In 2023, unit prices for tissue and hygiene products experienced a significant increase, driven primarily by inflationary pressures. While fuel costs stabilised after the initial shock of the 2022 Russian invasion of Ukraine, the temporary removal of excise duty on petrol by the government in July led to increased costs passed on to consumers.
Sustainability considerations continue to grow in prominence across fast-moving consumer goods for New Zealand consumers, with its impact in tissue and hygiene focusing on the environmental impact of waste generated by the category, as well as how products are produced. While high inflation and interest rates have impacted discretionary spending levels and created cost-of-living pressures, where possible sustainability is a consideration which consumers are still motivated by, with the weak performance of wipes being due to consumers turning to other cleaning solutions that are more environmentally friendly.
In 2023, retail tissue and hygiene remained dominated by Asaleo Care and Kimberly-Clark New Zealand. Both companies held strong positions across all constituent categories in both retail and away-from-home tissue and hygiene.
Supermarkets maintained their dominance as the primary distribution channel for home care in 2023, led by Foodstuffs and Woolworths. The grocery retailers remained a topic of interest in New Zealand, with a government market study concluding that supermarkets were generating "excess profits.
Strong value sales growth in 2022 and 2023 was driven by rampant inflation following the COVID-19 pandemic. The disruptions in international and domestic supply chains, coupled with increased costs for manufacturers and retailers, led to higher unit prices passed onto consumers.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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