Home & Laundry Care - New Zealand

The Home & Laundry Care market in New Zealand is projected to generate a revenue of US$298.90m in 2024.
With an expected annual growth rate of 3.10% (CAGR 2024-2029), the market shows promising potential.
Among the market segments, Laundry Care stands out as the largest, with a market volume of US$136.80m in 2024.
When compared on a global scale, United States leads in revenue generation, reaching US$32bn in 2024.
This highlights the significance of the US market in the Home & Laundry Care market industry.
In terms of per capita revenue, in New Zealand records an average of US$56.72 per person in 2024.
This figure reflects the economic impact of the Home & Laundry Care market on the country's population.
Furthermore, the rise of online sales is an important trend to consider.
By 2024, it is estimated that 9.1% of the total revenue in the Home & Laundry Care market will be generated through online sales.
This indicates the growing influence of e-commerce in the industry.
New Zealand consumers are increasingly opting for eco-friendly and natural home and laundry care products to support their commitment to sustainability.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in New Zealand is witnessing mild growth, influenced by factors such as heightened consumer awareness of cleanliness, a shift towards eco-friendly products, and the increasing demand for convenient cleaning solutions in modern households.

Customer preferences: In New Zealand, consumers are increasingly prioritizing sustainability in their home and laundry care choices, leading to a rise in demand for eco-friendly and biodegradable products. This trend is fueled by a growing awareness of environmental issues and a desire to reduce household waste. Additionally, busy lifestyles are prompting a shift towards multifunctional cleaning products that save time and effort. As millennials and Gen Z become dominant market segments, their preference for transparency and ethical sourcing is reshaping product offerings and brand loyalty in this sector.

Trends in the market: In New Zealand, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and biodegradable products, driven by consumers' increasing awareness of environmental sustainability. This trend is leading to a rise in brands prioritizing green formulations and packaging. Concurrently, the demand for multifunctional cleaning solutions is growing, as busy consumers seek products that simplify their cleaning routines. As millennials and Gen Z dominate the market, their emphasis on transparency and ethical sourcing is reshaping brand loyalty and influencing product development, urging industry stakeholders to adapt to these evolving consumer preferences.

Local special circumstances: In New Zealand, the Home & Laundry Care market is shaped by the country's unique geographical isolation and cultural values emphasizing sustainability and environmental stewardship. The pristine natural landscape fosters a strong consumer preference for eco-friendly products, prompting brands to innovate with biodegradable materials and natural ingredients. Additionally, strict regulatory standards concerning chemical use in household products further drive the demand for safer, environmentally responsible options. This, combined with a cultural inclination towards minimalism and efficiency, fuels the popularity of multifunctional cleaning solutions tailored for busy lifestyles.

Underlying macroeconomic factors: The Home & Laundry Care market in New Zealand is significantly influenced by macroeconomic factors such as national economic health, consumer spending patterns, and global environmental trends. As the economy stabilizes and disposable incomes rise, consumers are increasingly willing to invest in premium, sustainable products that align with their values. Furthermore, global shifts towards eco-consciousness are prompting local manufacturers to adopt greener practices, thereby enhancing their competitive edge. Fiscal policies supporting sustainability initiatives also play a crucial role, incentivizing companies to innovate and expand their product lines. Additionally, fluctuations in raw material costs due to international supply chain dynamics impact pricing strategies, further shaping market performance.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.