New Zealand horticulture exports are on the rise, but the domestic market for fresh produce is tough, and packaging could help improve grower returns.
Retail consultant Tristan Kitchener, an international grocery sector expert, says price isn’t the only lever for boosting consumption.
He says Kiwi growers also need to look at what’s going on in the UK, which he describes as “a canary in the coalmine” for Australian and New Zealand supermarket trends.
Major retailers there, such as Tesco and Sainsbury’s, have reinvigorated heavily commoditised categories, including vegetables.
“When you look at core veges – such as onions, beetroot and potatoes – the retailers have done an amazing job at increasing consumption by increasing usage occasions, through introducing convenient, easy-to-use formats across both frozen and fresh formats,” he says.
“They’ve value added and tapped into emerging trends, such as air fryers – now being provided for free by the UK government to pensioners to combat rising energy prices. Major brands have also seen the opportunity: McCain have their own air fryer range of all different types of products from sweet potatoes to beetroot to root veges.”
Increased presence of pre-pack products
Kitchener says there is also a trend – especially among younger consumers – for smaller, more frequent shopping trips and for meals to be made with “components” rather than ingredients, as many are time-poor and increasingly lack basic cooking skills.
He says many shoppers are looking to save money by buying smaller portion sizes, rather than trying to save on a per-kilo basis.
“What we’ve seen during the cost of living crisis that’s happening around the world is increased participation and presence of pre-pack products at a smaller pack size, but at a higher price point,” he says.
This approach is being adopted by some closer to home, too. One company in Aotearoa that’s embracing the trend towards convenience is Leaderbrand. It’s one of the largest growers in the country with farms in Gisborne, Pukekohe and Chertsey (near Ashburton).
Leaderbrand recently added a new Mexican salad and rocket slaw to its range of bagged salads. The company’s general manager sales and marketing Bevan Roach says this type of convenience packaging helps drive vegetable consumption.
“Salad bags changed the game by making mealtime healthy choices so much easier – it’s as simple as opening a bag.
“Let’s face it, we’re all busy – quick, easy meals that don’t sacrifice nutrition are lifesavers. Bagged salads are a cost-effective and convenient way to elevate your meals without all the prep.”
Jerry Prendergast, president of industry group United Fresh, says taste and appearance are huge factors for consumers, while the right packaging can also help secure a premium.
“If you’ve got a display of mandarins, some people will buy a bag, but they wouldn’t have bought a kilo’s worth of mandarins if the bag wasn’t there. And then once you’ve got the mandarins, you tend to consume more.”
This story comes from NZ Marketing magazine issue 86, March-May 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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