In 2024, health and wellness dairy products and alternatives in New Zealand continued to evolve as consumers demanded more explicit health value from products that were historically assumed to be “naturally healthy”. While staples such as milk and yoghurt still benefit from a long-standing health halo, shoppers have become more attentive to product formulation and increasingly cautious about hidden sugars, especially in flavoured milk and many yoghurt lines. This has reinforced the role of claim
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Overview:
Understand the latest market trends and future growth opportunities for the HW Dairy Products and Alternatives industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the HW Dairy Products and Alternatives industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The HW Dairy Products and Alternatives in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of HW Dairy Products and Alternatives in New Zealand?
- What are the key health and wellness concerns driving sales in HW Dairy Products and Alternatives?
- Is HW Dairy Products and Alternatives a dynamic niche or mainstream concern in New Zealand?
- Which are the leading brands in HW Dairy Products and Alternatives in New Zealand?
- How are products distributed in HW Dairy Products and Alternatives in New Zealand?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
HW Dairy Products and Alternatives in New Zealand - Category analysis
KEY DATA FINDINGS
Sugar reduction and gut health claims reshape what “healthy dairy” means
Health-led scrutiny pushes brands towards lower sugar recipes and functional positioning
Good source of minerals remains a core dairy reassurance cue, especially through calcium messaging
Low fat stays relevant but increasingly competes with newer health priorities
Low sugar and digestive health will remain the most important engines of future dairy wellness growth
Good source of minerals is expected to stay resilient as bone health concerns and everyday nutrition needs grow
Low fat is likely to soften as “naturalness” and sugar reduction become more persuasive health cues
Health and Wellness in New Zealand - Industry Overview
Wellness becomes more “everyday” as consumers balance clean choices with cost pressures
Sugar reduction becomes the default, driven by weight management and long-term health priorities
“Better for you” evolves beyond avoidance into functional, natural and free-from choices
More targeted wellness will drive growth, led by functional segmentation and clean-label credibility
COUNTRY REPORTS DISCLAIMER
HW Dairy Products and Alternatives
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baby food and dairy and plant-based dairy For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our HW Dairy Products and Alternatives research and analysis database.
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