Research director Laurel Gu said new data shows that New Zealand’s reputation for a strong focus on natural ingredients “could see great success by tapping into Chinese consumers’ healthy lifestyles, particularly within snacking occasions”.
The report shows that food is the leading category for Chinese consumers to buy online from Australia and New Zealand, followed by baby food and products.
It adds that consumers in China actively seek Kiwi and Australia products when buying these items online.
“New Zealand is seemingly a favourite for Chinese shoppers to purchase baby food and products from, with 22% of those who have bought imported products doing so online, followed by Australia (20%),” the report said.
It added that 15% of Chinese online consumers have bought alcoholic drinks from New Zealand. Beauty and personal care products were purchased by 9% of online consumers.
“Along with rapid urbanisation and higher disposable income, Chinese consumers are now among some of the world’s biggest spenders,” Gu said.
“They are becoming increasingly sophisticated while remaining influenced by the reputations of source countries. We see a lot of growth opportunity for brands in Australia and New Zealand to target Chinese consumers.”