New Zealand’s baked goods category continued to evolve in 2025 as shoppers balanced rising cost-of-living pressures with a heightened focus on wellness, cleaner ingredient lists and the desire for products that feel both convenient and nutritionally purposeful. Consumers showed a clear preference for products that offered simplicity and health-aligned value, favouring items positioned as minimally processed, lower in sugar and carbohydrates, or formulated with functional benefits. This shift was

Breakfast cereals in New Zealand continued to evolve in 2025 as consumers balanced tightening household budgets with rising expectations around nutrition, ingredient transparency and the suitability of packaged foods for everyday health. The category’s steady performance was underpinned by a gradual but pronounced shift toward products perceived as less processed, lower in sugar and better aligned with holistic wellness. Many households reconsidered the role of traditional cereals in their morni

In 2025, rice, pasta and noodles continued to gain importance in New Zealand households as cost-of-living pressures kept consumers firmly anchored in home kitchens and encouraged a shift away from eating out. As families and single-person households alike sought to stretch food budgets without sacrificing variety or enjoyment, this category benefitted from its versatility, relatively low cost per serving and ability to form the base of a wide range of meals – from simple weeknight dishes to more

In 2025, New Zealand’s processed fruit and vegetables category was shaped by a pronounced move toward shelf stable and frozen formats as households adapted to ongoing economic uncertainty, fluctuating fresh produce prices and persistent climate-related disruptions. With inflationary pressures continuing from 2024, many families grew more cautious about purchasing fresh vegetables that remained vulnerable to seasonal price spikes and unpredictable supply, leading to increased reliance on long-lif

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 conv

In 2025, the processed meat, seafood and alternatives category in New Zealand continued to evolve amid shifting consumer priorities, economic pressures and expanding expectations around nutrition, convenience and sustainability. Rising living costs encouraged households to seek accessible protein sources, with poultry and seafood benefiting most from perceptions of better-for-you profiles and favourable price-to-value ratios. The growing appeal of “less but better” meat consumption was particula

Value sales of NRT smoking cessation aids are rising marginally in New Zealand in 2025, driven by increased awareness of the dangers of smoking and the success of years of progressive tobacco control policies leading to a marked decline in smoking prevalence overall. According to the Ministry of Health (Manatu Hauora), tobacco causes between 4,500 and 5,000 deaths every year. As a result, since 2011, New Zealand has been pursuing an ambitious goal with the Smokefree Aotearoa 2025 plan. The plan

Value sales of eye care in New Zealand are seeing robust growth in 2025, driven by a strong performance in standard eye care, which remains the largest and fastest-rising subcategory. Retail value growth is outpacing volume due to rising input and retail costs, passed on through higher unit prices and compounded by broader inflationary pressures. However, price increases are beginning to ease and are forecast to stabilise over the coming years.

Value sales of herbal/traditional products are increasing in New Zealand in 2025, with herbal/traditional sleep aids recording the fastest growth in value terms. Growth within herbal/traditional dietary supplements is also boosting herbal/traditional products, as consumer preference increasingly shifts towards multifunctional health solutions that offer convenience and value. These formulations cater to individuals looking for comprehensive support spanning immunity, energy, stress relief and co

Sports nutrition in New Zealand is posting rising value sales in 2025, although growth is moderated due to easing inflationary pressures and stabilising input costs versus the review period. The category continues to benefit from sustained consumer interest in health and fitness, with demand supported by a broadening user base and increased product availability across retail channels. Protein/energy bars is registering a dynamic performance, along with sports protein powder and sports non-protei

Value sales of sauces, dips, and condiments continued to rise in 2025, marking a period of stabilisation after several years of strong expansion. Consumers remained committed to home cooking but sought to elevate everyday meals with high-quality sauces and seasonings that deliver both convenience and a sense of indulgence. Inflation and persistent cost-of-living pressures encouraged shoppers to make careful choices, yet many were still willing to pay slightly more for products that enhanced flav

Value sales of wound care are rising in New Zealand in 2025. Despite being a mature category, wound care remains an everyday staple with households generally having ample stock of sticking plasters/adhesive bandages. The category has experienced steady volume growth in almost every year of the review period - the only exception being 2020-2021, during the height of New Zealand’s COVID-19 lockdowns.

Value sales of digestive remedies are rising in New Zealand in 2025, reflecting growing consumer demand for support with gastrointestinal health amid concerning dietary trends. According to surveys, the majority of adults fail meet the recommended daily vegetable and fruit intake, and among children aged 2-14 years, vegetable consumption is even lower. These figures suggest a widespread shortfall in fibre-rich, gut-friendly foods, which could be contributing to increased digestive discomfort and

Value sales of consumer health in New Zealand are rising in 2025, with unit price growth continuing to shape the industry amid broader inflationary pressures, elevated living costs and supply chain disruption throughout the review period. As a result, Kiwi consumers have adopted a more selective approach to retail, favouring essential purchases and scrutinising value more closely. This behavioural shift is reshaping the path to purchase, with greater emphasis on necessity, cost-effectiveness and

Value sales of analgesics in New Zealand are increasing in 2025, with the local emphasis on self-care driving usage for mild to moderate pain and fever, inflammatory pain such as muscle aches and menstrual cramps, back pain, and colds and fever. Adult acetaminophen is among the largest subcategories, along with topical analgesics/anaesthetic - which is enjoying the fastest value growth - and adult ibuprofen, demonstrating consumer preference for either oral formats or topical gels for pain relie

Value sales of cough, cold and allergy (hay fever) remedies are increasing in New Zealand in 2025, driven mainly by combination products, which is the fastest-rising subcategory. Combination products has performed solidly in both 2024 and 2025, following the decision to return pseudoephedrine to New Zealand pharmacies.

Value sales of dermatologicals are rising in New Zealand in 2025. Hair loss treatments is the fastest-growing subcategory, building on strong momentum from earlier in the review period. While male-pattern baldness remains the most common form, awareness is growing around the impact of hair loss on women, prompting broader interest in treatment options across sexes.

New Zealand is seeing value sales rise for sleep aids in 2025, reflecting growing concern over sleep health across age groups. The lingering effects of the Covid-19 pandemic continue to shape wellbeing behaviours, particularly among 18- to 30-year-olds, who increasingly seek support for anxiety, disrupted routines and poor sleep quality. Economic pressures, including rising inflation, interest rates and employment instability, have heightened stress levels, and long work hours and financial stra

Retail spending on edible oils moved up as households rebuilt pantry stocks and widened their repertoire beyond a single “go-to” oil. Olive oil regained momentum after the supply squeeze of the previous year, while everyday vegetable and seed options held their ground on affordability and versatility. Retailers leaned into accessible pricing and broadened ranges – especially via private label brands – so shoppers could trade across uses and price tiers without abandoning quality cues like proven

2025 is seeing value sales of vitamins increase in 2025, despite consumer confidence for non-discretionary spending remaining restrained due to the lingering effects of cost-of-living concerns. Retail volume growth remains subdued compared to pre-pandemic levels, as inflationary pressures - first triggered by COVID19 - continue to drive up prices. This has led to value growth within the category despite limited volume expansion.

Value sales of dietary supplements are increasing in New Zealand in 2025, driven by combination dietary supplements and probiotic supplements. Probiotic supplements benefits from rising consumer awareness of gut health as a foundation for overall wellbeing. While traditionally associated with digestive support, probiotics are increasingly sought for their broader benefits, particularly in mental health. Scientific research highlighting the gut–brain connection, specifically the role of the micro

Value sales of paediatric consumer health are rising in New Zealand in 2025, driven by uptake of both established and emerging products that address children's health needs - particularly regarding immunity, skin health and allergy relief. Paediatric vitamins and dietary supplements represents the vast majority of the paediatric consumer health category and increased its value share over the review period, leading value growth in 2025.

Value sales of weight management and wellbeing are rising in New Zealand in 2025. Meal replacement is the largest subcategory by value, contributing a steady performance in retail value terms over the review period, despite being impacted by declining volumes. Meal replacement products have faced declining popularity over the review period due to consumer fatigue, increased preference for varied and real food options, and lasting shifts toward home cooking, despite brand efforts to diversify off

Sweet spreads continued to post resilient growth in 2025, supported by honey’s strong momentum and the enduring appeal of natural sweetness. Consumers increasingly viewed honey as a wholesome, minimally processed alternative to refined sugar, turning to it both as a breakfast staple and as a versatile cooking ingredient. The revival of international tourism also helped re-energise demand for New Zealand-made honey, particularly manuka, whose reputation for quality and authenticity resonates stro