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 Top Consumer Imports List

The searchable marketing intelligence table below showcases New Zealand’s 100 highest-value imported consumer products in descending order. Items were selected at the four-digit Harmonized System tariff classification code level.

The table’s fourth column is labeled YOY for year over year. The fifth column identifies each entry’s consumer product type.

#Imported ProductUS$YOY
1Processed petroleum oils$5,395,768,000+199.4%CP
4Phone devices including smartphones$1,352,488,000+4%SP
5Computers, optical readers$1,077,898,000-5.9%SP
7Nitrogenous fertilizers$459,956,000+19.2%SY
8Miscellaneous food preparations$447,410,000-2.8%CP
9Automobile parts/accessories$429,122,000-3.7%SP
10Miscellaneous furniture$390,222,000-4.3%SP
12Insulated wire/cable$317,071,000-2.8%SP
13Rubber tires (new)$314,137,000-4.3%SP
14Packaged insecticides, herbicides$309,308,000+33.7%SP
15Orthopedic appliances$302,942,000+8.9%SP
16Plastic packing goods, lids, caps$299,551,000-2.9%CP
17Miscellaneous plastic items$285,242,000-2.4%CP
18Seats (not barber/dentist chairs)$284,023,000-13.4%SP
20Electric water heaters, hair dryers$263,435,000-3.7%SY
21Electrical converters/power units$263,195,000+23.8%SP
22Fertilizer mixes$254,103,000+19.4%SY
23Air conditioners$243,222,000-8.8%SY
24Beauty/makeup/skin care$243,161,000+5.2%SY
26Refrigerators, freezers$232,704,000+0.6%SY
27Bread, biscuits, cakes, pastries$219,877,000-2%CP
28Miscellaneous toys$215,324,000-3.5%SP
29Sports equipment$206,505,000-1%SP
30Lower-voltage switches, fuses$200,222,000-4.5%SP
32Women's clothing (not knit/crochet)$199,373,000-0.3%SP
33Cases, handbags, wallets$191,055,000+11.7%SP
34Liquid pumps$189,576,000+6.4%SY
35Chocolate, other cocoa preparations$188,799,000-0.9%CP
36Other organic cleaning preparations$171,166,000+3.7%CP
37Miscellaneous iron or steel items$169,368,000+7.3%SP
39Wine $163,991,000-10.4%CP
40Miscellaneous textile items$163,451,000+21.5%SP
41Jerseys, pullovers (knit or crochet)$163,431,000+1.7%SP
42Screws, bolts, washers, hooks, pins$160,961,000+5.3%SP
43Footwear (leather)$156,030,000+6.4%SP
44Printing machinery$155,769,000-16.5%SP
45Waters with added sugar$154,793,000+3.5%CP
46Alcohol (including spirits, liqueurs)$153,174,000+2.6%CP
47Potassic fertilizers$150,473,000+22.8%SY
48Swine meat$148,422,000-21.8%CP
49Men's suits (unknit/non-crochet)$142,221,000+18.1%SP
50Household base metal mountings$141,556,000+1.2%SY
51T-shirts, vests (knit or crochet)$138,874,000+2.7%SP
52Yachts, canoes, row boats$134,754,000-13.4%SP
53Computer parts, accessories$133,751,000-4.1%SP
54Video console games, table games$132,994,000-7%SP
55Temperature-change machines$128,033,000+4.7%SY
56Dishwash, clean/dry/fill machines $127,732,000-9.5%SY
57Electric storage batteries$125,798,000+27.3%SY
58Electric generating sets, converters$125,258,000+229.2%SY
59Sauces, condiments, seasoning$124,806,000+2.6%CP
60Paper containers, cellulose wadding$123,222,000+8.7%SP
63Footwear (textile)$113,984,000+19.2%SP
64Sugar (cane or beet)$113,821,000+2.2%CP
65Mattresses, quilts$107,690,000-6.6%SP
66Gold (unwrought)$103,256,000-18.2%SY
67Miscellaneous preserved fruits$101,349,000+16.1%CP
68Unrecorded sound media$101,339,000+24.2%SP
69Sanitary towels, baby napkins/liners$97,970,000+0.2%CP
70Tufted carpets/textile floor coverings$95,615,000-8.4%SP
71Hair preparations$92,273,000-4.8%SP
72Pasta, couscous$91,771,000+19.2%CP
73Vulcanized rubber items$90,539,000+4.3%SP
74Printed books, brochures$89,800,000-10.2%SP
75Tissues, napkins, toilet paper$85,846,000+14.4%CP
76Vacuum cleaners$85,718,000+3.3%SY
77Women's clothing (knit or crochet)$84,485,000+1.5%SP
78Sugar confectionery (no cocoa)$84,001,000-1.8%CP
79Bicycles, other non-motorized cycles$83,353,000+38.5%SP
80Prefabricated buildings$83,304,000+44.6%SY
81Plastic wares (table, kitchen, toiletry)$82,798,000+6.6%CP
82Footwear (rubber or plastic)$78,651,000+19.4%SP
83Cigars/cigarellos, cigarettes$77,835,000-30.8%CP
84Malt beer$77,504,000+17.2%CP
85Soap, organic surface-active goods$77,052,000+10.8%SP
86Electric motors, not generating sets$76,579,000+28.8%SY
87Caps, lids, corks, pouring stoppers$73,817,000+24.3%SP
88Coins including legal tender$71,501,000+36.2%SY
89Bananas, plantains$70,890,000+1.1%CP
90Paints, varnishes$69,758,000+4.5%SP
91Cheese, curd$69,068,000-5%CP
92Perfumes, toilet waters$68,117,000+3.2%CP
93Fish, caviar (preserved/prepared)$65,782,000-1.1%CP
94Washing machines$64,429,000-3.8%SY
95Glass bottles, other containers$64,029,000-11%SP
96Iron/steel stoves, barbecues$63,080,000-2.3%SY
97Miscellaneous aluminum items$61,332,000+3.1%SP
99Coffee/tea extracts, concentrates$60,806,000+5.6%CP
100Motorcycle parts/accessories$60,470,000+6.4%SP

Using the provided table, you can also peruse the greatest increases or decreases in product values from 2021 to 2022. To do so, click on the heading of the fourth column.

New Zealand’s most popular imported consumer product type is shopping products (SD) led by purchases of cars, trucks, phones including smartphones, computers, automobile parts or accessories, then miscellaneous furniture. Shopping products represent 50 of New Zealand’s top 100 imported consumer goods.

In second place via 29 items are convenience products (CP), a category of items consumed one time. Examples include processed petroleum oils, medications, miscellaneous food preparations, plastic packing items such as lids or caps, and miscellaneous items made from plastic.

There were 21 speciality products (SY) ranking among the top 100. Major speciality products imported into New Zealand encompass nitrogenous fertilizers, electric water heaters and hair dryers, fertilizer mixes, beauty makeup or skincare products, refrigerators and freezers, liquid pumps, and jewelry.

Durable consumer products are goods like cars, trucks, printing machinery, insulated wire or cable, and furniture. These items last a relatively long time. Consumers can put durable products to use again and again. By product type, note that both shopping products and speciality products are considered as durable consumer goods.

Non-durable consumer products (ND) are goods that are not re-used once consumed. Coal, medications, sugar and corn are examples of non-durable goods. Convenience products are uniquely non-durable consumer products.

Based on the product types identified in the above table, 71 of New Zealand’s highest-value consumer imported products are durable while 29 are classified as non-durable.

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.

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.

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