Health and Wellness in New Zealand

Health and Wellness in New Zealand

EXECUTIVE SUMMARY

Growth in 2019 is boosted by increasing interest in natural health benefits and reduced sugar, as organic and better for you offerings record high levels of growth

Avoidance of gluten and lactose, partnered with an increased interest in health and low-carbohydrate diets, shape the health and wellness landscape

Players compete with new product developments that encourage value growth and respond to consumers growing demands

Modern grocery retailers continue to lead distribution, benefiting from promotions and discounts, and offering a wide range of goods

Growth over the forecast period will remain positive, however, players need to focus on new product developments to cut through the growing competition

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2014-2019
Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 3 Sales of Health and Wellness by Category: Value 2014-2019
Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Better For You Beverages in New Zealand

HEADLINES

PROSPECTS

Players are offering reduced-sugar variants, while also reformulating their original recipes to appeal to the growing health and wellness consumers

A proposed sugar tax is set to boost growth for BFY beverages as players give focus to their no and low sugar options

Natural ingredients are expected to increase in popularity, and reduced caffeine products are becoming more relevant

COMPETITIVE LANDSCAPE

Coca-Cola Amatil continues to grow its share, benefiting from launching limited edition products and a strong portfolio of sugar-free and low sugar options

Frucor Suntory New Zealand Ltd retains its second-place position, however, it loses share to the lead player

Unilever performs well with Lipton RTD tea, however, Lion has acquired Teza Tea and is set to invest in becoming strong competition

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2014-2019
Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024

Better For You Packaged Food in New Zealand

HEADLINES

PROSPECTS

Low carbohydrate, full-fat diets threaten value sales for reduced-fat offerings

Reduced-fat ice cream records the highest value growth, driven by warm weather and consumers appreciation for the taste

Reduced sugar sees success as consumers appreciate guilt-free taste offered by manufactures

COMPETITIVE LANDSCAPE

Fonterra Brands (NZ) Ltd retains its leads BFY packaged food, followed by Goodman Fielder, with both players benefiting from strong offerings in BFY dairy

Manufacturers gain ground in the landscape, reformulating their offerings to focus on low-sugar and sugar-free options

Halo Top enters the landscape, set to stimulate competition from other players over the forecast period

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024

Fortified/Functional Beverages in New Zealand

HEADLINES

PROSPECTS

With changing consumer demand and a rise in health awareness and exercise, FF sports drinks has room to grow over the forecast period

FF tea, FF juice and FF water benefit from the growing variety of flavour offerings, with active ingredients to maintain health

Energy drinks go natural to boost value sales, however, a ban on sales for under 16 year-olds in some stores, may hamper growth over the forecast perio

COMPETITIVE LANDSCAPE

Frucor Suntory retains its top spot, offering leading FF energy drink V and leading FF bottled water Mizone

No Ugly partners with The Better Drinks Co to boost distribution and availability over the forecast period

Coca-Cola Amatil competes with a new range of Powerade drinks, using social media influencers and gyms across the country to support the launch

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2014-2019
Table 34 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
Table 35 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
Table 36 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
Table 37 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
Table 38 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024

Fortified/Functional Packaged Food in New Zealand

HEADLINES

PROSPECTS

Dairy remains the largest area in fortified/functional packaged food, while Anchor launch Anchor Protein+ flavoured milk

Hemp becomes an active ingredient of energy bars, as the New Zealand laws change and hemp sees can be sold as food

Probiotic porridge is introduced in 2019, responding to consumers demands for more beneficial ingredients

COMPETITIVE LANDSCAPE

Fonterra Brands leads in FF packaged food, with new product developments boosting value share

Burgen takes the top spot in FF baked goods, with its soy and linseed range enjoying year-on-year growth

Competition from private label is set to increase over the forecast period

CATEGORY DATA

Table 39 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 40 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 41 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 42 Key Functional Ingredients in Fortified/Functional Bread: % Value 2014-2019
Table 43 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 44 Key Functional Ingredients in Fortified/Functional Milk: % Value 2014-2019
Table 45 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 46 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 47 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 48 LBN Brand Shares of Fortified/Functional Bread: % Value 2016-2019
Table 49 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 50 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 51 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024

Free From in New Zealand

HEADLINE

PROSPECTS

Growth in free from options is driven by consumers selecting to avoid certain food groups, as well as consumer with allergies

The clean label movement gains ground, with an increased interest in sustainability and ethical living boosting sales for free from meat offerings

Free from dairy records positive growth as non-dairy cheese and free from yoghurt increases in popularity

COMPETITIVE LANDSCAPE

Nutricia continues to lead in 2019, with little competition from rival free from lactose formula players

Free from gluten drives Goodman Fielder performance, however George Weston Foods is increasing competition for the player

New Zealand’s plant-based meat player Sunfed, enters Australia in 2019, a response to consumers growing demands

CATEGORY DATA

Table 52 Sales of Free From by Category: Value 2014-2019
Table 53 Sales of Free From by Category: % Value Growth 2014-2019
Table 54 NBO Company Shares of Free From: % Value 2015-2019
Table 55 LBN Brand Shares of Free From: % Value 2016-2019
Table 56 Distribution of Free From by Format: % Value 2014-2019
Table 57 Forecast Sales of Free From by Category: Value 2019-2024
Table 58 Forecast Sales of Free From by Category: % Value Growth 2019-2024

Naturally Healthy Beverages in New Zealand

HEADLINES

PROSPECTS

NH fruit/herbal achieves highest levels of growth, offering a variety of flavours and natural health benefits to consumers

Players look to mix-up their offerings by introducing new healthy drinks to the landscape, such as switchel

Superfruit juice increases in popularity as chilled NH fruit/vegetable juice outperforms shelf stable options

COMPETITIVE LANDSCAPE

Frucor Suntory retains its lead by offering established NH bottled water and NH juice products, as Coca-Cola enters the landscape

Domestic tea players lose share, facing increasing competition from global giant Twinings

Homegrown Juice Co continues to increase its value share, though it may suffer over the forecast due to negative press

CATEGORY DATA

Table 59 Sales of NH Beverages by Category: Value 2014-2019
Table 60 Sales of NH Beverages by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of NH Beverages: % Value 2015-2019
Table 62 LBN Brand Shares of NH Beverages: % Value 2016-2019
Table 63 Distribution of NH Beverages by Format: % Value 2014-2019
Table 64 Forecast Sales of NH Beverages by Category: Value 2019-2024
Table 65 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024

Naturally Healthy Packaged Food in New Zealand

HEADLINES

PROSPECTS

The healthy star rating system boosts value sales for naturally healthy packaged food

Breakfast cereals are a key driver, as nuts, seeds and trail mixes record the strongest growth, driven from being convenient snacks

Naturally healthy high-fibre foods may see a revival in value sales over the forecast period, boosted by recent knowledge about chronic-related diseases

COMPETITIVE LANDSCAPE

Naturally healthy fruit snacks gain ground in 2019, with players marketing themselves as lunchbox-friendly snacks

Private label is strong competition in nuts, seeds and trail mixes, competing with lower price-points

Griffins Food Ltd leads in 2019, followed by local player Sanitarium and Goodman Fielder in third; all benefiting from established offerings and wide availability

CATEGORY DATA

Table 66 Sales of NH Packaged Food by Category: Value 2014-2019
Table 67 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of NH Packaged Food: % Value 2015-2019
Table 69 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
Table 70 Distribution of NH Packaged Food by Format: % Value 2014-2019
Table 71 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024

Organic Beverages in New Zealand

HEADLINES

PROSPECTS

Organic coffee continues to grow, with value sales boosted as the beverage becomes more affordable

Organic tea experiences strong levels of growth in 2019, and Kombucha is expected to increase in popularity over the forecast period

Private label offering Macro Organic boosts sales of chocolate-based flavoured powder drinks

COMPETITIVE LANDSCAPE

Jacobs Douwe Egberts retains its overall lead; however its value share is declining in the face of competition

The Better Drinks Co leads organic soft drinks, launching a new line of sparkling energy drinks under its range Phoenix

Red Bull are set to compete in the landscape, launching an organic range of soft drinks, made from natural ingredients

CATEGORY DATA

Table 73 Sales of Organic Beverages by Category: Value 2014-2019
Table 74 Sales of Organic Beverages by Category: % Value Growth 2014-2019
Table 75 NBO Company Shares of Organic Beverages: % Value 2015-2019
Table 76 LBN Brand Shares of Organic Beverages: % Value 2016-2019
Table 77 Distribution of Organic Beverages by Format: % Value 2014-2019
Table 78 Forecast Sales of Organic Beverages by Category: Value 2019-2024
Table 79 Forecast Sales of Organic Beverages by Category: % Value Growth 2019-2024

Organic Packaged Food in New Zealand

HEADLINES

PROSPECTS

Organic nuts, rice, pasta and noodles experience substantial levels of growth, driven by the increasing interest in health and wellness

Organic milk records a strong value sales performance thanks to high price points and increasing consumer demands

Increasing distribution and share of the landscape will boost the performance of organic food over the forecast period

COMPETITIVE LANDSCAPE

Goodman retains its lead, improving its value share with offerings Naturalea, Meadow Fresh and Puhoi Valley, with Fonterra Brands taking second place

The organic chocolate confectionery landscape is largely fragmented, with healthy competition from Green & Black’s and Trade Aid

Ceres Organics are set to compete in the landscape by aiming to bring more organic food options to consumers

CATEGORY DATA

Table 80 Sales of Organic Packaged Food by Category: Value 2014-2019
Table 81 Sales of Organic Packaged Food by Category: % Value Growth 2014-2019
Table 82 NBO Company Shares of Organic Packaged Food: % Value 2015-2019
Table 83 LBN Brand Shares of Organic Packaged Food: % Value 2016-2019
Table 84 Distribution of Organic Packaged Food by Format: % Value 2014-2019
Table 85 Forecast Sales of Organic Packaged Food by Category: Value 2019-2024
Table 86 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2019-2024

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