100 Best Consumer Goods to Sell to Importers in New Zealand

New Zealand ranks in 35th place among the world’s richest economies via its Gross Domestic Product (GDP) per capita of US$54,046 per RichestCountryReports.com.

Located in the Pacific Ocean’s southern area about 1,000 miles (1,600 kilometers) away from major trading partner Australia, New Zealand is home to 5.125 million people compared to 26 million residents in Australia.

The 100 most valuable consumer products imported into New Zealand in 2022 attracted a subtotal US$29.4 billion worth of international spending.

That consumer-specific dollar amount represents 54.1% of the overall value of all products imported into New Zealand. The Oceanic nation’s overall amount for imported products totaled $54.4 billion worth of spending.

Among the most valuable consumer products imported into New Zealand during 2022 were: refined petroleum oils, cars, trucks, phones including smartphones, and computers.

The total dollar amount for New Zealand’s top 100 imported consumer products increased by 16.6% from 2021 to 2022. The Oceanic island’s top 100 consumer metric exceeded the 9.6% advance for all of New Zealand’s imported goods for the year.

Over a 5-year timeline, New Zealand’s 100 most valuable consumer imports appreciated by 35.6% compared to the overall 24% gain for the country’s imported products.

Among the top 100 consumer products imported by New Zealand, 62 required increases in total spending from 2021 to 2022 led by imported electric generating sets and converters, processed petroleum oils, and prefabricated buildings. In contrast, there were 38 decliners. Topping the list of reduced expenditures was the cigars, cigarellos and cigarettes product category ahead of declining spending on pork, gold and printing machinery.

Changes in New Zealand’s consumer demand for essential imports offer insights leading to future opportunities for international suppliers focused on which upward or downward trends will continue.

Consumer Products Defined

Economics educator BoyceWire defines a consumer product as a final good or end product that a business creates for consumers to buy. For example, consumers often purchase refined petroleum oil at the gas station while imported crude oil is an intermediate good subject to further processing before being sold to end users.

Although there may be a few wealthy individual buyers, products like turbojets are excluded from the consumer products targeted by this study. That is because turbojets are usually purchased by corporations. In contrast, it is common for a consumer to buy a motorcycle, car or truck.

Types of Consumer Products

This article focuses on 3 distinct consumer product types.

Convenience Products are easy to access, non-durable, have relatively lower prices and therefore consumers frequently purchase them. Examples of convenience products are food, alcoholic or non-alcoholic drinks, and soap.

Shopping Products are not as easily available, involve more time to make a buying decision, are durable and are not bought as often as most convenience products. A great example of a shopping product is a mobile phone where buying an outdated model is a much more expensive mistake than buying a stale loaf of bread.

Speciality Products describe another consumer product type. This grey area includes infrequently purchased, expensive, durable and sometimes rare items. Consumers may consider the product’s brand image when making their purchase decisions. Some examples of speciality products are gold, silver, diamonds, jewelry, and branded refrigerators and dishwashers.

New Zealand’s Most Valuable Imported Convenience Products

The list below showcases the most valuable imported convenience products on which buyers in New Zealand spent the most. Items were selected at the four-digit Harmonized System tariff classification code level and are presented in descending order.

You can also peruse the greatest increases or decreases in product values from 2021 to 2022 by focusing on the percentages displayed to the right of each product name.

  1. Processed petroleum oils: US$5,395,768,000 (up 199.4%)
  2. Medications: $934,733,000 (up 23.3%)
  3. Miscellaneous food preparations: $447,410,000 (down -2.8%)
  4. Plastic packing goods, lids, caps: $299,551,000 (down -2.9%)
  5. Miscellaneous plastic items: $285,242,000 (down -2.4%)
  6. Bread, biscuits, cakes, pastries: $219,877,000 (down -2%)
  7. Chocolate, other cocoa preparations: $188,799,000 (down -0.9%)
  8. Other organic cleaning preparations: $171,166,000 (up 3.7%)
  9. Wine: $163,991,000 (down -10.4%)
  10. Waters with added sugar: $154,793,000 (up 3.5%)
  11. Alcohol (including spirits, liqueurs): $153,174,000 (up 2.6%)
  12. Swine meat: $148,422,000 (down -21.8%)
  13. Sauces, condiments, seasoning: $124,806,000 (up 2.6%)
  14. Coffee: $114,972,000 (up 38.2%)
  15. Sugar (cane or beet): $113,821,000 (up 2.2%)
  16. Miscellaneous preserved fruits: $101,349,000 (up 16.1%)
  17. Sanitary towels, baby napkins/liners: $97,970,000 (up 0.2%)
  18. Pasta, couscous: $91,771,000 (up 19.2%)
  19. Tissues, napkins, toilet paper: $85,846,000 (up 14.4%)
  20. Sugar confectionery (no cocoa): $84,001,000 (down -1.8%)
  21. Plastic wares (table, kitchen, toiletry): $82,798,000 (up 6.6%)
  22. Cigars/cigarellos, cigarettes: $77,835,000 (down -30.8%)
  23. Malt beer: $77,504,000 (up 17.2%)
  24. Bananas, plantains: $70,890,000 (up 1.1%)
  25. Cheese, curd: $69,068,000 (down -5%)
  26. Perfumes, toilet waters: $68,117,000 (up 3.2%)
  27. Fish, caviar (preserved/prepared): $65,782,000 (down -1.1%)
  28. Rice: $61,113,000 (up 6.2%)
  29. Coffee/tea extracts, concentrates: $60,806,000 (up 5.6%)

Convenience products led by the products listed above represent the country’s second-most popular import product type attracting New Zealand’s most spending after shopping products.

Non-durable consumer products are goods that are not re-used once consumed. Alcoholic beverages and bananas are examples of non-durable goods. Convenience products are uniquely non-durable consumer products.

New Zealand’s Most Valuable Imported Shopping Products

Below, the list highlights the most valuable imported shopping products on which buyers in New Zealand spent the greatest amounts. Items were selected at the four-digit Harmonized System tariff classification code level and are presented from highest to lowest total amounts.

The percentages displayed to the right of each product name reveal the highest increases or decreases in New Zealand’s spending on that specific type of shopping product from 2021 to 2022.

  1. Cars: US$4,260,079,000 (up 0.01%)
  2. Trucks: $1,374,938,000 (down -7.7%)
  3. Phone devices including smartphones: $1,352,488,000 (up 4%)
  4. Computers, optical readers: $1,077,898,000 (down -5.9%)
  5. Automobile parts/accessories: $429,122,000 (down -3.7%)
  6. Miscellaneous furniture: $390,222,000 (down -4.3%)
  7. Tractors: $344,710,000 (up 9.7%)
  8. Insulated wire/cable: $317,071,000 (down -2.8%)
  9. Rubber tires (new): $314,137,000 (down -4.3%)
  10. Packaged insecticides, herbicides: $309,308,000 (up 33.7%)
  11. Orthopedic appliances: $302,942,000 (up 8.9%)
  12. Seats (not barber/dentist chairs): $284,023,000 (down -13.4%)
  13. Trailers: $269,417,000 (up 13.9%)
  14. Electrical converters/power units: $263,195,000 (up 23.8%)
  15. Motorcycles: $233,876,000 (up 12.5%)
  16. Miscellaneous toys: $215,324,000 (down -3.5%)
  17. Sports equipment: $206,505,000 (down -1%)
  18. Lower-voltage switches, fuses: $200,222,000 (down -4.5%)
  19. Microphones/headphones/amps: $200,211,000 (up 1.2%)
  20. Women’s clothing (not knit/crochet): $199,373,000 (down -0.3%)
  21. Cases, handbags, wallets: $191,055,000 (up 11.7%)
  22. Miscellaneous iron or steel items: $169,368,000 (up 7.3%)
  23. Miscellaneous textile items: $163,451,000 (up 21.5%)
  24. Jerseys, pullovers (knit or crochet): $163,431,000 (up 1.7%)
  25. Screws, bolts, washers, hooks, pins: $160,961,000 (up 5.3%)
  26. Footwear (leather): $156,030,000 (up 6.4%)
  27. Printing machinery: $155,769,000 (down -16.5%)
  28. Men’s suits (unknit/non-crochet): $142,221,000 (up 18.1%)
  29. T-shirts, vests (knit or crochet): $138,874,000 (up 2.7%)
  30. Yachts, canoes, row boats: $134,754,000 (down -13.4%)
  31. Computer parts, accessories: $133,751,000 (down -4.1%)
  32. Video console games, table games: $132,994,000 (down -7%)
  33. Paper containers, cellulose wadding: $123,222,000 (up 8.7%)
  34. Linens: $114,186,000 (down -7.2%)
  35. Footwear (textile): $113,984,000 (up 19.2%)
  36. Mattresses, quilts: $107,690,000 (down -6.6%)
  37. Unrecorded sound media: $101,339,000 (up 24.2%)
  38. Tufted carpets/textile floor coverings: $95,615,000 (down -8.4%)
  39. Hair preparations: $92,273,000 (down -4.8%)
  40. Vulcanized rubber items: $90,539,000 (up 4.3%)
  41. Printed books, brochures: $89,800,000 (down -10.2%)
  42. Women’s clothing (knit or crochet): $84,485,000 (up 1.5%)
  43. Bicycles, other non-motorized cycles: $83,353,000 (up 38.5%)
  44. Footwear (rubber or plastic): $78,651,000 (up 19.4%)
  45. Soap, organic surface-active goods: $77,052,000 (up 10.8%)
  46. Caps, lids, corks, pouring stoppers: $73,817,000 (up 24.3%)
  47. Paints, varnishes: $69,758,000 (up 4.5%)
  48. Glass bottles, other containers: $64,029,000 (down -11%)
  49. Miscellaneous aluminum items: $61,332,000 (up 3.1%)
  50. Motorcycle parts/accessories: $60,470,000 (up 6.4%)

Focusing on the scope of this analysis, shopping products is New Zealand’s most popular category ahead of both convenience products and speciality items.

Shopping products equal one-half (50) of New Zealand’s overall top 100 imported consumer goods.

Durable consumer products are goods like cars, refrigerators and furniture that last a relatively long time. Consumers can put durable products to use again and again. Note that shopping products and speciality products are considered as durable consumer products.

New Zealand’s Most Valuable Imported Speciality Products

Speciality products represent the category with the fewest entries among New Zealand’s imports that attracted the country’s spending on imported consumer goods during 2022.

Selected at the four-digit Harmonized System tariff classification code level, the most valuable speciality items are listed in descending order below.

The percentage to the right of each product name reveal highest increases or decreases in 2022 compared to 2021.

  1. Nitrogenous fertilizers: US$459,956,000 (up 19.2%)
  2. Electric water heaters, hair dryers: $263,435,000 (down -3.7%)
  3. Fertilizer mixes: $254,103,000 (up 19.4%)
  4. Air conditioners: $243,222,000 (down -8.8%)
  5. Beauty/makeup/skin care: $243,161,000 (up 5.2%)
  6. Refrigerators, freezers: $232,704,000 (up 0.6%)
  7. Liquid pumps: $189,576,000 (up 6.4%)
  8. Jewelry: $166,987,000 (up 35.4%)
  9. Potassic fertilizers: $150,473,000 (up 22.8%)
  10. Household base metal mountings: $141,556,000 (up 1.2%)
  11. Temperature-change machines: $128,033,000 (up 4.7%)
  12. Dishwash, clean/dry/fill machines: $127,732,000 (down -9.5%)
  13. Electric storage batteries: $125,798,000 (up 27.3%)
  14. Electric generating sets, converters: $125,258,000 (up 229.2%)
  15. Gold (unwrought): $103,256,000 (down -18.2%)
  16. Vacuum cleaners: $85,718,000 (up 3.3%)
  17. Prefabricated buildings: $83,304,000 (up 44.6%)
  18. Electric motors, not generating sets: $76,579,000 (up 28.8%)
  19. Coins including legal tender: $71,501,000 (up 36.2%)
  20. Washing machines: $64,429,000 (down -3.8%)
  21. Iron/steel stoves, barbecues: $63,080,000 (down -2.3%)

Likeshopping products, speciality products are considered as durable consumer products.

Based on the product types identified in the sections above, 71 of New Zealand’s 100 highest-value consumer shopper plus speciality products are durable while the remaining 29 convenience products are classified as non-durable.

Overall Fastest-Growing Consumer Imports

Listed below are the top 10 consumer products imported into New Zealand that experienced the highest percentage increases in spending from 2021 to 2022.

  1. Electric generating sets, converters: Up 229.2% (US$125.3 million)
  2. Processed petroleum oils: Up 199.4% ($5.4 billion)
  3. Prefabricated buildings: Up 44.6% ($83.3 million) 
  4. Bicycles, other non-motorized cycles: Up 38.5% ($83.4 million)
  5. Coffee: Up 38.2% ($115 million)
  6. Coins including legal tender: Up 36.2% ($71.5 million)
  7. Jewelry: Up 35.4% ($167 million)
  8. Packaged insecticides, herbicides: Up 33.7% ($309.3 million)
  9. Electric motors, not generating sets: Up 28.8% ($76.6 million)
  10. Electric storage batteries: Up 27.3% ($125.8 million)

Among the above top 10 gainers, 8 qualify as durable goods that consumers can re-use over time.

Two of those durable items with accelerating sales to importers in New Zealand are shopping products specifically bicycles plus other non-motorized cycles and packaged insecticides or herbicides.

The 6 fast-growing speciality items are electric generating sets or converters, prefabricated buildings, coins including legal tender, jewelry, electric motors excluding generating sets, and electric storage batteries.

On the other hand, the fastest-growing pair of convenience products imported into New Zealand are processed petroleum oils and coffee. Consumers consider these items as non-durable products, commonly referred to as disposable goods because normally they are used only once.

Overall Worst-Declining Consumer Imports

Spending by import buyers in New Zealand on the following 10 items decreased in value at the severest rate from 2021 to 2022.

  1. Cigars/cigarellos, cigarettes: Down -30.8% (US$77.8 million)
  2. Swine meat: Down -21.8% ($148.4 million)
  3. Gold (unwrought): Down -18.2% ($103.3 million)
  4. Printing machinery: Down -16.5% ($155.8 million)
  5. Seats (not barber/dentist chairs): Down -13.4% ($284 million)
  6. Yachts, canoes, row boats: Down -13.4% also ($134.8 million)
  7. Glass bottles, other containers: Down -11% ($64 million)
  8. Wine: Down -10.4% ($164 million)
  9. Printed books, brochures: Down -10.2% ($89.8 million)
  10. Dishwashing, cleaning, drying, filling machines: Down -9.5% ($127.7 million)

Three categories among New Zealand’s top 10 severest decliners are non-durable convenience products consumed one time. Those imports are the cigars, cigarellos and cigarettes product category, as well as pork and wine.

Five among the remaining major import decliners are shopping products that normally require more time for consumers to make buying decisions. Purchases under the shopping products category are also more likely to be deferred than convenience products. Examples of these shopping goods range from yachts, canoes and rowboats to printed books and brochures.

The 2 top declining speciality products are gold and the category labeled dishwashing, cleaning, drying or filling machines.

Key Suppliers by Country

This analysis reveals competitive suppliers that target demand for 5 of New Zealand’s top consumer import products.

New Zealand’s biggest imported consumer product by value is cars.  The other 4 leading consumer goods imported into New Zealand are refined petroleum oils, cars, trucks, phones including smartphones, and computers.

Below, you will find major supplying countries for New Zealand’s imported:

Refined petroleum oils: Singapore (38.5% of total), South Korea (36.7%), Malaysia (9.7%), Japan (7.5%), Taiwan (2.2%), Brunei Darussalam (1.9%), India (1%), mainland China (0.83%), Australia (0.76%), and Thailand (0.2%).

Cars: Japan (36.3% of total), mainland China (13.3%), South Korea (10.2%), Germany (7.6%), United States of America (6.6%), Thailand (5.7%), United Kingdom (4.6%), Czech Republic (2.3%), Slovakia (2.2%), and Mexico (2%).

Trucks: Thailand (48.5% of total), Japan (22.4%), Netherlands (5.2%), Australia (4.1%), mainland China (4%), United Kingdom (2.8%), Germany (2.6%), France (2%), Poland (1.5%), and Spain (1.4%).

Phones: mainland China (60.4% of total), Vietnam (18.3%), Taiwan (4%), United States of America (3%), Malaysia (2.9%), Mexico (2.3%), Australia (1.7%), Canada (1.3%), Thailand (1.1%), and Singapore (0.4%).

Computers: mainland China (76.3% of total), United States of America (4.5%), Singapore (3.6%), Malaysia (3.4%), Taiwan (2.5%), Thailand (1.52%), Vietnam (1.46%), Australia (1.43%), Mexico (1%), and Germany (0.5%).

See also

More great research: New Zealand’s Main Imports by Top Supplier Countries, Australia’s Top 100 Imported Consumer Products, China’s Top 100 Imported Consumer Products, US Top 100 Imported Consumer Products, Germany’s Top 100 Imported Consumer Products, Vietnam’s Top 100 Imported Consumer Products


Independent insights and analysis presented in this article are based on researched facts and statistics sourced from the following educational portals.

BoyceWire, Consumer Goods Definition.

Central Intelligence Agency, The World Factbook: New Zealand Economy.

International Trade Centre, Trade Map.

Investopedia, Consumer Goods, Consumer Staples Definition, Fast-Moving Consumer Goods (FMCG).

Richest Country Reports, Top 100 Richest Countries by GDP.

Trading Economics, New Zealand Consumer Spending.

Wikipedia, List of largest consumer markets.

Wikipedia, New Zealand.

World’s Top Exports, New Zealand’s Top 10 Imports.

Scroll to Top