Sustainability has become firmly entrenched as a preference in toilet care, with consumers increasingly looking to use plant-based products. As such, green brands such as Ecostore and Earthwise have gone from being niche brands to mainstream brands in their own right, challenging the established players in the category.
Owing to the strong presence of established brands such as Harpic, Duck and Bref, combined with the strong growth of green brands such as Earthwise and Ecostore, the penetration of private label within toilet care has so far been limited. The convenience trend has influenced this to a degree, with new product developments from mainstream brands targeting this trend in categories such as in-cistern devices.
One of the constraints to growth in toilet care in 2022 was population growth, which reached its lowest level in 35 years. This was because the country’s border remained largely closed until mid-way through 2022.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Toilet Care industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.See All of Our Definitions
This report originates from Passport, our Toilet Care research and analysis database.
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