Sustainability trends in emerging markets: market drivers for sustainable consumption in China and India

Abstract

"New Zealand relies heavily on export markets for economic success. There is thus value in ensuring that New Zealand producers are aware of any likely and important trends on the global food market that may assist in maximising export value. One such trend is the recent market demand for sustainability credentials in food products, particularly in Western markets. This has been reflected at both a government and industry/retailer level as policy and legislation have been adjusted or enhanced to suit potential shifts in consumer demand for sustainability attributes in food products. In recent times, New Zealand exporters have sought alternative markets to increase returns for their products. Currently, two major potential markets identified for New Zealand export success are inherent in two of the world’s fastest-growing economies – China and India. There is also some indication that similar demands for sustainability credentials in food products may be developing amongst affluent consumers in these markets. One of the key outputs of this research is to assist NZ companies make informed decisions on possible pathways for entering these emerging markets.