Competitive Landscape
Kimberly-Clark Sustains Lead as Eco Challengers Gain Niche Traction
Wipes in New Zealand continued to exhibit moderate concentration in 2025, with the top three companies of Kimberly-Clark New Zealand Ltd, Johnson & Johnson Pacific (NZ) Ltd, and Foodstuffs (NZ) Ltd accounting for a combined 42% value share. Kimberly-Clark maintained its lead through the strength of its Huggies brand, a broad product portfolio spanning baby, household, and personal hygiene wipes, and entrenched distribution in supermarkets and mass retail.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in New Zealand?
- Which are the leading brands in Wipes in New Zealand?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in New Zealand - Category analysis
Key Data Insights
Premium Brands and Eco Ranges Capture Value as Spending Shifts Online
Premium Brands and Eco Ranges Capture Value as Spending Shifts Online
Personal Wipes Outpace Household Wipes as Premium and Natural Claims Boost Sales
Silk and Earthsmart Drive Sustainability as Flushable Wipes Gain Sewer Approval
Eco Innovations and Flushability Standards to Push Brands to Reformulate
Multi-Purpose and Portable Formats Will Encourage Repeat Purchases and Trading up
E-Commerce and Premiumisation Expand Reach and Drive Value Growth
Kimberly-Clark Sustains Lead as Eco Challengers Gain Niche Traction
Supermarkets Retain Dominance through Convenience
Eco Brands Expand Reach through Online Platforms
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:
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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
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 Wipes research and analysis database.
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