Food Safety Concerns Driving Kiwis to Buy Local - Research
Kiwi
consumers are seeking out locally made food, as concerns about product
safety and levels of additives in consumer goods manufactured offshore
drive purchasing behaviour - according
to the findings of a new survey.
The
Munchkin study which investigated the attitudes and habits of Kiwi
shoppers showed that more than two thirds (69%) of Kiwi consumers said
country of origin for food products they
ate was important to them.
Interestingly,
this figure jumped to 86% for parents who had children who were of
school age or younger, with almost nine in 10 of this group saying it
was an important factor in deciding
whether or not to give the product to their children.
The regional sales director for Munchkin Gary Hunter says the survey provides insights for food policy makers in this market.
“The
one clear message from the research is that Kiwi’s care where their
food is made. It provides consumers with an important level of
reassurance of quality as well as allowing them
to proactively support local suppliers,” he says.
More
than half (54%) of Kiwis believe products sold on our supermarket
shelves do not label their products adequately with enough country of
origin details.
The
research showed the majority two thirds, (65%) of New Zealand shoppers
try to buy food or beverage products made in NZ from NZ ingredients as
often as possible. A fifth (19%) said
they always purchase food or beverage products that are made in New
Zealand with locally sourced ingredients.
Respondents
were also asked to provide the most important reason for knowing the
country of origin of their food products, the most common response was a
desire to support locally made
wherever possible with more than a third (35%) giving this answer.
This
was closely followed by concerns over food safety standards with
another third (34%). Issues with chemicals, preservatives or additive
levels was listed by a fifth (20%) of Kiwis.
Taste preferences and environmental concerns about the distance the
food has travelled were identified by 6% and 5% of respondents
respectively.
When
asked what product categories where country of origin labelling was
important to them; meat and dairy products came up top at 96% and 95%
respectively. This was followed closely
by fruit and vegetables with more than nine in ten (92%) consumers
stating this. Knowing the source of their tinned or glass bottled
products and dry packaged goods was also important with 86% and 83%
identifying this preference.
The
survey also found that 95% of Kiwi’s indicated that given the choice,
they would rather have dairy products from grass fed cows. Only 5% said
they preferred products from grain
fed cows.
The
research was carried out in conjunction with the launch of the new
Munchkin Grass Fed™ milk-based formula and toddler drinks produced in
Canterbury.
