A shark has been spotted at a popular east coast beach for the third time in a week.
The shark, believed to be about 2 metres long, was seen heading north from Three Mile Creek at Waihi Beach, about 20 metres from the high-tide mark, police said.
Swimmers at the popular beach were being warned of the shark sighting.
A shark was also spotted at the north end of the beach on Christmas Eve, forcing swimmers to exit the water.
A shark had also been seen near the shore on Sunday afternoon.
Waihi Beach is on the east coast about 40 kilometres northwest of Tauranga.
Thousands of holidaymakers visit the beach over summer.
- Fairfax Media