NZ Market Insights - Functional Food & Beverage

Functional foods, which are everyday foods and beverages enhanced with additional health benefits beyond essential nutrition, are becoming increasingly popular in New Zealand. Claims made by functional foods, such as reducing the risk of certain conditions, must be backed by scientific evidence and comply with specific nutritional content requirements. For instance, a product claiming to reduce osteoporosis risk must contain a scientifically supported amount of calcium. Shelves in New Zealand supermarkets are filled with functional foods, including breakfast cereals fortified with vitamins, gluten-free bread and biscuits, immunity-boosting teas and beverages, or yoghurts with probiotics. Innovations continue with ingredients like Turmeric, Moringa and Noni, offering new health benefits and unique selling propositions.