New Zealand's 2024 consumer landscape is shaped by economic pressures, an ageing, diverse population, and rising sustainability values. Inflation drives frugal spending, while multicultural influences reshape demand. Digital engagement and flexible work continue to gain traction, especially among younger generations. Consumers prioritize affordability, sustainability, and convenience, reflecting a pragmatic approach to modern living.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in New Zealand report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in New Zealand report answers:
- How consumers in New Zealand are changing?
- What are key changes in New Zealand population, society and generational structure and how it is affecting businesses?
- What is the household structure in New Zealand and how it is changing consumer landscape?
- What are key income groups in New Zealand? What is the outlook for the future?
- Where consumers are spending the money in New Zealand?
- How is the consumer mindset in New Zealand changing?
- In New Zealand, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in New Zealand?
Scope
Key findings
Key drivers affecting consumers in New Zealand in 2023
How developments today shape the consumers of tomorrow
Today 2023: Millennials dominate New Zealand’s population with a youthful median age
Population is ageing while growth is driven by migration
Rising obesity, insufficient physical exercise and health risks highlight lifestyle challenges
Tomorrow 2040: Generation Z set to dominate as New Zealand’s population ages
Population growth and Generation Z expansion drive demand and infrastructure needs
Population growth in major New Zealand cities signals continuing urbanisation
Opportunities for growth (1)
Case study: Domino’s leads with Te Reo Maori menu to champion inclusivity
Today 2023: Single person households on the rise as average household size decreases
Traditional family households dominate amid growth in single person homes
Rising house prices drive demand for larger, amenity-rich homes
Tomorrow 2040: Increased income diversity and broadband access
Older, female-led households expected to dominate by 2040
Already high digital connectivity and device adoption set to reach near-universal levels
Opportunities for growth (2)
Case study: Kainga Ora’s multi-generational housing solution
Today 2023: Slow growth, high inflation and rising cost of living posing challenges
Rising inflation impacts consumer spending across essential categories
Millennials most likely and Gen Z least likely to increase spending across all categories
Tomorrow 2040: Limited middle class expansion and urban wealth concentration
Rising incomes among older adults drive luxury and wellness demand
Rising consumer expenditure driven by housing and education needs
Opportunities for growth (3)
Case study: Pak'nSave’s affordable meal planning platform
Key findings of the consumer survey
Older generations seek value for money while younger generations prioritise quality
Financial pressures drive New Zealanders towards bargain hunting and private label
Environmental concerns drive eco-conscious, more so for older generations
Generation Z leads in savings while a fifth of population relies on government support
Work-life balance a priority for all generations, while youth leads in salary expectations
Opportunities for growth (4)
Case study: Countdown’s “Unwrapped” plastic-free produce trial
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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