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They tend to be larger families. Balancing family and career commitments, they work hard to support their families. Occupations range from trades to professional and technical occupations. Household incomes average just under $60,000.
Family Growth includes a mixture of owners and renters. Homes are medium-sized with average property values, mainly due to their location.
No time for even breakfast, they shop after work or at weekends. Value for money is a key factor in purchase decisions. Department stores and discount stores are popular. They are conscious of their spending and are prone to buy own brands rather than well-known brands. They tend to buy the same foods every week, and are unlikely to try new things.
Family Growth are not technologically minded or particularly concerned with fashion, they prefer the familiar and simple things in life. For relaxation they prefer a night in, ordering takeaways and watching a DVD. or perhaps visiting friends and relatives. For holidays they head to the bright lights of the big city.
CategoriesHatching KiwisYoung married couples with very young children living in their first homes |
Top DistrictsWellington City, Auckland City, Christchurch City, WaitakereCity & North Shore City |
Top SuburbsPukekohe Central, Mairehau, Rolleston, Ngaio, Island Bay, Point Chevalier North, Newlands, Westmere, Papamoa Beach East & Petone |
| New Wave
Nesters Educated young families, often imigrant or second-generation |
Auckland City, Wellington City, North Shore City, Manukau City & Waitakere City | Newlands, Pakuranga Heights, East Tamaki Heights, Glenfield South, Glenfield West, Johnsonville, Wairau Park, Sunnynook, Avondale South & Island Bay |
| Intermediate Families Classic Kiwi families with school-aged children living in suburbs and towns |
Dunedin City, Christchurch City, Auckland City, Waitakere City & Tauranga City | Musselburgh, Stanmore Bay, Whangaparaoa, Rangiora, Brookfield, Papamoa Beach East, Mornington, Helensville, Lyttelton & Andersons Bay |
| High Density
Family Culturally diverse young families living in high density suburban communities |
Manukau City, North Shore City, Waitakere City, Auckland City & Papakura District | Papatoetoe Central, Botany Downs North, Howick Central, Papatoetoe East, Pakuranga North, Half Moon Bay, Mangere Bridge, Hill Park, Papakura North & Bucklands Beach South |
| Rented Nurseries Young de facto couples and extended families in rented accommodation |
Auckland City, Christchurch City, Waitakere City, Tauranga City & North Shore City | Papamoa Beach West, Papamoa Beach East, Mount Wellington Central, Avondale North, North Linwood, Arataki, Mornington, Onehunga South, Britannia Heights & Three Kings |
