Retail in New Zealand

March 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in New Zealand report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in New Zealand?
  • Which are the leading retailers in Retailing in New Zealand?
  • How are products distributed in Retailing in New Zealand?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in New Zealand?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in New Zealand

Retail in 2023: The big picture
Retail crime a major talking point in the run-up to the 2023 general election
Retail e-commerce slows as expected
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Christmas
End of Financial Year Sale
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in New Zealand

KEY DATA FINDINGS

Inflationary pressures drive retail value growth through convenience retailers
Retail crime hits convenience retailers
Anti-smoking legislation increases the pressure on the viability of independent convenience stores
Cost-of-living pressures to continue to impact convenience retailers
New vape rules to place pressure on convenience stores
Electric vehicles provide opportunities for convenience retailers
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

Supermarkets in New Zealand

KEY DATA FINDINGS

Inflationary pressures drive retail value growth through supermarkets, as cost-of-living pressures hit consumers
Countdown to rebrand as Woolworths
Foodstuffs (North Island) and Foodstuffs (South Island) merger aims to improve efficiencies
Slowing inflation but financial pressures on consumer budgets remain
Stronger focus on private label for consumers and retailers
Sustainable options to cater to eco-conscious consumers
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Supermarkets GBO Company Shares: % Value 2019-2023
Table 68 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 69 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Small Local Grocers in New Zealand

KEY DATA FINDINGS

Inflationary pressures drive retail value sales growth as the high cost-of-living hits consumers
Retail crime significantly impacts alcoholic drinks retailers
Healthy lifestyle trend continues to benefit small local grocers
Retail value sales growth is expected to slow as inflation rates ease
Demise of Supie illustrates the challenges ahead for small local grocers
Growing presence of Asian online grocers to capture consumer demand
Table 72 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 75 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 76 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 77 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

General Merchandise Stores in New Zealand

KEY DATA FINDINGS

Pandemic hangover and cost-of-living pressures soften growth
Variety stores remains a small category
Department stores traffic sees relatively slow return to normality
Slow economy to adversely impact discretionary spending levels
Increased consumer price-sensitivity to create competition from pure play online retailers
Move towards specialisation presents challenges for general merchandise stores
Table 79 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 80 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 82 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 83 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 84 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 85 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 86 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 87 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 88 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 89 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

Apparel and Footwear Specialists in New Zealand

KEY DATA FINDINGS

Strong start to 2023 before cost-of-living pressures bite in second half of the year
Seasalt ventures into New Zealand to open its first international store
Nike pulls back on New Zealand distribution
Economic slowdown to adversely impact discretionary spending levels
Opportunities for growth in the circular economy
E-commerce to grow, but store-based retailing to dominate
Table 90 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 91 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 92 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 93 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 94 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 95 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 96 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Appliances and Electronics Specialists in New Zealand

KEY DATA FINDINGS

COVID-19 pandemic hangover and cost-of-living pressures hinder purchases
JB Hi-Fi NZ embarks on growth strategy
Sustainability regains importance
Economic slowdown to impact discretionary spending levels
Opportunities to gain competitive edges through a variety of actions
Players can attract shoppers interested in sustainability
Table 97 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 98 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 99 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 100 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 101 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 102 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 103 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Home Products Specialists in New Zealand

KEY DATA FINDINGS

Economic pressures and COVID-19 hangover dampen demand
Bunnings Warehouse sees streamlining
The government announces plans to improve building supplies competition
Slow economic recovery to limit discretionary spending levels
Stronger competitive landscape with the arrival of Ikea
Omnichannel approach to remain important as home improvement stores recover
Table 104 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 105 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 106 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 107 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 108 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 109 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 110 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 111 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 112 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 113 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 114 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

Health and Beauty Specialists in New Zealand

KEY DATA FINDINGS

Health and beauty consumers shop around in a tough economic climate
Focus on health and immunity drives consumers through the doors of pharmacies
Competition intensifies in pharmacies as Chemist Warehouse continues aggressive expansion
Slow economic recovery to dampen discretionary spending levels
Experiential retail offers recovery opportunities
E-commerce to continue to gain traction and cannibalise sales
Table 115 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 116 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 117 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 118 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 119 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 120 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 121 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 122 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 123 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 124 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 125 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

Vending in New Zealand

KEY DATA FINDINGS

Vending remains sluggish
Vending struggles to remain relevant as health and wellness preferences grow
Vending is set to continue to be adversely affected by economic pressures and limited consumption occasions
Smart vending machines to stay competitive
Table 126 Vending by Product: Value 2018-2023
Table 127 Vending by Product: % Value Growth 2018-2023
Table 128 Vending GBO Company Shares: % Value 2019-2023
Table 129 Vending GBN Brand Shares: % Value 2020-2023
Table 130 Vending Forecasts by Product: Value 2023-2028
Table 131 Vending Forecasts by Product: % Value Growth 2023-2028

Direct Selling in New Zealand

KEY DATA FINDINGS

Direct selling’s performance is dampened as cost-of-living pressures bite and shopping behaviours change
Online shopping cannibalises direct selling
Discretionary spending levels to remain under pressure
Direct sellers need to engage digitally to remain relevant
Table 132 Direct Selling by Product: Value 2018-2023
Table 133 Direct Selling by Product: % Value Growth 2018-2023
Table 134 Direct Selling GBO Company Shares: % Value 2019-2023
Table 135 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 136 Direct Selling Forecasts by Product: Value 2023-2028
Table 137 Direct Selling Forecasts by Product: % Value Growth 2023-2028

Retail E-Commerce in New Zealand

KEY DATA FINDINGS

High inflation boosts retail current value growth in e-commerce
Nike exits online shopping in New Zealand
Local consumers show a strong preference for local online retailers
Healthy outlook for retail e-commerce
High price-sensitivity to create opportunities for pure play online retailers
Growing smartphone penetration within retail e-commerce
Table 138 Retail E-Commerce by Channel: Value 2017-2022
Table 139 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 140 Retail E-Commerce by Product: Value 2017-2022
Table 141 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 142 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 143 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 144 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 145 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 146 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 147 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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