NEW ZEALAND

U.S. Wellness Products in New Zealand 

Bringing Premium U.S. Wellness Brands to New Zealand—Naturally Better. 

Why New Zealand Is a Perfect Market for U.S. Wellness Brands :

• High and Growing Demand: The dietary supplements market in Australia & New Zealand is robust—estimated at USD 3.26 billion in 2023 and projected to reach USD 4.92 billion by 2030 with a 6.2 % CAGR (Blueweave Consulting). 

• Category-Specific Growth: Herbal supplements alone hit USD 1.33 billion in 2024, with a strong growth trajectory (7.9 % CAGR) (Scotts International). 

• Organic & Functional Foods Expand: Together, health & wellness products are rising, with organic packaged food & beverages growing at ~3–4 % annually (Global Organic Trade, Nutraceuticals World). 
• Preference for Clean, Plant-Based Formats: Consumers are increasingly seeking organic, plant-based, easy-to-use formats like powders, gummies—especially among younger, health-conscious users (Grand View Research). 
• Pharmacies as Key Retail Channels: In NZ, pharmacies now account for 75 % of supplement sales (vs. falling supermarket share), with total natural health product retail at NZD 300 million (~USD 185 million) in 2023, a 6.5 % increase over the prior year (NutraIngredients-Asia.com). 

** Why it’s a great fit:** U.S. wellness brands can capitalize on NZ’s growing appetite for clean-label, effective, and convenient wellness products—especially those with strong brand narratives and scientifically-backed quality. 

U.S. Wellness Categories & Market Snapshot 

Category :

Essential Oils & Diffusers 

NZ imports valued at USD 9.45 million in 2023 (−22 % from 2022) (Trend Economy) 

U.S. brands bring trusted purity, diverse oil profiles, and innovative diffuser design. 

• Essential Oils & Diffusers: “We offer high‑purity blends and diffusion technology that elevate the wellness experience, trusted by consumers globally.” 

Massage Chairs and Infrared Saunas

24.4 million in 2024 spa category

5.9% cagr to 2030

Cold Plunge Pools

Acorrding to Market Growth Reports the Asia Pacific region including New Zealand has the fastest growing CAGR rate of 10.5% going through 2033

5. Market Entry Strategy :

1. Regulatory Readiness: Prepare compliance with NZ’s Therapeutic Products Act (which now regulates natural health products and requires authorization for imports and claims) (Reddit). 
2. Target Key Channels: Focus on pharmacies and health retailers (e.g., Health 2000, independent pharmacies, plus online.HealthPost)—where supplement demand is strongest (NutraIngredients-Asia.com, Nutraceuticals World, Wikipedia). 
3. Product Formats & Positioning: 
4. Digital & Educational Marketing: Use influencer, subscription, and content marketing to engage health-savvy consumers—aligning with NZ’s digital-first purchasing behaviors (Grand View Research). 
5. Multiple Distributor Strategy- use network to distribute products throughout 

                                              Ready to fuel New Zealand’s wellness revolution? 

 Contact us today at 561-485-4867