Buying for Beauty: The Changing Face of New Zealand Creates New Opportunities for Cosmetics

Buying for Beauty: The Changing Face of New Zealand Creates New Opportunities for Cosmetics


The toiletries and cosmetics categories in New Zealand are poised to reap the benefits of our shifting demographic make up. A maturing population, increasing multiculturalism and the rise in connected commerce is influencing what beauty products we buy and where.

Future product development and marketing campaigns for toiletries and cosmetics should be planned with New Zealand’s aging population in mind. Today the number of consumers aged over 50 years old makes up 38% of the population and this is expected to rise to as high as 43% by the year 2025. Often overlooked by advertising, there is an opportunity to speak more eloquently and to the 50+ group. Brand owners who get it right should reap the rewards; this group have higher disposable incomes and are very active in the community. 

New Zealand is becoming more multicultural – particularly in Auckland. Today one in three people identify as non-European and this is set to increase to one in two by 2025. The beauty industry is already seeing implications. Nearly half of Asian consumers (47%) in New Zealand shop online to find a beauty product not available in stores, compared to 31% of all women. This highlights a gap in the market and retailers have the opportunity to research what products they can stock on their shelves to cater to this growing segment.

Online retailing is changing where and how consumers shop cosmetics. Fifteen percent of women purchased cosmetics online in the last 6 months compared to 5% the previous year. Six in 10 New Zealanders currently shop the beauty category online – 322,000 consumers purchased a product online in the last 12 months.  It’s a growth channel for brands if they offer value for money, the right assortment, and product information and reviews.