Retail in New Zealand

March 2025
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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

Retail in 2024: The big picture
Highly promotional retail environment
Retail crime on the rise amidst tough economic period
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2024
Seasonality
Christmas
End of Financial Year Sale
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
Table 3 Sales in Retail Offline by Channel: Value 2019-2024
Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
Table 5 Retail Offline Outlets by Channel: Units 2019-2024
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 21 Retail GBO Company Shares: % Value 2020-2024
Table 22 Retail GBN Brand Shares: % Value 2021-2024
Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in New Zealand

KEY DATA FINDINGS

Convenience stores are squeezed by inflation
Retail crime continues to be a major problem for convenience stores
Challenges as government tightens restrictions on vapes
Rise of e-commerce continues to pose a challenge for convenience stores
Foodservice sector presents convenience retailers with opportunity for growth
Roll out of unstaffed convenience retailing helps to lower fuel prices
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029

Supermarkets in New Zealand

KEY DATA FINDINGS

Leading supermarkets face criminal charges for alleged inaccurate pricing and misleading marketing
Investors call for Woolworths to sell off NZ division
Merger of Foodstuffs North Island and South Island is declined by the Commerce Commission
Steady growth outlook as consumers remain cautious
Heavier investments into EVs as supermarkets anticipate rapid uptake
Private label must look to retain customers as purchasing power recovers
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 67 Supermarkets GBO Company Shares: % Value 2020-2024
Table 68 Supermarkets GBN Brand Shares: % Value 2021-2024
Table 69 Supermarkets LBN Brand Shares: Outlets 2021-2024
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Hypermarkets in New Zealand

KEY DATA FINDINGS

Cost-of-living crisis strengthens Kmart’s performance
Warehouse Group's sales decline due to lower foot traffic and fewer stores
Hypermarket channel becomes a one-stop shop for consumers
Kmart to open its largest store with 24/7 trading
Digitalisation is focus for hypermarket retailers to stay top of mind among consumers
Private label to be a strong focus for consumers and retailers alike
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 74 Hypermarkets GBO Company Shares: % Value 2020-2024
Table 75 Hypermarkets GBN Brand Shares: % Value 2021-2024
Table 76 Hypermarkets LBN Brand Shares: Outlets 2021-2024
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Small Local Grocers in New Zealand

KEY DATA FINDINGS

Local grocers struggle to compete due to inflationary pressures
Retail crime a concern for small businesses on top of rising costs
Asian supermarket Foodie opens in New Zealand
Small local grocers face more challenges in upcoming years
Establishing emotional connections can help smaller groceries thrive
Quality of produce and exclusive items may help channel stay competitive
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 81 Small Local Grocers GBO Company Shares: % Value 2020-2024
Table 82 Small Local Grocers GBN Brand Shares: % Value 2021-2024
Table 83 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

General Merchandise Stores in New Zealand

KEY DATA FINDINGS

Department stores suffer ongoing pain from economic downturn
Variety stores maintain growth despite cost-of-living pressures
Regular discounting and sales periods encourage repeat business
Department stores face challenging period amid weak economy
Variety stores can compete with pricing strategies and product range
Development of e-commerce a major obstacle to general merchandise stores
Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 88 Sales in General Merchandise Stores by Channel: Value 2019-2024
Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
Table 90 General Merchandise Stores GBO Company Shares: % Value 2020-2024
Table 91 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029

Apparel and Footwear Specialists in New Zealand

KEY DATA FINDINGS

Apparel and footwear specialists under pressure from weak economy
Fragmented competitive landscape as consumers prefer shopping around
Bricks-and-mortar presence important despite growth in e-commerce retailing
Gradual economic recovery to support consumer spending
Sustainability and ethical consumption on the rise
Enhancing the in-store experience to make the brand stand out
Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Appliances and Electronics Specialists in New Zealand

KEY DATA FINDINGS

Cost of living crisis continues to limit discretionary spending
JB Hi-Fi growth continues in New Zealand
Sustainability continues to be a driving factor behind replacing appliances
New Zealand government announces plans for new public housing
Static competitive landscape expected as consumers seek reliability
Physical retailers must find ways to keep up with rapid growth of e-commerce
Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

Home Products Specialists in New Zealand

KEY DATA FINDINGS

Economic pressures continue to weaken demand for home products in New Zealand
Bunnings Warehouse enjoys robust revenue growth
Mitre 10 New Zealand faces high debts following digital transformation
Ikea is on track to open its first store in New Zealand
Omnichannel offerings will remain key as home improvement retailers recover
Pet shops face increasing competition from supermarkets and e-commerce
Table 111 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 112 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 113 Sales in Home Products Specialists by Channel: Value 2019-2024
Table 114 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
Table 115 Home Products Specialists GBO Company Shares: % Value 2020-2024
Table 116 Home Products Specialists GBN Brand Shares: % Value 2021-2024
Table 117 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
Table 118 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 119 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 120 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
Table 121 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029

Health and Beauty Specialists in New Zealand

KEY DATA FINDINGS

Beauty specialist retailers continue to perform positively despite cost-of-living pressures
Growth rate of pharmacies shows resilience during economic downturn
Mecca continues to lead while Chemist Warehouse gains share
Beauty retailers face bright outlook
Strong performance to continue in pharmacy channel
In-store shopping experience will be key point of difference
Table 122 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 123 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 124 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
Table 125 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
Table 126 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
Table 127 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
Table 128 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
Table 129 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 130 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 131 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
Table 132 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029

Vending in New Zealand

KEY DATA FINDINGS

Vending sees some recovery but still not at pre-pandemic levels
Food and drink-based vending machines take leading position
Grocery retailer New World launches last-minute present vending machines
Vending channel faces more promising outlook
Health and wellness is in focus for vending machines
Innovation in vending could diversify the customer base
Table 133 Vending by Product: Value 2019-2024
Table 134 Vending by Product: % Value Growth 2019-2024
Table 135 Vending GBO Company Shares: % Value 2020-2024
Table 136 Vending GBN Brand Shares: % Value 2021-2024
Table 137 Vending Forecasts by Product: Value 2024-2029
Table 138 Vending Forecasts by Product: % Value Growth 2024-2029

Direct Selling in New Zealand

KEY DATA FINDINGS

Declining performance for direct selling channel in changing consumer landscape
Beauty and consumer health products vital for direct sellers in New Zealand
Brands pursue different methods of engaging with customers
Gloomy outlook for direct selling channel
Selling products outside of the direct selling channel could attract new customers
Digitalisation through social media platforms may enhance appeal
Table 139 Direct Selling by Product: Value 2019-2024
Table 140 Direct Selling by Product: % Value Growth 2019-2024
Table 141 Direct Selling GBO Company Shares: % Value 2020-2024
Table 142 Direct Selling GBN Brand Shares: % Value 2021-2024
Table 143 Direct Selling Forecasts by Product: Value 2024-2029
Table 144 Direct Selling Forecasts by Product: % Value Growth 2024-2029

Retail E-Commerce in New Zealand

KEY DATA FINDINGS

Small rebound in e-commerce value growth
Omnichannel strategy is the new standard for New Zealand retailers
Woolworths is leading the transition towards grocery e-commerce
Healthy outlook for retail e-commerce
High price sensitivity will drive e-commerce adoption
Online marketplaces to drive sales growth
Table 145 Retail E-Commerce by Channel: Value 2019-2024
Table 146 Retail E-Commerce by Channel: % Value Growth 2019-2024
Table 147 Retail E-Commerce by Product: Value 2019-2024
Table 148 Retail E-Commerce by Product: % Value Growth 2019-2024
Table 149 Retail E-Commerce GBO Company Shares: % Value 2020-2024
Table 150 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
Table 151 Forecast Retail E-Commerce by Channel: Value 2024-2029
Table 152 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
Table 153 Forecast Retail E-Commerce by Product: Value 2024-2029
Table 154 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029
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The following categories and subcategories are included:

Retail

      • 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
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products 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

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, 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.

See all of our definitions
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