How do New Zealand’s shopping behaviours compare to those from around the world?

The Consumer Pulse is one of dunnhumby’s regular research initiatives – a biannual, customer-focused study that monitors changes in shopping behaviours as time goes by. Over the years, the Pulse has helped us to understand consumer responses to everything from COVID-19 through to skyrocketing inflation, giving us some valuable lessons for retailers and brands alike along the way.

We’ve been tracking New Zealanders’ shifting priorities since early 2024, but typically in isolation. This time around, we decided to take a different approach. With the Pulse giving us data on markets including Germany, Denmark, France, Spain, the Netherlands, and the UK, we opted to take a comparative view – seeing how behaviours amongst NZ shoppers stack up against those of their European counterparts.

Here, then, are seven key things to know about how Kiwi behaviours differ – and sometimes overlap – with those from across Europe.

1. The use of artificial intelligence (AI)-powered shopping tools is much lower in New Zealand

While generative tools like ChatGPT might be grabbing the headlines today, AI isn’t just about Large Language Models and Neural Networks. Today, grocery shoppers have access to a range of AI-powered shopping tools – from personalised product recommendations and price comparison apps through to automated shopping lists, voice assistants, chatbots, and more.

The extent to which these tools are being used is one of the clearest distinctions between our NZ and European studies. Just 14% of Kiwis are currently using AI-powered shopping tools, compared to 22% of shoppers across Europe. That’s a considerable difference, and one that’s almost certainly down to the tools retailers are offering as much as it is about how willing customers are to use them.

Will that gap close as AI-powered tools become more commonplace? Almost certainly. For now, however, NZ’s shoppers appear to be running just a little behind the curve.

2. Not all AI is equal: price comparison tools are significantly more popular in NZ

One of the challenges involved in the topic of AI is that it’s a blanket term – one that doesn’t really speak to the variety of tools that are out there. While use of AI-powered shopping tools generally is lower in NZ, for instance, there’s one specific application that Kiwis are far more enthusiastic about.

Today, 57% of New Zealanders who use any form of AI shopping tool say they use price comparison tools. In Europe, that figure drops to 44%. In our past few Pulse studies (and, indeed, below), we’ve focused on New Zealand’s ongoing challenge in regard to price perception. The popularity of price comparison tools here is very likely linked to that – Kiwis taking a frugal approach and doing their homework on where to find the best value.

3. Perceptions about food prices differ greatly

How do you define “a lot”? Clearly, it’s a relative term – but one that Kiwis feel strongly about when it comes to the price of food. Between July 2024 and June 2025, food prices in NZ rose by 4.6% according to official sources¹; a not insignificant increase, but nowhere near the 12.5% increase seen in April 2023². Nonetheless, 64% of NZ shoppers say that food prices are “a lot” higher than they were one year ago.

Compare that to Europe, where 49% of people say the same. That’s despite the fact that prices on unprocessed foods (meat, fruit, and veg) across the Euro region have risen by 4.6% over the same period³. With those figures in mind, it’s hard not to feel like New Zealand’s shoppers are struggling to shake off the more extreme price increases seen a few years ago.

4. Social media has a bigger impact on Kiwi purchasing behaviours

Have you ever bought something from a grocery store after seeing a social media post or ad? If so, you’re not alone. A quarter (25%) of Kiwis say that they’ve been prompted to make a grocery purchase as a direct result of seeing something on their socials – just outstripping the number of European shoppers who say the same (19%).

This isn’t something that can be explained away by consumer adoption: uptake of social media across Europe and NZ is broadly the same – between 70% to 80% depending on the specific European region^{4 5}. So, what’s really happening here? The answer most likely lies in the amount of time that shoppers spend on social media. For Europeans, it’s around 1hr 15m⁶ a day; for Kiwis, 2hrs 3m⁷.

5. The store remains the dominant format in NZ – but Europeans shop more often

So far, we’ve focused mainly on the differences between shopping behaviours – but there are commonalities, too. Despite the continuing rise of online grocery, for instance, both Kiwis and Europeans continue to favour shopping in person; the number of people visiting physical stores far outweighs the number who buy online, and that’s true in both territories.

Even then, there’s a gap between the two here. While Europeans make an average of 2.75 visits to the store each week, that number falls to 2.23 amongst Kiwis. While not a huge difference, it does speak to the fact that consumer brands in NZ have fewer chances to win shoppers over. That’s why having the right tactics – like smart promotions, insight-driven retail media campaigns, and bold innovations – so important.

6. Shoppers are universal in favouring “price over brand”

The store’s not the only issue that Kiwis and Europeans come together on; customers in both markets tend to prioritise price over brand, too. Only 18% of NZ shoppers say they’ll buy their favourite brand even if it costs more, a sentiment that 15% of respondents in the EU agree with.

Again, though, there’s some additional nuance at play here. While 30% of European shoppers say they’ll “usually” buy the lowest-priced product, that’s a common course of action for almost half (47%) of Kiwis. Again, that poses a key question for brands: if a significant number of shoppers are buying on price alone, what can you do to drive value that goes beyond the cost at the shelf?

7. Awareness and action are different things when it comes to sustainability

The number of shoppers who say they’re conscious about the environment is almost identical between the two markets. 45% of Kiwis stress that they’re environmentally conscious, compared to 44% of Europeans. The same is true when it comes to product sustainability, with 17% of NZ and 20% of European shoppers citing it as a concern.

Awareness doesn’t always translate into action, however. While 18% of Europeans say that they try to buy sustainably, only 12% of Kiwis say the same. Why this is the case isn’t particularly clear; respondents in both markets are just as likely to point to the high cost of environmentally friendly goods (25% NZ, 26% in Europe). As with the point above, this seems to be another conundrum for brands to solve.

From social media’s outspoken impact to the ongoing focus on price, these latest Pulse results should give retailers and brands alike plenty to consider. More than anything though, they tell us that – while behaviours might look similar on the surface – in-depth understanding of your local audience is more important than ever. Even the subtlest differences can have a huge impact when you’re looking to do the right thing for your customers.

We’ll be back with more from the Consumer Pulse later in the year.

1 Monthly Economic Review: August 2025 – New Zealand Parliament, 8^th August 2025
2 Annual food prices increase 12.5 percent – StatsNZ, 11^th May 2023
3 Economic, financial and monetary developments – European Central Bank
4 Digital 2024: New Zealand – Data Reportal, 23^rd February 2024
5 How many people use social media in 2024? – Soax, 30^th October 2024
6 Average Time Spent On Social Media By App, Country, Region And Trend – Electro IQ, 2025
7 NZ Social Media Statistics 2025 – SocialMedia.org.nz