Table of Content

Consumer landscape 2021
Life priorities
Over half of respondents try to prioritise time for themselves
Prioritising time for friends higher than global average
Older generations focus more on finding time for favourite activities
Curated and tailored experiences appeal to 40% of respondents
Gen Z more concerned that other people think they are doing well
Consumers not as engaged with brands but like trying new products
Gen X lean towards companies/brands that they can trust completely
Home life
Home-based activities have surged as residents stay close to home
Virtual connections/video-gaming regular activities for younger cohorts
Proximity to public transport not as important to New Zealanders
Outside space and energy efficiency key features to Baby Boomers
Eating habits
C onsumers order less food for home delivery than global counterparts
All generations have a preference for home cooked food
Consumers are enticed by low prices above other food features
Millennials have a preference for a vegan diet over other cohorts
Less than half of respondents eat their meals at the same time each day
Gen Z biggest snackers and less likely to eat their meals at the same time
Working life
Having a job with a strong work-life balance comes out as top priority
All generations highly focused on having a good work-life balance
Job security more of a concern for older generations
Higher expectations of flexible working hours and working part-time
Nearly half of Gen Z want the freedom to have flexible working hours
Sustainable living
Consumers have most trust in recyclable labels
Gen Z are more worried about climate change than other cohorts
Recycling is a key green behaviour for New Zealanders
Baby Boomers show high levels of green behaviours
Use of sustainable packaging higher than the global average
Baby Boomers use more energy-efficient products than other cohorts
Leisure habits
Over a third socialise with friends online every week
Day trips are popular among all generations, especially Millennials
S ocialising with friends remains the most popular leisure activity
Millennials and Gen X shop for leisure more than other generations
High number of domestic trips for all cohorts as overseas travel stops
Consumers select relaxing holiday destinations with outdoor activities
Y ounger generations more focused on finding a relaxing destination
Health and wellness
High percentage participate in regular physical exercise to stay healthy
Walking or hiking is by far the most popular exercise
Over 50% of Millennials run or jog for exercise every week
Herbal remedies to reduce stress not as popular as the global average
Gen Z adopt meditation/sleep aids for stress-reduction over others
Shopping habits
Consumers focus on buying less to afford more quality products
Gen Z are more interested in visiting shopping malls than other cohorts
Friends and family recommendations most influential
Baby Boomers more influenced by independent consumer reviews
Over half motivated to shop in-store by being able to see and try first
Baby Boomers have higher motivations to shop in-store than others
Convenience of ordering anytime from anywhere most motivating
Best prices and free shipping are key online shopping motivators
Technology
Privacy and data sharing is a concern for just over half of respondents
Baby Boomers more strident about targeted ads and invasion of privacy
Smartphone ownership lower than the global average
Fitness wearables/health trackers have high % ownership vs global
Frequency of online activities not as high as global average
Baby Boomers least likely to visit health-related or medical sites