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Kmart’S Private Label Focus Reshapes Value Expectations and Drives Channel Polarisation
Retail in New Zealand in 2025 delivered modest growth, with sales increasing 3% to NZD68,271 million, shaped by ongoing pressure on household budgets, subdued consumer confidence, and the dominance of supermarkets and value-driven formats. The landscape has become more polarised as consumers prioritise affordability, with everyday low pricing and robust private label models reshaping expectations and forcing operators to compete more aggressively on price, scale, and efficiency. International entrants such as Ikea and Victoria’s Secret have intensified competition and elevated the importance of omnichannel execution, compelling domestic retailers to accelerate digital integration, experiential engagement, and operational innovation.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail 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 Retail 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 Retail in New Zealand report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- 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 Retail in New Zealand?
- Which are the leading retailers in Retail in New Zealand?
- How are products distributed in Retail 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?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in New Zealand
Kmart’S Private Label Focus Reshapes Value Expectations and Drives Channel Polarisation
Key Data Insights
Chart 1 Key Industry Trends for Retail
Kmart’S Private Label Focus Reshapes Value Expectations and Drives Channel Polarisation
Ikea’S Entry and Victoria’S Secret Airport Relaunch Intensify Competition and Raise Consumer Expectations
Appliances and Electronics Thrive as Innovation and Delayed Replacement Cycles Drive Demand
Chart 2 Value Sales 2020-2030
Chart 3 Value Sales by Category 2025
Omnichannel Integration and Value-Led Strategies Reshape Spending Habits
Store Networks Shift Towards Efficiency and Experiential Engagement
Chart 4 Forecast Value Sales 2020-2030
Chart 5 Forecast Value Sales by Category 2025-2030
Chart 6 Analyst Insight for Retail
Kmart and Chemist Warehouse Disrupt Rivals as Price and Scale Win Share
Chart 7 PAK’nSAVE Highland Park brings more choice and low prices to East Auckland
Chemist Warehouse and New World Drive Innovation through Mergers and New Concepts
Chart 8 New World launches New Zealand’s first reverse vending machine
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 11 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas
End of Financial Year Sale
Chart 12 Economic Context for Retail
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Retail
Chart 16 Population 2020-2030
Chart 17 Population by Generation 2025
Convenience Retailers in New Zealand
Key Data Insights
Mobil and Z Embrace Digital Transformation to Enhance Shopper Rewards
Chart 18 Key Industry Trends for Convenience Retailers
Mobil and Z Embrace Digital Transformation to Enhance Shopper Rewards
Chart 19 App-based loyalty drives smart convenience
Forecourt Retailers Show Resilience in Difficult Economy
Chart 20 Micro-formats and hybrid stores redefine convenience
On the Spot and Fix Redefine Local Shopping Missions
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Future Performance Driven by Transition to Electric Vehicles (Ev) and Takeaway Foodservice
Digital Tools Drive Loyalty and Reimagine the Shopper Journey
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Z Energy and Bp Drive Loyalty with Digital Upgrades and Local Focus
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Chart 27 Economic Context for Convenience Retailers
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Convenience Retailers
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Supermarkets in New Zealand
Key Data Insights
Supermarkets Boost Omnichannel Strategies with Click-And-Collect Expansion
Chart 33 Key Industry Trends for Supermarkets
Supermarkets Boost Omnichannel Strategies with Click-And-Collect Expansion
Chart 34 Woolworths New Zealand expands direct-to-boot (click-and-collect service)
Foodstuffs (Nz) Ltd Elevates Value through Private Label Innovation
Chart 35 Foodstuffs (NZ) Ltd strengthens private label strategy in 2025
Digital Adoption Accelerates as Retailers Unify Fulfilment and Loyalty
Chart 36 Value Sales 2020-2030
Digital Investment Reshapes Shopping Missions and Loyalty
Private Label Supports Customer Retention in the Supermarket Channel
Alternative Channels Accelerate Fragmentation and Innovation
Chart 37 Forecast Value Sales 2020-2030
Foodstuffs (Nz) Ltd Expands Store Network to Reinforce Price Leadership
Chart 38 Company Shares 2025
Chart 39 Brand Shares 2025
Chart 40 Economic Context for Supermarkets
Chart 41 Real Gdp Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Consumer Context for Supermarkets
Chart 44 Population 2020-2030
Chart 45 Population by Generation 2025
Hypermarkets in New Zealand
Key Data Insights
Hypermarkets Remain Relevant in Value-Driven Environment
Chart 46 Key Industry Trends for Hypermarkets
Hypermarkets Remain Relevant in Value-Driven Environment
Kmart’S 24-Hour Model Raises Expectations for Convenience and Accessibility
Chart 47 Kmart’s 24-hour Westgate superstore signals a new era of convenience-led hypermarket
Anko Private Label Boosts Kmart’S Position as Consumers Focus on Essentials
Chart 48 Strength of private label Anko positions Kmart as value retail powerhouse
Chart 49 Value Sales 2020-2030
Modest Outlook as Households Remain Highly Price Sensitive
Hypermarkets Prioritise Digital and Operational Agility for Resilience
Chart 50 Forecast Value Sales 2020-2030
Kmart Leverages Value and Private Label to Erode the Warehouse’S Share
Chart 51 Company Shares 2025
Chart 52 Brand Shares 2025
Chart 53 Economic Context for Hypermarkets
Chart 54 Real Gdp Growth 2020-2030
Chart 55 Inflation 2020-2030
Chart 56 Consumer Context for Hypermarkets
Chart 57 Population 2020-2030
Chart 58 Population by Generation 2025
Small Local Grocers in New Zealand
Key Data Insights
Consumers Consolidate Top-Up Missions While Spend Shifts to Supermarkets
Consumers Consolidate Top-Up Missions While Spend Shifts to Supermarkets
Milk, Bread and Fresh Produce Anchor Top-Up Missions for Urban Shoppers
Rising Costs and Price Sensitivity Limit the Ability to Compete on Range or Price
Chart 59 Value Sales 2020-2030
Neighbourhood Stores Deepen Local Focus to Counter Price Competition
Curated Ranges and Delivery Partnerships Reshape Convenience and Loyalty
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Economic Context for Small Local Grocers
Chart 62 Real Gdp Growth 2020-2030
Chart 63 Inflation 2020-2030
Chart 64 Consumer Context for Small Local Grocers
Chart 65 Population 2020-2030
Chart 66 Population by Generation 2025
General Merchandise Stores in New Zealand
Key Data Insights
Kmart Captures Value-Driven Shoppers as Department Stores Lose Ground
Chart 67 Key Industry Trends for General Merchandise Stores
Kmart Captures Value-Driven Shoppers as Department Stores Lose Ground
Chart 68 Value reshapes retail, with hypermarkets outpacing department stores
David Jones Pivots to Flagship Experience to Defend Relevance
Discount-Led Operators Reshape Shopper Priorities and Competitive Outcomes
Chart 69 David Jones refocuses New Zealand strategy around a single flagship
Chart 70 Value Sales 2020-2030
Chart 71 Value Sales by Category 2025
Hybrid Working Patterns to Reduce City-Centre Stores as Shopping Malls Gain Focus
Variety Stores Gain Momentum as Consumers Prioritise Value
Chart 72 Forecast Value Sales 2020-2030
Chart 73 Forecast Value Sales by Category 2025-2030
Farmers Prioritises Operational Discipline as Daiso Japan Gains Share through Value Expansion
Chart 74 Company Shares 2025
Chart 75 Brand Shares 2025
Chart 76 Economic Context for General Merchandise Stores
Chart 77 Real Gdp Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for General Merchandise Stores
Chart 80 Population 2020-2030
Chart 81 Population by Generation 2025
Apparel and Footwear Specialists in New Zealand
Key Data Insights
Consumers Are Drawn to Value and Discount Retail Formats
Chart 82 Key Industry Trends for Apparel and Footwear Specialists
Consumers Are Drawn to Value and Discount Retail Formats
Chart 83 Global brands use New Zealand as a strategic gateway for premium retail expansion
Victoria’S Secret Leverages Airport Expansion to Build a Premium Presence
Anko Drives Kmart’S Growth as Discount Apparel Becomes the New Norm
Chart 84 Kmart cements leadership as valueled apparel reshapes New Zealand retail
Chart 85 Value Sales 2020-2030
Fast-Fashion Platforms Outpace Mid-Tier Rivals as Value Polarisation Deepens
Social Platforms Drive Brand Discovery and Reshape Shopper Journeys
Retailers Accelerate Inventory Agility to Meet Sustainability Expectations
Chart 86 Forecast Value Sales 2020-2030
Cotton on Clothing Sustains Lead as Kmart Captures Value-Driven Demand
Chart 87 Company Shares 2025
Chart 88 Brand Shares 2025
Chart 89 Economic Context for Apparel and Footwear Specialists
Chart 90 Real Gdp Growth 2020-2030
Chart 91 Inflation 2020-2030
Chart 92 Consumer Context for Apparel and Footwear Specialists
Chart 93 Population 2020-2030
Chart 94 Population by Generation 2025
Appliances and Electronics Specialists in New Zealand
Key Data Insights
Jb Hi-Fi Drives Growth by Linking Data-Led Omnichannel Retail to Consumer Upgrade Cycles
Chart 95 Key Industry Trends for Appliances and Electronics Specialists
Jb Hi-Fi Drives Growth by Linking Data-Led Omnichannel Retail to Consumer Upgrade Cycles
Chart 96 JB Hi-Fi New Zealand: data-led omnichannel execution in practice
Harvey Norman Capitalises on Ai Innovation to Stimulate High-Value Electronics Sales
Chart 97 Harvey Norman bets big on AI as smart home tech reshapes consumer demand
Chart 98 Value Sales 2020-2030
Retailers Expand Fulfilment Capabilities to Capture Upgrade-Driven Demand
Ai-Enabled Features and Sustainability Initiatives Accelerate Upgrade Cycles
Chart 99 Forecast Value Sales 2020-2030
Noel Leeming Strengthens Omnichannel Lead as Harvey Norman Cedes Ground
Chart 100 Company Shares 2025
Chart 101 Brand Shares 2025
Chart 102 Economic Context for Appliances and Electronics Specialists
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Appliances and Electronics Specialists
Chart 106 Population 2020-2030
Chart 107 Population by Generation 2025
Home Products Specialists in New Zealand
Key Data Insights
Ikea’S Arrival Reshapes Spending and Value Expectations
Chart 108 Key Industry Trends for Home Products Specialists
Ikea’S Arrival Reshapes Spending and Value Expectations
Chart 109 IKEA’s market entry accelerates international expansion impact in New Zealand
Home Improvement Stores Anchor Spending Amid Cautious Sentiment
Petstock and Animates Capture Loyalty as Pet Care Outpaces Discretionary Trends
Chart 110 Mitre 10 redefines retail convenience through operational transformation
Chart 111 Value Sales 2020-2030
Chart 112 Value Sales by Category 2025
International Entrants Intensify Competition and Reshape Consumer Expectations
Pet Care Anchors Repeat Spend as Loyalty and Convenience Drive Resilience
Operational Agility and Value-Led Messaging Secure Future Relevance
Chart 113 Forecast Value Sales 2020-2030
Chart 114 Forecast Value Sales by Category 2025-2030
Mitre 10 Accelerates Transformation as Petstock Leverages Scale for Share Gains
Woolworths’ Investment in Pet Retail Intensifies Consolidation
Chart 115 Company Shares 2025
Chart 116 Brand Shares 2025
Chart 117 Economic Context for Home Products Specialists
Chart 118 Real Gdp Growth 2020-2030
Chart 119 Inflation 2020-2030
Chart 120 Consumer Context for Home Products Specialists
Chart 121 Population 2020-2030
Chart 122 Population by Generation 2025
Health and Beauty Specialists in New Zealand
Key Data Insights
Chemist Warehouse Leverages Digital Convenience to Boost Customer Loyalty
Chart 123 Key Industry Trends for Health and Beauty Specialists
Chemist Warehouse Leverages Digital Convenience to Boost Customer Loyalty
Chart 124 Chemist Warehouse redefines convenience through e-commerce
Pharmacies Maintain Lead as Beauty Specialists Drive Growth Momentum
Mecca and Chemist Warehouse Transform Retail through Experience and Digital Innovation
Chart 125 Meccaland signals shift toward experience-led beauty retail
Chart 126 Value Sales 2020-2030
Chart 127 Value Sales by Category 2025
Chemist Warehouse and Mecca Redefine Experience and Digital Loyalty
Retailers Invest in Digital Convenience and Wellness to Offset Margin Pressures
Chart 128 Forecast Value Sales 2020-2030
Chart 129 Forecast Value Sales by Category 2025-2030
Chemist Warehouse Accelerates Share Gains through Value Focus and Expansion
Chart 130 Company Shares 2025
Chart 131 Brand Shares 2025
Chart 132 Economic Context for Health and Beauty Specialists
Chart 133 Real Gdp Growth 2020-2030
Chart 134 Inflation 2020-2030
Chart 135 Consumer Context for Health and Beauty Specialists
Chart 136 Population 2020-2030
Chart 137 Population by Generation 2025
Vending in New Zealand
Key Data Insights
Employers Boost Workplace Vending Usage as Mobility Returns
Employers Boost Workplace Vending Usage as Mobility Returns
Hybrid Work Limits City Centre Recovery, Driving Shift to Captive Sites
Chart 138 Value Sales 2020-2030
Chart 139 Value Sales by Category 2025
Slow and Steady Pace of Growth for the Vending Channel
Mobile Payments and Digital Tools Drive Margin Protection
Chart 140 Forecast Value Sales 2020-2030
Chart 141 Forecast Value Sales by Category 2025-2030
Coca-Cola Europacific Partners Drives Vending Transformation with Digital Innovation
Chart 142 Company Shares 2025
Chart 143 Brand Shares 2025
Chart 144 Economic Context for Vending
Chart 145 Real Gdp Growth 2020-2030
Chart 146 Inflation 2020-2030
Chart 147 Consumer Context for Vending
Chart 148 Population 2020-2030
Chart 149 Population by Generation 2025
Direct Selling in New Zealand
Key Data Insights
Herbalife Pivots to Product Innovation as Amway Faces Scrutiny
Chart 150 Key Industry Trends for Direct Selling
Herbalife Pivots to Product Innovation as Amway Faces Scrutiny
Health and Beauty Maintains Leadership as Other Products Rebound
Herbalife Accelerates Digital Transformation to Boost Retention and Trust
Chart 151 Herbalife Nutrition New Zealand accelerates the shift to digital channels
Chart 152 Value Sales 2020-2030
Chart 153 Value Sales by Category 2025
Professional Operators Leverage Science-Backed Products to Outpace Casual Players
Chart 154 Forecast Value Sales 2020-2030
Chart 155 Forecast Value Sales by Category 2025-2030
Herbalife Nutrition Leverages Digital Tools to Outpace Amway’S Legacy Model
Chart 156 Company Shares 2025
Chart 157 Brand Shares 2025
Chart 158 Economic Context for Direct Selling
Chart 159 Real Gdp Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Direct Selling
Chart 162 Population 2020-2030
Chart 163 Population by Generation 2025
Retail E-Commerce in New Zealand
Key Data Insights
Temu Opens Local Seller Programme and Intensifies Competition
Chart 164 Key Industry Trends for Retail E-Commerce
Temu Opens Local Seller Programme and Intensifies Competition
Chart 165 Temu opens local seller program
Chart 166 Value Sales 2020-2030
Chart 167 Value Sales by Category 2025
Woolworths Prioritises Grocery E-Commerce to Meet Value-Driven Demand
Omnichannel Retailers Leverage Store Networks for Fulfilment Efficiency
Retailers Elevate Delivery Experience to Secure Shopper Loyalty
Chart 168 Forecast Value Sales 2020-2030
Chart 169 Forecast Value Sales by Category 2025-2030
Chart 170 Analyst Insight for Retail E-Commerce
Woolworths Expands Rapid Delivery and Loyalty to Defend Online Lead
Chart 171 Woolworths New Zealand expands direct to boot and on demand delivery
Chart 172 Company Shares 2025
Chart 173 Brand Shares 2025
Chart 174 Economic Context for Retail E-Commerce
Chart 175 Real Gdp Growth 2020-2030
Chart 176 Inflation 2020-2030
Chart 177 Consumer Context for Retail E-Commerce
Chart 178 Population 2020-2030
Chart 179 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- 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
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Retail
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, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. 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.
See all of our definitions
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This report originates from Passport, our Retail research and analysis database.
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