Home Care in New Zealand

The demand for home care in New Zealand in 2024 was heavily influenced by the cost-of-living challenges faced by consumers. In 2022-2023, the country experienced high inflation rates as it grappled with supply chain and infrastructure disruptions and the after-effects of cheap access to money, following the RBNZ (Reserve Bank of New Zealand)’s decision to lower the Official Cash Rate (OCR) to record lows in the midst of the Coronavirus (COVID-19) pandemic. The situation was exacerbated by govern...

Euromonitor International's Home Care in New Zealand market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Home Care in New Zealand
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN NEW ZEALAND
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Efficient concentrated detergents remain popular despite cost-of-living concerns
Unilever partners with Foodstuffs to leverage conscious consumerism
The competitive landscape sees retail value share shifts
PROSPECTS AND OPPORTUNITIES
Economic recovery to drive increased spend on premium and ecological brands
Opportunities for subscription services
Cold water cleaning efficiency
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Unit price slowdown impacts retail value growth
Consumers turn to hand dishwashing to save money
Cheaper and more standard options challenge leading and ecological brands
PROSPECTS AND OPPORTUNITIES
As economic conditions improve, automatic dishwashing tablets is expected to benefit
Opportunities for subscription services
Rising dishwasher possession rates afford growth opportunities
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2019-2024
Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Focus on task-specificity weakens with household budgets under pressure
DIY attitude is growing in surface care
Premium positioning of ecological brands is less pronounced
PROSPECTS AND OPPORTUNITIES
A return to task-specific products is anticipated as economic conditions improve
Subscription services to gain traction in surface care
“Green” trends to return to prominence
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2019-2024
Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Small rebound in demand despite maturity
Private label gains as consumers rein in spending
E-commerce share gains traction in bleach as cost-conscious consumers shop around
PROSPECTS AND OPPORTUNITIES
Improving economic situation to undermine low price advantage of bleach
Janola is expected to leverage consumer trust to remain the leading bleach brand
Increasing space for eco-friendly products in bleach
CATEGORY DATA
Table 44 Sales of Bleach: Value 2019-2024
Table 45 Sales of Bleach: % Value Growth 2019-2024
Table 46 NBO Company Shares of Bleach: % Value 2020-2024
Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
Table 48 Forecast Sales of Bleach: Value 2024-2029
Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Focus on essentials with efficiency boosts toilet liquids/foam
Private label gains as consumers trade down to economise
Premium positioning of ecological brands loses some weight
PROSPECTS AND OPPORTUNITIES
Convenience considerations to regain impetus as the economy recovers
Sustainability focus to gain prominence
Housing construction revival to create demand
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2019-2024
Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Floor polish benefits from a stay-at-home trend while other categories see demand fall
Unit price growth slows as inflationary pressures start to ease
SC Johnson & Son dominates an otherwise fragmented competitive landscape
PROSPECTS AND OPPORTUNITIES
Evolving work patterns to benefit shoe polish as workers return to the office
Housing construction growth is likely to enhance the demand for polishes
Digitalisation offers retail and marketing opportunities
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2019-2024
Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Polishes: % Value 2020-2024
Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic pressures reshape consumer preferences
Move back from artisanal and premium scented candles to candle air fresheners
Unit price growth slows as inflationary pressures start to ease
PROSPECTS AND OPPORTUNITIES
New product development to pick up as consumer spending pressures ease
Natural ingredients to regain favour
Growth opportunities through smart technology integration
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2019-2024
Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 65 NBO Company Shares of Air Care: % Value 2020-2024
Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Warmer weather provides ideal conditions for insects
Slower unit price growth supports retail volume sales
The local player Kiwicare continues to cement a strong position in home insecticides
PROSPECTS AND OPPORTUNITIES
Sustainability preferences as economic conditions improve
Urbanisation to push the need for home insecticides
Education to offer point of differentiation for brands
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

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