Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Targeting top-end consumers in India

Targeting top-end consumers in India

1 December 2015

AUCKLAND: Research designed to help New Zealand food & beverage (F&B) companies tailor and market their products to take advantage of India’s top-end consumer segment, was released last week by New Zealand Trade & Enterprise.

There are more than one billion people in India with the super-wealthy becoming more affluent by the day; spending amongst top-end Indian consumers is expected to more than double by 2025.

“India is a diverse and complex market and our observation is that many New Zealand companies rely on trial and error to reach consumers. Often they rely on the advice of distributors and agents who may not understand how to market a premium product,” says Clayton Kimpton, NZTE’s Regional Director for India, Middle East and Africa.

“This research will help New Zealand F&B companies understand the consumer market in India, especially the buying behaviour of the wealthy consumer segment, which is paramount for companies to successfully break into the market.”

The research reveals that only two percent of weekly food shopping is carried out in a supermarket, which means New Zealand F&B companies need strong distribution partners in India to supply street vendors and small convenience stores.

Smaller, trial packages are popular among Indian consumers, as are food and beverage products designed for special occasions and major celebrations, such as Diwali.

New Zealand enjoys strong brand recognition in India but is not seen as an exporter of premium food. According to the research, stronger country of origin association will raise the brand profile of New Zealand products in India.

India is New Zealand’s tenth largest trading partner with two-way trade totalling $1.9 billion in the year to June 2015.

The research was completed in October 2015. For more information and a copy of the full report, see here.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Seeking 'Clarity': Crown To Appeal Southern Response Decision, Offers Costs

“It is our intention that the clarity that will come from the outcome of these proceedings will enable the Crown to work with Southern Response to provide a soundly based proactive solution to those people that are affected.” More>>

Thinking Of The Children: Plan For Classification For Commercial Video On Demand

Classifying on-demand video content will be made mandatory to bring it in line with other media and provide better guidance and protections to families and young people, says Internal Affairs Minister Tracey Martin. More>>

Cheques Out: Inland Revenue And ACC Push For Paperless

Inland Revenue and the Accident Compensation Corporation are calling ‘time’ on cheques. From March next year, IR and ACC will no longer accept payments by cheque from customers who are able to use alternative payment options. More>>


"Vision And Growth": Capital Markets 2029 Report

Broader participation by New Zealanders, greater access to growth capital for New Zealand enterprises, and more choices for investors drive the recommendations in the Capital Markets 2029 report released today. More>>


Forest & Bird: Call For More Funding To Stop Plague Of Wallabies

Wallabies could spread over a third of New Zealand within the next 50 years, unless control is increased dramatically, says Forest & Bird central North Island regional manager Rebecca Stirnemann. More>>