Tissue and hygiene in 2024: The big picture
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.
2024 key trends
Retail tissue was the largest category within the tissue and hygiene sector in 2024, with both value and volume sales experiencing growth. This leadership is primarily driven by toilet paper, which remains the largest subcategory in value sales.
Competitive landscape
Retail tissue and hygiene continued to be led by Kimberly-Clark New Zealand in 2024, though the company experienced a slight decline in value share. In contrast, second-placed player Asaleo Care saw its share improve.
Retail developments
Supermarkets remained the leading distribution channel for tissue and hygiene products in 2024, accounting for a significant portion of sales. Major chains such as Countdown, New World, and Pak'nSave provided extensive access to tissue products, both in-store and through online grocery delivery services.
What next for tissue and hygiene?
Sales in tissue and hygiene are expected to increase over the forecast period, with value growth bolstered by retail adult incontinence, nappies/diapers/pants, and menstrual care. While tissue and hygiene recorded strong value growth across the late review period, this was influenced by broader inflationary pressures in the economy.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in New Zealand?
- Which are the leading brands in Tissue and Hygiene in New Zealand?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in New Zealand
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in New Zealand
KEY DATA FINDINGS
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
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
Retail Adult Incontinence in New Zealand
KEY DATA FINDINGS
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
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
Nappies/Diapers/Pants in New Zealand
KEY DATA FINDINGS
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
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
Menstrual Care in New Zealand
KEY DATA FINDINGS
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
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
Wipes in New Zealand
KEY DATA FINDINGS
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
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
Retail Tissue in New Zealand
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- 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
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-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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