H E A LT H Y F O O D
WITH RISING INCOMES globally and an aging population, health food is no fad. Whether we’re talking whole grains, organic, glutenfree, paleo, nutraceuticals (for example, dietary supplements, scientific-based natural remedies, and nutrient- enriched foods with purported health benefits), or just general healthy eating with a focus on fresh fruit and vegetables, New Zealand exporters are making inroads.
Burger Fuel and Habitual Fix have both brokered deals to bring healthier fast food to the US and further afield, Rockit Apples has moved its snack-sized apple variety into Asian, North American and European markets on the back of healthy snacking desires, and Nadia Lim’s My Food Bag is now bringing healthy home meal deliveries to Australians.
The market potential is huge. Americans are expected to buy $204.8 billion-worth of nutraceuticals by 2017, according to Transparency Market Research.
And in Japan, China and India – where what you eat and drink has traditionally been seen as determining your health and helping to cure illness – the markets aren’t far behind.
In the UK, The Guardian reported organic food sales rose 4% in 2014, despite a general downturn in the rest of the market, while Euromonitor International predicts the global healthy foods market – including functional, allergen-free and organics – will reach the $1 trillion mark for the first time in 2017.
Science-based natural health foods company Anagenix and bioactives producer Quantec are two Kiwi companies working to meet the demands of the aging population, particularly in Asia where, as Quantec managing director Dr Rod Claycomb says, there is a “strong attention to preventative health, rather than curative,” and a “really strong affinity to natural products and solutions.”
There are two key demographics for nutraceuticals, says Chris Johnson, Anagenix group managing director.
“Firstly the baby boomers. They have plenty of cash and want to live a longer, more fulfilling life and they want to do that through natural products wherever possible,” he says. “It’s a very big market and it’s getting bigger. It’s big in the US, and Europe is following close behind. And in Asia, China is a very strong market already.
“The other area is 30-somethings. They want integrity from what they buy. They’re very conscious of whole foods and natural products, and wherever possible they want integrity. They also have got the money and will spend on health and wellness.”
Both Quantec and Anagenix trade on New Zealand’s reputation as a safe food producer. Quantec develops milk- derived proteins for