New Kessler 10 data now available in Nielsen CMI gives brands a deeper view of how New Zealanders are managing health, work, money and wellbeingAuckland, New Zealand, July 7, 2026 - New Nielsen Consumer & Media Insights (CMI) data shows health and wellness remains a powerful part of everyday life for Kiwis, with more than half of New Zealanders saying exercise is an important part of their regular routine, while many continue to balance physical activity with rising concerns around mental health, financial pressure and personal wellbeing.
According to Nielsen CMI, exercise is an important part of the regular routine for 57% of New Zealanders, while nearly half choose to exercise at home. Gym participation also remains a significant part of the wellness landscape, with 23% of Kiwis going to the gym at least twice a week.
The data points to a broad wellness market that extends beyond gyms and fitness centres, with implications for vitamin and supplement brands, health insurers, financial service providers, workplace wellbeing programs and brands seeking to connect with consumers through a more complete view of their physical and mental health.
Nielsen CMI data also shows more than one-third of Kiwis are concerned about their physical health, while mental health is a concern for 26%. Kiwis are also actively looking for ways to manage stress and wellbeing, with 28% regularly practising mindfulness, including yoga, self-care or meditation, while the same proportion say they do not have enough me time .
Vitamins and supplements are also a major part of the health and wellness picture. Nielsen CMI shows 50% of Kiwis are currently taking vitamins or supplements, including 41% who take vitamins and 32% who take supplements.
Nielsen's bespoke CMI release, which includes Kessler 10, or K10, data, adds a deeper measure of emotional wellbeing to the broader consumer dataset. While highly relevant to health and wellness brands, the inclusion of K10 also opens valuable opportunities for sectors such as insurance and finance, where consumer confidence, financial pressure and personal security can be better understood alongside wellbeing.
The K10 measure, in conjunction with CMI, helps identify levels of mental wellbeing, using an index to show how different behaviours, attitudes and life circumstances relate to this self-reflective evaluation.
Of note, working Kiwis who are striving to get to the top in their career, worry about work regularly, or find it difficult to switch off, appear to have a greater sensitivity to higher levels of distress. Similarly, the data shows that Kiwis who say they have no spare money, are going backwards, or who can meet their expenses but have nothing left over, also exhibit this increased sensitivity.
By contrast, Kiwis with stronger financial confidence and planning behaviours, and say they like to be well insured, appear less exposed to higher levels of distress. Those who say they can afford to spend on extras, have few financial concerns, or try to clear their credit card balance each month are less likely to sit at the higher end of the distress scale. This highlights the role financial security and day-to-day money management can play in the complex wellbeing ecosystem.
Glenn Channell, Pacific Head of Advanced Analytics at Nielsen, said: The new K10 data gives organisations a more nuanced understanding of the modern wellbeing consumer.
Health and wellness is no longer just about exercise, diet or gym membership. It's increasingly connected to how people feel about work, money, time, stress and personal security.
The integration of Kessler 10 data into Nielsen CMI empowers organisations to connect the dots between mental wellbeing, physical activity, financial confidence, and everyday consumer behaviour. For industries spanning healthcare, finance, and retail, these insights unlock new opportunities to engage New Zealanders with genuine empathy and lasting impact.
The findings come as Nielsen Ad Intel data shows that the Gyms and Fitness Centres category continues to adjust its advertising activity month-to-month, while remaining ahead of last year's levels. In May 2026, advertising spend in the category reached $1.41 million, up 13% compared with May 2025.
General Display attracted the largest share of Gym and Fitness Centres advertising spend in May 2026, accounting for 61% of category spend, followed by Social at 18%, Radio at 15% and Out of Home at 5%.
The top five advertisers in the Gyms and Fitness Centres category in May 2026 were City Fitness, Jetts Fitness, Anytime Fitness, Snap Fitness and Les Mills World of Fitness.
Nielsen Ad Intel's Pacific Commercial Lead, Rose Lopreiato, said: Advertisers in the health and wellness space need a clear view of where investment is moving, which brands are active, and how competitors are showing up across channels. Ad Intel gives marketers that competitive lens, showing how categories like gyms and fitness centres are investing across digital, social, radio and out-of-home. When paired with CMI, it becomes even more powerful, connecting media activity with the consumer behaviours, attitudes and wellbeing signals that help brands plan smarter, more relevant campaigns.
The latest Nielsen data highlights the scale of the opportunity for brands that can speak to Kiwis' full wellbeing journey, from fitness and nutrition to mental health, financial security and everyday lifestyle choices.
Helene Maurer, Commercial Director, NZ Agencies & Advertisers added: Advertisers in the health and wellness space are operating in a market where consumer motivations are becoming more layered. CMI helps brands understand not just who is exercising, taking supplements or concerned about their health, but why those behaviours matter. When combined with Ad Intel, it gives marketers a clearer view of both
