Competitive Landscape
Leading Companies Sustain Share through Innovation and Distribution
The toilet care market in New Zealand is highly concentrated, with the top two companies, SC Johnson & Son (NZ) and Reckitt Benckiser New Zealand, holding a significant share of 40% and 29%, respectively, in 2025. The top brands maintain their lead through a combination of broad distribution and innovation in sustainability and health-focused products.
Affordability Supports Growth in Private Label
Private label products are seeing growth in value and mid-tier segments as cost-conscious consumers seek affordable alternatives, indicating a potential threat to the market share of leading brands, while niche premium innovations capture high-value sales without challenging leading players.
Emerging Players Capitalise on Sustainability and Niche Offerings
Sustainability is a central focus for emerging players in toilet care. Will & Able has carved out a niche with its biodegradable, non-toxic ecotoilet cleaner, appealing to environmentally aware consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet 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.
If you're in the Toilet 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 Toilet 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 Toilet Care in New Zealand?
- Which are the leading brands in Toilet Care in New Zealand?
- How are products distributed in Toilet 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 Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in New Zealand - Category analysis
Key Data Insights
Rising Living Costs and Sustainability Shape Consumer Choices
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
Consumers Increasingly Prioritise Sustainability in Toilet Care
Toilet Liquids/Foam to Remain Ahead While In-Cistern Devices Decline
Technology Adoption Set to Drive Premiumisation and Online Sales
Leading Companies Sustain Share through Innovation and Distribution
Affordability Supports Growth in Private Label
Emerging Players Capitalise on Sustainability and Niche Offerings
Supermarkets Drive Toilet Care Sales
Retail E-Commerce Gains Traction in Premium Toilet Care
Emerging Brands Capitalise on Sustainability and Innovation
Home Care in New Zealand - Industry Overview
Home Care Sees Strong Growth Driven by Smart Home Care Expansion
Key Data Insights
Home Care Sees Strong Growth Driven by Smart Home Care Expansion
Laundry Care and Toilet Care Dominate Sales as Health and Wellness Trends Accelerate
Sustainability Concerns Inform Innovation
Laundry Care and Dishwashing to Remain Dominant with a Sustainability Focus
Technology and Convenience Set to Drive Further Growth
Health and Wellness Trends Shape Home Care Choices
Reckitt, Unilever and Sc?Johnson Maintain Leadership through Innovation and Distribution
Emerging Players and Innovation Drive Future Growth Opportunities
Supermarkets Channel Dominates Home Care Distribution
E-Commerce Gains Traction through Convenience and Variety
Emerging Brands Focus on Sustainability and Wellness
Country Reports Disclaimer
The following categories and subcategories are included:
Toilet Care
- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
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 Toilet Care research and analysis database.
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