Inflation, Wellness, and Sustainability: How NZ Consumer Trends in 2025 Are Shaping Brand Strategies

Inflation, wellness, and sustainability are three of the biggest forces shaping consumer behaviour in New Zealand in 2025. Each is influencing how Kiwis decide what to buy, who to buy from, and which brands to trust. For businesses, these shifts are not just challenges — they are opportunities to connect with customers in meaningful ways through smarter strategies, branded merchandise, and corporate gifting solutions.

Inflation and the Search for Value

Inflation remains a key concern, with annual rates sitting at 2.7 percent. While lower than the highs of recent years, cost-of-living pressures continue to shape household budgets. Research from Consumer NZ shows that nearly 90 percent of New Zealanders are shopping more mindfully. People aren’t necessarily spending less, but they are more deliberate about what feels worth it.

For brands, this shift highlights the importance of clear value communication. Useful branded merchandise, curated corporate gifting bundles, or seamless restock and reorder systems can show customers that every dollar spent delivers something lasting. When inflation makes consumers more cautious, businesses that focus on practicality and consistency stand out.

Wellness as a Daily Decision-Maker

Wellness has become a priority in every corner of life, extending well beyond food and fitness. Kiwis are seeking products that support healthier, more intentional lifestyles. They are reading labels, questioning sourcing, and considering the wider impact of what they purchase.

This trend creates an opportunity for companies to align their offers with wellness-conscious decisions. Eco-friendly corporate gifts, wellness-inspired employee onboarding kits, and branded products made from natural or sustainable materials help businesses signal that they understand modern consumer values. Brands that take wellness seriously — and back it up with tangible product choices — build deeper trust and long-term loyalty.

Sustainability as Standard

Sustainability is no longer a differentiator — it is now an expectation. More than 80 percent of New Zealand consumers say environmental concerns affect their purchase decisions. Younger shoppers, in particular, are prioritising local, ethical, and transparent brands over mass-produced alternatives.

At the same time, consumers are increasingly sceptical of vague “green” claims. Proof is essential, whether that means products made from recycled fabrics, reusable items that reduce waste, or curated hampers featuring New Zealand-made goods. Businesses that choose sustainable branded merchandise or eco-conscious corporate gifting solutions demonstrate both authenticity and purpose — turning values into visible actions.

What This Means for NZ Brands in 2025

Together, these three forces paint a clear picture: New Zealand consumers are cautious, values-driven, and more intentional than ever. Inflation is reshaping how people perceive value, wellness is influencing what feels like quality, and sustainability is driving who gets long-term loyalty.

For businesses, adapting doesn’t require overhauling everything at once. It means being clearer about value, more transparent in sourcing, and more intentional in product choices. Companies that take these shifts seriously not only keep pace with changing expectations but also strengthen their reputation in a marketplace that increasingly rewards trust, consistency, and purpose.

At BrandHaven, we help New Zealand businesses adapt to these changes with branded merchandise, sustainable gifting bundles, and custom portals designed to make brand touchpoints more meaningful. Whether it’s uniforms, client kits, or eco-conscious giveaways, the right products can turn these consumer shifts into opportunities for deeper engagement.