Nielsen CMI shows New Zealand’s over-65s are a growing, cashed-up and still-working audience brands can’t ignore

New data reveals older Kiwis are financially resilient, loyal to local products, active in travel and employment, and deeply engaged with trusted media

Auckland, April 15, 2026 - New Zealand's over-65 population is becoming one of the country's most commercially important audiences, with new Nielsen Consumer & Media Insights (CMI) data showing older Kiwis are not only growing in number, but remain financially active, brand-aware, travel-focused and, for many, still part of the workforce.

The latest Nielsen CMI data shows around 890,000 New Zealanders are aged 65 and over, representing roughly 20% of the population aged 15+.

More than a third of over-65s are in a relatively comfortable financial position. Nielsen CMI shows 27% say they can afford to spend on extras, while 9% say they have few financial concerns. Together, that means more than a third of the audience has discretionary spending capacity, making them a meaningful market for brands in categories linked to lifestyle, travel, automotive, home and services.

The data also shows this is an audience with clear consumer values. Nearly 69% say they try to buy New Zealand-made products as often as possible, while 41% say they always check the country of origin before buying. Service also matters, with 68% saying they will shop elsewhere if they do not receive good customer service.

That combination of spending power, local preference and service sensitivity paints a clear picture of an audience that is deliberate, loyal and valuable, but not passive.

They are also active. More than 80% intend to take a holiday within New Zealand in the next 12 months, 45% intend to travel overseas, and 44% are likely to buy a new car. Meanwhile, 29% are planning some form of home improvement, pointing to continued demand across a range of major consumer categories.

Importantly, the data also challenges outdated assumptions about life after 65. Nielsen CMI shows 24% of over-65s are still in paid employment, equivalent to around 213,000 people. Of those still working, 42% work fewer than 20 hours per week, 26% work 20 to 34 hours, and 31% work 35 hours or more, while 10% of over-65s own their own business.

That makes the over-65 population relevant not only to consumer marketers, but also to employers, recruiters and organisations thinking about workforce participation, flexible work and the value of experienced talent.

Glenn Channell, Pacific Head of Advanced Analytics at Nielsen, said: "The over-65 audience is often underestimated. What the data shows is that this is a growing group with real purchasing power, strong values, and in many cases an ongoing role in the workforce. For brands, marketers and even employers, there is a major opportunity in understanding this audience properly, rather than relying on old assumptions."

Helene Maurer, Commercial Director, NZ Agencies & Advertisers added: "That is where Nielsen CMI is so valuable. It gives advertisers and marketers a much fuller picture of who these consumers are, what matters to them, what they plan to spend on, and how to connect with them through the right channels."

The media story is also important. Nielsen CMI shows over-65s remain highly engaged with trusted, traditional channels, making them a distinctive and reachable audience for cross-media planning.

Nearly 62% watch 23 hours or more of TV each week, 31% read four or more issues of a daily newspaper each week, and 29% listen to 20 hours or more of radio per week. Magazine readership also remains strong, with 16% reading four or more issues within the issue period, and a further 31% reading two to three issues.

At the same time, digital behaviour continues to shape how this audience can be reached. Around 24% are online for up to 35 hours a week, and Facebook is the platform used most often by 60% of over-65s, followed by WhatsApp at 20%.

The data also shows over-65 New Zealanders have a strong connection to local stories and culture. Nielsen CMI found 69% say it is important to have public funding for New Zealand-made TV, online programs and films, while 48% say they enjoy watching New Zealand-made TV and online programs. For advertisers, that points to an audience that not only values trusted local media environments, but is also more likely to respond to messaging that feels relevant to New Zealand life, identity and community.

For advertisers and marketers, the findings reinforce that New Zealand's over-65s are not a niche or declining audience. They are a growing and economically important group whose influence spans spending, employment, community values and media engagement.

Key Nielsen CMI insights on New Zealanders aged 65+

About Nielsen Consumer & Media Insights (CMI)

Nielsen Consumer & Media Insights, with its extensive breadth and depth of data, lets you access consumer research that is vital to achieving strong business and marketing goals.

It is an essential tool for understanding the constantly evolving consumer landscape. With rich demographic and lifestyle data, and information on purchasing behaviours and intentions alongside extensive media habit reporting, CMI helps you shape successful brand, advertising and marketing strategies.

CMI provides an invaluable resource for identifying priority audiences to inform the planning, buying, or selling of advertising media, to inform business and consumer strategies, and to build a comprehensive market/category landscape view.

About Nielsen

Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences - now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

Media Contact

Dan Chapman
Assoc. Director, Communications, Nielsen APAC
[email protected]
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