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Featured research: Māori brand origin stories

This research report explores consumer demand opportunities for Māori brands in Aotearoa New Zealand and in export markets.

It investigates consumer awareness and perceptions of Māori culture, consumer preferences when purchasing food and beverage products, and the highly attractive 'cultural consumer' target segment. The report also tests 5 unique 'Māori origin stories' with consumers.

Through consumer-aligned brand stories, Māori brands can unlock demand opportunities in global markets.

Māori Brand Origin Stories [PDF, 24 MB]

Animal food

Dog food: market and consumer insights [PDF, 3.2 MB] 

Explores high-value dog food markets in the United States, United Kingdom, and China. This 2017 report helps New Zealand's primary sectors (especially the red meat sector) identify opportunities in premium dog food markets. Published in 2017.

Equine supplements: assessing the United States, Australian, and New Zealand markets [PDF, 1.2 MB] 

Explores the market size, scale, and opportunities for high-value New Zealand primary products such as mussel oils. Published in 2017.

Dairy

Dairy in China [PDF, 6.4 MB]

This 2019 report explores 4 key dairy product categories (fresh milk, shelf-stable milk, milk powder, drinking yoghurt) as well as dairy alternatives to identify trends at both a category and individual product level.

Dairy tariffs in the USA: market access analysis [PDF, 2.3 MB]

This project analyses United States market access requirements, quota limits, and tariff rates for a selection of dairy product categories. Published in 2018.

Dairy in the USA part 2: high-value spreads [PDF, 2.9 MB]

This 2018 report looks at changing consumption trends in dairy and non-dairy spreads in the United States as well as an assessment of product claims for butter, margarine, and ghee.

Sheep dairy survey report [PDF, 4.8 MB]

This 2020 report analyses the current position as well as opportunities and challenges facing the sunrise sheep dairy industry.

Fruit and vegetables

Asparagus market analysis [PDF, 1.4 MB]

This 2021 report explores trends and dynamics in the global asparagus market, including an analysis of the New Zealand industry.

Onion market opportunities: market dynamics [PDF, 2.5 MB]

This 2021 report explores the challenges and opportunities for New Zealand onions in Thailand, Indonesia, and Vietnam.

Onion market opportunities: consumer preferences [PDF, 2.3 MB]

This 2021 data book investigates the consumer purchasing behaviour across three markets – Thailand, Indonesia, and Vietnam.

Opportunities for New Zealand avocados [PDF, 2.4 MB]

This 2019 report explores the global avocado market and drivers of consumption in Australia, South Korea, and Taiwan. 

Hemp

Facilitating growth in the New Zealand hemp industry [PDF, 1.1 MB]

This 2021 report analyses the actions required to support the development of the hemp industry in New Zealand.

Global hemp markets [PDF, 5.2 MB]

In-depth analysis of the developing global hemp market, covering key markets, venture capital investment, and promising product categories. Published in 2019.

Honey

Honey varieties: Evaluating non-mānuka export potential [PDF, 836 KB]

This 2021 report analyses global honey market and the opportunities for export growth in non-mānuka honey varieties.

Meat

Carbon-neutral beef: market insights in China, the United States, and the United Kingdom [PDF, 966 KB]

Investigates the importance of environmental attributes to red meat consumers in some of our key export markets. Published in 2020.

Red meat data book: market and consumer data [PDF, 1.3 MB] 

Explores the data behind carbon-neutral beef in greater detail. Published in 2020.

The United Kingdom red meat market: products, claims, and attributes [PDF, 1.4 MB] 

Assesses the current red meat market in the United Kingdom and consumer receptiveness to attribute certification, different products, and claims. Published in 2018.

United States beef market: raising claims, product scan, and consumer survey 2017 [PDF, 3.9 MB] 

Identifies relative price premiums, consumer ratings, and preferences for different raising claims made on beef products in the United States.

Organics

Grown by nature: Opportunities for NZ organic products [PDF, 1.1 MB]

This 2020 report uncovers trends and dynamics in the organics market, including consumer preferences and behaviours, and a SWOT analysis of the New Zealand industry.

Organic data book (2020) [PDF, 2.1 MB]

This data book showcases the organics report data in greater detail.

Plant-based protein

The evolution of plant protein: assessing consumer response [PDF, 29 MB]

Explores increasing consumer awareness of the long-term impacts of food production, signalling change for traditional animal protein producers. New meat and dairy substitutes are being released to reduce reliance on animal-based protein.

The Impossible Burger: consumer insights [PDF, 19 MB]

Covers a new type of plant-based protein that is closer in taste and texture to traditional meat. This report assesses the product, its history, and how the market is reacting to it.

The Impossible Burger 3 [PDF, 4.4 MB]

Back by popular demand, Impossible Burger 3 was published in 2020. It follows the 2018 report, examining recent changes and consumer attitudes in the plant-based protein burger market.

Seafood

New Zealand seafood consumer preferences [PDF, 4.4 MB] 

The 2019 report seeks to understand what factors influence New Zealand consumers when purchasing seafood, and how and where they purchase it. It also compares and contrasts New Zealand consumer preferences with key export markets.

Orange roughy in China: wholesale, retail, and consumer insights [PDF, 1.5 MB]

Researches the sale of the fish orange roughy in China. In particular, how much it sells for online, what consumers say in product reviews, and how often people search for orange roughy online. Published in 2018.

Understanding mussel consumption: a case study of the United States and France [PDF, 2.2 MB]

New Zealand's mussel production is set to increase. This 2017 report informs strategic decision-making to help develop a market for New Zealand mussels in the United States and France.

Wool

Global wool markets [PDF, 1.2 MB]

This 2019 report highlights the state of the global wool market and how New Zealand sits relative to key competitors.

Wool data book [PDF, 1.3 MB]

This 2019 data book explores wool market data in greater detail.

Other topics

Diabetic snack foods: market insights in China and Singapore [PDF, 4.7 MB]

Assesses market opportunities for snack products, in particular snack bars that help reduce the risk of diabetes in China and Singapore – where rates are expected to increase rapidly. Published in 2018.

Instagram my food (2020) [PDF, 3.6 MB]

Instagram my food explores what consumers "like" to understand how value is added through social media marketing in the primary sector.

Global middle class 2030 [PDF, 3 MB]

This 2019 report explores megatrends affecting global markets and the likely implications for New Zealand primary sector exports.

New Zealand food and agri-tourism [PDF, 828 KB]

Explores the opportunities to growing our understanding of the types of tourists who value quality food and beverage experiences and how supporting these experiences can help create opportunities for the wider primary sector. Published in 2018. 

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