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Economic pressures, shifting dietary priorities and evolving retail strategies shape performance in 2025
Value sales of staple foods rose in 2025 as New Zealand households navigated persistent cost-of-living pressures, evolving wellness expectations and intensifying scrutiny of food processing and ingredient transparency. While inflation continued to influence spending behaviour, consumers remained committed to essential, versatile and affordable food categories, reinforcing steady demand across the market. Growth was underpinned by a combination of price adjustments, the strong performance of convenience-oriented meal components and an ongoing recalibration of dietary habits that favoured simpler, natural and minimally processed staples.
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Overview:
Understand the latest market trends and future growth opportunities for the Staple Foods 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 a comprehensive range of core packaged food categories.
If you're in the Staple Foods 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 Staple Foods 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 Staple Foods in New Zealand?
- Which are the leading brands in Staple Foods in New Zealand?
- How are products distributed in Staple Foods in New Zealand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Staple Foods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in New Zealand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Staple Foods in New Zealand
Economic pressures, shifting dietary priorities and evolving retail strategies shape performance in 2025
KEY DATA FINDINGS
Health, naturalness and sustainability reshape expectations of everyday staples
Retailers expand curated free-from and plant-forward assortments to support conscious shopping
Reassessment of plant-based credentials shifts focus from hype to authenticity and quality
Steady growth outlook supported by economic recovery, home-cooking habits and value-seeking behaviour
Innovation will centre on wellness, functionality and credible sustainability
Private label expansion and evolving retail strategies will reshape competition and channel dynamics
Goodman Fielder reinforces leadership through portfolio breadth, health positioning and brand revitalisation
Foodstuffs capitalises on private label strength and value positioning amid cost-of-living pressures
Supermarkets remain dominant but face mounting scrutiny and pressure for structural reform
E-commerce grows gradually as retailers refine delivery models and consumers weigh cost versus convenience
Table 1 Sales of Staple Foods by Category: Volume 2020-2025
Table 2 Sales of Staple Foods by Category: Value 2020-2025
Table 3 Sales of Staple Foods by Category: % Volume Growth 2020-2025
Table 4 Sales of Staple Foods by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Staple Foods: % Value 2021-2025
Table 6 LBN Brand Shares of Staple Foods: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Staple Foods by Format: % Value 2020-2025
Table 9 Forecast Sales of Staple Foods by Category: Volume 2025-2030
Table 10 Forecast Sales of Staple Foods by Category: Value 2025-2030
Table 11 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
Table 12 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Baked Goods in New Zealand
KEY DATA FINDINGS
Growing focus on health, affordability and cleaner formulations shapes overall market momentum
Health-aligned bread innovation supports steady category expansion despite muted volumes
Cocoa-driven cost inflation and reduced discretionary spending accelerate decline in cakes
Functional evolution and rising nutritional scrutiny reshape future category dynamics
Wellness preferences drive premiumisation and artisanal growth as eating-out declines persist
Private label expansion reinforces competition and shapes value-driven purchasing habits
Goodman Fielder strengthens its leadership through health-driven innovation and HSR alignment
Breadcraft expands influence through functional flat bread and artisanal sourdough innovation
Supermarkets dominate distribution while balancing convenience, health positioning and artisan appeal
E-commerce accelerates as rapid-delivery services and digital integration reshape shopper behaviour
Table 13 Sales of Baked Goods by Category: Volume 2020-2025
Table 14 Sales of Baked Goods by Category: Value 2020-2025
Table 15 Sales of Baked Goods by Category: % Volume Growth 2020-2025
Table 16 Sales of Baked Goods by Category: % Value Growth 2020-2025
Table 17 Sales of Pastries by Type: % Value 2020-2025
Table 18 NBO Company Shares of Baked Goods: % Value 2021-2025
Table 19 LBN Brand Shares of Baked Goods: % Value 2022-2025
Table 20 Distribution of Baked Goods by Format: % Value 2020-2025
Table 21 Forecast Sales of Baked Goods by Category: Volume 2025-2030
Table 22 Forecast Sales of Baked Goods by Category: Value 2025-2030
Table 23 Forecast Sales of Baked Goods by Category: % Volume Growth 2025-2030
Table 24 Forecast Sales of Baked Goods by Category: % Value Growth 2025-2030
Breakfast Cereals in New Zealand
KEY DATA FINDINGS
Health redefinition, affordability pressures and evolving breakfast habits reshape overall category direction
Shift toward functional, allergy-friendly and cleaner-label cereals supports steady value expansion
Portfolio restructuring intensifies as manufacturers prioritise core brands and respond to changing breakfast routines
Functional innovation and nutritional repositioning expected to sustain category value despite modest volumes
Health and wellness positioning becomes central to innovation as demand rises for cleaner, nutrient-dense cereals
Regulatory debates around agricultural inputs highlight growing tensions between food safety assurance and sustainability goals
Kellanova reinforces leadership through high-protein innovation and stronger health positioning
Sanitarium pivots toward core brands as demand for portable and functional breakfast formats accelerates
Supermarkets strengthen category presence through wellness-led merchandising and expanded free-from ranges
E-commerce gains traction as rapid delivery, digital visibility and convenience drive occasional cereal purchases
Table 25 Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 26 Sales of Breakfast Cereals by Category: Value 2020-2025
Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2020-2025
Table 29 NBO Company Shares of Breakfast Cereals: % Value 2021-2025
Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2022-2025
Table 31 Distribution of Breakfast Cereals by Format: % Value 2020-2025
Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2025-2030
Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2025-2030
Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2025-2030
Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2025-2030
Processed Fruit and Vegetables in New Zealand
KEY DATA FINDINGS
Affordability pressures and climate volatility drive a shift toward long-life and frozen formats
Households turn to processed formats as climate pressures and cost-conscious behaviour reshape purchasing patterns
Frozen fruit and vegetables gain traction as consumers embrace convenience, nutrition and reduced food waste
Consumers prioritise affordability and consistency as long-term drivers of processed produce uptake
Frozen formats strengthen their position as health, convenience and technology-enhanced nutrition drive adoption
Health and wellness priorities reinforce demand for nutrient-dense, minimally processed frozen produce
Heinz Wattie strengthens category leadership through innovation and sustainability-focused production
Private label gains momentum as Foodstuffs expands its influence in a value-conscious market
Supermarkets remain the core channel as private label expansion and price consciousness shape purchasing behaviour
Online distribution grows gradually as supermarket-led digital services expand accessibility
Table 36 Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025
Table 37 Sales of Processed Fruit and Vegetables by Category: Value 2020-2025
Table 38 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025
Table 39 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025
Table 40 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2020-2025
Table 41 NBO Company Shares of Processed Fruit and Vegetables: % Value 2021-2025
Table 42 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2022-2025
Table 43 Distribution of Processed Fruit and Vegetables by Format: % Value 2020-2025
Table 44 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2025-2030
Table 45 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2025-2030
Table 46 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2025-2030
Table 47 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2025-2030
Processed Meat, Seafood and Alternatives To Meat in New Zealand
KEY DATA FINDINGS
Consumers shift toward healthier proteins while value-added innovation strengthens category resilience
Poultry and seafood gain momentum as consumers diversify protein choices
Convenience-led innovation drives growth in frozen poultry while sustainability commitments gain industry prominence
Health, sustainability and affordability reshape long-term protein choices
Heightened scrutiny prompts a shift toward cleaner, more transparent plant-based offerings
Technology, sustainability and premiumisation shape the next phase of value-added protein innovation
Innovation, flavour partnerships and strategic expansion strengthen Hellers’ leadership position
Promotional intensity, brand expansion and convenience-led innovation support Inghams’ growing market presence
Supermarkets reinforce dominance as consumers seek convenience and value in everyday protein purchases
Online platforms expand through premium offerings despite modest overall penetration
Table 48 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2020-2025
Table 49 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2020-2025
Table 50 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Volume Growth 2020-2025
Table 51 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Value Growth 2020-2025
Table 52 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 53 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 54 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 55 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2020-2025
Table 56 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2020-2025
Table 57 NBO Company Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2021-2025
Table 58 LBN Brand Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2022-2025
Table 59 Distribution of Processed Meat, Seafood and Alternatives to Meat by Format: % Value 2020-2025
Table 60 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2025-2030
Table 61 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2025-2030
Rice, Pasta and Noodles in New Zealand
KEY DATA FINDINGS
Home cooking, value-seeking and multicultural eating underpin robust category growth
Home cooking and value polarisation support ongoing category expansion
Pasta outperforms as chilled formats and premium offerings gain visibility
Category set for continued expansion as pasta and rice lead forecast growth
Health-led innovation reshapes dried pasta and noodle offerings
Chilled pasta innovation broadens fresh, convenient meal solutions
James Crisp leverages SunRice and demographic shifts to consolidate rice leadership
Woolworths accelerates private label and chilled innovation to strengthen its role
Supermarkets remain central as value, promotions and private label shape shopping patterns
Shift toward larger formats and online reordering reshapes secondary channels
Table 62 Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025
Table 63 Sales of Rice, Pasta and Noodles by Category: Value 2020-2025
Table 64 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025
Table 65 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025
Table 66 Sales of Instant Noodles by Leading Flavours: Rankings 2020-2025
Table 67 NBO Company Shares of Rice, Pasta and Noodles: % Value 2021-2025
Table 68 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2022-2025
Table 69 NBO Company Shares of Rice: % Value 2021-2025
Table 70 LBN Brand Shares of Rice: % Value 2022-2025
Table 71 NBO Company Shares of Pasta: % Value 2021-2025
Table 72 LBN Brand Shares of Pasta: % Value 2022-2025
Table 73 NBO Company Shares of Noodles: % Value 2021-2025
Table 74 LBN Brand Shares of Noodles: % Value 2022-2025
Table 75 Distribution of Rice, Pasta and Noodles by Format: % Value 2020-2025
Table 76 Distribution of Rice by Format: % Value 2020-2025
Table 77 Distribution of Pasta by Format: % Value 2020-2025
Table 78 Distribution of Noodles by Format: % Value 2020-2025
Table 79 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2025-2030
Table 80 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2025-2030
Table 81 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2025-2030
Table 82 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Staple Foods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
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- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Processed Red Meat
- Shelf Stable Processed Poultry
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- Chilled Processed Red Meat
- Chilled Processed Poultry
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- Frozen Processed Red Meat
- Frozen Processed Poultry
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- Shelf Stable Seafood
- Chilled Processed Seafood
- Frozen Processed Seafood
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- Chilled Meat and Seafood Substitutes
- Frozen Meat and Seafood Substitutes
- Shelf Stable Meat and Seafood Substitutes
- Tofu and Derivatives
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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Staple Foods
NOTE: Couscous, polenta and quinoa are excluded from staple foods.
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