Summary

The operating environment was extremely challenging for retailers in 2022. In addition to declining footfall in city centres, consumers burdened by inflationary pressures became more price-conscious. Consumers spending more cautiously were less likely to make impulse and on-the-go purchases if it meant paying more. New Zealanders more actively compared prices across stores and shopped around for bargains and discounts. This behaviour is expected to continue over the forecast period, placing marg...

Euromonitor International's Retail in New Zealand report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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* Get a detailed picture of the Retail market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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Table of Contents

Retail in New Zealand
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN NEW ZEALAND
EXECUTIVE SUMMARY
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?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas
End of financial year sale
MARKET DATA
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
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
New supplier for independent convenience stores
Regulation will limit the number of retailers selling tobacco
Costco opens its first petrol station in New Zealand
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
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
HYPERMARKETS IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
Table 65 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 68 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 69 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 70 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
Table 72 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Supermarkets GBO Company Shares: % Value 2018-2022
Table 75 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
At-home entertainment and home cooking drive growth
Small local grocers respond to demand for healthier choices
PROSPECTS AND OPPORTUNITIES
Growth in small local grocers limited by competition from supermarkets
Opportunity to reach new consumers through partnering with food delivery apps
CHANNEL DATA
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
APPAREL AND FOOTWEAR SPECIALISTS IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
Table 86 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 89 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 90 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 91 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 92 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
Table 93 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 94 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 95 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 96 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 97 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 98 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 99 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sephora expands its retail footprint in New Zealand
Expansion of Chemist Warehouse disrupts pharmacies
Shortage of pharmacists leads to reduced opening hours
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
Table 100 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 101 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 102 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 103 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 104 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 105 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 106 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 107 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 108 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 109 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 110 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers’ focus on the home environment drives growth for home products specialists
Online mattress retailer Comfi launches new store concept
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
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
GENERAL MERCHANDISE STORES IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Low footfall dampens performance by department stores
No notable changes to variety stores in 2022
PROSPECTS AND OPPORTUNITIES
In-store experience will remain key to attracting consumers
Opportunity for department stores to leverage the New Zealand brand
CHANNEL DATA
Table 140 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 141 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 142 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 143 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 144 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 145 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 146 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 147 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 148 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 149 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 150 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Direct selling declines in 2022 due to inflationary pressures
New Image acquires skin care and beauty brand Nutrimetics
PROSPECTS AND OPPORTUNITIES
Competition from other retail channels limits future growth of direct selling
Investment in social media key to remaining relevant to young, tech-savvy consumers
CHANNEL DATA
Table 122 Direct Selling by Product: Value 2017-2022
Table 123 Direct Selling by Product: % Value Growth 2017-2022
Table 124 Direct Selling GBO Company Shares: % Value 2018-2022
Table 125 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 126 Direct Selling Forecasts by Product: Value 2022-2027
Table 127 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vending sales struggle to recover to pre-pandemic levels in 2022
Vending players collaborate with city attractions to offer novel items
PROSPECTS AND OPPORTUNITIES
Pandemic-led changes limit growth for vending over the forecast period
Opportunity for vending to meet demand for convenient and healthy meals
CHANNEL DATA
Table 128 Vending by Product: Value 2017-2022
Table 129 Vending by Product: % Value Growth 2017-2022
Table 130 Vending GBO Company Shares: % Value 2018-2022
Table 131 Vending GBN Brand Shares: % Value 2019-2022
Table 132 Vending Forecasts by Product: Value 2022-2027
Table 133 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN NEW ZEALAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CHANNEL DATA
Table 134 Retail E-Commerce by Product and Category: Value 2017-2022
Table 135 Retail E-Commerce by Product and Category: % Value Growth 2017-2022
Table 136 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 137 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 138 Forecast Retail E-Commerce by Product and Category: Value 2022-2027
Table 139 Forecast Retail E-Commerce by Product and Category: % Value Growth 2022-2027