Off-trade volume sales of soft drinks maintained positive growth in New Zealand in 2025, at a slightly higher rate of growth than seen in the previous year. This performance was underpinned by easing inflationary pressures, gradual economic stabilisation, and improving consumer spending confidence. While households remained value-conscious, reduced pressure on discretionary spending supported a modest rebound in purchase frequency, particularly for everyday hydration and wellness-aligned refresh

Off-trade sales of carbonates recorded modest volume growth in New Zealand 2025, at a marginally stronger rate than seen in 2024. The category remains concentrated around leading players such as Coca-Cola Amatil (NZ) Ltd and Frucor Suntory New Zealand Ltd (PepsiCo), with sales drivers focussing on the offer of reduced-sugar options and price-based promotions.

Off-trade volumes sales of concentrates slumped into a small negative decline in New Zealand in 2025. This reflects a shift in demand, with growth no longer driven by price-led downtrading from other more expensive soft drinks alone, but by selective new product development that better aligns with health and convenience expectations. This means consumers are also seeking reduced-sugar and more natural formulations in concentrates.

Off-trade volume sales of RTD tea returned to flat growth in New Zealand in 2025, following a negative slump seen in the recent review period. Category performance continues to be shaped by a narrow base of demand, with carbonated RTD tea and kombucha accounting for the majority of momentum, supported by the broader health and wellness shift.

Off-trade volume sales of bottled water returned to low positive growth in New Zealand in 2025, in an improvement from the negative slump seen in 2024. This indicates a stabilising demand in line with gradually easing inflationary pressures, alongside bottled water benefitting from health and wellness trends.

Off-trade sales of RTD coffee maintained double-digit growth in New Zealand in 2025, albeit at a stabilising rate of growth compared to the review period, as the category starts to mature. This has been supported by active product innovation and broader retail availability.

Juice maintained low positive off-trade volume growth in New Zealand in 2025, at a marginally higher rate than seen in 2024. This was supported by new product developments aligned with health and wellness trends, alongside the expansion of convenience-led consumption occasions.

Off-trade volume sales of sports drinks maintained positive growth in New Zealand in 2025, at a higher rate than seen the previous year, driven by broadening consumption occasions beyond traditional high-intensity exercise, towards recovery and overall balance. Usage is increasingly spanning pre-, during- and post-activity, as well as lifestyle-adjacent occasions such as group workouts, outdoor activities, and lower-intensity fitness routines. This reflects a clear reframing of sports nutrition

Off-trade volume sales of energy drinks achieved double-digit growth in New Zealand in 2025, supported by sustained new product development and a deliberate repositioning of the category. Energy drinks have progressively shifted away from narrow, performance-only cues toward more lifestyle-oriented propositions, broadening appeal beyond core users and recruiting more mainstream consumers. Flavour innovation, brand storytelling, and packaging refreshes have been central to reframing energy drinks

Off-trade volume sales of Asian speciality drinks returned to low positive growth in New Zealand in 2025, following a negative slump seen in 2024. This was driven through diaspora-led consumption and improved channel access, as the category continues to grow from an emergent base.

In 2024, health and wellness in New Zealand continued to shift from being a niche lifestyle to an everyday purchasing habit, as consumers increasingly scrutinised labels, prioritised natural ingredients, and sought out products that support specific health goals. At the same time, inflation and the cost-of-living squeeze meant that value for money remained critical, pushing demand towards affordable “better-for-you” choices such as sugar-free drinks, allergen-friendly staples, and functional sna

In 2024, health and wellness hot drinks in New Zealand continued to benefit from consumers’ shift towards products that support everyday wellness goals without sacrificing familiarity and convenience. Demand was supported by rising interest in no sugar and reduced sugar options, as shoppers increasingly moderated sugar intake as part of broader lifestyle changes. At the same time, natural positioning remained influential, particularly as consumers sought hot drinks with perceived functional bene

In 2024, health and wellness soft drinks in New Zealand continued to develop around consumers’ growing preference for beverages that feel both “better for you” and convenient to incorporate into daily routines. No sugar soft drinks remained the leading claim, reflecting steady ongoing demand for reduced sugar intake without giving up familiar formats like carbonates and flavoured drinks. At the same time, the soft drinks landscape increasingly overlapped with broader wellness consumption, as con

In 2024, health and wellness snacks in New Zealand continued to evolve beyond traditional “better-for-you” positioning, with stronger momentum behind products that can deliver a clear functional benefit while still meeting expectations for taste, convenience and permissible indulgence. Shoppers increasingly looked for snacks that help them manage everyday health priorities – particularly digestive comfort, weight management and emotional wellbeing – while simultaneously avoiding ingredients they

In 2024, health and wellness dairy products and alternatives in New Zealand continued to evolve as consumers demanded more explicit health value from products that were historically assumed to be “naturally healthy”. While staples such as milk and yoghurt still benefit from a long-standing health halo, shoppers have become more attentive to product formulation and increasingly cautious about hidden sugars, especially in flavoured milk and many yoghurt lines. This has reinforced the role of claim

Health and wellness continued to influence New Zealanders’ food choices in 2024, with consumers increasingly scrutinising ingredient lists and favouring products positioned as natural, functional, and aligned with dietary preferences. At the same time, value for money remained central due to cost-of-living pressures, meaning brands that delivered both affordability and credible health cues gained traction. This supported stronger demand for solutions that simplify meal preparation without compro

In 2024, health and wellness staple foods in New Zealand continued to benefit from the growing mainstreaming of diet-led purchasing, with gluten free remaining the leading claim by value sales. As consumers become more conscious of how everyday staples support long-term wellbeing, the market has increasingly shifted toward products positioned around digestive comfort, cleaner ingredient lists, and functional nutrition, rather than purely traditional concepts of “dieting”. This evolving consumer

Coffee in New Zealand recorded solid value gains in 2025, although growth was primarily driven by elevated prices rather than meaningful volume expansion. New Zealand’s heavy reliance on imported beans made local retail pricing acutely sensitive to global market conditions, and persistent climate disruptions in major growing regions contributed to higher sourcing costs. Domestic inflationary pressures across labour, energy, packaging and transportation added further strain, pushing manufacturers

Tea in New Zealand experienced steady value growth in 2025, supported by elevated retail prices and by consumers’ ongoing preference for high-quality, ethically sourced blends. New Zealand’s full reliance on imported tea leaves meant domestic prices remained closely tied to fluctuations in global auctions, currency movement and freight costs, all of which remained volatile through the year. Even as broader food inflation began to ease, the cost structure for tea stayed elevated because of higher

Other hot drinks in New Zealand experienced steady value growth in 2025, although performance was shaped largely by inflation-driven price increases rather than by significant expansion in consumption. New Zealand’s heavy reliance on imported cocoa exposed the category to global supply challenges, including severe weather events, crop disease and ageing plantations in key producing regions. These pressures pushed up global cocoa prices and translated to higher landed costs for local producers. E

Hot drinks in New Zealand expanded in value terms in 2025, although growth was overwhelmingly the result of sustained price inflation rather than meaningful increases in consumption. Demand remained broadly stable across all major categories, but households continued to navigate a challenging economic environment characterised by rising living costs, soft wage growth and elevated interest rates. These pressures constrained discretionary spending and limited opportunities for volume expansion, pa

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