My impression when I was in Auckland last year is that amateur and tourist photography is 99.99999% digital. I think only a few pros are still using film in any volume. I attended a meeting of the Auckland Photographic Society and all of the work shown was digital, there was no discussion of film at all!
I think small markets like New Zealand have a problem in when once the tourist film market collapsed, distribution collapsed along with it, so both supply and demand are decreasing, leading to an increase in prices. The increase in prices, as a previous poster mentioned, will only result in less film use.