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Liquor and Tobacco Product Wholesaling in New Zealand Industry Data and Analysis
Over the past five years, New Zealand’s Liquor and Tobacco Product Wholesaling industry has contended with sharply falling smoking and alcohol consumption rates, driven by public health campaigns, regulatory measures like the Smokefree 2025 initiative and annual excise tax hikes. As tobacco products become less affordable, daily smoking rates have fallen from 15.9% of adults in 2013-14 to just 6.9% in 2023-24, according to Ministry of Health (Manatū Hauora) data, driving down sales and market share for tobacco wholesalers. Per capita alcohol consumption has also dropped because of rising health consciousness, ongoing excise tax increases and changing social attitudes towards drinking. Industry profit margins have improved, underpinned by premiumisation strategies, investment in higher-margin products and more efficient supply chains. Revenue is expected to slip by an annualised 4.1% over the five years through 2025-26, to an estimated $3.9 billion. This includes an anticipated climb of 1.4% in 2025-26, as discretionary incomes rebound.
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What's included in this industry analysis
IBISWorld's research coverage on the Liquor and Tobacco Product Wholesaling industry in New Zealand includes market sizing, forecasting, data and analysis from 2015-2030. The most recent publication was released July 2025.
About this industry
What's this industry report about?
The Liquor and Tobacco Product Wholesaling industry in New Zealand operates under the ANZSIC industry code F3606NZ. Wholesalers primarily distribute liquor and tobacco products. These goods are purchased from manufacturers and sold to various retail distributors, including licensed venues, liquor stores, supermarkets, grocery stores, convenience stores, tobacconists and other outlets. Businesses that wholesale liquor and tobacco products and other grocery items are excluded from this industry. Related terms covered in the Liquor and Tobacco Product Wholesaling industry in New Zealand include ecigarette, ready-to-drink (rtd) and spirits.
What's included in this industry?
Products and services covered in Liquor and Tobacco Product Wholesaling industry in New Zealand include Cigarettes, Wine and Spirits.
What companies are included in this industry?
Companies covered in the Liquor and Tobacco Product Wholesaling industry in New Zealand include Imperial Tobacco, Philip Morris (New Zealand) and Tasman Liquor.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Liquor and Tobacco Product Wholesaling industry in New Zealand.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Liquor and Tobacco Product Wholesaling industry in New Zealand.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Liquor and Tobacco Product Wholesaling industry in New Zealand.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Liquor and Tobacco Product Wholesaling industry in New Zealand. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Liquor and Tobacco Product Wholesaling industry in New Zealand. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Liquor and Tobacco Product Wholesaling industry in New Zealand. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Liquor and Tobacco Product Wholesaling industry in New Zealand. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Liquor and Tobacco Product Wholesaling industry in New Zealand.
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Frequently Asked Questions
What is the market size of the Liquor and Tobacco Product Wholesaling industry in New Zealand in 2026?
The market size of the Liquor and Tobacco Product Wholesaling industry in New Zealand is $4.0bn in 2026.
How many businesses are there in the Liquor and Tobacco Product Wholesaling industry in New Zealand in 2025?
There are 299 businesses in the Liquor and Tobacco Product Wholesaling industry in New Zealand, which has declined at a CAGR of 0.1 % between 2020 and 2025.
How may import tariffs affect the Liquor and Tobacco Product Wholesaling industry in New Zealand?
The Liquor and Tobacco Product Wholesaling industry in New Zealand is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Liquor and Tobacco Product Wholesaling industry in New Zealand?
The Liquor and Tobacco Product Wholesaling industry in New Zealand is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Liquor and Tobacco Product Wholesaling industry in New Zealand grown or declined over the past 5 years?
The market size of the Liquor and Tobacco Product Wholesaling industry in New Zealand has been declining at a CAGR of 4.1 % between 2020 and 2025.
What is the forecast growth of the Liquor and Tobacco Product Wholesaling industry in New Zealand over the next 5 years?
Over the next five years, the Liquor and Tobacco Product Wholesaling industry in New Zealand is expected to grow.
What are the biggest companies in the Liquor and Tobacco Product Wholesaling industry in New Zealand?
The biggest companies operating in the Liquor and Tobacco Product Wholesaling industry in New Zealand are Imperial Tobacco, Philip Morris (New Zealand) and Tasman Liquor
What does the Liquor and Tobacco Product Wholesaling industry in New Zealand include?
Cigarettes and Wine are part of the Liquor and Tobacco Product Wholesaling industry in New Zealand.
Which companies have the highest market share in the Liquor and Tobacco Product Wholesaling industry in New Zealand?
The company holding the most market share in the Liquor and Tobacco Product Wholesaling industry in New Zealand is Imperial Tobacco.
How competitive is the Liquor and Tobacco Product Wholesaling industry in New Zealand?
The level of competition is moderate and increasing in the Liquor and Tobacco Product Wholesaling industry in New Zealand.
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