Consumer Values and Behaviour in New Zealand

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in New Zealand report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in New Zealand report answers:

  • How is the consumer mindset in New Zealand changing? In New Zealand, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in New Zealand purchase decisions?
  • Where and how do consumers shop in New Zealand?
  • What health-related activities do consumers in New Zealand participate in?
  • What megatrends should I focus on in New Zealand (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download Table of Contents
Scope
Consumer values and behaviour in New Zealand
Most consumers worry about the increasing prices of everyday items
Millennials most confident in their ability to impact the world through choices
Consumers like to try new products and services
Gen X seem less inclined towards changes and new products or services
Half of consumers in New Zealand expect they will be happier than they are now
Millennials are most optimistic about the financial future
Among home activities, New Zealanders choose hobbies and gardening as top activities
Safe location - the most desired home feature
Majority of consumers cook or bake for themselves at least weekly
Lack of skill or other interest could get in the way of cooking
Gen Z more often report having a home cooked meal prepared by someone else at home
Half of consumers in New Zealand look for healthy ingredients in food and beverages
Gen X expect to work in close proximity to their home
Working for a good manager is especially valued by Gen Z
Strict boundary between work and personal life most important for millennials
Consumers in New Zealand enjoy socialising with friends online
Millennials pursue shopping as a pleasurable pastime
Consumers' top travel motivation - maximising the benefits while minimising the cost
Nature and outdoors most appealing to Gen Z
New Zealand consumers engage in walking or hiking
Nearly half of millennial respondents indicate they run or jog
Millennials are most active in managing their stress levels
New Zealand consumers worried about the effects of climate change
Consumers are actively working towards greener and more sustainable practices
Some consumers opt for repairing damaged items instead of purchasing new ones
Bargains remain an important factor while shopping
Gen X and baby boomers, most inclined to look for bargains
Consumers in New Zealand are open to purchasing used or pre-owned goods
Millennials look for items that have simple to comprehend labels
Consumers expect to increase their spending on groceries
Basic items and groceries top the list for increased spending in the future
Financial situation and inflation is the main concern
Younger generations rely on financial support from friends or family
Gen Z is hoping to save money over the next 12 month s
New Zealand consumers are proactive in managing data sharing and privacy settings
Millennials are most active online
Consumers in New Zealand care about their social media presence
Gen Z most active communicating through messaging apps
In light of elevated inflation, consumers frequently compare prices online
New Zealand consumers are less likely to provide feedback online than globally
Third of millennials shop via social media platforms
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