"Dishwashing in New Zealand" now available at Fast Market Research

Automatic dishwashing liquids recorded a difficult year in 2013, despite a number of manufacturers following suit after PZ Cussons (New Zealand) Pty launched a gel formulation in New Zealand under the Morning Fresh brand in 2011. Consumer uptake was poor, despite the product functionality working quite effectively with better dissolvability than most powder formulations. Both Earthwise Group and Quantum Pacific launched liquid gel automatic dishwashing products in 2012; however, despite working well in theory, consumers continued to view powder dishwashing products as the norm, particularly tablets. As a result, powder dishwashing products continued to be the most popular format for automatic dishwashing solutions in New Zealand in 2013. Both the Morning Fresh and Earthwise brands during the course of 2013 pulled out of automatic dishwashing liquids due to poor sales, with Active being the only brand left in automatic dishwashing liquids.HHh

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Competitive Landscape

Reckitt Benckiser New Zealand led the category with a current value share of 38% in 2013, unchanged from 2012. The Finish brand dominated all the categories of automatic dishwashing tablets, automatic dishwashing powders and dishwashing additives. In July 2013, the manufacturer introduced Finish Quantum with power gel. The product is a compact powder power ball tablet incorporating a gel within the tablet. The gel portion of the product is claimed to deliver outstanding cleaning and shine without the need for a rinse aid, and is easily dissolvable. This gel concept is a likely attempt by the company to test New Zealand consumers’ response to a gel type product, without launching a full gel liquid as other competitors have done. No new additives were launched under the Finish brand in 2013; however, a new fragrance of Apple and Lime Blast was launched, proving a popular scent.

Industry Prospects

With a consumer preference for powder and tablets ingrained within automatic dishwashing, it has been hard for liquid products to get a foothold in the country despite several manufacturers attempting to do so; however, like laundry care it is expected that liquid formulations will continue to be trialled over the forecast period. It is possible that manufacturers will trial the liquid tablet format rather than pourable liquids so consumers do not need to manually measure these products. This would remove portion-control issues.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing 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.

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