New research from JCDecaux has recommendations for brands on how they can reach Kiwi shoppers who are becoming increasingly strategic as they navigate rising living costs.
The study of 400 grocery decision-makers shows that price consciousness and value-driven decisions are reshaping supermarket habits revealing:
- 84% now prioritise price as the top factor in grocery choices.
- 72% are increasingly opting for home-brand alternatives.
- More than half of shoppers have changed where they shop, with many moving to Pak’nSave or exploring alternatives beyond the ‘big three’ supermarkets.
Savvy shoppers
To support brands in reaching these savvy shoppers, JCDecaux has expanded its exclusive Smartframe network to six new retail locations, including Auckland’s Sylvia Park and LynnMall, Hamilton’s Centre Place, and Palmerston North’s The Plaza.
The expansion increases the network to 34 sites nationwide, delivering visibility to an estimated additional 33.6 million shoppers annually.
“As Kiwis adapt their shopping habits, brands charging a premium must work harder to maintain their place on shopping lists,” says Victoria Parsons, Director of Strategy & Insights at JCDecaux.
“Out-of-Home advertising, particularly through our Smartframe network, allows brands to engage shoppers on their everyday journeys, building trust and preference. People will pay more for an FMCG favourite due to perceptions of taste or quality. High frequency brand advertising creates and builds these preferences making people less susceptible to trading down to a cheaper alternative”.
Power of OOH
The research confirms the power of out-of-home advertising in engaging shoppers at critical moments:
- One in three Kiwis notice grocery brands on billboards during their daily routines.
- 25% say consistent Out-of-Home advertising boosts their confidence in trying new products.
- Shopping is the #1 reason Kiwis leave home, with 97% shopping at least once a week.
Phil Eastwood, General Manager of JCDecaux New Zealand, added, “Our Smartframe and Large Format networks are uniquely positioned to help brands capture shopper attention near supermarkets, retail locations and along arterial routes. These touchpoints are critical for influencing decisions where it matters most.”
Other insights from the research include:
- 92% of Kiwis have a say in household shopping decisions, with the traditional “main shopper” role becoming less common.
- 79% of shoppers create physical or digital shopping lists, emphasising the need for brands to secure a place on the list.
- Physical stores dominate grocery spending, accounting for 85% of total value, though online shopping continues to grow incrementally.
- 51% of shoppers think about meals and groceries while out and about, highlighting the importance of visibility throughout the day.
Read the full Shopping List Status Report on the JCDecaux website, under ‘Research’.
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