19 / Apr
Top 5 Trends to Watch in New Zealand in 2025
In 2025, New Zealand’s consumer landscape is evolving, driven by shifting values, global influences and technological advancements. Kiwis are prioritising ethical consumption, local travel and personalisation, redefining what matters most in their purchasing decisions. These trends highlight a growing focus on meaningful connections, conscious choices, and innovative experiences, offering valuable insights for businesses looking to stay ahead and resonate with the changing needs of New Zealand consumers.
Buy Now, Pay Later:
Buy now, pay later is growing fast in New Zealand, with usage rising 16% for big purchases and 11% for everyday spending since 2022. [1] While its most popular with 18–34-year-olds, its benefits appeal across all ages. For everyday items, buy now, pay later helps manage cash flow, offering a quick and easy checkout. For larger price items, it spreads costs without interest or fees, making bigger purchases more accessible. Buy now, pay later is reshaping how Kiwi’s shop, providing a flexible and practical alternative to traditional credit cards.
Personalised Experiences:
Personalisation is changing the way businesses connect with customers, making tailored experiences a must-have in today’s market. A recent study shows 80% of people are more likely to engage with businesses offering personalised experiences, and 77% say they’ve chosen to or paid more for brands that deliver them. [2] This shift is pushing businesses to move from broad strategies to customer-centric approaches, focusing on individual needs. Whether through curated recommendations or targeted offers, personalisation fosters loyalty and makes customers feel valued.
Value-Driven Purchasing:
The shift toward value for money is reshaping how consumers shop, with shoppers becoming more mindful of every dollar spent. Brands must redefine “value”, focusing on transparency and justifying costs through benefits like durability or long-term savings. [3] Communicating your mission and the worth of your offerings is key to connecting emotionally with customers. With 41% of New Zealanders experiencing issues as consumers in 2024, excellent service is more crucial than ever. [4]
Sustainable Consumption:
New Zealand consumers are shifting their purchasing habits towards sustainability, prioritising eco-friendly and ethically produced products. A recent study by the New Zealand Journal of Social Issues reveals that half of all consumers are committed to adopting sustainable lifestyles. This trend goes beyond waste reduction and recyclable packaging, focusing on supporting a holistic approach to sustainability. Locally sourced goods that support community businesses and reduce environmental footprints are gaining traction. Additionally, 56% of respondents value buying from New Zealand owned businesses, creating opportunities for brands to align with consumer values by sourcing ethically and demonstrating transparency. [5]
Increased Domestic Travel:
New Zealanders are increasingly embracing domestic travel, with household trips rising steadily over the last few years. [6] During this time, annual spending on domestic travel nearly doubled to $500 million. Factors like rising living costs, the COVID-19 pandemic, and other crises have pushed Kiwis to explore their own backyard, encouraging a deeper appreciation for local beauty and experiences. For many, domestic travel offers an escape, with 47% traveling for short breaks and 33% to reconnect with loved ones. [7] This surge in local travel presents exciting opportunities for businesses in the tourism sector to meet the growing demand.
[1] Consumer research: cards still on top but digital options gaining ground, Payments NZ, August 2024
[2] 2024; The race to identity resolution, NZ Marketing Mag, April 2024
https://nzmarketingmag.co.nz/2024-the-race-to-identity-resolution/
[3] The New Value of the Economy: Impact of Cost-of-Living on the Purchase Journey, Media Hub, July 2024
https://medium.com/@MediahubIA/the-new-value-economy-2f4f57d9358a
[4] New Zealand Consumer Survey 2024, Ministry of Business Innovation and Employment NZ, July 2024
[5] New Zealand Consumer Lifestyles, New Zealand Journey of Social Issues, October 2021
https://ojs.aut.ac.nz/anzjsi/article/view/50
[6]Changes in Household Expenditure see Domestic travel take off, StatsNZ, March 2024
https://www.stats.govt.nz/news/changes-in-household-expenditure-see-domestic-travel-take-off/
[7] Leading Reasons for Domestic Overnight Leisure Trips in New Zealand, Statista, March 2024
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