Idealog - - EXPORT GUIDE -

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

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