Naturally Healthy Packaged Food in New Zealand

PROSPECTS

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

The healthy star rating system introduced during the review period continued to influence naturally healthy packaged foods in 2019, with product reformulations moving to incorporate naturally healthy ingredients. Naturally healthy packaged food has become increasingly mainstream in 2019, with private label beginning to feature prominently – which is expected to place downward pressure on value sales growth over the forecast period.

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

In 2019, breakfast cereals were a key driver in naturally healthy packaged food; however, new product development is evolving to capture value in other health and wellness areas, such as fortified/functional packaged food. Product innovation in breakfast cereal was geared towards health and nutrition in 2019, with Hubbards introducing their new Bran-ola range, offering a granola texture of dried fruits, nuts and seeds, with added pre and probiotics.

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

High-fibre food and high-fibre diets are positioned for growth in New Zealand. Chronic-related diseases are less prevalent in people who consume more fibres in their diet, and this knowledge partnered with the growing health and wellness trend could potentially boost value sales and share of naturally healthy high-fibre food over the forecast period.

COMPETITIVE LANDSCAPE

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

Other players within naturally healthy fruit snacks in New Zealand were gaining ground in 2019, with fruit snack player Mother Earth by Prolife Foods Ltd and Annies Wiggles by Annies Foods being good examples of this. Both players have been highlighting the natural aspects of their products, focusing on the fact that they contain no preservatives, gluten, nuts or colouring.

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

Players within nuts, seeds and trail mixes are enjoying strong growth, boosted by consumer awareness of the benefits of nuts and seeds consumption, making them a great alternative to other savoury snacks. Private label products, such as Pam’s, and Countdown, are the third and fourth largest players respectively within nuts, seeds and trail mixes, competing by offering an extensive range of products at a lower price point per kilogram.

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

Griffins Food Ltd leads in 2019, offering Nice & Natural protein bars and Eta healthy crisps. Local player, The Sanitarium Health Food Company, came in second place in 2019, with Sanitarium aligning with consumer health and wellness preferences, especially as its initially introduced the healthy star rating system to New Zealand.

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