Tauranga consumers have more choice when it comes to choosing power with a total of 18 electrical retail brands to choose from.
The latest figures from The Electrical Authority show Tauranga consumers singed up to four new brands, Pulse Energy, Budgie Power, Opunake Hydro and Utilise for the first time during 2014.
Most of these new electrical retail brands are now actively marketing for even more customers.
"Generally these new brands are being set up to target niche markets or consumer segmants, so this is a good indication of intense competition in the market and that retailers are seeking ways to different themselves." said Chief Executive of the Authority Carl Hansen in a statement.
Trustpower remains the largest electricity retail brand in the Tauranga region with 57,000 customers.