Boston, MA -- (SBWIRE) -- 08/15/2014 -- Specific purpose wipes continued to become popular in both home care and personal care during 2013. SCA Hygiene Australasia (New Zealand) Ltd launched a range of intimate care products under its popular Libra brand in early 2013. The range, known as the Libra feminine care range, included Libra Get Fresh intimate wipes as well as an intimate wash and Hotties heat patches.

Competitive Landscape

Kimberley-Clark New Zealand Ltd continued to lead wipes with value share of 20%, down by two percentage points on 2012. The main reason for the reduction was the drop in value of baby wipes; however, the company continued to dominate with the Huggies brand (the number one brand overall in wipes) during 2013. Kleenex VIVA remained unchanged in share at below 1% overall. Kimberley-Clark launched a range of specific other impregnated wipes under its Kleenex VIVA banner in 2011. However, as they are task-specific, the products remain fairly niche (for example wipes for computers & TV screens) and therefore value share remained low. The Kleenex brand also operates within all-purpose cleaning wipes, with wipes designed for bathroom cleaning.

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Industry Prospects

It is expected that niche wipes for specific tasks will continue to be developed over the forecast period, along with further premiumisation including additional elements to wipes, such as facial wipes which incorporate moisturising or anti-ageing elements (such as Swisspers) and homecare wipes with a scrub surface and then a wipe surface (Dettol scrub n' wipes), for more stubborn cleaning.

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
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Wipes in New Zealand?
- What are the major brands in New Zealand?
- What is the biggest category within household care wipes?
- What are the key new product launches in the wipes market?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Home Care Wipes and Floor Cleaning Systems, Personal Wipes.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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