Global demand for New Zealand’s food and beverage products has remained strong, though shaped by shifting consumer preferences, trade agreements, and regional conditions.
According to Clare Wilson, General Manager International at New Zealand Trade and Enterprise (NZTE), key markets will continue to open new doors for Kiwi exporters.
The United Kingdom remains a mature and premium-oriented destination, with exports exceeding NZD 1.25 billion annually. The NZ-UK Free Trade Agreement, which removed tariffs on over 97 percent of goods, has sharpened New Zealand’s competitiveness and boosted shelf presence across categories from wine to dairy.
In the United Arab Emirates, demand for New Zealand products has surged to 10-year highs, led by dairy but with fresh opportunities for fruit and meat as the NZ-UAE Comprehensive Economic Partnership Agreement took effect this year.
Meanwhile, the United States, New Zealand’s second-largest export market, has continued to present opportunities despite the introduction of a 15 percent tariff, with NZTE working alongside MFAT and other agencies to help exporters navigate the changes.
Wilson noted that success in offshore markets often rests on premium positioning, adaptability, and strong sustainability credentials, qualities that distinguish New Zealand brands on the global stage.
Provenance and clean-label attributes have also resonated particularly well in markets like the UK and UAE, while in China, demand for premium dairy, fruit, and seafood underscores New Zealand’s reputation for quality and food safety.
“New Zealand’s food and beverage sector is grounded in care for people, place, and planet,” said Wilson.
“This kaitiakitanga approach is a key differentiator that reinforces our appeal to conscious consumers worldwide.”
Despite trade tensions and supply chain challenges, NZTE has continued to provide exporters with insights, retail connections, and tariff support through platforms like MyNZTE.
Looking ahead, Wilson saw strong growth potential across the Middle East and Asia, alongside rising opportunities in premium grocery and digital retail channels.
“As global demand evolves, New Zealand businesses are well-placed to deliver what international consumers value most: taste, quality, and sustainability.”
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