• Dairy producers Fonterra Cooperative Group Ltd and Danone lead the organic general market in New Zealand with value shares of 26.0% and 15.4%, respectively, in 2023. They are followed by olive oil producer Deoleo SA with a share of 6.0%, listing organic olive oil through its Lupi brand.
• New Zealand ranked 26th globally in market size, with a value of US$345.8 million in 2023. However, it stood out in per capita consumption, ranking 9th with US$67.0, significantly above its regional neighbor Australia, which recorded US$41.1.

• Organic products in New Zealand represent roughly 0.6% of global demand and about 24.0% of the market in the Australasia region. 
• The New Zealand market for organic products is projected to increase with a value CAGR of 2.6% for the forecast period 2023-2028 in 2023 constant prices with fixed USD exchange rates, outpacing the world average of 2.2% and reaching a market size of US$393.9 million by 2028.

• The Organic Packaged Food and Beverages category in New Zealand registered growth of 8.3% in 2023 in current prices to record a market size of US$345.8 million. 
• During the historic period 2019-2023, the Organic Packaged Food category registered a strong CAGR of 4.8% in current prices. For the forecast period from 2023 to 2028, a CAGR of 2.6% in constant prices is expected.
• Organic Beverages grew historically at a 2.6% current CAGR, while over the forecast period a 2.8% constant CAGR is expected.
• Growth in Organic Packaged Food was primarily driven by Organic Dairy Products and Alternatives, which recorded a 5.5% current CAGR during the historic period to reach a US$205.4 million market size and accounting alone for 59.4% of the total organic market. 
• Within Organic Beverages, Organic Hot Drinks led both historic and projected growth, with CAGRs of a current 6.9% and a constant 3.1%, respectively.

• In 2023, the New Zealand government passed the Organic Products and Production Act, launching the development of national standards for organic products. These aim to boost consumer confidence, provide clarity for businesses, and support international trade. Since then, the Ministry for Primary Industries has been consulting and drafting the National Organic Standard Regulations, a process that has extended due to the complexity of the rules and an ongoing assessing of compatibility with other legislations, such as that of the EU. Once in effect, operators will have three years to adapt to the new system.
• New legislation on gene technology has been proposed and is currently being discussed at the National Parliament. Proponents of the bill ensure the objective of the legislation is to enable the safe use of gene technology and regulated organisms in the country. However, opponents, including advocates for organic producers, argue that the bill will overly deregulate genetic engineering, putting the environment and the country's non-GMO production reputation at risk.
• Meanwhile, in the consumer space, indulgence remains strong in categories like Snacks, Hot Drinks, and Dairy. However, consumers are increasingly seeking products that deliver health benefits without compromising on taste. Claims perceived as more natural such as “no added sugar” or “no additives” are gaining traction and proving more successful in the market. In the Dairy category, this is reflected with the introduction of high-protein flavored milks with no added sugar. Similarly, in Beverages, functional options like vitamin-enriched energy drinks or probiotic kombuchas are meeting demand for healthier yet enjoyable alternatives.

• Fonterra Cooperative leads the Organic Packaged Food category with a market share of 29.7% in 2023. The co-operative has consolidated its position as New Zealand’s largest supplier of organic milk, with over 100 organic farms, growing its sales at a current CAGR of 4.8% in local prices.
• JDE Peet's BV leads Organic Beverages in 2023, with 25.6% of the market, and an 8.5pp increase in share since 2019. The company is closely followed by Remedy Drinks Ltd, which holds a 24.2% market share. JDE Peet’s, one of the largest coffee companies in the world, has solidified its presence in the organic segment with brands such as Hummingbird, which sells fair trade organic ground coffee.
• A new innovative player in a niche market is Sprout Organic, which has developed a solid presence in Australia and New Zealand, offering organic plant-based baby food. While the category is challenging, in terms of ensuring that these products are not only as nutritious as the traditional versions, but also suitable for developing children, the demand for plant-based baby food is clear from the initial success of the company, which now offers its products across 1,500 retailers and is planning to expand internationally.

• Some of the categories projected to experience the largest absolute and relative growth within the Organic Dairy and Alternatives segment include Organic Drinking Milk Products and Organic Plant-based Milk. From 2023 to 2028, Organic Drinking Milk Products are expected to grow by US$7.6 million with a constant CAGR of 3.9%. Meanwhile, Organic Plant-based Milk is anticipated to increase by US$4.0 million in sales during the same period, having a strong 8.8% constant CAGR. As the dairy industry is considered a significant contributor to greenhouse gas emissions, consumers, especially from younger generations, are opting for dairy alternatives that are more sustainable.
• By the end of the review period, the immediate impact of the COVID-19 pandemic had largely faded from the collective memory of New Zealanders. However, it continues to influence consumer behavior, with health and wellness now firmly embedded in purchasing decisions. For example, savory snacks are expected to face mounting competition from healthier alternatives such as pre-cut fresh fruit and vegetables, as well as from categories like nuts, seeds, trail mixes, and fruit snacks. At the same time, growing interest in local artisanal products is creating opportunities for smaller, niche brands to disrupt the health and wellness snack segment through novel offerings and underutilized claims.

• The overall Health and Wellness market experienced an 8.3% CAGR in current prices from 2019 to 2023, with products that display health benefits or that are low in ingredients considered high-risk to people’s health among the main drivers of growth in the market, particularly in categories such as Dairy Products and Alternatives, due to their health benefits, and Soft Drinks, driven by claims like low sugar or low-calorie.
• Across nearly all food categories, vegan and vegetarian alternatives have gained ground in New Zealand. Vegan products, for instance, recorded a historic current CAGR of 9.5%, surpassing the overall growth of the Health and Wellness industry. This growth was driven in part by conscious consumerism and growing concerns over the dietary impact of saturated fat consumption. In addition to being perceived as healthier, vegan and vegetarian claims were also associated with a more sustainable lifestyle.
• Mental health has become a growing concern in New Zealand, particularly among young people. According to the Ministry of Health, an increasing number of young people are reporting symptoms of anxiety and depressive disorders. In response, many are turning to physical activity as a way to manage stress and support their overall well-being.

Economy: 

• New Zealand’s economy is projected to slightly improve in 2025, with real GDP growth expected to reach 1.1%, as lower interest rates support increased household and business activity.
• Real GDP growth is anticipated to improve considerably, reaching 2.5% in 2026 and averaging that same growth annually through to 2028.
• Inflation closed 2024 at 2.9%, meeting the government’s target for the first time since 2020, after a period of high inflation that peaked at 7.2% in 2022. It is expected to decelerate further to 2.2% in 2025.

 Population demographics: 

• New Zealand's population reached 5.3 million in 2024 and is projected to grow by 0.7% in 2025. Net migration has been the main driver of population growth over the past decade, although its figures have fluctuated significantly due to frequent policy changes.
• The median age in New Zealand was recorded at 38.0 years in 2024, an increase of 0.7 years from 2020. 

Income and expenditure: 

• New Zealand’s savings ratio reached -1.9% of disposable income in 2024, reflecting an improvement from -6.7% in 2023. However, households continued to spend more than they earned, as rising living costs put pressure on families’ budgets. For regional comparison, Australia's savings ratio stood at 11.5% in 2024.
• Disposable income per capita was US$27,874 in 2024. It is expected to grow at an average annual rate of 2.7% through to 2028, outpacing the regional average of 1.0%. 
• Consumer expenditure per capita grew by 1.0% in 2024 in current USD terms. In constant USD, it is projected to grow at an average annual rate of 1.9% through to 2028. Expenditure on communications is anticipated to increase at the fastest pace over this period, yet housing is expected to remain the major consumer spending category in 2028.

¹ Health and Wellness Definition: Health and wellness is the aggregation of organic packaged food and beverages, fortified/functional packaged food and beverages, naturally healthy packaged food and beverages, better for you packaged food and beverages and food intolerance products.

The above definition and more can be referenced from the definitions table at the end of the report.

² Economic and Demographic Data has been updated to reflect final 2024 estimates, therefore using 2024 as the base year for exchange rates and prices. 

³ Historic current prices and forecast constant 2024 prices.

Top 5 Cities By Population

Top 5 Grocery Retailers By Sales

Top 5 Export Commodities To New Zealand

Note : Total organics is the sum of all exports in a particular year  

Authorized Government Agency(s):

Ministry for Primary Industries
New Zealand Food Safety Assurance Directorate

Agency(s) Contact Information:

Charles Fergusson Building
34-38 Bowen St
Pipitea
Wellington
New Zealand

PO Box 2526
Wellington 6140

Telephone +64 4 830 1574
Email: info@mpi.govt.nz
Website

Name(s) of Regulation and/or Standard:

NZFSA Technical Rules for Organic Production (.pdf download)

NZFSA Technical Rules are out of date.  An Organic Products Bill for domestic production is in the legislative process, draft completed in 2020, and public consultation on the Proposal for regulating organic business was open for comment in 2021. Until the legislation and regulations are finalized to sell products labelled as organic in New Zealand you must:

• Comply with the Fair Trading Act 1986  in respect to using the term “organic” in labelling and marketing claims, and
• Meet the specific requirements for your type of food products 

New Zealand has a voluntary standard, developed by Standards New Zealand, with certifiers measuring whether a product is organic either against this or (more commonly) against stricter standards set down by their own organizations.

Date of Implementation: 2003

Regulation and/or Standard Scope:

Organic Exports
New requirements for exporting organic products from New Zealand were initiated December 2, 2019.  Organic Export Requirement: Operator Production Rules (OER:OPR) replaces the previous Official Organic Assurance Program standards documents.  These requirements apply only to the export of organic products to markets where New Zealand has negotiated an organic trading arrangement: China, European Union and Northern Ireland, Japan, Switzerland, and United States.

• Organic Export Requirement: European Union Overseas Market Access Requirements
• Organic Export Requirement: Great Britain Overseas Market Access Requirements
• Overseas Market Access Requirements Japan: Organic products
• Overseas Market Access Requirements Switzerland: Organic products
• Organic Export Requirement: Taiwan Overseas Market Access Requirements 
• Organic Export Requirement: USA Overseas Market Access Requirements 

Exporters of organic products must register with Ministry of Primary Industries (MPI) and complete a form to register organic consignments and apply for a certificate.

Organic products imported for sale are controlled through the Fair Trading Act, which requires truthful and non-misleading representations of the products, and a way to demonstrate that an organic product was produced organically. Importing organic products for use as ingredients in products which are then exported under the Official Organic Assurance Programme (OOAP) must be certified organic by an appropriate body and be able to be verified as organic, and the importer must be registered with a recognised Third Party Agency (TPA).

Steps to importing organic products

Certification:

Recognized agencies (Ras) are organic certification bodies that are recognized by Ministry of Primary Industries (MPI) according to Requirements for Recognized Agencies and Persons.

MPI-recognized third party agency for organic certification:
AsureQuality 
BioGro New Zealand Ltd 

Certification agencies for New Zealand market:
The Bio Dynamic Farming and Gardening Association
Organic Farm NZ 

Accreditation:

The two accreditation bodies that operate in New Zealand are:
International Accreditation New Zealand (IANZ) and Joint Accreditation System of Australia and New Zealand (JAS-ANZ).

The US and New Zealand have a recognition agreement, which allows New Zealand to accredit certifying agents in its country. 

New Zealand Organic Sector Strategy

New Zealand Importing Organics

U.S. International Trade Administration

USDA's GAIN Report New Zealand Food and Agricultural Import Regulations and Standards Country Report (2022)
USDA's GAIN Report Food and Agricultural Import Regulations and Standards Export Certificate Report (2022)
USDA's GAIN Report Retail Foods (2022)
USDA's GAIN Report New Zealand Exporter Guide (2023)
USDA's GAIN Report New Zealand Food Service - Hotel Restaurant Institutional (2023)
USDA's GAIN Report New Zealand Food Processing Ingredients (2022)
USDA's GAIN Report Strong Demand in New Zealand for US Pet Food (2020)
USDA's GAIN Report New Zealand - a Key Market for US Fresh Fruit (2020)