Asia Personal Care & Cosmetics Market Guide 2016

• Population changes will shape emerging needs. Population projections show that by 2021, for every
100 people in Auckland, in New Zealand’s largest city, 53 will be European, 27 will be of Asian
heritage, 17 will be Pacific Islanders and 12 will be Maori.
• Focus on product safety and environmentally friendly products
• An increase in online sales
Consumer Profile
The majority of New Zealand's population is of European descent, with the indigenous Maori being the
largest minority (14.6 percent), followed by Asians (9.2 percent) and non-Māori Pacific Islanders (6.9
percent). The median income from wages and salaries across all jobs in June 2014 was about US$33,000
before tax (includes full and part-time jobs). New Zealand households are currently in a spending mode
and economic forecasts record that household spending will continue to strengthen as the economy
responds to a stronger housing market, population growth (immigration) and lower interest rates.
Women are known to shop more regularly than men, and more likely to purchase on behalf of other
family members.
Most Important Factors to New Zealanders When Deciding to Buy
Global Brand
Local Brand
53 Better Price/Value 43
35 Previous Experience with Product was
33
Good
37 On Sale/Promotion 29
30 Product Benefits are Better 32
15 Safer Ingredients and Processing 21
Base: n = 500
Source: Global Brand-Origin Survey published FMCS Business, June 2016
Product Trends
Representative retail prices for the following products (New Zealand Dollars)
Products Mass Market Premium
Low High Low High
Perfume $10 $50 $55 $250
Lipstick $5 $40 $45 $90
Eye Shadow $5 $40 $45 $60
Mascara $10 $40 $45 $80
Sunscreen $20 $20 $55 $55
Bronzer/Blush $10 $40 $55 $90
Skin Cream $10 $50 $70 $250
Shampoo/Conditioner $5 $30 $50 $100