Home Care in New Zealand

February 2025
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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?
Table 1 Households 2019-2024
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

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
Table 11 Sales of Air Care by Category: Value 2019-2024
Table 12 Sales of Air Care by Category: % Value Growth 2019-2024
Table 13 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 14 NBO Company Shares of Air Care: % Value 2020-2024
Table 15 LBN Brand Shares of Air Care: % Value 2021-2024
Table 16 Forecast Sales of Air Care by Category: Value 2024-2029
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

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
Table 18 Sales of Bleach: Value 2019-2024
Table 19 Sales of Bleach: % Value Growth 2019-2024
Table 20 NBO Company Shares of Bleach: % Value 2020-2024
Table 21 LBN Brand Shares of Bleach: % Value 2021-2024
Table 22 Forecast Sales of Bleach: Value 2024-2029
Table 23 Forecast Sales of Bleach: % Value Growth 2024-2029

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
Table 24 Household Possession of Dishwashers 2019-2024
Table 25 Sales of Dishwashing by Category: Value 2019-2024
Table 26 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 28 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 29 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

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
Table 31 Sales of Home Insecticides by Category: Value 2019-2024
Table 32 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 34 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 35 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 36 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

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
Table 38 Household Possession of Washing Machines 2019-2024
Table 39 Sales of Laundry Care by Category: Value 2019-2024
Table 40 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 41 Sales of Laundry Aids by Category: Value 2019-2024
Table 42 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 43 Sales of Laundry Detergents by Category: Value 2019-2024
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 45 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 46 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 47 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 48 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 49 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 50 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 52 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

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
Table 54 Sales of Polishes by Category: Value 2019-2024
Table 55 Sales of Polishes by Category: % Value Growth 2019-2024
Table 56 NBO Company Shares of Polishes: % Value 2020-2024
Table 57 LBN Brand Shares of Polishes: % Value 2021-2024
Table 58 Forecast Sales of Polishes by Category: Value 2024-2029
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

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
Table 60 Sales of Surface Care by Category: Value 2019-2024
Table 61 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 64 NBO Company Shares of Surface Care: % Value 2020-2024
Table 65 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 68 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

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
Table 70 Sales of Toilet Care by Category: Value 2019-2024
Table 71 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 73 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 74 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
Download table of contents
The following categories and subcategories are included:

Home Care

      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
        • Carpet Fresheners
        • Odour Neutralisers
        • Refrigerator Fresheners
        • Waste Bin Fresheners
        • Other Other Air Care
  • Bleach
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • 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
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • 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.

See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.

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