Health consciousness

IBISWorld forecasts that the level of health consciousness will increase by 1.3% in 2025-26, to 114.8 index points. A large anticipated drop in the smoking rate and per capita alcohol consumption will drive the hike in health consciousness during the year. Apparent fruit and vegetable consumption is set to expand. Yet, sports and active recreation participation is on track to drop and the obesity levels are expected to climb slightly, placing pressure on the rise in health consciousness. These factors are projected to contribute to the overall rise in health consciousness in the current year.

New Zealand's adult population has become increasingly health-conscious over the past few years. A dwindling smoking rate and per capita alcohol consumption have supported rising health consciousness over the period. Ongoing tobacco tax hikes and the Smokefree Aotearoa 2025 Action Plan have largely driven falling smoking rates. As a result of these tax increases, there has been a larger decline in smoking among younger age groups than in older age groups, as younger consumers are typically more price-sensitive.

Fruit and vegetable consumption has expanded over the past five years. Growing consumer awareness of the importance of healthy eating has supported fruit and vegetable consumption over the period. This rising awareness has caused consumer diets to change, with many individuals increasing their intake of healthy food products, like fruit and vegetables and lowering their intake of fats, sugars and salts. These trends have resulted in the level of obesity inching downwards in recent years, boosting health consciousness. Overall, IBISWorld forecasts that health consciousness will expand at a compound annual rate of 2.8% over the five years through 2025-26.