Not all retail categories perform equally. Some consistently outperform, even in tighter economic conditions, while others struggle to maintain momentum. When you look closely at the categories showing strong growth in New Zealand, one thing becomes clear. Success is rarely accidental. It is closely linked to how well those categories are executed on the shop floor.
From health and wellness through to electronics, beauty and lifestyle categories, high growth often follows strong merchandising fundamentals. These categories offer clear lessons for brands looking to lift performance at retail.
What is growing in NZ retail right now
Several categories continue to show solid performance across New Zealand stores.
Health and wellness remains one of the strongest performers. Supplements, personal care and wellbeing products are benefiting from repeat purchase behaviour and long-term lifestyle shifts. Shoppers are informed, purposeful and often loyal once they find products that work for them.
Electronics and tech accessories also continue to perform well. Even when discretionary spending tightens, shoppers still invest in practical upgrades, accessories and replacements. These categories are often complex but can deliver strong results when shoppers are supported through clear in-store navigation.
Lifestyle categories, including books, stationery and selected premium food lines, are also seeing steady growth. These areas benefit from impulse purchasing and emotional connection, especially when products are presented in a curated and engaging way.
Cosmetics and beauty deserve special mention. While competitive and operationally challenging, beauty continues to perform strongly in mass, pharmacy and value-driven environments. However, this category highlights more than any other how closely growth is tied to execution.
Health and wellness: making routine easy
Winning health and wellness categories are designed around ease and trust.
Strong performers use clear benefit messaging rather than relying on brand recognition alone. Products are grouped logically, often by concern or routine, which helps shoppers make confident decisions quickly.
Merchandising in this space supports repeat purchasing. Displays are structured to make replenishment easy and intuitive. Adjacencies are well considered, with supplements positioned alongside related personal care or lifestyle products.
The lesson here is simple. Growth comes from removing friction. When shoppers can understand, trust and navigate the category easily, they come back.
Electronics and accessories: guiding the shopper
Electronics and accessories are often high-consideration purchases. The categories that perform best do not rely on space alone. They rely on clarity.
Clear tiering between entry, mid and premium products helps shoppers self-select based on need and budget. Accessories are grouped logically with core products, increasing basket size and reducing missed sales.
Merchandising works hand in hand with education. Even simple visual cues can reduce hesitation and speed up decision-making.
The key takeaway is that in complex categories, merchandising plays an active role in the sale. It must guide, not overwhelm.
Cosmetics and beauty: where execution really matters
Cosmetics is one of the clearest examples of how growth depends on consistent execution.
It is a high-volume, high-margin category, but also one of the most demanding on the shop floor. High SKU counts, frequent new launches, testers, shade ranges and theft risk mean that small execution issues quickly translate into lost sales.
Winning cosmetics brands focus heavily on maintenance, not just setup.
Clean, complete and clearly labelled testers are essential. Planograms must balance full ranges with hero products, rather than simply filling space. Shade flow and category logic reduce shopper overwhelm and encourage trial.
Regular visits are critical. Damaged testers, stock gaps and discontinued lines need to be managed continuously. Strong in-store relationships help resolve issues quickly, rather than letting problems sit until the next cycle.
The lesson from cosmetics is clear. Growth is driven less by footprint and more by consistency. Brands that treat execution as ongoing work consistently outperform those that view merchandising as a one-off task.
Lifestyle and premium impulse categories: selling the story
Books, stationery and premium food lines benefit from emotional connection and discovery.
High-performing stores use curated displays, feature ends and staff recommendations to create interest. Shoppers respond well to storytelling, whether that is a seasonal theme, a bestseller highlight or a local favourite.
Placement matters. These categories often perform best in high-traffic zones where impulse behaviour is strongest.
The key lesson here is that even smaller categories can punch above their weight when merchandising creates a moment, not just a shelf.
What high-growth categories have in common
Across all of these categories, strong execution shares common traits.
Shopper-first navigation is non-negotiable. Clear signage, logical flow and intuitive layouts make buying easier.
Value and benefit messaging matters more than ever. Shoppers are comparing, trading and making informed choices in store.
Category adjacencies are deliberate. Products that naturally belong together are placed together, increasing basket size and reducing friction.
Maintenance is prioritised. High-growth categories are rarely left untouched. They are reviewed, refreshed and corrected regularly.
Applying these lessons to your brand
Brands looking to improve retail performance should look beyond space allocation and launch activity.
Audit planograms for clarity, not just compliance. Review whether the category is easy to shop, especially for new customers.
Invest in regular, reliable merchandising support. Growth categories demand consistency, not occasional attention.
Use data and in-store insight together. Numbers tell you what is happening. Merchandisers tell you why.
The strongest retail results come when data-led strategy is supported by disciplined execution on the shop floor.
High-growth categories show us that when merchandising is done well, it does more than maintain a display. It drives sales, builds loyalty and protects brand value where it matters most, in store.
