Home care in 2024: The big picture
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.
2024 key trends
While sustainability was a growing trend in home care, fuelling growth opportunities for brands like Ecostore (ecostore Co Ltd) amidst rising living costs, including inflationary pressure on prices of essential goods and services, consumers became more price-sensitive. Many consumers prioritised affordability over premium eco-friendly options, even if they previously favoured sustainable products.
Competitive landscape
While home care in New Zealand remained highly fragmented in brand terms, Reckitt Benckiser New Zealand, Unilever New Zealand and SC Johnson & Son (NZ) remained the leading players overall. The brand portfolios of the leading players tended to cover a number of categories within home care, leveraging strong sales, marketing and distribution capabilities across channels.
Retailing developments
Supermarkets remained the overwhelmingly dominant distribution channel for home care in 2024, led by Foodstuffs and Woolworths. The grocery retailing landscape remains topical in New Zealand.
What next for home care?
With cost-of-living pressures expected ease over the forecast period, consumers are likely to feel more comfortable investing in premium home care products. As awareness of environmental issues continues to grow, more consumers are likely to choose products that are not only effective but also produced with minimal environmental impact.
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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 in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in New Zealand
KEY DATA FINDINGS
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
New product development to pick up as consumer spending pressures ease
Natural ingredients to regain favour
Growth opportunities through smart technology integration
Bleach in New Zealand
KEY DATA FINDINGS
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
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
Dishwashing in New Zealand
KEY DATA FINDINGS
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
As economic conditions improve, automatic dishwashing tablets is expected to benefit
Opportunities for subscription services
Rising dishwasher possession rates afford growth opportunities
Home Insecticides in New Zealand
KEY DATA FINDINGS
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
Sustainability preferences as economic conditions improve
Urbanisation to push the need for home insecticides
Education to offer point of differentiation for brands
Laundry Care in New Zealand
KEY DATA FINDINGS
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
Economic recovery to drive increased spend on premium and ecological brands
Opportunities for subscription services
Cold water cleaning efficiency
Polishes in New Zealand
KEY DATA FINDINGS
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
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
Surface Care in New Zealand
KEY DATA FINDINGS
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
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
Toilet Care in New Zealand
KEY DATA FINDINGS
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
Convenience considerations to regain impetus as the economy recovers
Sustainability focus to gain prominence
Housing construction revival to create demand
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- 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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