Volume sales of cigarettes in New Zealand contracted at double-digit rates in 2024. The category has been in decline since 2020, when respiratory concerns were at the forefront during the height of the COVID-19 pandemic, and trading restrictions and supply chain disruptions affected consumers' ability to make purchases. Volume decline was largely attributable to the cost-of-living pressures, with high interest rates and a weak economy significantly hampering discretionary spending levels. As cig

Amid New Zealand’s strategy to achieve a smoke-free nation by 2025, the smoking rate in the country has continued to decline. Public health campaigns, higher tobacco taxes, and smoking bans in public places have contributed to this. Smoking has a more negative image, especially among younger generations, who are increasingly health conscious. This trend has prompted many tobacco companies to pivot towards alternative products, such as heated tobacco and e-cigarettes, to capture a share of non-co

Volume sales of cigars, cigarillos and smoking tobacco fell in 2024. Cigars and cigarillos are not typically used habitually like cigarettes and have not seen as much cannibalisation from vaping. Rather, the decline in volume sales for the category can be attributed to broader health and wellness preferences among local consumers, as well as cost-of-living pressures that have led to a contraction in discretionary spending. Whereas in the past, the rising price of cigarettes would see smokers tra

Current value and volume sales of e-vapour products increased in New Zealand in 2024. Health and wellness trends continued to be the main driver of growth in the category, with government health initiatives focused on utilising smokeless tobacco products to help people quit tobacco. That being said, the category is not without some controversy, particularly given the proliferation of vape stores across the country, and the rise in not only youths using vaping products, but also non-smokers, as w

Respect for the rule of law has enhanced economic freedom, whilst trust in governance is high. However, transparency is being eroded by corruption and public finances have worsened. Controlled inflation has enabled interest rates to be lowered, but economic activity remains a challenge and exports could weaken. Relatively high income inequality and a large gender gap characterise the social landscape. Internet use is high, as are mobile subscriptions, but innovation capacity could improve.

New Zealand’s sugar confectionery category has returned to positive growth in retail volume terms in 2025 following a modest decline in the previous year. Despite signs of economic recovery in 2025, consumer spending remained cautious due to persistent cost-of-living pressures. However, sugar confectionery has continued to perform well as an affordable indulgence that consumers are still willing to prioritise on within their discretionary budgets. In addition, its broad appeal across age groups

In 2025, sales of chocolate confectionery have continued to be shaped by persistent global supply chain pressures, most notably the cocoa crisis, which has driven up input costs and led to widespread retail price increases. As a result, value growth has largely been price-led, with volume sales remaining stable as consumers have continued to indulge, albeit more consciously, in the context of ongoing cost-of-living constraints. To mitigate cost pressures manufacturers adopted a multi-pronged app

Retail value sales of gum in New Zealand have seen stable growth in 2025, underpinned by price normalisation after the previous year’s inflationary peak. Market growth reflects a return to pre-pandemic behavioural patterns, with consumer demand stabilising as daily routines involving oral care and social engagement resume. In particular, the revival of face-to-face interactions, such as office attendance, socialising, and domestic travel, has prompted a growing number of consumers to incorporate

New Zealand’s sweet biscuits, snack bars and fruit snacks category is experiencing a more favourable trading climate in 2025 compared to the review period, supported by improved supply chain efficiencies and a marked decline in key commodity costs. These developments have alleviated some cost pressures across manufacturing and logistics, allowing brands to stabilise pricing and reallocate resources toward commercial strategies. However, macroeconomic recovery remains fragile, with elevated livin

New Zealand’s savoury snacks category has seen stable growth in 2025 with sales normalising as production efficiencies improve and consumers adapt to higher living costs. As macroeconomic conditions gradually recover, impulse and indulgence-driven purchases are beginning to rebound, supporting steady retail demand. Snacking frequency remains elevated, driven by boredom, convenience, and on-the-go consumption. In response, brands continue to innovate with better-for-you savoury snacks, offering l

The snacks market in New Zealand is entering a phase of cautious recovery in 2025, as economic headwinds begin to moderate and consumer behaviour adjusts to a new normal. While elevated living costs and high interest rates continue to influence household budgets, signs of inflationary easing and stabilised supply chains are fostering a more favourable trading climate. This has led to a gradual rebound in retail volume sales across core snacks categories, although demand remains below pre-pandemi

Amidst persistently high food inflation, elevated mortgage servicing costs, and muted wage growth, household budgets have remained under pressure in 2025. Despite this, ice cream has retained its appeal as both a low-cost indulgence and a convenient family treat. Value sales of ice cream in New Zealand have therefore maintained steady growth in 2025, underpinned by resilience in value-led formats and trading-up behaviour within the premium segment. The category’s stability has been largely suppo

Sales of beauty and personal care returned to low positive volume growth in New Zealand in 2024, while value growth dropped slightly. This can be attributed to stabilising levels of inflation which have fallen again after two years of spikes. However, difficult economic conditions continue in New Zealand, with high costs of living supressing potentially stronger sales. Indeed, consumers in New Zealand have cut their spending on non-essential items within this economic context. That said, beauty

Deodorants maintained positive sales in New Zealand in 2024, at low levels of value growth and with volume returning to a positive performance. Deodorants benefit from baseline demand, as consumers continue to purchase essential personal care products, despite the cost-of-living pressures. With heightened awareness of hygiene and social etiquette, consumers are using products like deodorants to help with this cause. Consumers in New Zealand spend many hours outdoors and in social environments, s

Depilatories saw sluggish value growth in New Zealand in 2024, with volume creeping back towards a positive performance compared to 2023. While this denotes steady demand, the category is also starting to mature, which suppressed potentially stronger growth. In the current economic climate, consumers are cautious about how they spend their money, and while personal care items are important, consumers are unlikely to have expanded their range of products in the past 12 months. Consumers who are a

Sun care sustained positive growth in New Zealand in 2024, reflecting a combination of increasing public awareness about protecting skin from the harsh rays of the sun, alongside evolving consumer behaviour, and supportive retail dynamics. While the market continues to face the challenge of low usage penetration, particularly outside summer months and among men, ongoing educational campaigns and broader wellness narratives are beginning to shift perceptions. Public health efforts, including mess

Oral care maintained healthy growth in New Zealand in 2024, thanks to consistent consumer demand for oral hygiene. Products such as toothbrushes and toothpaste are seen as essential products, which consumers will continue to buy, despite lost-of-living pressures. Oral care is an essential feature of a person’s personal care routine, both for hygiene purposes and to maintain the health of their teeth and gums. Damage to teeth and gums can result in costly medical treatment, so the majority of con

Bath and shower maintained positive sales in New Zealand in 2024, albeit with value growth lower than seen in 2023, and with volume improved. This is attributed to the stabilisation of prices in relation to the easing of inflationary pressures, with sales supported by the fact that many bath and shower products are considered essential items. Consumers may choose to switch to cheaper brands during times of economic uncertainty and lower spending power, but there will always be consistent demand

Sales of skin care maintained a positive trajectory in New Zealand in 2024, reflecting the category’s resilience as a daily-use essential, underpinned by strong consumer engagement across both mass and premium segments. Despite broader economic headwinds and subdued discretionary spending, skin care remained insulated compared to more cyclical beauty categories, supported by its health and wellness associations.

Colour cosmetics sustained positive value sales in New Zealand in 2024, albeit at lower rates of growth compared to 2023. That said, volume sales remained stable and the lower growth rates seen in value can be attributed to stabilising inflation and consumer price sensitivity. Recent economic pressures and the cost-of-living crisis have placed a significant strain on household budgets, prompting consumers to reassess their discretionary spending. As a result, beauty purchases became more selecti

Hair care saw sluggish growth in New Zealand in 2024, reflecting both an ongoing baseline demand and also. somewhat restricted spending in the category. With hair care being a personal care-focussed category, most consumers use products on a regular basis, seeking a variety of different product types which serve different purposes. However, with consumer spending being limited by the high costs of living, consumers are more cautious about purchasing additional products and are making some cutbac

Fragrances maintained positive sales in New Zealand in 2024, despite uncertain economic conditions, and with premium fragrances performing better than mass options. Unlike many personal care categories, fragrances are not as essential of a purchase, especially ones which are positioned as premium. So, consumer spending on fragrances will be somewhat dictated by their purchasing power. However, the category has still performed at an adequate level, suggesting that there is strong enough demand fo

Men’s grooming saw low value sales in New Zealand in 2024, albeit at an improved rate than seen in 2023. The recent inflationary and cost of living pressures resulted in a slowdown in the growth of the category, but this is cited as a temporary dip in performance due to economic circumstance. Beyond this, men’s grooming has enjoyed success in recent years, due to changing consumer attitudes regarding the importance of personal care for men. While men’s razors and blades and deodorant categories

Baby and child-specific products maintained positive growth in New Zealand in 2024, thanks to the fact that many such products are necessary, regular purchases for parents. This means baby and child-specific products are not so affected by price sensitivity compared to more discretionary beauty and personal care products. Value sales in 2024 were at lower growth rates than seen in the recent review period, but this is attributed to stabilisation in prices in line with stabilisation of inflation,