Chinese consumers develop a taste for Kiwi kai

Chinese consumers have developed a taste for New Zealand and Australian food, with one in three having bought food online from the region in the past six months.

Research from global market intelligence agency Mintel shows food is the most-imported Australian and New Zealand product by the Chinese.

Mintel said consumers in China were more likely to buy imported goods online, with almost threequarters having done so in the past six months compared with 56 per cent purchasing items in-store.

At consumer trends conference Mintel Big Conversation in Sydney yesterday research director Laurel Gu said there was a huge opportunity for Australian and Kiwi companies.

“Along with rapid urbanisation and higher disposable income, Chinese consumers are now among some of the world’s biggest spenders,” Gu said.

“With Australia and New Zealand both having reputations for their strong focus on natural ingredients, food and drink companies could see great success by tapping into Chinese consumers’ healthy lifestyle, particularly within snacking occasions.”

After general food, baby food and products were most popular.

Overall, one in three of those who had purchased imported goods had bought baby food and products online from Australasia.

Alcohol was also popular, with 16 per cent buying it from NZ online.

Mintel’s research also showed one in four Chinese consumers had visited Australia or NZ and 30 per cent planned to visit in the next year.

As a result, many Chinese linked quality, safety and naturalness with the region, Gu said. “Because of this, manufacturers from these two countries are now in the sweet spot to capitalise on this interest.”