Consumer preferences in developing and developed country markets of relevance to New Zealand exporters

Abstract

Understanding international consumer preferences and attitudes towards food is important particularly for countries like New Zealand (NZ) that depend heavily on food exports. Moreover, the focus of NZ exporters has evolved from almost all exports going to Europe, to more going to Asian markets, particularly China. It is important that different cultures and preferences in these markets are considered and understood. This study aims to assess preferences and attitudes towards a number of food attributes, alongside willingness to pay (WTP) for food certified for these attributes. These include basic attributes such as price and quality, but also extend to food safety, health benefits, environmental attributes and animal welfare. The study initially focuses on China, India and the UK, being three important food export markets for New Zealand. Further surveying then expanded the research to include Indonesia, Japan and Korea and to examine in more detail the importance of factors affecting the key attributes of environmental quality, animal welfare, human health and food safety and the relationships between attributes. The survey also assessed the different uses of digital media and smart technology to convey information into market. The results highlight the importance of food safety and health foods in these markets. In general, developing countries valued attributes more than developed countries. This included environmental quality in food which was also seen as key for underpinning food safety.