Go natural drives new food business

Food processing, importation of products, animal husbandry and health warnings mean we obsess about the foods we buy as never before.

Kiwis want more ‘‘all-natural’’ foods as they go back to basics in the kitchen, according to Nielsen’s Global Health and Ingredient Sentiment Survey this week. But a time-poor generation doesn’t have the hours in the day to shop around for the best value ingredients, or prepare their meals.

The survey found consumers wanted a focus on simple ingredients and fewer artificial or processed foods. No surprise then the development and sales of premium convenience food and delivery services are on the rise in New Zealand, and look set to grow by millions of dollars each year.

Basically, life has become so hectic, convenience meals and services are the paid ‘help’ - doing the thinking, doing the buying, doing the chopping

The big question is, ’who on earth can afford this luxury?’ The answer is a lot of people, because spending priorities have shifted. The Neilsen research showed 45 per cent of shoppers would pay more for food and drink products with no hidden ’’nasties’’ such as hormones or artificial sweeteners. It’s only a small jump to understand that having fresh ingredients delivered to the house is ticking that box for those who might previously have run to the pizza parlour.

Lance Dobson, Retail Director at Nielsen, said: ‘‘Consumers are increasingly looking for ways to eat more healthily. There’s clearly a gap in the market.’’

Indeed. And in a country where thousands of kids don’t have enough to eat, business may just lead the way in drawing attention to the importance of healthy food for everyone.