Wipes in New Zealand - New Market Report

From: Fast Market Research, Inc.
Published: Mon Oct 12 2015


The incorporation of different cleaning ingredients within home care wipes continued to make them a popular purchase amongst consumers to ensure efficient and hygienic cleaning. Popular brands include Dettol, known for its disinfectant properties, and Janola, for its bleaching properties, whilst others incorporate antibacterial elements to ensure adequate cleaning and germ killing. Green brands such as Earthwise, which introduced all purpose cleaning wipes in 2013, incorporate more natural ingredients associated with cleaning, such as citrus and eucalyptus. Within personal care sanitisation is important, such as the Dettol Healthy Touch sub-brand, known for its disinfectant properties, and Kleenex Antibacterial wipes.

Full Report Details at
- http://www.fastmr.com/prod/1056345_wipes_new_zealand.aspx?afid=301

Competitive Landscape

Kimberly-Clark New Zealand remained the leading company in wipes in 2014, with a value share of 19%, which was slightly lower than in 2013. The brand Huggies accounts for the company’s strength in this category, accounting for almost all its share, and was the leading brand in wipes overall. However, a slight decrease was experienced as sales of baby wipes slowed due to the decreasing birth rate. In addition, the company discontinued its Kleenex Viva range of home care wipes during the course of 2014, which included its stainless steel, glass and mirror, shower fast, TV and computer kit and kitchen scrub surface wipes. However, it has been noted that the brand Kleenex is becoming more focused on personal wipes, such as general purpose and facial wipes, which is expected to lead some of the share loss from home care wipes to be offset by growth in personal wipes. 2014 also saw the company focus on a strong campaign for Kleenex Cottonelle wet toilet tissue, rather than concentrating on the wipes category.

Industry Prospects

It is expected that wipes will become more task-specific over the forecast period, which is likely to segment and fragment the category further over the forecast period. Sanitisation will become more important, along with more natural ingredients, dependent on the task at hand.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in New Zealand market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares

About Fast Market Research

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Company: Fast Market Research, Inc.
Contact Name: Bill Thompson
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