Boom to Balance

New Zealand products have strong traction in Shanghai—over 90% of surveyed consumers had purchased at least one in the past year.  In many categories, more growth potential clearly exists, but it hinges on overcoming persistent perceptual and structural barriers.

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The Boom to Balance report highlights that visibility, not price, is the most widespread obstacle to brands from NZ in China. Nearly half of consumers cite lack of in-store or e-commerce visibility as a barrier to (more) NZ purchases—even for brands that are technically available. This visibility issue is especially acute for younger consumers and female shoppers, who drive key categories like Fruit & Veg and Health.

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But the barriers present themselves differently across product categories and for brands at early or established stages of development in China.