Maximising Export Returns (MER)
Maximising Export Returns (MER) was a three-year project, funded by Ministry for Business, Innovation and Employment (MBIE) examining international consumer preferences towards key food and beverage product attributes. Countries examined included important countries for New Zealand's current and potential future trade, including China, India, Indonesia, Japan, and the United Kingdom. This initial study was later expanded to include a New Zealand study to compare domestic consumer preferences with those of consumers in important overseas markets.
The targeted consumer groups were middle and upper class consumers in each country who were expected to be more willing to pay a premium for particular attributes in food and beverage products, hence informing New Zealand industries of possible opportunities for maximising their export returns. In particular, the programme focused on understanding consumers' preferences and willingness to pay for the certification of particular food and beverage product attributes, as well as their association of a range of factors with New Zealand, and use of digital media and smart technology in relation to food and beverage products. This research built on previous work carried out by the AERU which showed that overseas consumers (including those in the UK, India and China) value different attribuets in food products.
Results provided a rating of the importance of a range of attributes (including food safety, animal health and welfare, environmental condition, health-enhancing foods, social responsibility, and traditional cultures), as well as the factors underpinning these. In many cases, consumers in developing countries rated attributes more important than those in developed countries, as well as their overall use of digital media and smart technology for finding information about and purchasing food and beverage products.
This research informed future programmes and projects by the AERU, including Integrating Value Chains and Unlocking Export Prosperity.
Related Links
The AERU Data Portal: Maximising Export Returns - Online Tool
Research Report: Consumer attitudes to New Zealand food product attributes and technology use in key international markets
Research Report: Communicating New Zealand’s credence attributes to international consumers
Research Report: Consumer attitudes towards attributes of food and beverages in export markets relevant to New Zealand
Research Report: The use of digital media and smart technology in shopping and information gathering for food and beverages in markets relevant to New Zealand