Producing the goods: New Zealand’s international reputation for high-value foods backed by science

Abstract

There is an increased interest by consumers in food and beverages that provide benefits beyond basic nutrition, e.g. in reducing or minimising risk of certain diseases and enhancing other health conditions. Examples of these foods are extensive and include meat, dairy, fruits and vegetables, whole grains, fortified foods and beverages. This study is part of the High–Value Nutrition National Science Challenge which aims to use science to add value to New Zealand’s primary production and to grow the country’s international reputation as a producer of high-quality, safe foods with scientifically validated health benefits. In particular, this study assessed how consumers in New Zealand’s key export markets rate foods that offer extra health or wellbeing benefits that are scientifically validated beyond food’s normal nutrition value. In a web-based survey, 400 consumers in Australia, Japan and China were asked about their attitudes and preferences towards a variety of health and wellbeing claims in food and the importance of scientific testing of these claims. In addition, 29 key informants with experience of consumer behaviour and trends in different markets were surveyed in an online questionnaire. Results from both surveys found that consumers in overseas markets rate health and wellbeing claims in food products important. The results are to be replicated in subsequent surveys in 2019, 2022 and 2025 to assess how this has changed and the role of the High –Value Nutrition National Science Challenge in this.