Biscuits & Crackers In New Zealand [2026]

Data: June 2026

Table Of Contents

1. Summary

2. Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Store Brand

   5. Price Positioning

   6. Flavor Preferences

5. Recent Developments

   1. Product Launches (Year To Date)

6. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Store Brand

   6. Brand Market Share By Segment: Price Positioning

   7. Competitor Profiles

Summary

Industry Landscape

1. There are around 70 biscuit and cracker brands in New Zealand.

2. Major variants include regular biscuits, crackers, wafers, and sandwich biscuits & crackers, of which crackers account for the biggest share.

3. The better-for-you (BFY) segment is modest.

4. Store brand presence is meaningful, accounting for over a tenth of the market.

5. Brands positioned in the second quartile (Q2) of the price spectrum lead in terms of market share.

6. Chocolate is the top flavor profile.

Recent Developments

1. New launch activity to date has been limited, aside from a small number of major launches from leading brands.

Competitive Landscape

1. Brands from Australia are most popular.

2. Arnott’s is the overall market leader.

3. Griffin’s leads the regular biscuits segment, Arnott’s leads the crackers segment, and the sandwich biscuits segment while Woolworths is the top brand in wafers.

4. Arnott’s is the top brand in gluten-free, Ceres is the top brand in organic.

5. Woolworths is the top store brand.

6. Across the pricing spectrum, Woolworths leads in the first quartile, Arnott’s in the second, Pekish in the third, and OB Finest in the fourth quartile.

Competitor Profiles

1. Arnott’s

2. Griffin’s

3. Ceres