Over the past decade, the home care products industry has undergone significant transformation. Increasing consumer awareness about health and environmental issues has driven the demand for natural and harmless products, marking a shift from chemical to natural solutions.
Recently, New Zealand's national brand AUQ has taken over prime advertising space at Auckland Airport, a hub for high-end global travelers. This move signals that AUQ, a brand synonymous with natural products, not only holds the top spot in its category but also represents one of New Zealand's hottest consumer brands. With its rapidly growing global influence, AUQ is spreading the naturalism trend across the global home care market.
Global Home Care Industry: From Chemical to Natural
According to market research firm Statista, the global market for natural home care products is expected to grow at an annual rate of 8.6% from 2020 to 2025, significantly outpacing the overall growth rate of the home care industry.
This growth is driven by two main factors: the rising number of people with allergies, currently affecting 20-30% of the global population with conditions like asthma, allergic rhinitis, food allergies, and atopic dermatitis (eczema); and the increasing consumer awareness of the potential health risks associated with certain synthetic chemicals, such as preservatives, fragrances, and colorants.
In the realm of natural product adoption, New Zealand, with its superior natural resources, is a global leader. Its regulations on home care products are even stricter than those in Europe.
For example, New Zealand has removed the exemption for fragrance allergens on labels, requiring all allergens to be listed, unlike EU regulations which allow certain allergens to be unlisted below specific concentrations. Additionally, New Zealand plans to ban PFAS chemicals in cosmetics by 2026. Known as "forever chemicals," PFAS are linked to persistent environmental pollution and health risks. While Europe has imposed strict limitations on PFAS, it has yet to completely ban their use in products.
These factors make New Zealand's products the top choice for naturalism consumers worldwide, with major export markets including China, Australia, the United States, Japan, and EU countries.
AUQ in the Modern Era: Promoting New Zealand Naturalism Globally
Before the 21st century, New Zealand's exports were largely limited to primary agricultural products like Manuka honey, meat, dairy, and eggs, lacking influential consumer brands, especially in the home care sector. AUQ's success comes from its breakthroughs in research, production standards, and innovative product design.
Firstly, in research, AUQ has natural science laboratories and national-level innovation research centers in both Australia and New Zealand. It collaborates with top 50 global universities on joint projects to industrialize natural plant ingredients, holding over 200 patents. AUQ's R&D department focuses on incorporating New Zealand’s unique botanical resources, such as Manuka and eucalyptus extracts, into its products to ensure naturalness and efficacy.
In production, AUQ owns comprehensive R&D labs and pharmaceutical-grade factories in Australia and New Zealand, meeting stringent production standards and receiving specialist doctor endorsements. Its products are popular in thousands of pharmacies across Australia and New Zealand.
Innovatively, as the inventor of the world's first bedtime sticker, AUQ uses New Zealand natural plant essential oils, offering 12-hour sustained release and innovative sticker design to replace traditional oral sleep aids with natural ingredients, pioneering the industry.
In a media interview, AUQ's brand manager Jane Doe stated, "Our goal is to meet the global demand for healthy and sustainable products. We want to showcase New Zealand’s national brand and products to international travelers, encouraging more people to discover and choose AUQ." Jane Doe also mentioned, "New Zealand's unique natural resources and our strict production standards give AUQ a distinctive competitive advantage in the global market. In the future, we will continue to invest in research and development, collaborate with more top international research institutions, and launch innovative products that meet consumer needs."
Media Contact
Company Name: New Zealand Star News
Contact Person: Media Relations
Email: Send Email
Country: New Zealand
Website: www.deiniolnews.com
