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Retail in New Zealand

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in New Zealand report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in New Zealand?
  • Which are the leading retailers in Retailing in New Zealand?
  • How are products distributed in Retailing in New Zealand?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in New Zealand?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in New Zealand

Retail in 2022: The big picture
Retailers respond to needs of sustainable shoppers
Footfall remains below pre-pandemic levels despite minimal restrictions
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas
End of financial year sale
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027

APPENDIX

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in New Zealand

KEY DATA FINDINGS

New supplier for independent convenience stores
Regulation will limit the number of retailers selling tobacco
Costco opens its first petrol station in New Zealand
Low value growth for convenience stores over the forecast period
Inflationary pressure puts margin pressure on convenience stores
Opportunity for convenience stores to partner food delivery services
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027

Supermarkets in New Zealand

KEY DATA FINDINGS

Affordability of grocery staples now a key concern for consumers
Regulatory changes introduced to improve competition in grocery retailing
New membership-only online supermarket sees strong consumer uptake
Major supermarkets will continue to dominate grocery retailing
Initiatives by major supermarkets to drive growth in online grocery shopping
Opportunity for supermarkets to target consumers looking for sustainable options
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Supermarkets GBO Company Shares: % Value 2018-2022
Table 68 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 69 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Hypermarkets in New Zealand

KEY DATA FINDINGS

Leading hypermarket The Warehouse targets non-discretionary items in price promotions
Kmart expands in New Zealand
The Warehouse eyes an opportunity to re-enter grocery retailing
Growth in hypermarkets to be driven by physical stores and online sales
Opportunity for hypermarkets to enter grocery retailing
Opportunity to grow sales through meeting demand for affordable luxuries
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Small Local Grocers in New Zealand

KEY DATA FINDINGS

At-home entertainment and home cooking drive growth
Small local grocers respond to demand for healthier choices
Growth in small local grocers limited by competition from supermarkets
Opportunity to reach new consumers through partnering with food delivery apps
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 82 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 83 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

General Merchandise Stores in New Zealand

KEY DATA FINDINGS

Low footfall dampens performance by department stores
No notable changes to variety stores in 2022
In-store experience will remain key to attracting consumers
Opportunity for department stores to leverage the New Zealand brand
Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 90 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 91 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027

Apparel and Footwear Specialists in New Zealand

KEY DATA FINDINGS

2022 is a challenging year for apparel and footwear specialists
International apparel brands expand in New Zealand
Changes in consumers’ purchasing behaviour as a result of pandemic restrictions
Opportunity to drive growth through improving online shopping platforms
New Zealand targets wealthy tourists as borders reopen
Opportunity to attract sustainable shoppers through facilitating shopper participation in the circular economy
Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Appliances and Electronics Specialists in New Zealand

KEY DATA FINDINGS

Appliances and electronics specialists pass on increases in costs to consumers
JB Hi-Fi earmarks New Zealand in its growth strategy
New online retailer Andoo launches in New Zealand
Demand for appliances to soften over the forecast period
Appliances and electronics specialists may face competition from retailers in other channels
Opportunity for retailers to attract shoppers interested in sustainability
Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027

Home Products Specialists in New Zealand

KEY DATA FINDINGS

Consumers’ focus on the home environment drives growth for home products specialists
Online mattress retailer Comfi launches new store concept
Focus on home environment to continue driving growth for home products specialists over the forecast period
Health and wellbeing trends to drive demand for gardening products
IKEA set to open its first store in New Zealand
Table 111 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 112 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 113 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 114 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 115 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 116 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 117 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 118 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 119 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 120 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 121 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027

Health and Beauty Specialists in New Zealand

KEY DATA FINDINGS

Sephora expands its retail footprint in New Zealand
Expansion of Chemist Warehouse disrupts pharmacies
Shortage of pharmacists leads to reduced opening hours
Beauty specialist retailers to benefit from the self-care trend
Online shopping for health products to give rise to new retail concepts
Consumers’ perception of pharmacies likely to change over the forecast period
Table 122 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 123 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 124 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 125 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 126 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 127 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 128 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 129 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 130 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 131 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 132 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027

Vending in New Zealand

KEY DATA FINDINGS

Vending sales struggle to recover to pre-pandemic levels in 2022
Vending players collaborate with city attractions to offer novel items
Pandemic-led changes limit growth for vending over the forecast period
Opportunity for vending to meet demand for convenient and healthy meals
Table 133 Vending by Product: Value 2017-2022
Table 134 Vending by Product: % Value Growth 2017-2022
Table 135 Vending GBO Company Shares: % Value 2018-2022
Table 136 Vending GBN Brand Shares: % Value 2019-2022
Table 137 Vending Forecasts by Product: Value 2022-2027
Table 138 Vending Forecasts by Product: % Value Growth 2022-2027

Direct Selling in New Zealand

KEY DATA FINDINGS

Direct selling declines in 2022 due to inflationary pressures
New Image acquires skin care and beauty brand Nutrimetics
Competition from other retail channels limits future growth of direct selling
Investment in social media key to remaining relevant to young, tech-savvy consumers
Table 139 Direct Selling by Product: Value 2017-2022
Table 140 Direct Selling by Product: % Value Growth 2017-2022
Table 141 Direct Selling GBO Company Shares: % Value 2018-2022
Table 142 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 143 Direct Selling Forecasts by Product: Value 2022-2027
Table 144 Direct Selling Forecasts by Product: % Value Growth 2022-2027

Retail E-Commerce in New Zealand

KEY DATA FINDINGS

Retailers invest in upgrading online shopping platforms
Online shopping drives growth in Buy Now Pay Later schemes
Demand for delivery services grows alongside retail e-commerce
Online demand for groceries set to grow over the forecast period
Online shopping through smartphones to gain further penetration
Longer promotional period to target online consumers
Table 145 Retail E-Commerce by Product and Category: Value 2017-2022
Table 146 Retail E-Commerce by Product and Category: % Value Growth 2017-2022
Table 147 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 148 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 149 Forecast Retail E-Commerce by Product and Category: Value 2022-2027
Table 150 Forecast Retail E-Commerce by Product and Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
        • Consumer Appliances Direct Selling
        • Consumer Electronics Direct Selling
        • Toys and Games Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
        • Home Care Direct Selling
        • Home and Garden Direct Selling
        • Pet Care Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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