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Beauty and Personal Care in New Zealand

Published Jul 15, 2025
Length 137 Pages
SKU # EP20215174

Description

Sales of beauty and personal care returned to low positive volume growth in New Zealand in 2024, while value growth dropped slightly. This can be attributed to stabilising levels of inflation which have fallen again after two years of spikes. However, difficult economic conditions continue in New Zealand, with high costs of living supressing potentially stronger sales. Indeed, consumers in New Zealand have cut their spending on non-essential items within this economic context. That said, beauty...

Euromonitor International's Beauty and Personal Care in New Zealand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

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

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

137 Pages
Beauty and Personal Care in New Zealand
Euromonitor International
July 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN NEW ZEALAND
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Decelerating growth as consumer spending is curbed due to cost of living
Top companies leverage brand reputation to maintain share
Social media acts as a key advertising method for mass-positioned products
PROSPECTS AND OPPORTUNITIES
Recovery of consumer spending to give a boost to mass beauty and personal care sales
Efficacy of products can help to drive sales at lower price points
Sustainability and ethical production will be key elements of innovation
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premium beauty and personal care remains resilient, despite economic uncertainty
Estée Lauder and L'Oréal benefit from their strong premium portfolios
Sustainability trends influence consumer purchasing decisions
PROSPECTS AND OPPORTUNITIES
Premium beauty and personal care products to experience steady growth driven by adult sun care products
Experiential retail to play an important role in encouraging consumer spending
Local branding and ingredients to be a core element of innovation
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Positive growth for baby and child-specific products despite economic concerns
Mainstream brands maintain leading positions, despite the growth of private label
Limited movement in channels of distribution, as consumers are slow to adopt e-commerce
PROSPECTS AND OPPORTUNITIES
Ongoing sales supported by baseline demand
Awareness of personal care needs are rising among younger generations
Companies will continue to innovate through use of ingredients
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Steady demand for bath and shower products as they form an integral feature of personal care routines
Colgate-Palmolive holds its lead over Unilever
Supermarkets remain the leading distribution channel, with strongest growth seen in e-commerce
PROSPECTS AND OPPORTUNITIES
Steady forecast for the bath and shower category due to stable demand
Mainstream brands expected to consolidate their market positions
Limited innovation expected as brands focus on more dynamic categories
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2019-2024
Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Lip products lead growth, while hybrid face make-up sustains resilience
Masstige momentum reshapes competitive dynamics in New Zealand
Beauty specialists and pharmacies retain dominance, while e-commerce solidifies its role in colour cosmetics
PROSPECTS AND OPPORTUNITIES
Steady sales expected thanks to baseline demand and economic recovery
Masstige momentum and immersive retail to shape the future of colour cosmetics
Hybrid beauty redefines relevance in daily routines
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consistent demand for deodorants, despite cost-of-living pressures
Unilever’s strong brand presence results in a mature competitive landscape
Consumers continue to prefer supermarkets for essential personal care products
PROSPECTS AND OPPORTUNITIES
Consistent demand for deodorants will boost stronger sales
Mass deodorants will continue to drive category performance
Product innovation blurring the lines between deodorants and fragrances
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2019-2024
Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sluggish growth for depilatories as category starts to mature
Top brands leverage brand reputations and consumer awareness to maintain their positions
Supermarkets maintain popularity in a cross-category trend
PROSPECTS AND OPPORTUNITIES
Low and steady growth expected as the category matures
Adapting to changing consumer perceptions of beauty and personal care
Focus on skin health to be the main driver of innovation in the category
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2019-2024
Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Fragrances maintain a positive performance, despite uncertain economic conditions
Elizabeth Arden and L'Oréal maintain their leading places
Department stores maintain lead, with pharmacies and e-commerce also attracting consumers’ attention
PROSPECTS AND OPPORTUNITIES
A positive outlook for fragrances as consumer spending recovers
The retail experience will continue to play an integral feature in sales of fragrances
New scents will drive product innovation to excite and appeal to consumers
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2019-2024
Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sluggish performance for hair care, with baseline demand but restricted spending
Fierce competition between the leading big names
Supermarkets remain the go-to destination for hair care products
PROSPECTS AND OPPORTUNITIES
Low and steady growth for hair care, due to baseline demand
Opportunities for raising consumer awareness about best practices for hair care
Personalisation and catering to specific needs to drive innovation
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2019-2024
Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Men’s grooming supported by changing social norms
Major international companies Unilever and Procter & Gamble lead men’s grooming
Supermarket retailers continue to retain customers through accessibility and value
PROSPECTS AND OPPORTUNITIES
Sales in men’s grooming will continue to be supported by an increased focus on men’s personal care routines
Opportunities for companies to be at forefront of changing social norms for men
Ingredient-led innovation can help to drive new product development and growth
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2019-2024
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Oral care category maintains healthy growth thanks to consistent consumer demand for oral hygiene
Colgate-Palmolive maintains its lead and grows its share
Supermarkets remain primary retailers for oral care
PROSPECTS AND OPPORTUNITIES
Positive forecast for oral care products as demand for electric toothbrushes increase
Tooth whitening has opportunities for further growth as part of consumer personal care routines
Premiumisation to lead innovation within oral care
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2019-2024
Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 102 Sales of Toothbrushes by Category: Value 2019-2024
Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Skin care sales underpinned by accessible innovation and ingredient-led trends
L’Oréal maintains lead and grows its share
Health and beauty specialists lead skin care
PROSPECTS AND OPPORTUNITIES
Ongoing steady sales expected for skin care, boosted by wellness trends, efficacy, and sustainability
Streamlined efficacy meets accessible retail
Innovation to focus on efficacy, ethics, and simplified solutions
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2019-2024
Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN NEW ZEALAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sun care sees ongoing growth, thanks to rising awareness of the need to protect skin from the sun
Cancer Society retains leadership in sun care, while L'Oréal New benefits from dermocosmetics and masstige innovation
Supermarkets remain the core channel for sun care, while e-commerce continues to grow
PROSPECTS AND OPPORTUNITIES
Sun care from a summer staple to a daily essential
Regulatory reform and consumer advocacy set the stage for a more transparent and resilient sun care market
Innovation and sustainability to drive trends
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2019-2024
Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029

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