New Zealand retail has shifted more in the past five years than it did in the previous fifteen. Shoppers are more informed, more selective and far less patient with poor in-store execution. As brands start planning for 2026, understanding how behaviour is changing on the shop floor is key to keeping products visible, relevant and easy to buy.
Here are the trends Kiwi retailers should be paying attention to, and what they mean for merchandising in the year ahead.
1. Shoppers want convenience above everything
Customers are still shopping in store, but they expect it to be quick and simple. Clear navigation, tidy shelves, correct pricing and well-stocked bays are becoming non-negotiable. If a shopper has to hunt for an item, they are far more likely to walk away or order online.
For brands, this reinforces the importance of regular physical merchandising. Stores move fast, products shift and stock levels change daily. Consistency across locations creates trust, and trust drives repeat purchases.
2. Online behaviour is shaping in-store decisions
Even when shoppers choose to buy in person, their online research influences what they pick up. Reviews, social buzz and search trends all mean customers already have a shortlist in mind the moment they walk through the door.
This puts more pressure on in-store presentation. If a product is trending online but hidden behind messy facings or missing POS, the brand loses momentum. Expect more customers coming in with a plan, and more frustration when a shelf doesn’t match what they saw online.
3. Value is king, but quality still matters
Cost of living pressure is still shaping how people shop. Shoppers are comparing prices more than ever, paying attention to unit pricing and looking for clear value cues on shelf.
That said, quality products that clearly show their benefits are still winning. Brands that communicate value quickly through strong packaging, smart placement and clear POS will stand out.
4. Local and ethical choices are influencing baskets
Consumers are increasingly choosing brands that align with their values. This includes local suppliers, cleaner ingredients, sustainable packaging and ethical sourcing.
Retailers can support this shift with simple merchandising choices. Good signage, callouts on pack claims, tidy eco sections and thoughtful placement all help customers make confident decisions.
5. The need for instant information is rising
Shoppers want answers on the spot. What does this product do? How do I use it? Is this the right shade, strength or size?
Brands using QR codes, small info cards or engaging POS are making it easier for customers to learn at shelf, without needing to find a staff member. Expect “micro education” to keep growing, especially in beauty, health and home categories.
6. Omni shoppers expect alignment across every channel
The line between online and in store is almost invisible. Shoppers bounce between channels and expect product availability, pricing, messaging and packaging to be consistent. Any mismatch increases the risk of a lost sale.
This is where strong field teams become essential. Regular checks, tidy layouts, updated POS and accurate stock counts all support a seamless experience across channels.
7. The rise of the “mission shop”
Many customers now shop with a clear mission. They come in for one product category, get what they need and leave. This means merchandisers need to make each category easy to navigate and keep high-demand SKUs front and centre.
Cross-merchandising still works, but only when it feels logical and close to the shopper’s mission. Think supplements near immunity boosters, beauty add-ons near hero products or cleaning refills near the main cleaning aisle.
What this means for brands in 2026
2026 will reward brands that are:
• Visible: Easy to spot, consistently merchandised and present in the right locations.
• Helpful: Clear messaging, good education and simple navigation.
• Reliable: Stocked, tidy and aligned with online expectations.
• Values driven: Leaning into sustainability and local stories where authentic.
• Supported in store: Backed by strong field teams who protect the brand every visit.
Consumer behaviour will keep evolving, but one thing remains the same. Brands that show up well in store are the ones that win. Smart merchandising is no longer just a nice to have. It is a core part of the customer experience.
