COMPETITIVE LANDSCAPE
Innovation, flavour partnerships and strategic expansion strengthen Hellers’ leadership position
Hellers maintained its position as a leading player within New Zealand’s processed meat, seafood and alternatives market, supported by strong brand recognition, continued product innovation and a diversified portfolio spanning chilled and frozen formats. While the red meat segment recorded softening volume demand, Hellers sustained consumer engagement through creative limited-edition launches and strategic flavour collaborations that appealed to younger shoppers and households seeking novelty and indulgence.
Promotional intensity, brand expansion and convenience-led innovation support Inghams’ growing market presence
Inghams strengthened its role as a leading player in frozen processed poultry despite temporary operational disruptions that affected supply toward the end of the previous year. Once resolved, the company aggressively rebuilt market momentum through deep and frequent promotions that heightened visibility across major retailers.
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Overview:
Understand the latest market trends and future growth opportunities for the Processed Meat, Seafood and Alternatives to Meat 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Processed Meat, Seafood and Alternatives to Meat 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 Processed Meat, Seafood and Alternatives to Meat 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 Processed Meat, Seafood and Alternatives to Meat in New Zealand?
- Which are the leading brands in Processed Meat, Seafood and Alternatives to Meat in New Zealand?
- How are products distributed in Processed Meat, Seafood and Alternatives to Meat in New Zealand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Processed Meat, Seafood and Alternatives to Meat?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in New Zealand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Processed Meat, Seafood and Alternatives To Meat in New Zealand - Category analysis
KEY DATA FINDINGS
Consumers shift toward healthier proteins while value-added innovation strengthens category resilience
Poultry and seafood gain momentum as consumers diversify protein choices
Convenience-led innovation drives growth in frozen poultry while sustainability commitments gain industry prominence
Health, sustainability and affordability reshape long-term protein choices
Heightened scrutiny prompts a shift toward cleaner, more transparent plant-based offerings
Technology, sustainability and premiumisation shape the next phase of value-added protein innovation
Innovation, flavour partnerships and strategic expansion strengthen Hellers’ leadership position
Promotional intensity, brand expansion and convenience-led innovation support Inghams’ growing market presence
Supermarkets reinforce dominance as consumers seek convenience and value in everyday protein purchases
Online platforms expand through premium offerings despite modest overall penetration
Staple Foods in New Zealand - Industry Overview
Economic pressures, shifting dietary priorities and evolving retail strategies shape performance in 2025
KEY DATA FINDINGS
Health, naturalness and sustainability reshape expectations of everyday staples
Retailers expand curated free-from and plant-forward assortments to support conscious shopping
Reassessment of plant-based credentials shifts focus from hype to authenticity and quality
Steady growth outlook supported by economic recovery, home-cooking habits and value-seeking behaviour
Innovation will centre on wellness, functionality and credible sustainability
Private label expansion and evolving retail strategies will reshape competition and channel dynamics
Goodman Fielder reinforces leadership through portfolio breadth, health positioning and brand revitalisation
Foodstuffs capitalises on private label strength and value positioning amid cost-of-living pressures
Supermarkets remain dominant but face mounting scrutiny and pressure for structural reform
E-commerce grows gradually as retailers refine delivery models and consumers weigh cost versus convenience
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Processed Meat, Seafood and Alternatives to Meat
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- Shelf Stable Processed Red Meat
- Shelf Stable Processed Poultry
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- Chilled Processed Red Meat
- Chilled Processed Poultry
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- Frozen Processed Red Meat
- Frozen Processed Poultry
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- Shelf Stable Seafood
- Chilled Processed Seafood
- Frozen Processed Seafood
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- Chilled Meat and Seafood Substitutes
- Frozen Meat and Seafood Substitutes
- Shelf Stable Meat and Seafood Substitutes
- Tofu and Derivatives
Processed Meat, Seafood and Alternatives to Meat
This is the aggregation of processed meat, processed seafood and meat and seafood substitutes.
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 Processed Meat, Seafood and Alternatives to Meat research and analysis database.
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