opportunities for NZ meat exports
How to delight
New Zealand meat
NZ Trade & Enterprise
18 MARCH 2015
The macro-economic trend is positive
Much more into China – and …
… less in the USA, for example
Consumer Trends are an ephemeral beast …
Consumer Trends: Migration to the Poles
New and Improved
Good For You
Naughty but Nice
© Prof David Hughes 2014
… but the connection between food & health is
getting stronger in many markets
Many reasons to eat less meat - Health
Environmental concerns – more …
… or less emotional
Animal welfare concerns
Competition from meat-free alternatives
A real threat – in what market segment?
Food safety and …
… and supply chain safety concerns
Buying food is a matter of trust
Trusted brands are a substitute for the
Desire beats price (sometimes)
*=12.30 / litre
Just a reminder in light of the abundant expert advice to target the
(ultra) premium market …
… it ain’t that big, and everybody’s gunning for it!
Source: see https://www.ncbiotech.org/sites/default/files/pages/Three-Rights-White-Paper-Revised.pdf p.5
NZTE Voices from the market - China
• NZ exporters will need to modify offerings if they wish to
gain better margin in the market and push high value
products. The directions that are worth considering are
smaller portion packaging and solution based product
• If you eat less meat, make it a special occasion every time
you do. Eat the lean and tasty meat (lamb) from animals
raised in the most natural way in a country free of GMO
and many diseases and with the most sophisticated food
safety and traceability systems you can find. In China, taste
of red meat is important and Chinese prefers the taste of
fat in beef
NZTE Voices from the market - EU
• Sustainability and product origin is increasingly important to the
consumer. Health is also an important reason.
• Animal health and wellbeing are rather reasons for sourcing regional or organic products. 60% of the consumers state that they are
willing to pay more for regional products, 29 % prefer organic meat.
However, these levels are not quite reflected in the real sales in the
• The animal welfare component is definitely something that would
work in favour for NZ products. The picture of free range lambs is
associated with animal well-being.
• Sustainability is trickier. Many of the consumers find it hard to
believe that products shipped halfway around the world could be
just as, or even more sustainable as regional products
It’s hard to make your product fit for every market
Do you follow, or set market trends?
The way we look at and consume food changes
• The trend to reduced meat consumption presents
an opportunity for NZ meat exports to position
their product as follows: If you eat less meat,
make it a special occasion every time you do.
• Eat lean meat / tasty meat (lamb) from animals
raised in the most natural way in a country free of
GMO and many diseases and with the most
sophisticated food safety and traceability systems
you can find!
Are we losing the chance to dominate the category?