In 2018 the insurance sector spent nearly $79 million in New Zealand on advertising to reach potential insurance buyers. Whether it is car, contents, house, life, medical, travel or other insurance, 2,861,000 New Zealanders aged 20+ hold at least one insurance policy.
While the 2018 census data isn’t due for release until 2019, marketers should be prepared to answer two key questions - “are we adjusting to the changing needs of our target market? and how do we acquire new customers that are gaining relevance in NZ?”
Consumer trust is crucial for e-commerce growth. Trust includes many aspects for shoppers to feel comfortable in selecting the crucial “add to basket” button. For example, shoppers need to be sure they are purchasing genuine products, that what they purchased will arrive safely on time and in good condition, and that the payment is secure.
Last year more than $290 million was spent on advertising the automotive industry in New Zealand, with 77% of this spend going to the promotion of vehicles. That’s approximately $223M being spent to target potential car buyers.
Australian Millennials (aged 18 to 34) are less likely to drink than their elders. As such, Millennials pose a challenge to alcohol marketers because of the range of factors that influence their drinking choices.
Marketing teams strive to show how their smarts and silver deliver Return on Investment (ROI). Some global brands are looking for efficiencies by centralising marketing teams and exploring the merits of wider Pacific campaigns - so how alike are we to our Aussie neighbours and what are the differences to watch out for?
Premium purchases are not just made in glamorous, luxury product categories. In the Pacific, it is the grocery sector that has the most premium potential. Consumers are trading-up everyday products in their shopping trolleys; and marketers can capitalise on premiumisation trends and consumers’ willingness to consider a higher price tag in key categories.
Ethnic-Australians’ spend on FMCG retailing is growing at a faster rate than their Australian-born counterparts. In the next five years, this important group of consumers will contribute a total of $18.7 billion (or 28%) in sales for the grocery sector. This represents an increase of $4.4 billion in incremental revenue, with Asian-born consumers making up 57% of this growth.
You’ve heard it a million times – you need to eat more vegetables, particularly your greens. In Australia, this adage appears to be ringing true. Nielsen Homescan data showed that volume sales for Asian vegetables jumped by 22% versus the previous year, while dollar sales jumped by 17%.
When it comes to dining out or feasting on fast food, New Zealanders are certainly not afraid to try something different. Nielsen research shows that 1.4 million Kiwis eat Thai food and the number of consumers that have eaten it in the past month has increased by 17%.
China, with its huge population and increasing affluence, is a very lucrative market for companies and brands in the Pacific. The Demand Institute, projects that consumers in China will spend $56 trillion over the next decade, with a largely young, affluent, connected consumer base with disposable incomes leading the charge.
This summer’s record-breaking heatwave stretched Australia’s energy supplies to unprecedented levels; intensifying consumers’ concerns about rising energy prices. In an attempt to reduce climbing power bills as many as 10% of Australians (or 1.4 million) aged over 18 plan to switch electricity retailers in the next two months.
Many inroads have been made in recent years into the use of big data sources. And with the imminent arrival of supermarket customer card data to New Zealand there will even more available. So what data is best placed to help you?
As a consumer group, Millennials are just starting to flex their spending power, which will grow significantly in the coming years. While they’re years from fully establishing themselves, they’re already having a marked impact on the global consumer landscape.
Our outlook on life is often shared with others who have similar traits—and age is no exception. But many of today’s consumers are bucking yesterday’s preconceived generational notions. In fact, many older people are embracing a more technology-driven world, and sizeable numbers of younger people are turning to more traditional values.
Depending on our age, our approach to something as simple as getting up-to-date news or eating out can be drastically different. But today’s consumers are bucking yesterday’s preconceived generational notions.
New Zealand is changing in many ways and often at a faster rate than people may assume. Understanding this change has never been more important. Media owners, brand owners and agencies need this knowledge of past, present and future trends to ensure we continue to meet the needs of the target groups and segments that are important to our businesses.
For consumers, the relationship they have with their utility providers is one of necessity. In New Zealand there are 120,000 households that are willing to switch energy providers. In this competitive environment it is important marketers and utility planners identify who is willing to switch, their behaviours and attitudes and how to reach them.
Finding ways to grow sales has never been tougher. A handful of companies, however, are still finding growth opportunities within their existing customer bases. By identifying their ‘Super Consumers’ – those consumers that spend a lot and engage a lot, companies are tailoring their marketing and sales efforts to boost incremental sales.
Empty nests can equate to shifting household spending priorities. The money we once dedicated to support a young and growing family is often replaced by aging lifestyle changes that can include dietary adjustments, physical constraints, medical considerations and travel challenges. Are industries seizing the opportunity, and rising to meet the needs and challenges of an aging demographic?