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Building a healthy reputation

27 Mar 2018
By Sarah Morgan
BioHoney FernMark Licensee NZ Story

Carrying the FernMark can drive trust and credibility in the changing global health market

The global health industry is experiencing major transformation. The escalating conversation around climate change is encouraging a move away from traditional sources of protein to alternative sources, such as plants and insects. The growing preference for vegetarian and vegan lifestyles is driving more consumers to supplement their diets to maintain their health. The organic health movement is widespread, encouraging people to consume ‘free-from’ food to avoid the intake of chemicals, additives and preservatives. Alternative healing methods are growing, too. Turmeric is the latest revelation, its anti-inflammatory properties commercialised for treating acne and diabetes.

This growth has been supported by fast-developing technology enabling online shopping. A 2017 Tmall Global Annual Consumers Report published recently by Tmall Global and CBNData, showed beauty products, food & supplements and mother and baby products were the top selling categories on Tmall Global, helped by the 60% of households - and almost 70% in high tier cities - who purchased FMCG products online last year.

The demand for health products in China – a major market for New Zealand health exporters – are being driven by conditions like smoking and diabetes. Damon Paling, Trade Commissioner at New Zealand Trade and Enterprise, China says 100 million Chinese are affected by Type 2 diabetes; around 13 per cent of Chinese medical expenditure is on diabetes and 50 per cent of Chinese adults are classified as pre-diabetic. More than 300 million people spoke in China and 100,000 deaths per year are linked to second-hand smoke inhalation.

All these trends are underpinned by a globally ageing population and people wanting to take more responsibility for their health. Data from the United Nations shows by 2050 there will be 2.1 billion people over 60 – more than double the 2017 figure at just 1 billion.

According to MBIE, in the year to November 2017, New Zealand’s ‘Innovative foods’ were valued at nearly $1 billion and the worth of essential oils and cosmetics was $176 million. 

All this presents a huge opportunity for health product exporters. And for those from New Zealand, in particular.

New Zealand has an advantage when it comes to global consumers buying our products. Our country is perceived as being safe and ethical, having a strong link to nature and natural processes, and we are trusted to do business with. In fact, the 2017 Anholt-GfK Nation Brands Index (NBI) placed New Zealand 14th out of 50 nations showing strength in areas of natural beauty, strong governance, sound investment and a thriving export sector. Our climate is also internationally-renowned as a great place to grow plant-based health products.

But, New Zealand exporters must not get complacent. Global consumers’ desire for trust and authenticity is more prevalent than ever – especially in an industry where people’s health and wellbeing are at stake.

Essential to consumers’ growing desire for legitimacy is knowing where the products they purchase are from. A 2016 Nielson Global Brand-Origin Survey found 75% of respondents considered country of origin as important, or more important, than nine other purchasing drivers including selection or choice, price, function and quality.

How can you provide consumers with a quick and simple way to communicate country of origin with the assurance that it is authentically from New Zealand? With New Zealand’s trademarked FernMark.

The FernMark Licence Programme is the NZ Government’s official accreditation programme. It’s a visual representation of everything that’s good about New Zealand: trust, authenticity, good business relations, transparency, peacefulness, global creativity, sustainability and, of course, our famous Kiwi ingenuity. The FernMark captures the essence of who we are in a simple, globally-recognisable national symbol unique to New Zealand.

Most importantly, a FernMark Licence can help exporters of health products increase their market potential: It shows where your product is from, offers trademark protection, earns your brand credibility through government association – and all this establishes trust with consumers who are more likely to buy your products.

Currently, 20 per cent of FernMark Licensees are from within the health industry, including health supplements, skincare, dental care, sunscreens and anti-pollution masks, and we’re keen to increase this number to make New Zealand known for more good things. 

The more FernMark Licensees across more health categories, the more global consumers will recognise and seek out New Zealand FernMark Licensed health products – driving growth for the industry as whole. 

In a fast-developing world, it is critical New Zealand exporters stand out on the world stage, build trust with global consumers and get instant recognition – with help from the FernMark.

The FernMark can strengthen your export potential and leverage your connection to New Zealand. For more information visit the website or view our brochure.