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Staple Foods in New Zealand

Publisher Euromonitor International
Published Nov 25, 2025
Length 74 Pages
SKU # EP20639448

Description

Value sales of staple foods rose in 2025 as New Zealand households navigated persistent cost-of-living pressures, evolving wellness expectations and intensifying scrutiny of food processing and ingredient transparency. While inflation continued to influence spending behaviour, consumers remained committed to essential, versatile and affordable food categories, reinforcing steady demand across the market. Growth was underpinned by a combination of price adjustments, the strong performance of conv...

Euromonitor International's Staple Foods in New Zealand report offers in-depth knowledge of the market at a national level, providing local insight and understanding unavailable elsewhere. In addition to the latest retail sales data 2020-2024, it identifies the leading companies, brands and retail outlets, and assesses the key trends and demographic shifts behind consumer demand and sales growth. How key trends such as health and wellness, sustainability and recovery from the pandemic are currently shaping the market along with prospects for the next five years, clearly indicating how the market is expected to change.

Product coverage: Baked Goods, Breakfast Cereals, Processed Fruit and Vegetables, Processed Meat, Seafood and Alternatives to Meat, Rice, Pasta and Noodles.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Staple Foods 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.

Table of Contents

74 Pages
Staple Foods in New Zealand
Euromonitor International
November 2025
List Of Contents And Tables
STAPLE FOODS IN NEW ZEALAND
EXECUTIVE SUMMARY
Economic pressures, shifting dietary priorities and evolving retail strategies shape performance in 2025
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Health, naturalness and sustainability reshape expectations of everyday staples
Retailers expand curated free-from and plant-forward assortments to support conscious shopping
Reassessment of plant-based credentials shifts focus from hype to authenticity and quality
WHAT’S NEXT?
Steady growth outlook supported by economic recovery, home-cooking habits and value-seeking behaviour
Innovation will centre on wellness, functionality and credible sustainability
Private label expansion and evolving retail strategies will reshape competition and channel dynamics
COMPETITIVE LANDSCAPE
Goodman Fielder reinforces leadership through portfolio breadth, health positioning and brand revitalisation
Foodstuffs capitalises on private label strength and value positioning amid cost-of-living pressures
CHANNELS
Supermarkets remain dominant but face mounting scrutiny and pressure for structural reform
E-commerce grows gradually as retailers refine delivery models and consumers weigh cost versus convenience
MARKET DATA
Table 1 Sales of Staple Foods by Category: Volume 2020-2025
Table 2 Sales of Staple Foods by Category: Value 2020-2025
Table 3 Sales of Staple Foods by Category: % Volume Growth 2020-2025
Table 4 Sales of Staple Foods by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Staple Foods: % Value 2021-2025
Table 6 LBN Brand Shares of Staple Foods: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Staple Foods by Format: % Value 2020-2025
Table 9 Forecast Sales of Staple Foods by Category: Volume 2025-2030
Table 10 Forecast Sales of Staple Foods by Category: Value 2025-2030
Table 11 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
Table 12 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
BAKED GOODS IN NEW ZEALAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growing focus on health, affordability and cleaner formulations shapes overall market momentum
INDUSTRY PERFORMANCE
Health-aligned bread innovation supports steady category expansion despite muted volumes
Cocoa-driven cost inflation and reduced discretionary spending accelerate decline in cakes
WHAT’S NEXT?
Functional evolution and rising nutritional scrutiny reshape future category dynamics
Wellness preferences drive premiumisation and artisanal growth as eating-out declines persist
Private label expansion reinforces competition and shapes value-driven purchasing habits
COMPETITIVE LANDSCAPE
Goodman Fielder strengthens its leadership through health-driven innovation and HSR alignment
Breadcraft expands influence through functional flat bread and artisanal sourdough innovation
CHANNELS
Supermarkets dominate distribution while balancing convenience, health positioning and artisan appeal
E-commerce accelerates as rapid-delivery services and digital integration reshape shopper behaviour
CATEGORY DATA
Table 13 Sales of Baked Goods by Category: Volume 2020-2025
Table 14 Sales of Baked Goods by Category: Value 2020-2025
Table 15 Sales of Baked Goods by Category: % Volume Growth 2020-2025
Table 16 Sales of Baked Goods by Category: % Value Growth 2020-2025
Table 17 Sales of Pastries by Type: % Value 2020-2025
Table 18 NBO Company Shares of Baked Goods: % Value 2021-2025
Table 19 LBN Brand Shares of Baked Goods: % Value 2022-2025
Table 20 Distribution of Baked Goods by Format: % Value 2020-2025
Table 21 Forecast Sales of Baked Goods by Category: Volume 2025-2030
Table 22 Forecast Sales of Baked Goods by Category: Value 2025-2030
Table 23 Forecast Sales of Baked Goods by Category: % Volume Growth 2025-2030
Table 24 Forecast Sales of Baked Goods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
BREAKFAST CEREALS IN NEW ZEALAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Health redefinition, affordability pressures and evolving breakfast habits reshape overall category direction
INDUSTRY PERFORMANCE
Shift toward functional, allergy-friendly and cleaner-label cereals supports steady value expansion
Portfolio restructuring intensifies as manufacturers prioritise core brands and respond to changing breakfast routines
WHAT’S NEXT?
Functional innovation and nutritional repositioning expected to sustain category value despite modest volumes
Health and wellness positioning becomes central to innovation as demand rises for cleaner, nutrient-dense cereals
Regulatory debates around agricultural inputs highlight growing tensions between food safety assurance and sustainability goals
COMPETITIVE LANDSCAPE
Kellanova reinforces leadership through high-protein innovation and stronger health positioning
Sanitarium pivots toward core brands as demand for portable and functional breakfast formats accelerates
CHANNELS
Supermarkets strengthen category presence through wellness-led merchandising and expanded free-from ranges
E-commerce gains traction as rapid delivery, digital visibility and convenience drive occasional cereal purchases
CATEGORY DATA
Table 25 Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 26 Sales of Breakfast Cereals by Category: Value 2020-2025
Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2020-2025
Table 29 NBO Company Shares of Breakfast Cereals: % Value 2021-2025
Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2022-2025
Table 31 Distribution of Breakfast Cereals by Format: % Value 2020-2025
Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2025-2030
Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2025-2030
Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2025-2030
Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
PROCESSED MEAT, SEAFOOD AND ALTERNATIVES TO MEAT IN NEW ZEALAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Consumers shift toward healthier proteins while value-added innovation strengthens category resilience
INDUSTRY PERFORMANCE
Poultry and seafood gain momentum as consumers diversify protein choices
Convenience-led innovation drives growth in frozen poultry while sustainability commitments gain industry prominence
WHAT’S NEXT?
Health, sustainability and affordability reshape long-term protein choices
Heightened scrutiny prompts a shift toward cleaner, more transparent plant-based offerings
Technology, sustainability and premiumisation shape the next phase of value-added protein innovation
COMPETITIVE LANDSCAPE
Innovation, flavour partnerships and strategic expansion strengthen Hellers’ leadership position
Promotional intensity, brand expansion and convenience-led innovation support Inghams’ growing market presence
CHANNELS
Supermarkets reinforce dominance as consumers seek convenience and value in everyday protein purchases
Online platforms expand through premium offerings despite modest overall penetration
CATEGORY DATA
Table 36 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2020-2025
Table 37 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2020-2025
Table 38 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Volume Growth 2020-2025
Table 39 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Value Growth 2020-2025
Table 40 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 41 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 42 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 43 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2020-2025
Table 44 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2020-2025
Table 45 NBO Company Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2021-2025
Table 46 LBN Brand Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2022-2025
Table 47 Distribution of Processed Meat, Seafood and Alternatives to Meat by Format: % Value 2020-2025
Table 48 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2025-2030
Table 49 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2025-2030
COUNTRY REPORTS DISCLAIMER
PROCESSED FRUIT AND VEGETABLES IN NEW ZEALAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Affordability pressures and climate volatility drive a shift toward long-life and frozen formats
INDUSTRY PERFORMANCE
Households turn to processed formats as climate pressures and cost-conscious behaviour reshape purchasing patterns
Frozen fruit and vegetables gain traction as consumers embrace convenience, nutrition and reduced food waste
WHAT’S NEXT?
Consumers prioritise affordability and consistency as long-term drivers of processed produce uptake
Frozen formats strengthen their position as health, convenience and technology-enhanced nutrition drive adoption
Health and wellness priorities reinforce demand for nutrient-dense, minimally processed frozen produce
COMPETITIVE LANDSCAPE
Heinz Wattie strengthens category leadership through innovation and sustainability-focused production
Private label gains momentum as Foodstuffs expands its influence in a value-conscious market
CHANNELS
Supermarkets remain the core channel as private label expansion and price consciousness shape purchasing behaviour
Online distribution grows gradually as supermarket-led digital services expand accessibility
CATEGORY DATA
Table 50 Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025
Table 51 Sales of Processed Fruit and Vegetables by Category: Value 2020-2025
Table 52 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025
Table 53 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025
Table 54 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2020-2025
Table 55 NBO Company Shares of Processed Fruit and Vegetables: % Value 2021-2025
Table 56 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2022-2025
Table 57 Distribution of Processed Fruit and Vegetables by Format: % Value 2020-2025
Table 58 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2025-2030
Table 59 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2025-2030
Table 60 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2025-2030
Table 61 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
RICE, PASTA AND NOODLES IN NEW ZEALAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Home cooking, value-seeking and multicultural eating underpin robust category growth
INDUSTRY PERFORMANCE
Home cooking and value polarisation support ongoing category expansion
Pasta outperforms as chilled formats and premium offerings gain visibility
WHAT’S NEXT?
Category set for continued expansion as pasta and rice lead forecast growth
Health-led innovation reshapes dried pasta and noodle offerings
Chilled pasta innovation broadens fresh, convenient meal solutions
COMPETITIVE LANDSCAPE
James Crisp leverages SunRice and demographic shifts to consolidate rice leadership
Woolworths accelerates private label and chilled innovation to strengthen its role
CHANNELS
Supermarkets remain central as value, promotions and private label shape shopping patterns
Shift toward larger formats and online reordering reshapes secondary channels
CATEGORY DATA
Table 62 Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025
Table 63 Sales of Rice, Pasta and Noodles by Category: Value 2020-2025
Table 64 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025
Table 65 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025
Table 66 Sales of Instant Noodles by Leading Flavours: Rankings 2020-2025
Table 67 NBO Company Shares of Rice, Pasta and Noodles: % Value 2021-2025
Table 68 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2022-2025
Table 69 NBO Company Shares of Rice: % Value 2021-2025
Table 70 LBN Brand Shares of Rice: % Value 2022-2025
Table 71 NBO Company Shares of Pasta: % Value 2021-2025
Table 72 LBN Brand Shares of Pasta: % Value 2022-2025
Table 73 NBO Company Shares of Noodles: % Value 2021-2025
Table 74 LBN Brand Shares of Noodles: % Value 2022-2025
Table 75 Distribution of Rice, Pasta and Noodles by Format: % Value 2020-2025
Table 76 Distribution of Rice by Format: % Value 2020-2025
Table 77 Distribution of Pasta by Format: % Value 2020-2025
Table 78 Distribution of Noodles by Format: % Value 2020-2025
Table 79 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2025-2030
Table 80 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2025-2030
Table 81 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2025-2030
Table 82 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER

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