New Zealand is a global leader in food and beverage exports, excelling in temperate climate products. As the world’s largest exporter of dairy, kiwifruit, lamb, and venison, with strong positions in beef, apples, seafood, and wine, the country has significant growth potential. A 2024 survey of 2,500 food enthusiasts in key markets revealed consumer perceptions of New Zealand compared to premium competitors like France and Italy.
To boost exports, New Zealand must effectively communicate its unique value proposition. Consumers prioritize taste and safety, but also seek sustainable, ethically produced products. The ‘Made with Care’ campaign highlights New Zealand’s commitment to quality, sustainability, and traceability. By consistently delivering on these promises, New Zealand can strengthen its global brand and compete effectively.
Promoting taste and premium quality is key to improving perceptions of New Zealand’s offering.
Consumer perceptions often centre around tangible actions. Individuals are increasingly drawn to behaviours they can directly observe and participate in which reflect positive values such as reducing waste, minimizing plastic consumption, and conserving natural resources. Recycling and reusing products also resonate as practical steps towards a more sustainable lifestyle.
Beyond these individual actions, consumers are developing a heightened awareness of the broader impacts of their food choices. There’s a growing emphasis on the ethical treatment of animals throughout the food supply chain, from farm to table. Additionally, consumers are becoming more interested in the social responsibility of food producers, including their contributions to local communities and the overall well-being of their workforce.
The ‘Made with Care’ campaign, is a multi-faceted initiative launched by New Zealand Trade Enterprise highlighting several key aspects that contribute to New Zealand’s story: sustainable practices; high quality standards, and; traceability.
The campaign, successfully leveraging perceptions of our environment and world-class, great-tasting beef and lamb, and has made positive gains by developing New Zealand’s credentials in areas that create a preference for our products, i.e.
- New Zealand produces premium quality food and beverages.
- New Zealand produces great tasting products.
By continuing to drive these messages, New Zealand companies can steadily grow perceptions of the New Zealand Origin to compete with well-established origin producers from France and Italy.
Key barriers to consumers buying sustainable products.
- Too expensive. People believe that sustainable products should not command a premium just for being sustainable. Sustainable practices are being normalised and it’s expected that companies will do the right thing.
- Credibility and clarity. It is challenging to differentiate genuine and misleading sustainability claims and messages. This reinforces the need for brands to be transparent and verifiable in providing their stories with proof of claims and credentials.
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