Consumer Survey highlights need to turn awareness into action

Consumer Services Manager Simon Gallagher says the newly published survey provides valuable insights into how consumers are navigating an increasingly complex marketplace.

New Zealand Consumer Survey 2026

“While 44% of consumers have experienced a problem in the past 2 years, the survey also shows that when problems occur, consumers who understand their rights are more likely to take action and achieve a resolution.

“Of those consumers who took action to resolve a problem, three-quarters achieved a resolution, while awareness of dispute resolution services increased compared with 2024.

“It's also encouraging to see that awareness of consumer protection laws remains very high, with 95% of New Zealanders aware that consumer protection laws exist. Additionally, a record 61% agree New Zealand has adequate laws to protect consumers from being misled or cheated by businesses.

“The survey highlights an important gap between awareness and understanding. While most consumers know these protections exist, only half say they have a moderate or good understanding of their rights, and tested knowledge of consumer rights has declined since 2024.”

The survey found that consumer confidence continues to strengthen in several areas. 70% of respondents agreed that businesses will generally do the right thing and not try to mislead or cheat consumers, while trust in information provided by salespeople has increased since 2024.

“The findings suggest most consumers continue to feel confident participating in New Zealand markets, and most businesses are meeting consumers' expectations,” Mr Gallagher says.

“The survey shows New Zealand has strong foundations in consumer protection, with high awareness of consumer laws and growing confidence in the protections available to consumers.

“The challenge now is helping more people translate that awareness into practical knowledge, so they feel confident making decisions, understanding their rights and taking action when something goes wrong.

“We will be using the results to work with our partners like the Commerce Commission and others in consumer sector organisations, to continue improving the information and tools we have available,” says Mr Gallagher.