Megatrends in New Zealand

October 2021

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in New Zealand.

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Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in New Zealand report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in New Zealand report answers:

  • How is the consumer mindset in New Zealand changing? In New Zealand, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in New Zealand purchase decisions?
  • Where and how do consumers shop in New Zealand?
  • What health-related activities do consumers in New Zealand participate in?
  • What megatrends should I focus on in New Zealand (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
The drivers shaping consumer behaviour
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
New payment app Buck allows for instant peer-to-peer payments
New Zealanders lag behind their global counterparts in terms of app use
Gen Z are the keenest gamers
More than half of consumers actively manage their privacy settings
Baby Boomers are the most wary of targeted ads
Friends and family remain the most trusted source of information
Return to face-to-face activities expected post-pandemic
Experience more
CamperMate app caters to the needs of freedom campers
New Zealanders prefer real world experiences
Gen Z are the most keen on virtual online experiences
Pandemic drives more people to socialise online
Safety is paramount when it comes to travel
Gen X are the most eager to resume face-to-face activities
Middle class reset
Bargain Chemist expands discount pharmacy model across New Zealand
Almost half of New Zealanders are willing to buy used items
Baby Boomers are the biggest bargain hunters
The concept of repurposing gains traction
Younger consumers are most likely to be seeking ways to save money
Antipodes moves into probiotic skin care with Culture line
New Zealanders are looking for a simpler life
Gen X are the most willing to spend money to save time
Millennial consumers are keen to engage with brands
Almost a quarter of consumers will pay more for premium foods
Shifting market frontiers
New Zealand’s first virtual mall launched in the town of Whakatane
International products are more widely available, despite closed borders
Gen Z are the most open to international products and cultures
Baby Boomers are the most focused on supporting local business
Shopping reinvented
Countdown’s Scan & Go speeds up in-store shopping
Social media engagement by New Zealand shoppers remains low
Millennials are the most likely to interact with brands online
Sustainable living
Rutherford & Meyer minimises food waste with upcycled ingredients
Most consumers are keen to take action against climate change
Recycling is the top environmental priority
oVRcome addresses phobias with immersive 3D exposure therapy
Two thirds of New Zealanders exercise regularly
Millennials are the most physically active cohort
Massage and meditation are the top ways to reduce stress
Consumers are making greater use of health tech
Health and safety precautions remain a priority amid the pandemic
Leverage the power of Megatrends to shape your strategy today

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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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