Tissue and Hygiene in New Zealand

In 2024, tissue and hygiene in New Zealand recorded positive retail value growth, with retail volume rising across retail tissue, nappies/diapers/pants, and menstrual care. Value sales were lower than those seen in 2023, as inflationary pressures that had impacted New Zealand throughout the previous years, began to ease. Despite a slowdown in unit price growth, consumer budgets were stretched due to high interest rates, prompting many to seek ways to reduce their expenses. This led to a shift to...

Euromonitor International's Tissue and Hygiene in New Zealand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, 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, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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.


Tissue and Hygiene in New Zealand
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN NEW ZEALAND
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers reach for larger pack sizes and bulk purchases to save costs
Asaleo Care Ltd continues to lead, offering top selling brand Libra
Supermarkets benefit from offering consumers one-stop-shop locations
PROSPECTS AND OPPORTUNITIES
Conscious consumerism is set to drive value sales as inflationary pressures start to ease
Retail e-commerce is set to boost sales of sustainable options across menstrual care
Gender inclusivity is expected to be a key focus when marketing menstrual care products
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Cost of living pressures influence purchasing decisions in nappies/diapers/pants
Kimberly-Clark New Zealand Ltd continues to lead, despite growing competition
Supermarkets remain the leading channel while retail e-commerce increases its share
PROSPECTS AND OPPORTUNITIES
Retail value growth is expected to slow as inflationary pressures ease
Subscription services could offer start up brands growth opportunities
A focus on sustainability is expected to characterise product development over the forecast period
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
The ageing population drives volume growth, while unit price slows as inflationary pressures ease
Asaleo Care Ltd and Kimberly-Clark New Zealand maintain their firm leads
Supermarkets remains the leading channel while health and beauty specialists increase share
PROSPECTS AND OPPORTUNITIES
The ageing population is expected to continuing driving growth in retail adult incontinence
The share of retail e-commerce is expected to grow as online retail rises
Sustainability trends are set to shape product innovation, aligning with rising demands
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumer bulk-buy to save costs, driving down retail value growth
Kimberly-Clark New Zealand Ltd retains its lead with Huggies
Supermarkets remain the go-to channel for wipes while retail e-commerce improves its share
PROSPECTS AND OPPORTUNITIES
Value growth is expected to slow as inflationary pressures ease
Retail e-commerce penetration is set to grow as consumers become more accustomed to shopping online
A rising focus on menstrual and feminine hygiene will drive growth in intimate wipes
CATEGORY DATA
Table 38 Retail Sales of Wipes by Category: Value 2019-2024
Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
The downturn of the hospitality industry impacts value growth of AFH tissue
The ageing population drives ongoing growth in AFH adult incontinence
Innovation focuses on cost efficiencies for clients within AFH tissue
PROSPECTS AND OPPORTUNITIES
The economic recovery is expected to boost demand for AFH tissue
As the ageing population move into rest homes, share shifts from retail to AFH sales
The demand for touchless hygiene solutions is expected to rise
CATEGORY DATA
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
RETAIL TISSUE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
A unit price slowdown sees value growth remain stable despite an uplift in volume sales
Asaleo Care Ltd continues to lead while private label offerings gain ground
Supermarkets remain the leading channel while recording the strongest performance
PROSPECTS AND OPPORTUNITIES
Economic recovery is set to support value growth rates over the forecast period
Technological advancements and sustainability trends should drive growth for retail e-commerce
Sustainability is expected to influence ongoing innovation, boosting value growth
CATEGORY DATA
Table 44 Retail Sales of Tissue by Category: Value 2019-2024
Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029

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