The population reached 5.3 million in 2025, and is predicted to grow by 14.9% to 6.1 million by 2040. The defining structural shift is ageing: the median age is forecast to rise from 38.1 to 42.2 years, while the population aged 65+ expands by 44% to 1.3 million, reshaping demand faster than headline growth suggests.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in New Zealand report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in New Zealand report answers:
- How consumers in New Zealand are changing?
- What are key changes in New Zealand population, society and generational structure and how it is affecting businesses?
- What is the household structure in New Zealand and how it is changing consumer landscape?
- What are key income groups in New Zealand? What is the outlook for the future?
- Where consumers are spending the money in New Zealand?
- How is the consumer mindset in New Zealand changing?
- In New Zealand, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in New Zealand?
Scope
Key findings
Key drivers affecting consumers in New Zealand in 2025
How developments today shape the consumer of tomorrow
Today 2025: Slow growth in the population, which is ageing
Millennials lead a population of 5.3 million
Cholesterol and inactivity outpace the average for developed markets
Tomorrow 2040: 65+ year-olds set to be the fastest growing age group
Population grows to 6.1 million by 2040, despite migration cooling
Auckland anchors an urbanisation rate close to reaching 88%
Opportunities for growth
Case study: Ryman Healthcare scales for the retirement boom
Today 2025: Couples without children and single person households growing fastest
Households pass 1.9 million as average size keeps shrinking
Houses still dominate, although a third of households rent
Tomorrow 2040: Growth in single person households outpaces couples without children
Single-person households grow fastest to 2040
Broadband and online banking near saturation
Opportunities for growth
Case study: Simplicity Living builds out professional rental
Today 2025: Discretionary spending below global and developed country averages
Incomes are rising, with men still earning a third more than women
Cost of living pressures hit the lowest earners hardest
Tomorrow 2040: Social class E has a greater share than the developed countries average
Baby Boomers turn retirement into a spending category
Consumer spending predicted to reach USD219 billion by 2040
Opportunities for growth
Case study: A concentrated grocery market meets new rules
Key findings: Consumer survey
Generation Z particularly willing to pay for superior taste and high quality essential
Gen Z pays up for quality and taste
Sustainability intent runs below the global average
Savers remain cautious about the financial future
Unemployment rises as workers eye AI reskilling
Opportunities for growth
Case study: Temu accelerates value-led online shopping
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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