong growth in value sales continues

Light adult incontinence outperforms moderate/heavy incontinence

Increasing pack sizes place downwards pressure on unit price growth

COMPETITIVE LANDSCAPE

Retail adult incontinence is an effective duopoly

Kimberly-Clark New Zealand closes the gap

Local player leads innovation

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Retail Tissue in New Zealand

HEADLINES

PROSPECTS

High sales of toilet paper characterise retail tissue

Eco trends start to influence retail tissue

Strong population growth is expected to drive growth in the forecast period

COMPETITIVE LANDSCAPE

Asaleo Care leads retail tissue

Innovation drives growth for Cottonsoft

Kimberly-Clark holds third place

CATEGORY DATA

Table 38 Retail Sales of Tissue by Category: Value 2012-2017
Table 39 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 40 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 41 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 42 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 43 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Sanitary Protection in New Zealand

HEADLINES

PROSPECTS

Renewed calls for the removal of GST on sanitary protection products

Changing demographics influence sanitary protection

Stagnant current value growth

COMPETITIVE LANDSCAPE

Johnson & Johnson leads sanitary protection

Asaleo Care holds second place

Kimberly-Clark rounds out the top three

CATEGORY DATA

Table 44 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 45 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 46 Retail Sales of Tampons by Application Format: % Value 2012-2017
Table 47 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 48 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 49 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 50 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in New Zealand

HEADLINES

PROSPECTS

Personal wipes drives actual value growth in wipes

Task specificity continues to influence wipes

The declining birth rate adversely impacts baby wipes

COMPETITIVE LANDSCAPE

Wipes remains heavily segmented

Kimberly-Clark New Zealand continues to lead wipes

Baby wipes is the main driver of sales for Johnson & Johnson

CATEGORY DATA

Table 51 Retail Sales of Wipes by Category: Value 2012-2017
Table 52 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 53 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 54 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 55 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 56 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in New Zealand

New Report Guarantee

Executive Summary

New Report Guarantee

Environmental concerns exert a greater influence

Changing demographics influence the market

The Asaleo Care/Kimberly-Clark duopoly remains intact

The dominance of supermarkets continues

Moving forward, strong population growth is expected to drive growth

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

Environmental concerns exert a greater influence

Changing demographics influence the market

The Asaleo Care/Kimberly-Clark duopoly remains intact

The dominance of supermarkets continues

Moving forward, strong population growth is expected to drive growth

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in New Zealand

HEADLINES

PROSPECTS

Competition from retail channels

Adult incontinence drives growth in AFH tissue and hygiene

The eco trends observed in retail tissue are expected to influence AFH tissue

COMPETITIVE LANDSCAPE

Tork drives Asaleo’s presence

AFH is an area of focus for Kimberly-Clark

AFH is a duopoly, but the presence of minor players is growing

CATEGORY DATA

Nappies/Diapers/Pants in New Zealand

HEADLINES

PROSPECTS

The birth rate places pressure on value growth

Disposable pants sees the strongest performance

The influence of eco trends is expected to grow

COMPETITIVE LANDSCAPE

Huggies remains New Zealand’s leading brand in nappies/diapers/pants

The new Treasures nappy design is unpopular

Manufacturers reduce their focus on larger pack sizes

CATEGORY DATA

Retail Adult Incontinence in New Zealand

HEADLINES

PROSPECTS

Strong growth in value sales continues

Light adult incontinence outperforms moderate/heavy incontinence

Increasing pack sizes place downwards pressure on unit price growth

COMPETITIVE LANDSCAPE

Retail adult incontinence is an effective duopoly

Kimberly-Clark New Zealand closes the gap

Local player leads innovation

CATEGORY DATA

Retail Tissue in New Zealand

HEADLINES

PROSPECTS

High sales of toilet paper characterise retail tissue

Eco trends start to influence retail tissue

Strong population growth is expected to drive growth in the forecast period

COMPETITIVE LANDSCAPE

Asaleo Care leads retail tissue

Innovation drives growth for Cottonsoft

Kimberly-Clark holds third place

CATEGORY DATA

Sanitary Protection in New Zealand

HEADLINES

PROSPECTS

Renewed calls for the removal of GST on sanitary protection products

Changing demographics influence sanitary protection

Stagnant current value growth

COMPETITIVE LANDSCAPE

Johnson & Johnson leads sanitary protection

Asaleo Care holds second place