Market insights

Reports into consumer preferences and behaviour, market trends, and exports and trade. These reports use data, research, and the experience of the Economic Intelligence Unit within the primary sectors.

What market insight reports are used for

The Economic Intelligence Unit provides both general research as well as targeted reports.

The reports help the primary sector find out about:

  • the development of new products
  • new and changing markets
  • emerging trends.

Reports on markets, trends, and products 


Honey varieties: Evaluating non-mānuka export potential [PDF, 836 KB]

This report analyses global honey market and the opportunities for export growth in non-mānuka honey varieties.


Onion market opportunities: Market dynamics [PDF, 2.5 MB]

This report explores the challenges and opportunities for New Zealand onions in Thailand, Indonesia, and Vietnam.



Onion market opportunities: Consumer preferences [PDF, 2.3 MB]

This databook investigates the consumer purchasing behaviour across three markets – Thailand, Indonesia, and Vietnam.



Global Wool Markets [PDF, 1.2 MB]

Global Wool Markets highlights the state of the global wool market and how New Zealand sits relative to key competitors.


Wool Data Book [PDF, 1.3 MB]

This databook explores wool market data in greater detail.


Grown by Nature – Opportunities for NZ organic products [PDF, 1.1 MB]

This report uncovers trends and dynamics in the organics market including consumer preferences and behaviours as well as a SWOT analysis of the New Zealand industry.

Organic Data Book [PDF, 2.1 MB]

This databook showcases the Organics report data in greater detail.


Instagram my food [PDF, 3.6 MB]

Instagram my Food explores what consumers ‘like’ in order to understand how value is added through social media marketing in the primary sector.


Impossible Burger 3 [PDF, 4.4 MB]

Back by popular demand, Impossible Burger 3 follows the 2018 report to examine recent changes and consumer attitudes in the plant-based protein burger market.


Opportunities for New Zealand Avocados [PDF, 2.4 MB]

This report explores the global avocado market and drivers of consumption in Australia, South Korea, and Taiwan.



Sheep Dairy Survey Report – July 2020 [PDF, 4.8 MB]

New Zealand Sheep Dairy analyses the current position as well as opportunities and challenges facing the sunrise sheep dairy industry.

Global middle class 2030 [PDF, 3 MB]

This report explores megatrends affecting global markets and the likely implications for New Zealand primary sector exports.

New Zealand seafood consumer preferences [PDF, 4.4 MB] 

The report seeks to understand what factors influence New Zealand consumers when purchasing seafood, and how and where they purchase it. It also compares and contrasts New Zealand consumer preferences with key export markets.

Global hemp markets [PDF, 5.2 MB]

In-depth analysis of the developing global hemp market, covering key markets, venture capital investment, and promising product categories.

Dairy in China [PDF, 6.4 MB]

This report explores 4 key dairy product categories (fresh milk, shelf-stable milk, milk powder, drinking yoghurts) as well as dairy alternatives to identify trends at both a category and individual product level.

Dairy in the USA part 2: High value spreads [PDF, 2.9 MB]

This report looks at changing consumption trends in dairy and non-dairy spreads in the United States as well as an assessment of product claims for butter, margarine, and ghee.

Dairy in the USA part 1: Market access analysis [PDF, 2.3 MB]

This project analyses United States market access requirements, quota limits, and tariff rates for a selection of dairy product categories.

Orange roughy in China – wholesale, retail and consumer insights [PDF, 1.5 MB]

Researches the sale of the fish orange roughy in China. In particular, how much it sells for online, what consumers say in product reviews, and how often people search for orange roughy online.

New Zealand food and agri-tourism [PDF, 828 KB]

Explores the opportunities to growing our understanding of the types of tourists who value quality food and beverage experiences and how supporting these experiences can help create opportunities for the wider primary sector.

The evolution of plant protein – assessing consumer response [PDF, 29 MB]

Explores increasing consumer awareness of the long-term impacts of food production, signalling change for traditional animal protein producers. New meat and dairy substitutes are being released to reduce reliance on animal-based protein.

The Impossible Burger – consumer insights [PDF, 19 MB]

Covers a new type of plant-based protein that is closer in taste and texture to traditional meat. This report assesses the product, its history, and how the market is reacting to it.

Equine supplements – assessing the United States, Australian and New Zealand markets [PDF, 1.2 MB] 

Explores the market size, scale, and opportunities for high value New Zealand primary products such as mussel oils.

Dog food – market and consumer insights [PDF, 3.2 MB] 

Explores high-value dog food markets in the United States, United Kingdom, and China. This report helps New Zealand’s primary sectors (especially the red meat sector) identify opportunities in premium dog food markets.

Understanding mussel consumption – a case study of the United States and France [PDF, 2.2 MB]

New Zealand’s mussel production is set to increase. This report informs strategic decision making to help develop a market for New Zealand mussels in the United States and France.

Diabetic snack foods – market insights in China and Singapore [PDF, 4.7 MB]

Assesses market opportunities for snack products, in particular snack bars that help reduce the risk of diabetes in China and Singapore, where rates are expected to increase rapidly.

Carbon Neutral Beef - market insights in China, the United States and the United Kingdom [PDF, 966 KB]

Investigates the importance of environmental attributes to red meat consumers in some of our key export markets.

Red meat data book - Market and consumer data [PDF, 1.3 MB] 

Explores the data behind Carbon Neutral Beef in greater detail.

United States beef – raising claims product scan and consumer survey [PDF, 3.9 MB] 

Identifies relative price premiums, consumer ratings, and preferences for different raising claims made on beef products in the United States.

The United Kingdom red meat market – products, claims and attributes [PDF, 1.4 MB] 

Assesses the current red meat market in the United Kingdom and consumer receptiveness to attribute certification, different products, and claims.

NZ trade in honey and ice cream

Check our export statistics and trade data


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