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Country Report

Tissue and Hygiene in

Tissue and Hygiene in New Zealand

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Tissue and Hygiene in New Zealand witnessed stronger growth in 2020 compared to the previous year, despite enforcing one of the world’s strictest lockdowns in a move to eradicate the spread of COVID-19. The New Zealand government implemented an alert system in March 2020 to identify different levels of risk and restrictions.

COVID-19 country impact

New Zealand received its first case of COVID-19 on 28 February 2020, and by July the country had recorded more than 1,500 cases. The initial reported case was from a traveller returning to New Zealand and following this, further cases related to travel were also reported.

Company response

With retailers facing unprecedented demand for some retail tissue and hygiene products after New Zealand announced its lockdown, manufacturers were forced to take steps to ensure the supply chain was maintained. For example, Kimberly-Clark opened 24/7 production lines in its South Australian-based factory to respond to the higher demand for toilet paper in Australia and New Zealand.

Retailing shift

Supermarkets account for most sales of retail tissue and hygiene in New Zealand with consumers generally purchasing these products alongside their groceries. Despite widespread measures to contain COVID-19, supermarkets continued to grow and even increased its significant lead.

What next for tissue and hygiene?

Considering the strict lockdown implemented in New Zealand was relatively effective, the country was able to go through a process of normalisation in the last quarter of 2020. This alongside the rolling out of the country’s vaccination programme should result in a more normalised demand for tissue and hygiene products by the end of 2021.

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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

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in New Zealand

KEY DATA FINDINGS

2020 IMPACT

After initial spike in sales sanitary protection returns to stability

New Zealand looks to tackle ‘period poverty’

Countdown looks to tackle the stigma around periods

RECOVERY AND OPPORTUNITIES

Demand expected to remain stable although with a growing focus on the environment

Education and awareness campaigns expected to have a long term benefit

Price expected to become a key factor again as the economy comes under pressure

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Woolworths switches to local production

Competition proves too much for Treasures as prices continue to fall

Environmental concerns starting to inform new product development

RECOVERY AND OPPORTUNITIES

Focus will need to be on adding value if stronger growth is to be achieved

Environmental concerns set to increasingly inform the competitive landscape

E-commerce set to build off gains seen during the lockdown

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Sales benefit from stockpiling

Better education helping to remove the stigma of adult incontinence

Kimberly-Clark and Asaleo retain control over the category

RECOVERY AND OPPORTUNITIES

Demand set to continue rising as the government looks to increase understanding and awareness

Ethical shopping choices could influence new product development

E-commerce could provide a more discreet method of shopping

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Sales of wipes see significant increase due to concerns over COVID-19

Pipe blockages cast negative light on wipes

Eco-friendly brands stand out in a category suffering from negative press

RECOVERY AND OPPORTUNITIES

Wipes set for stable growth as consumers weigh up the pros and cons

Parents increasingly focusing on products that are free from harsh chemicals

Direct-to-consumer sales offer some potential as domestic players look to gain a stronger foothold in the market

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Retail tissue a key beneficiary of COVID-19 as consumers pay greater attention to good hygiene practices

Shop local message getting through to consumers

Prices rise as consumers rush to get whatever they can get their hands on

RECOVERY AND OPPORTUNITIES

Growth set to stabilise but retail tissue still has potential

Premiumisation expected in toilet paper with focus on long rolls

Environmental concerns expected to increasingly inform the market

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in New Zealand

KEY DATA FINDINGS

2020 IMPACT

COVID-19 restrictions put a dent in sales

Work from home arrangements limit demand for AFH tissue products

Asaleo Care and Kimberly-Clark lead

RECOVERY AND OPPORTUNITIES

Recovery of AFH tissue sales reliant on reopening of the country’s borders

Could retail products threaten sales if prices continue to fall?

Ageing population points towards a bright future for AFH hygiene

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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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

Company response

Retailing shift

What next for tissue and hygiene?

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

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in New Zealand

KEY DATA FINDINGS

2020 IMPACT

After initial spike in sales sanitary protection returns to stability

New Zealand looks to tackle ‘period poverty’

Countdown looks to tackle the stigma around periods

RECOVERY AND OPPORTUNITIES

Demand expected to remain stable although with a growing focus on the environment

Education and awareness campaigns expected to have a long term benefit

Price expected to become a key factor again as the economy comes under pressure

CATEGORY DATA

Nappies/Diapers/Pants in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Woolworths switches to local production

Competition proves too much for Treasures as prices continue to fall

Environmental concerns starting to inform new product development

RECOVERY AND OPPORTUNITIES

Focus will need to be on adding value if stronger growth is to be achieved

Environmental concerns set to increasingly inform the competitive landscape

E-commerce set to build off gains seen during the lockdown

CATEGORY DATA

Retail Adult Incontinence in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Sales benefit from stockpiling

Better education helping to remove the stigma of adult incontinence

Kimberly-Clark and Asaleo retain control over the category

RECOVERY AND OPPORTUNITIES

Demand set to continue rising as the government looks to increase understanding and awareness

Ethical shopping choices could influence new product development

E-commerce could provide a more discreet method of shopping

CATEGORY DATA

Wipes in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Sales of wipes see significant increase due to concerns over COVID-19

Pipe blockages cast negative light on wipes

Eco-friendly brands stand out in a category suffering from negative press

RECOVERY AND OPPORTUNITIES

Wipes set for stable growth as consumers weigh up the pros and cons

Parents increasingly focusing on products that are free from harsh chemicals

Direct-to-consumer sales offer some potential as domestic players look to gain a stronger foothold in the market

CATEGORY DATA

Retail Tissue in New Zealand

KEY DATA FINDINGS

2020 IMPACT

Retail tissue a key beneficiary of COVID-19 as consumers pay greater attention to good hygiene practices

Shop local message getting through to consumers

Prices rise as consumers rush to get whatever they can get their hands on