Foodworks: Kiwi consumers are seeking out locally made food, as concerns about product safety and levels of additives in consumer goods manufactured offshore drive purchasing behaviour – according to the findings of a new survey. The Munchkin study which investigated the attitudes and habits of Kiwi shoppers showed that more than two thirds (69%) of Kiwi consumers said country of origin for food products they ate was important to them.

Respondents were also asked to provide the most important reason for knowing the country of origin of their food products, the most common response was a desire to support locally made wherever possible with more than a third (35%) giving this answer. This was closely followed by concerns over food safety standards with another third (34%). Issues with chemicals, preservatives or additive levels was listed by a fifth (20%) of Kiwis. Taste preferences and environmental concerns about the distance the food has travelled were identified by 6% and 5% of respondents respectively.