The report found GLP-1 weight-loss medications were accelerating demand for protein, with United States surveys suggesting nearly one in eight adults has used a GLP-1 medication for weight loss in recent years.<\/p>\n
Senior animal protein analyst Jen Corkran, who wrote the report, said while strong prices helped open doors today, they were not a long-term strategy on their own.<\/p>\n
\u201cPeople using these medications generally eat less, but that does not mean demand for every food will fall at the same rate,\u201d she said.<\/p>\n
\u201cBecause weight loss can include the loss of lean body mass, protein is increasingly being positioned as important for preserving muscle.<\/p>\n
\u201cThe commercial signal is not simply \u2018more protein\u2019 or \u2018more meat\u2019.<\/p>\n
\u2018It is about useful, high-quality protein that delivers nutrition, convenience, eating quality and value for a smaller appetite.\u201d<\/p>\n
Corkran said capturing lasting value would depend on proving claims behind nutrient-dense red meat products to increasingly deliberate consumers across diverse markets.<\/p>\n
\u201cIt\u2019s being driven by a lack of global supply of red meat right now.<\/p>\n
\u201cThe beef production is about 2% down on last year, and there just isn\u2019t enough around the world, so New Zealand is experiencing great returns because there\u2019s a lack of supply.\u201d<\/p>\n
Corkran expected these conditions to continue for two to three years, noting rising input costs and volatility were also expected to remain.<\/p>\n
She said this still provided a favourable window for farmers to grow the value of their products.<\/p>\n
\u201cThis is a good season for farmers, processors and exporters to build the next one \u2013 to broaden their market and customer options, strengthen the evidence behind nutrition and provenance claims, and keep improving how product is delivered beyond the farmgate,\u201d she said.<\/p>\n
\u201cTight supply may support farmgate prices for a time, but proven value is what is more likely to keep customers with us as the cycle turns.\u201d<\/p>\n
Rabobank New Zealand analyst Jen Corkran says limited supply is driving strong returns for New Zealand red meat.<\/p>\n
Premium fruit offerings also benefitting<\/p>\n
Rockit Apples grows and sells miniature apples, promoting them as a healthy snack option.<\/p>\n
Chief executive Grant McBeath said the trend was helping grow demand for premium fruits. <\/p>\n
He said global consumers appreciated its consistent quality, as well as health benefits and convenience.<\/p>\n
\u201cGLP-1 absolutely is a global phenomenon that is changing categories in supermarkets and health shops […] it\u2019s absolutely driving growth in fruit and vegetables.<\/p>\n
\u201cWe believe our product is ideally suited for those consumers that want a healthy, unprocessed snack \u2013 and that\u2019s where the tube format, which is re-sealable, different pack format, different pricing options really remove the friction from consumers choosing a healthy snack versus something else.\u201d<\/p>\n
It\u2019s a similar story for kiwifruit.<\/p>\n
Zespri chief marketing officer KokHwee Ng said the rise of GLP-1s was part of a broader trend where consumers are more selective about nutrition.<\/p>\n
Speaking from Singapore, she said consumers are increasingly looking for science-backed nutrition claims.<\/p>\n
For example, the European Commission recognised last year that eating two green kiwifruit a day contributed to normal bowel function by increasing stool frequency.<\/p>\n
\u201cWe know that when consumers are looking at premium fruit, consumers are always seeking the basics of taste and quality … but we know that\u2019s kind of just the beginning.<\/p>\n
\u201cTo the conversation on GLP-1, they\u2019re becoming more selective and intentional about their nutritional consumption, so value in terms of seeking more nutrient-rich food in their diet and the composition of this food starts to matter a lot more to consumers.\u201d<\/p>\n
Ng said it was why Zespri had invested in nutrition literacy programmes around the world, like its new brand platform Grown for Good.<\/p>\n","protected":false},"excerpt":{"rendered":"The report found GLP-1 weight-loss medications were accelerating demand for protein, with United States surveys suggesting nearly one…\n","protected":false},"author":2,"featured_media":635882,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[3214,564,2082,25689,29433,117,111,43,139,69,1118,12968,8780,1436,25690,31871,2963],"class_list":["post-635881","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-zealand","tag-exports","tag-food","tag-for","tag-gianina","tag-glp1","tag-new","tag-new-zealand","tag-news","tag-newzealand","tag-nz","tag-of","tag-opportunities","tag-premium","tag-rise","tag-schwanecke","tag-unlocking","tag-zealands"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/635881","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=635881"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/635881\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/635882"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=635881"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=635881"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=635881"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}