Home Care in New Zealand

April 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Home 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home 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.

The Home Care in New Zealand report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in New Zealand?
  • Which are the leading brands in Home Care in New Zealand?
  • How are products distributed in Home Care in New Zealand?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in New Zealand

Home Care Sees Strong Growth Driven by Smart Home Care Expansion

Key Data Insights

Chart 1 Key Industry Trends for Home Care
Home Care Sees Strong Growth Driven by Smart Home Care Expansion
Laundry Care and Toilet Care Dominate Sales as Health and Wellness Trends Accelerate
Chart 2 Green Llama Launches Non-Toxic, Refillable Home Cleaners in New Zealand
Sustainability Concerns Inform Innovation
Chart 3 Cleanery Wins 2025 Hi-Tech Award for Sustainable Cleaning Innovation in New Zealand
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Laundry Care and Dishwashing to Remain Dominant with a Sustainability Focus
Chart 7 Analyst Insight for Home Care
Technology and Convenience Set to Drive Further Growth
Health and Wellness Trends Shape Home Care Choices
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Reckitt, Unilever and Sc?Johnson Maintain Leadership through Innovation and Distribution
Emerging Players and Innovation Drive Future Growth Opportunities
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Supermarkets Channel Dominates Home Care Distribution
E-Commerce Gains Traction through Convenience and Variety
Emerging Brands Focus on Sustainability and Wellness
Chart 12 Retail Channels for Home Care 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025

Air Care in New Zealand

Key Data Insights

Premium Formulations Drive Sales Growth
Chart 20 Key Industry Trends for Air Care
Premium Formulations Drive Sales Growth
Personalised Air Care Gains Traction through Innovative Launches
Liquid Air Fresheners Sees Growth with Wellness Focus
Chart 21 Bioformulations Launches Mood-Enhancing White Sage and Rose Air Care Mists
Chart 22 Value Sales of Air Care 2020-2030
Chart 23 Volume Sales of Air Care 2020-2030
Chart 24 Value Sales of Air Care by Category 2025
Brands Invest More in Smart Technology
Demand for Premium Products Expected to Increase
Sustainability and Wellness Set to Shape Innovation and Brand Appeal
Chart 25 Analyst Insight for Air Care
Chart 26 Forecast Value Sales of Air Care 2020-2030
Chart 27 Forecast Value Sales of Air Care by Category 2025-2030
Leading Brands Maintain Share through Innovation
Innovation From Emerging Players Aromaplan and Blueair Drive Growth
Chart 28 Blueair Launches App-Controlled 2-In-1 Purify+Humidify Dh3i in New Zealand
Chart 29 Company Shares of Air Care 2025
Chart 30 Brand Shares of Air Care 2025
Supermarkets Remains Dominant Channel for Air Care Products
Premium Products Expand Significantly in Retail E-Commerce
Emerging Direct Selling Brands Drive Personalised Air Care Growth
Chart 31 Retail Channels for Air Care 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real GDP Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025

Bleach in New Zealand

Key Data Insights

Eco-Friendly Formulations Drive Sales Growth in Bleach
Chart 39 Key Industry Trends for Bleach
Eco-Friendly Formulations Drive Sales Growth in Bleach
Sustainability Shapes Innovation
Chart 40 Value Sales of Bleach 2020-2030
Chart 41 Volume Sales of Bleach 2020-2030
Consumers Increasingly Prioritise Eco-Friendly Bleach Formats and Safety
Innovation Is Expected to Drive Growth
Sustainability Continues to Shape Innovation
Chart 42 Forecast Value Sales of Bleach 2020-2030
Leading Company Pental Products and Eco-Friendly Brands Drive Competitive Dynamics
Emerging Companies Capitalise on Sustainability Trend
Chart 43 Company Shares of Bleach 2025
Chart 44 Brand Shares of Bleach 2025
Supermarkets Dominates Bleach Sales with Strong Store Presence
Retail E-Commerce Gains Traction with Sustainable Bleach Products
Chart 45 Retail Channels for Bleach 2020-2025
Chart 46 Economic Context for Bleach
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Bleach
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025

Dishwashing in New Zealand

Key Data Insights

Smart Technology Expands in 2025
Chart 53 Key Industry Trends for Dishwashing
Smart Technology Expands in 2025
Chart 54 Reshine Earth Launches New Zealand’S First Eco-Friendly Dishwasher Sheets
Sustainability Is Reshaping Choice
Innovative Product Launches Target Eco-Conscious Consumers
Chart 55 Dishpod Introduces Solid Detergent Bars in 2025
Chart 56 Value Sales of Dishwashing 2020-2030
Chart 57 Volume Sales of Dishwashing 2020-2030
Chart 58 Value Sales of Dishwashing by Category 2025
Increasing Demand for Eco-Friendly and Convenient Dishwashing Solutions
Automatic Dishwashing Set to Gain Traction with Rising Adoption of Smart Appliances
Chart 59 Analyst Insight for Dishwashing
Innovative Formats and Smart Technology Reshape Market
Chart 60 Forecast Value Sales of Dishwashing 2020-2030
Chart 61 Forecast Value Sales of Dishwashing by Category 2025-2030
Leading Players Maintain Grip through Eco-Friendly Innovation and Robust Distribution Networks
Sustainability and Innovative Product Formats Enable Emerging Players to Shape Market Dynamics
Chart 62 Company Shares of Dishwashing 2025
Chart 63 Brand Shares of Dishwashing 2025
Supermarkets Leads Dishwashing Sales through Convenience
Retail E-Commerce and Direct Selling Gain Traction with Eco-Friendly and Innovative Products
Emerging Retail Channels Expand across Consumer Segments
Chart 64 Retail Channels for Dishwashing 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025

Home Insecticides in New Zealand

Key Data Insights

Growth in Home Insecticides Drives Premiumisation as Spray/Aerosols Remains Largest Category
Chart 72 Key Industry Trends of Home Insecticides
Growth in Home Insecticides Drives Premiumisation as Spray/Aerosols Remains Largest Category
Sustainability Informs Eco-Friendly Innovation
Chart 73 Green Reaper Launches New Zealand-Made, Low-Toxicity Insecticides
Urban Pest Control Shapes Product Development and Sales
Chart 74 Value Sales of Home Insecticides 2020-2030
Chart 75 Volume Sales of Home Insecticides 2020-2030
Chart 76 Value Sales of Home Insecticides by Category 2025
Sustainability Fuels Market Expansion
Chart 77 Analyst Insight for Home Insecticides
Spray/Aerosol Insecticides to Remain Largest Category as Urban Challenges Shape Product Design
Digital Channels and Tech Innovation Set to Drive Consumer Engagement
Chart 78 Forecast Value Sales of Home Insecticides 2020-2030
Chart 79 Forecast Value Sales of Home Insecticides by Category 2025-2030
Kiwicare Corp Maintains Position with Sustainable Focus
Emerging Players Shape Market Dynamics
Chart 80 Company Shares of Home Insecticides 2025
Chart 81 Brand Shares of Home Insecticides 2025
Supermarkets Channel Dominates Distribution
Retail E-Commerce Expands through Convenience and Variety
Chart 82 Retail Channels for Home Insecticides 2020-2025
Chart 83 Economic Context for Home Insecticides
Chart 84 Real GDP Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Home Insecticides
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025

Laundry Care in New Zealand

Key Data Insights

Steady Demand Underpins Market Strength, While Direct Selling and Private Label Gain Traction
Chart 90 Key Industry Trends for Laundry Care
Steady Demand Underpins Market Strength, While Direct Selling and Private Label Gain Traction
Sustainability Drives Innovation and Share Gains
Chart 91 Henkel Launches Refillable Persil Packs
Health and Wellness Trends Fuel Premiumisation
Chart 92 Earthwise Launches Ultra-Sensitive Plant-Powered Laundry Powder
Chart 93 Value Sales of Laundry Care 2020-2030
Chart 94 Volume Sales of Laundry Care 2020-2030
Chart 95 Value Sales of Laundry Care by Category 2025
Laundry Care Expected to Experience Steady Growth
Chart 96 Analyst Insight for Laundry Care
Sustainability and Consumer Engagement to Drive Success
Private Label and Direct Selling Intensify Competition
Chart 97 Forecast Value Sales of Laundry Care 2020-2030
Chart 98 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever Maintains Lead with Broad Portfolio
Henkel and Reckitt Benckiser Focus on Sustainability and Diversification
Emerging Players Drive Innovation and Competition
Chart 99 Company Shares of Laundry Care 2025
Chart 100 Brand Shares of Laundry Care 2025
Supermarkets Lead Laundry Care Sales
E-Commerce Sees Further Expansion
Digitally Driven Brands Emerge with Sustainable Offerings
Chart 101 Retail Channels for Laundry Care 2020-2025
Chart 102 Economic Context for Laundry Care
Chart 103 Real GDP Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Laundry Care
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025

Polishes in New Zealand

Key Data Insights

Convenience-Driven Innovation Drives Modest Value Growth
Chart 109 Key Industry Trends for Polishes
Convenience-Driven Innovation Drives Modest Value Growth
Sc Johnson Leads Innovation with Pledge Furniture Wipes
Chart 110 Pledge Launches Pre-Moistened Furniture Wipes
Furniture Polish as Largest Category, While Shoe Polish Remains the Best-Performing
Chart 111 Value Sales of Polishes 2020-2030
Chart 112 Volume Sales of Polishes 2020-2030
Chart 113 Value Sales of Polishes by Category 2025
Convenience and Sustainability Set to Drive Future Growth
Furniture Polish to Remain Largest Category as Metal Polish Gains Ground
E-Commerce and Private Label Products Set to Expand
Chart 114 Forecast Value Sales of Polishes 2020-2030
Chart 115 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson and Reckitt Benckiser Lead Stable Landscape
Emerging Players and Innovation Drive Future Growth
Chart 116 Company Shares of Polishes 2025
Chart 117 Brand Shares of Polishes 2025
Supermarkets Channel Leads Sales of Polishes
E-Commerce Gains Traction as a Distribution Channel for Polishes
Direct Selling Brands and Eco-Friendly Retailers Shape Innovation
Chart 118 Retail Channels for Polishes 2020-2025
Chart 119 Economic Context for Polishes
Chart 120 Real GDP Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Polishes
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 Population by Generation 2025

Surface Care in New Zealand

Key Data Insights

Stable Economic Conditions Fuel Health and Wellness Trends

Key Industry Trends

Stable Economic Conditions Fuel Health and Wellness Trends
Smart Home Care Gains Momentum with Ai and App-Controlled Cleaning Devices
Eco-Friendly Innovations Shape Market Dynamics
Chart 126 Eco Planet Launches Eco-Friendly Surface Care Range in 2025
Chart 127 Value Sales of Surface Care 2020-2030
Chart 128 Volume Sales of Surface Care 2020-2030
Chart 129 Value Sales of Surface Care by Category 2025
Sustainability Will Continue to Drive Consumer Preferences
Multi-Purpose Cleaners to Lead among Growing Focus on Health and Wellness
Tech-Enabled Products Set to Drive Development
Chart 130 Analyst Insight for Surface Care
Chart 131 Forecast Value Sales of Surface Care 2020-2030
Chart 132 Forecast Value Sales of Surface Care by Category 2025-2030
Unilever Focuses on Sustainability While Top Three Companies Dominate
Emerging Players Shift Focus to Eco-Friendly Products to Fuel Growth
Chart 133 Company Shares of Surface Care 2025
Chart 134 Brand Shares of Surface Care 2025
Supermarkets Remains Dominant Channel with Strong In-Store Presence
Retail E-Commerce Gains Traction with Eco-Friendly and Smart Products
Chart 135 Retail Channels for Surface Care 2020-2025
Chart 136 Economic Context for Surface Care
Chart 137 Real GDP Growth 2020-2030
Chart 138 Inflation 2020-2030
Chart 139 Consumer Context for Surface Care
Chart 140 Population 2020-2030
Chart 141 Consumer Expenditure 2020-2030
Chart 142 Population by Generation 2025

Toilet Care in New Zealand

Key Data Insights

Rising Living Costs and Sustainability Shape Consumer Choices
Chart 143 Key Industry Trends for Toilet Care
Rising Living Costs and Sustainability Shape Consumer Choices
Hygiene Concerns Drive Shift Towards Health and Wellness
Tech-Enabled Toilets Gain Traction, Fuelling Premiumisation and Online Sales
Chart 144 Robertson Launches Elementi Fresca E-Bidet Smart Toilet
Chart 145 Value Sales of Toilet Care 2020-2030
Chart 146 Volume Sales of Toilet Care 2020-2030
Chart 147 Value Sales of Toilet Care by Category 2025
Consumers Increasingly Prioritise Sustainability in Toilet Care
Chart 148 Analyst Insight for Toilet Care
Toilet Liquids/Foam to Remain Ahead While In-Cistern Devices Decline
Technology Adoption Set to Drive Premiumisation and Online Sales
Chart 149 Forecast Value Sales of Toilet Care 2020-2030
Chart 150 Forecast Value Sales of Toilet Care by Category 2025-2030
Leading Companies Sustain Share through Innovation and Distribution
Affordability Supports Growth in Private Label
Emerging Players Capitalise on Sustainability and Niche Offerings
Chart 151 Company Shares of Toilet Care 2025
Chart 152 Brand Shares of Toilet Care 2025
Supermarkets Drive Toilet Care Sales
Retail E-Commerce Gains Traction in Premium Toilet Care
Emerging Brands Capitalise on Sustainability and Innovation
Chart 153 Retail Channels for Toilet Care 2020-2025
Chart 154 Economic Context for Toilet Care
Chart 155 Real GDP Growth 2020-2030
Chart 156 Inflation 2020-2030
Chart 157 Consumer Context for Toilet Care
Chart 158 Population 2020-2030
Chart 159 Consumer Expenditure 2020-2030
Chart 160 Population by Generation 2025

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Download table of contents
The following categories and subcategories are included:

Home Care

      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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