As shoppers grapple with the pressures of the cost of living, inflation and rising mortgage interests, their focus remains on value. This is not just about price but includes finding products that offer tangible, measurable benefits, versatility and authentic experiences.
“Many Kiwis eat out less to make ends meet, offering more opportunities for eat-at-home solutions. The ‘Fakeaway’ trend (make your favourite takeaway food at home) is set to increase with products that provide genuine, tasty solutions and are easy to prepare and reward,” said Mark Roper, Head of Sales and Marketing at Life Health Foods.
Although consumers seek flavour experiences that deliver excitement and innovation, unexpected combinations, like chilli chocolate or the explosion of hot sauce, they also want health and wellness benefits from their food and drink choices.
“Products that can deliver to that have the potential to be very successful and deliver value growth within the industry. This puts pressure on supermarket categories that shoppers do not deem ‘essential'. Convenient foods must remain relevant and offer genuine solutions that shoppers see as offering value, prioritising purchasing rather than leaving off the shopping list.”
Naked Cuisine has long been the leader in premium chilled soups and meals, significantly focusing on developing authentic recipes that deliver flavour. Rather than compromising quality in the name of convenience, their products rank highly on the Health Star Rating scheme and are made locally using wholesome ingredients. The heat-and-eat format offers an easy and convenient way to eat better daily.
The brand was also an early signatory to the Soft Plastics Recycling Scheme, where shoppers can return used packaging, including pouches, to collection bins. Shoppers and retailers are looking for practical solutions to reduce landfill waste; schemes such as this are essential.
