Retail in New Zealand - Research and Markets

The key theme in retail in New Zealand in 2023 was inflation. A major aspect in the wake of the Coronavirus (COVID-19) pandemic has been persistently high levels of inflation, impacting producers, distributors and supply chains, with no retail category spared from its effects. Fuel costs stabilised following the initial shock with the Russian invasion of Ukraine in 2022.

The 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.

RETAIL IN NEW ZEALAND

EXECUTIVE SUMMARY

Retail in 2023: The big picture
Retail crime a major talking point in the run-up to the 2023 general election
Retail e-commerce slows as expected
What next for retail?

OPERATING ENVIRONMENT

Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Christmas
End of Financial Year Sale

MARKET DATA

Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

CONVENIENCE RETAILERS IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflationary pressures drive retail value growth through convenience retailers
Retail crime hits convenience retailers
Anti-smoking legislation increases the pressure on the viability of independent convenience stores

PROSPECTS AND OPPORTUNITIES

Cost-of-living pressures to continue to impact convenience retailers
New vape rules to place pressure on convenience stores
Electric vehicles provide opportunities for convenience retailers

CHANNEL DATA

Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

HYPERMARKETS IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Supermarket/hypermarket supplier relationships come under greater scrutiny over Sanitarium’s issue with The Warehouse
Expansion into grocery retailing spurs The Warehouse
Wesfarmers opens new Kmart distribution centre and introduces robots to stores

PROSPECTS AND OPPORTUNITIES

Hypermarkets to continue to be affected by spending limitations on consumers
Private label to be a strong focus for consumers and retailers alike
Affordable luxuries to pique the interest of consumers

SUPERMARKETS IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflationary pressures drive retail value growth through supermarkets, as cost-of-living pressures hit consumers
Countdown to rebrand as Woolworths
Foodstuffs (North Island) and Foodstuffs (South Island) merger aims to improve efficiencies

PROSPECTS AND OPPORTUNITIES

Slowing inflation but financial pressures on consumer budgets remain
Stronger focus on private label for consumers and retailers
Sustainable options to cater to eco-conscious consumers

CHANNEL DATA

Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Supermarkets GBO Company Shares: % Value 2019-2023
Table 68 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 69 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SMALL LOCAL GROCERS IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflationary pressures drive retail value sales growth as the high cost-of-living hits consumers
Retail crime significantly impacts alcoholic drinks retailers
Healthy lifestyle trend continues to benefit small local grocers

PROSPECTS AND OPPORTUNITIES

Retail value sales growth is expected to slow as inflation rates ease
Demise of Supie illustrates the challenges ahead for small local grocers
Growing presence of Asian online grocers to capture consumer demand

CHANNEL DATA

Table 72 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 75 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 76 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 77 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPAREL AND FOOTWEAR SPECIALISTS IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Strong start to 2023 before cost-of-living pressures bite in second half of the year
Seasalt ventures into New Zealand to open its first international store
Nike pulls back on New Zealand distribution

PROSPECTS AND OPPORTUNITIES

Economic slowdown to adversely impact discretionary spending levels
Opportunities for growth in the circular economy
E-commerce to grow, but store-based retailing to dominate

CHANNEL DATA

Table 79 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 82 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 83 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 84 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPLIANCES AND ELECTRONICS SPECIALISTS IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

COVID-19 pandemic hangover and cost-of-living pressures hinder purchases
JB Hi-Fi NZ embarks on growth strategy
Sustainability regains importance

PROSPECTS AND OPPORTUNITIES

Economic slowdown to impact discretionary spending levels
Opportunities to gain competitive edges through a variety of actions
Players can attract shoppers interested in sustainability

CHANNEL DATA

Table 86 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 89 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 90 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 91 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 92 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HEALTH AND BEAUTY SPECIALISTS IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Health and beauty consumers shop around in a tough economic climate
Focus on health and immunity drives consumers through the doors of pharmacies
Competition intensifies in pharmacies as Chemist Warehouse continues aggressive expansion

PROSPECTS AND OPPORTUNITIES

Slow economic recovery to dampen discretionary spending levels
Experiential retail offers recovery opportunities
E-commerce to continue to gain traction and cannibalise sales

CHANNEL DATA

Table 93 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 94 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 95 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 96 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 97 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 98 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 99 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 100 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 101 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 102 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 103 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

HOME PRODUCTS SPECIALISTS IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Economic pressures and COVID-19 hangover dampen demand
Bunnings Warehouse sees streamlining
The government announces plans to improve building supplies competition

PROSPECTS AND OPPORTUNITIES

Slow economic recovery to limit discretionary spending levels
Stronger competitive landscape with the arrival of Ikea
Omnichannel approach to remain important as home improvement stores recover

CHANNEL DATA

Table 104 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 105 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 106 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 107 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 108 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 109 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 110 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 111 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 112 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 113 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 114 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

GENERAL MERCHANDISE STORES IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Pandemic hangover and cost-of-living pressures soften growth
Variety stores remains a small category
Department stores traffic sees relatively slow return to normality

PROSPECTS AND OPPORTUNITIES

Slow economy to adversely impact discretionary spending levels
Increased consumer price-sensitivity to create competition from pure play online retailers
Move towards specialisation presents challenges for general merchandise stores

CHANNEL DATA

Table 115 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 116 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 117 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 118 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 119 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 120 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 121 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 122 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 123 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 124 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 125 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

DIRECT SELLING IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Direct selling’s performance is dampened as cost-of-living pressures bite and shopping behaviours change
Online shopping cannibalises direct selling

PROSPECTS AND OPPORTUNITIES

Discretionary spending levels to remain under pressure
Direct sellers need to engage digitally to remain relevant

CHANNEL DATA

Table 126 Direct Selling by Product: Value 2018-2023
Table 127 Direct Selling by Product: % Value Growth 2018-2023
Table 128 Direct Selling GBO Company Shares: % Value 2019-2023
Table 129 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 130 Direct Selling Forecasts by Product: Value 2023-2028
Table 131 Direct Selling Forecasts by Product: % Value Growth 2023-2028

VENDING IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Vending remains sluggish
Vending struggles to remain relevant as health and wellness preferences grow

PROSPECTS AND OPPORTUNITIES

Vending is set to continue to be adversely affected by economic pressures and limited consumption occasions
Smart vending machines to stay competitive

CHANNEL DATA

Table 132 Vending by Product: Value 2018-2023
Table 133 Vending by Product: % Value Growth 2018-2023
Table 134 Vending GBO Company Shares: % Value 2019-2023
Table 135 Vending GBN Brand Shares: % Value 2020-2023
Table 136 Vending Forecasts by Product: Value 2023-2028
Table 137 Vending Forecasts by Product: % Value Growth 2023-2028

RETAIL E-COMMERCE IN NEW ZEALANDKEY DATA FINDINGS

2023 DEVELOPMENTS

High inflation boosts retail current value growth in e-commerce
Nike exits online shopping in New Zealand
Local consumers show a strong preference for local online retailers

PROSPECTS AND OPPORTUNITIES

Healthy outlook for retail e-commerce
High price-sensitivity to create opportunities for pure play online retailers
Growing smartphone penetration within retail e-commerce

CHANNEL DATA

Table 138 Retail E-Commerce by Channel: Value 2017-2022
Table 139 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 140 Retail E-Commerce by Product: Value 2017-2022
Table 141 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 142 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 143 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 144 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 145 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 146 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 147 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

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