Competitive Landscape
Rascals International Leverages Digital Channels to Narrow the Gap with Kimberly-Clark's Huggies
Nappies/diapers/pants in New Zealand exhibited a declining level of concentration over the 2020–2025 period. Kimberly-Clark New Zealand, owner of Huggies, remained the clear leader in 2025 but its retail value share fell from 59% in 2020 to 50% in 2025, indicating a considerable loss in dominance.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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.
If you're in the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in New Zealand?
- Which are the leading brands in Nappies/Diapers/Pants in New Zealand?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in New Zealand - Category analysis
Key Data Insights
Kiddicare Gains Traction as Value Formats Outpace Premium Rivals
Kiddicare Gains Traction as Value Formats Outpace Premium Rivals
Little Genie Drives Eco-Friendly Innovation to Meet Rising Demand
Rascal & Friends Captures Digital Shoppers with Online-First Strategy
E-Commerce Platforms Reshape Nappy Purchasing as Parents Seek Convenience and Value
Eco-Friendly Innovations to Challenge Established Brands as Sustainability Becomes Mainstream
Disposable Pants to Outpace Nappies/Diapers as Demand for Convenience Drives Growth
Rascals International Leverages Digital Channels to Narrow the Gap with Kimberly-Clark's Huggies
Supermarkets Retain Bulk Buyers as E-Commerce Accelerates Premium Shift
Online Platforms Reshape Value and Premium Shopping Habits
Tissue and Hygiene in New Zealand - Industry Overview
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Key Data Insights
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Sorbent Leverages Premium Innovation to Sustain Value Despite Trading Down
Essity’S Geothermal-Powered Production Secures Eco-Conscious Loyalty
Private Label to Gain Volume Share as Value-Conscious Shoppers Drive Polarisation
Domestic Producers Will Gain Advantage as Sustainability Becomes Non-Negotiable
Ageing Population to Accelerate Growth in Adult Incontinence and Lifestyle Hygiene
Private Label Gains Erode Leaders’ Share as Affordability Drives Loyalty Shifts
Supermarkets Strengthen Hold as Shoppers Seek Weekly Convenience
Retail E-Commerce Captures Loyalty with Bulk and Privacy-Focused Offers
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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