Wipes in New Zealand

PRE-COVID-19 PERFORMANCE

Lifestyle trends driving growth in wipes

Wipes registered dynamic current value growth in 2019, driven by consumers’ increasingly busy lifestyles, with convenient products high on their agendas. The unemployment rate in New Zealand remained low in 2019, which increased consumers’ time-poor lifestyles, boosting demand for wipes across the product spectrum as consumers seek more convenient options, including general-purpose wipes, baby wipes and facial cleansing wipes.

Product ingredients and packaging influence consumers’ purchasing decisions

Consumers have become increasingly careful about the ingredients used in wipes, with consumers paying closer attention to the information on the packaging, demanding products with natural components. The trend towards natural and chemical-free ingredients is being seen across all categories in cosmetic wipes and personal wipes, with consumers seeking products closer to nature and with a smaller list of ingredients.

Increasing number of natural product launches

Kimberly-Clark New Zealand continued to be the leading player in wipes in 2019 in what is a highly fragmented category. The company holds the leading position in baby wipes with the Huggies brand and is also present in moist toilet wipes with the Kleenex brand.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by almost 4% in 2020 at 2019 constant prices in light of the impact of COVID-19. This compares to the 2% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Sales of general-purpose wipes are up in 2020 due to the COVID-19 outbreak. Stockpiling of these products was experienced in the first quarter of the year, with consumers seeking wipes that claim 99.

Recovery and opportunities

The initial years of the forecast period will see wipes recording faster growth at 2019 constant prices than the growth predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19). Positive growth is expected throughout the forecast period, with consumers improving their household cleaning routines and also looking for convenient products that can help clean surfaces and avoid cross-contamination.

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