Executive Summary

Mar 2019
Retailing continues to see growth in New Zealand in 2018

The positive performance of retailing in 2018 can be attributed to the nation’s strong economy and the accompanying rise in disposable incomes. It also benefited from New Zealand’s growing population, which was a result of high net migration, especially in key regions such as Auckland, Wellington and Christchurch.

New Zealand’s booming tourism industry drives growth in retailing

In 2018, New Zealand’s booming tourism industry also continued to be a key driver of growth in retailing. The country continued to experience strong growth in arrivals due to its positioning as a safe and unique travel destination.

Home and garden specialist retailers sees strong growth in store-based retailing

Home and garden specialist retailers posted strong current value growth in store-based retailing in 2018, with growth driven by the positive performance of both home improvement and gardening stores and homewares and home furnishing stores. Both channels benefited from rising consumer awareness, which stemmed from popular DIY reality TV shows and the growing prevalence of lifestyle influencers on social media platforms.

Retailers invest heavily in improving their online capability

With New Zealand’s high internet penetration rate, many consumers have access to online retailers. Due to the wide availability of products online, consumers not only turn to online retailers to make purchases, but also as a reference when researching products and comparing prices.

Retailing is expected to maintain growth over the forecast period in New Zealand

Over the forecast period, retailing in New Zealand is projected to post a positive performance in current value terms. Growth will continue to be driven by population growth and rising disposable incomes.

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Retailing in New Zealand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retailing industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in New Zealand for free:

The Retailing in New Zealand market research report includes:

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

Our market research reports answer questions such as:

  • How big is the grocery/non-grocery/non-store channel in New Zealand?
  • Who are the leading retailers in New Zealand?
  • How is retailing performing in New Zealand?
  • What is the retailing environment like in New Zealand?
  • Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Retailing in New Zealand

EXECUTIVE SUMMARY

Retailing continues to see growth in New Zealand in 2018
New Zealand’s booming tourism industry drives growth in retailing
Home and garden specialist retailers sees strong growth in store-based retailing
Retailers invest heavily in improving their online capability
Retailing is expected to maintain growth over the forecast period in New Zealand

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type,
Physical retail landscape
Cash and carry
Seasonality
Christmas
End of financial year sale
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 3 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 5 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 7 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 11 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 13 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 23 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 25 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 27 Retailing GBO Company Shares: % Value 2014-2018
Table 28 Retailing GBN Brand Shares: % Value 2015-2018
Table 29 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 30 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 31 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 32 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 33 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 34 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 35 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 42 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 43 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Discounters in New Zealand

PROSPECTS

Hypermarkets in New Zealand

PROSPECTS

Apparel and Footwear Specialist Retailers in New Zealand

HEADLINES

PROSPECTS

Apparel and footwear specialist retailers continues to face intense price competition
The exit of well-established brands
Sales via online channels are projected to increase over the forecast period

COMPETITIVE LANDSCAPE

Cotton On Clothing (New Zealand) continues to lead
H&M experiences the strongest value growth in 2018
The move online

CHANNEL DATA

Table 72 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 73 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 74 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 75 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 76 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 77 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 78 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 79 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Convenience Stores in New Zealand

HEADLINES

PROSPECTS

Supermarkets contributes to a decline in impulse purchases in convenience stores
Expansion of the ready meals and drinks range to better compete
A focus on health and wellness to renew growth

COMPETITIVE LANDSCAPE

Independent stores have difficulty competing
Seasonal promotional activities to counter slow sales
Four Square remains the leading brand, although sees a declining share

CHANNEL DATA

Table 80 Convenience Stores: Value Sales, Outlets and Selling Space 2013-2018
Table 81 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 82 Convenience Stores GBO Company Shares: % Value 2014-2018
Table 83 Convenience Stores GBN Brand Shares: % Value 2015-2018
Table 84 Convenience Stores LBN Brand Shares: Outlets 2015-2018
Table 85 Convenience Stores LBN Brand Shares: Selling Space 2015-2018
Table 86 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Department Stores in New Zealand

HEADLINES

PROSPECTS

Department stores become an extension to the lifestyle trend
The shopping experience is improved to remain competitive
Department stores continues to face increasing competition from internet retailing

COMPETITIVE LANDSCAPE

Farmers continues to dominate department stores
Farmers launches new formats to remain relevant
Players in department stores expand their store networks

CHANNEL DATA

Table 88 Department Stores: Value Sales, Outlets and Selling Space 2013-2018
Table 89 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 90 Department Stores GBO Company Shares: % Value 2014-2018
Table 91 Department Stores GBN Brand Shares: % Value 2015-2018
Table 92 Department Stores LBN Brand Shares: Outlets 2015-2018
Table 93 Department Stores LBN Brand Shares: Selling Space 2015-2018
Table 94 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 95 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in New Zealand

HEADLINES

PROSPECTS

Direct selling is set to continue to decline over the forecast period
Physical retailers are developing the in-store experience, which will hamper growth
Brand owners invest in marketing tools to engage digital-savvy consumers

COMPETITIVE LANDSCAPE

Avon exits New Zealand
Brand owners develop online strategies to remain competitive
Direct sellers increasingly use the internet to communicate with consumers

CHANNEL DATA

Table 96 Direct Selling by Category: Value 2013-2018
Table 97 Direct Selling by Category: % Value Growth 2013-2018
Table 98 Direct Selling GBO Company Shares: % Value 2014-2018
Table 99 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 100 Direct Selling Forecasts by Category: Value 2018-2023
Table 101 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Electronics and Appliance Specialist Retailers in New Zealand

HEADLINES

PROSPECTS

Seasonal discounts drive sales in electronics and appliance specialist retailers
Internet retailing poses strong competition for bricks-and-mortar stores
Growth is projected to slow over the forecast period

COMPETITIVE LANDSCAPE

Harvey Norman Holdings continues to lead
JB Hi-Fi continues to experience declining sales in 2018
Offering extra services to attract consumers

CHANNEL DATA

Table 102 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 103 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 104 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 105 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 106 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 107 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 108 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 109 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Health and Beauty Specialist Retailers in New Zealand

HEADLINES

PROSPECTS

Beauty specialist retailers is projected to post a positive performance
Online players move into the physical world
Chemist Warehouse ramps up the competition

COMPETITIVE LANDSCAPE

Green Cross Health continues to lead health and beauty specialist retailers
Mecca Brands experiences the strongest value growth in 2018
The focus on in-store services

CHANNEL DATA

Home and Garden Specialist Retailers in New Zealand

HEADLINES

PROSPECTS

Demand for inexpensive and trendy homewares drives growth
Offering on-trend products at affordable prices
Sales via online channels are projected to increase over the forecast period

COMPETITIVE LANDSCAPE

Popular home and garden specialist retailer IKEA is unlikely to enter New Zealand
New brands enter home and garden specialist retailers
Players move online

CHANNEL DATA

Table 110 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 111 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 112 Sales in Home and Garden Specialist Retailers by Channel: Value 2013-2018
Table 113 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2013-2018
Table 114 Home and Garden Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 115 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 116 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 117 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 118 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 119 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 120 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2018-2023
Table 121 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2018-2023

Homeshopping in New Zealand

HEADLINES

PROSPECTS

Consumers’ shift away from traditional television limits growth
Home shopping struggles to compete against internet retailing
Store-based retailers are also strong competition for home shopping

COMPETITIVE LANDSCAPE

EziBuy remains the leading brand in home shopping
Home shopping continues to be a challenging category

CHANNEL DATA

Table 122 Homeshopping by Category: Value 2013-2018
Table 123 Homeshopping by Category: % Value Growth 2013-2018
Table 124 Homeshopping GBO Company Shares: % Value 2014-2018
Table 125 Homeshopping GBN Brand Shares: % Value 2015-2018
Table 126 Homeshopping Forecasts by Category: Value 2018-2023
Table 127 Homeshopping Forecasts by Category: % Value Growth 2018-2023

Internet Retailing in New Zealand

HEADLINES

PROSPECTS

New Zealanders are increasingly shopping online
Secure payments and timely delivery are important factors for consumers
Proposed changes on charging GST on international e-commerce

COMPETITIVE LANDSCAPE

Catch Group launches in New Zealand
Kogan shakes up online consumer electronics and appliances
Countdown Online maintains its lead

CHANNEL DATA

Table 128 Internet Retailing by Category: Value 2013-2018
Table 129 Internet Retailing by Category: % Value Growth 2013-2018
Table 130 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 131 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 132 Internet Retailing Forecasts by Category: Value 2018-2023
Table 133 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mobile Internet Retailing in New Zealand

HEADLINES

PROSPECTS

Mobile commerce continues to rise
Access to 4G speeds
International retailers enter the New Zealand market

COMPETITIVE LANDSCAPE

Sephora launches a mobile app
Catch Group is growing in popularity
Improving the user experience to boost mobile sales

CHANNEL DATA

Table 134 Mobile Internet Retailing: Value 2013-2018
Table 135 Mobile Internet Retailing: % Value Growth 2013-2018
Table 136 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 137 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Supermarkets in New Zealand

HEADLINES

PROSPECTS

Players continue to appeal to consumers through price promotions
Online sales become increasingly important to supermarkets
Players in supermarkets introduce new payment options

COMPETITIVE LANDSCAPE

Woolworths (New Zealand) leads supermarkets
The supermarkets channel remains consolidated in 2018
Supermarkets launch apps to improve the customer experience

CHANNEL DATA

Table 138 Supermarkets: Value Sales, Outlets and Selling Space 2013-2018
Table 139 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 140 Supermarkets GBO Company Shares: % Value 2014-2018
Table 141 Supermarkets GBN Brand Shares: % Value 2015-2018
Table 142 Supermarkets LBN Brand Shares: Outlets 2015-2018
Table 143 Supermarkets LBN Brand Shares: Selling Space 2015-2018
Table 144 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 145 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Traditional Grocery Retailers in New Zealand

HEADLINES

PROSPECTS

Food specialist retailers face rising competition from small supermarkets
Small format supermarkets start to offer services similar to food specialists
Local councils work to reduce the trading hours of alcoholic drinks stores

COMPETITIVE LANDSCAPE

Super Liquor Holdings continues to lead traditional grocery retailers
Price promotions and a wide product range from Super Liquor Holdings
Traditional grocery retailers faces strong competition from supermarkets

CHANNEL DATA

Table 146 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 147 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 148 Sales in Traditional Grocery Retailers by Channel: Value 2013-2018
Table 149 Sales in Traditional Grocery Retailers by Channel: % Value Growth 2013-2018
Table 150 Traditional Grocery Retailers Outlets by Channel: Units 2013-2018
Table 151 Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 152 Traditional Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 153 Traditional Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 154 Traditional Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 155 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 156 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 157 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 158 Forecast Sales in Traditional Grocery Retailers by Channel: Value 2018-2023
Table 159 Forecast Sales in Traditional Grocery Retailers by Channel: % Value Growth 2018-2023
Table 160 Forecast Traditional Grocery Retailers Outlets by Channel: Units 2018-2023
Table 161 Forecast Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Variety Stores in New Zealand

HEADLINES

PROSPECTS

Variety stores experiences competition from other channels
The challenge of rising operating costs

COMPETITIVE LANDSCAPE

Brand owners in variety stores face strong competition
Variety stores remains a fragmented channel

CHANNEL DATA

Table 162 Variety Stores: Value Sales, Outlets and Selling Space 2013-2018
Table 163 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 164 Variety Stores GBO Company Shares: % Value 2014-2018
Table 165 Variety Stores GBN Brand Shares: % Value 2015-2018
Table 166 Variety Stores LBN Brand Shares: Outlets 2015-2018
Table 167 Variety Stores LBN Brand Shares: Selling Space 2015-2018
Table 168 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 169 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Vending in New Zealand

HEADLINES

PROSPECTS

Packaged drinks set to remain key products sold through vending
Cigarette vending machines are a solution to tobacco-driven robberies

COMPETITIVE LANDSCAPE

Coca-Cola Amatil (NZ) leads vending
The number of vending machines is projected to increase over the forecast period

CHANNEL DATA

Table 170 Vending by Category: Value 2013-2018
Table 171 Vending by Category: % Value Growth 2013-2018
Table 172 Vending GBO Company Shares: % Value 2014-2018
Table 173 Vending GBN Brand Shares: % Value 2015-2018
Table 174 Vending Forecasts by Category: Value 2018-2023
Table 175 Vending Forecasts by Category: % Value Growth 2018-2023