Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, tissue and hygiene in New Zealand demonstrated resilience and steady growth, with retail current value sales increasing by 5% to NZD798, although this uplift was primarily attributed to inflationary pressures rather than a substantial expansion in unit volumes. Compared to regional counterparts where premiumisation and sustainability are more prominent, New Zealand’s performance is shaped by pronounced cost-of-living concerns, prompting consumers to prioritise affordable essentials and

In 2025, nappies/diapers/pants in New Zealand posted moderate volume growth, rising to 341 million units, up 1% year-on-year, while current retail value sales increased by 4% to NZD203 million. This performance reflects a slightly slower volume expansion compared to the previous year but steady value growth, as high cost-of-living pressures pushed households to prioritise affordability and value formats. The competitive context in New Zealand is consistent with wider regional and global trends,

In 2025, away-from-home tissue and hygiene in New Zealand continued its robust value growth trajectory, reaching NZD109 million, which reflected a 4% increase on the previous year. This sustained growth outpaced both population expansion and economic recovery, with New Zealand's total population reaching 5.3 million and real GDP growth returning to positive territory at 1% after a contraction in 2024. The market's momentum in 2025 stood out against a backdrop of moderating inflation to sit at3%

In 2025, wipes in New Zealand continued to show current value growth, with retail sales reaching NZD65.4 million, a 3% rise from the previous year, outpacing volume gains as households prioritised quality and premium features. This trend reflects a broader Australasian and global context where post-pandemic normalisation of demand and easing inflation contrast with a renewed consumer focus on health, hygiene, and value for money. While inflationary pressures have moderated and real GDP growth ha

Menstrual care in 2025 experienced modest 1% volume growth, with retail sales rising to 363 million units, up from 360 million in 2024, while current retail value reached NZD82 million, an increase of 2%. This pace of growth was steady but moderate when set against the backdrop of ongoing economic pressures and cautious consumer spending.

Retail tissue in 2025 recorded a modest volume increase of 1%, reaching 52,145 tonnes, amid a backdrop of cautious household spending and moderate inflation. Price sensitivity was a defining feature, with many shoppers gravitating towards value-tier products, private label options, and smaller or more economical pack formats to accommodate household budgets. Despite these constraints, a segment of consumers continued to prioritise premium quality and sustainability, which supported a steady dema

Retail adult incontinence in New Zealand recorded moderate growth in 2025, reaching 53 million units in retail volume, up only 1% from 2024, and NZD40 million in value sales, an increase of 7%. Although the volume increase was modest, it reflects resilience in demand despite persistent inflation and cost-of-living pressures, which shaped consumer behaviour and product strategy across the year. Compared to the more robust volume growth in earlier years and other hygiene categories, 2025 was marke

In 2025, air care in New Zealand experienced moderate growth driven by demand for higher-quality, feature-rich and aesthetically appealing products. The best-performing category was spray/aerosol air fresheners, with a 4% growth rate in current value terms, thanks to the product's convenience and effectiveness in freshening and fragrancing spaces.

In 2025, the surface care market in New Zealand demonstrated steady performance, reaching a retail current value of NZD100 million in a 1% increase from the previous year. Floor cleaners was the best-performing category with retail value sales increasing by 11% to NZD5 million, while multi-purpose cleaners was the largest category thanks to its products' versatility and convenience, reaching NZD40 million. Health and wellness trends are increasingly significant, with consumers seeking products t

In 2025, the home care market in New Zealand saw growth driven by consumer shifts towards smart home care, health and wellness, and sustainability, with a retail current value of NZD711 million, representing 4% growth from the previous year. Laundry care remains the largest category, supported by consistent demand for laundry detergents and fabric fresheners. Consumer preferences are shifting towards eco-friendly, health-focused and multifunctional products, with households increasingly seeking

In 2025, toilet care in New Zealand reached NZD49 million, with retail current value growth of 6%, indicating a shift towards more premium and eco-friendly products. Toilet liquids/foam was both the largest and best-performing category in 2025, with retail value sales increasing by 7% to reach NZD22 million as consumers prioritised hygiene and safety in their product choices. Toilet care products enjoy widespread usage in homes thanks the efficacy of established and trusted brands.

In 2025, the bleach category in New Zealand experienced steady growth, reflecting price sensitivity and ongoing demand for hygiene and household disinfection, alongside greater attention to product safety, ingredient transparency and environmental impact. Retail current value sales reached NZD7.6 million, up 4% from 2024. Bleach benefits from rising sustainability demand, with consumers prioritising eco-friendly and non-toxic products. Brands such as Ecostore and Bio-Zorb have expanded their ec

In 2025, dishwashing in New Zealand recorded a retail current value of NZD121 million, representing 4% growth from the previous year. Growth in the category is increasingly driven by shifting consumer preferences towards eco-friendly and convenient products. The median disposable income per household in New Zealand was NZD111,361 in 2024 and NZD114,105 in 2025, indicating a steady increase in household income that supports demand for premium and innovative dishwashing products. The largest cate

In 2025, home insecticides in New Zealand saw growth driven by consumer demand for eco-friendly and effective solutions. Retail current value sales reached NZ59 million, representing 4% growth from the previous year. Premiumisation is accelerating as consumers show a willingness to pay more for sustainable and effective products that benefit from experiential marketing. Spray/aerosol insecticides remained the largest category, with retail value sales reaching NZD27 million, supported by convenie

In 2025, polishes in New Zealand saw modest value growth, driven by convenience-focused innovation and multifunctional products. The total retail current value sales of polishes reached NZD9 million, representing a 1% growth from the previous year. Category growth is supported by the introduction of new product formats such as sprays, wipes and multi-surface liquids, which cater to increasing demand for easy-to-use and time-efficient cleaning solutions.

New Zealand's business freedom ranking declined over 2019-2024, with a 19.5% contraction in new businesses and a 387% decrease in business confidence. In addition, the country's labour market remains rigid, with a high youth unemployment rate and a skills mismatch. However, New Zealand maintained strong performances in financial and trade freedom, and is forecast to see a 19.5% improvement in business confidence by 2029.

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.