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‘Made in New Zealand’ wins big with Kiwi consumers

  • News
  • May 9, 2016
  • Elly Strang
‘Made in New Zealand’ wins big with Kiwi consumers

As shown by the table below, locally grown fresh food is the clear winner. Fruit, vegetables, meat, seafood and dairy all rank at the top of consumers’ preferences.

Seven in ten New Zealanders prefer buying local vegetables and meat over globally sourced fresh produce.

But the local factor isn’t just limited to produce – packaged food also is preferred to be made on New Zealand soil.

Over half of consumers prefer locally made ice cream over global brands (51 percent versus nine percent), while 46 percent prefer locally made breakfast cereals, 41 prefer locally made canned vegetables and 39 percent prefer locally made biscuits.

“Succeeding in the packaged food and snack categories is all about understanding consumer tastes in the local market,” Nielsen director of retail Lance Dobson says.

“Local brands often cater best to local preferences due to their agility and ability to innovate. This contrasts to global brands that capitalise on economies of scale and offer more homogenous products across markets.”

Meanwhile, consumers prefer buying computers, laptops, mobile phones, TVs and cars that are made globally.

“With high product development costs for durables and electronic goods and the need for economies of scale, it’s not a surprise that there’s a clear preference for global brands such as computers, mobile phones and cars,” Dobson says.

Just 14 percent of Kiwis said “national pride” was a factor for choosing local brands, but more than half said they prefer buying local brands to support local businesses.

When choosing between a global and local brand, consumers said price, previous good experience, promotions and better product benefits (like flavour) influenced their decision.

Dobson’s advice on what local and global brands can learn from each other is:

  • International brands should operate globally, but act locally. “Multinationals should look for opportunities to localise global products, leveraging their global brand but customising products for local preferences.”
  • Local brands should invest in talent to compete with global businesses. “Local companies may not have the same depth in their talent pool as global brands, but attracting skilled talent must be a priority. The expertise of key leadership roles requires significant investment in training to develop knowledge and skills.”
  • They should keep innovating and get products into the market ahead of global competition, he says. “While local companies might not have their global counterparts’ vast resources for new product development, they have a deep understanding of the needs of their consumers, and they often have a flagship brand built on relevance to the local shopper. Additionally, they maintain local decision making authority, so the time from concept to creation can be shorter.”

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Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

  • News
  • March 20, 2019
  • Sarah Dunn
Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

In the wake of the attack on Christchurch’s Muslim community on March 15, strong calls for changes to New Zealand’s gun last have been made. Trade Me was the first retailer to act, halting the sale of all semi-automatic weapons on its platform, and it has now been joined by Hunting & Fishing New Zealand.

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Superette to open new concept store showcasing international brands

  • News
  • March 20, 2019
  • The Register team
Superette to open new concept store showcasing international brands

Apparel boutique Superette has announced it will open an ‘international flagship’ in Newmarket on April 4. The store will feature handpicked products from both established and emerging international designers.

Read more
 
 

What businesses can do to help support Christchurch and the Muslim community this week

  • Opinion
  • March 19, 2019
  • Rosie Collins
What businesses can do to help support Christchurch and the Muslim community this week

As many New Zealanders go back to work for the first time today since Friday’s attacks, feelings of anger, sadness, numbness, apprehension, and confusion will be shared around the country. Rosie Collins is the managing director of Step Changers, a registered charity working to normalise corporate social responsibility in New Zealand. In the wake of the Christchurch terror attack, she shares three ways businesses can help both their staff and the wider Muslim and Christchurch community this week.

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China and New Zealand’s year of tourism

  • Opinion
  • March 19, 2019
  • Juanita Neville-Te Rito
China and New Zealand’s year of tourism

Think about how to best welcome Chinese tourists into your store this year.

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Coca-Cola reveals how much plastic it uses

  • News
  • March 19, 2019
  • Radio New Zealand
Coca-Cola reveals how much plastic it uses

For the first time, Coca-Cola has revealed it used three million tonnes of plastic packaging in one year.

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Profits for The Warehouse on the rise after restructure

  • News
  • March 19, 2019
  • Radio New Zealand
Profits for The Warehouse on the rise after restructure

The Warehouse has made a solid first half profit as it continues to restructure and invest in digital services.

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