Exploring Consumption Preference and Behaviour of New Zealand Banana Consumers

This report presents the first national survey of New Zealand consumers’ preferences and purchasing behaviours for domestically grown bananas, providing unique insights into the potential for a new horticultural industry.

Using a discrete choice experiment alongside questions on current consumption, sourcing, and attitudes, the study quantified willingness-to-pay for key attributes such as price, locally grown, nutritional content, and production method, and identified market segments most receptive to local bananas.

Results indicate strong consumer interest in locally grown bananas. For more details see the report below.

Related Links

• Report: “Exploring Consumption Preference and Behaviour of New Zealand Banana Consumers” Tait P. Saunders J. Rutherford P. Mullaney J. Roskruge M. (2025).