Consumer priorities reshape choices across F&B
Shifting consumer expectations around health, natural ingredients and product functionality are influencing how local food and beverage producers approach product development, according to Melanie Salberg, commercial director at Azelis New Zealand Food & Nutrition.
Salberg says health-driven purchase behaviour continues to rise across the market, particularly as more shoppers “look for foods that feel both indulgent and aligned with personal wellness goals.” She says that these demands are reflected in the growing interest in clean labels, recognisable ingredients and claims tied to nutrition or function.
Insights from Innova’s 2025 Consumer Report support this, pointing to an increased preference for claims around whole grains, fibre, protein and low sugar across core categories like bread, dairy, beverages and snacks.
Salberg says the impact of this shift can be seen in how staple products are being reformulated. “Enzymes are one of the quiet drivers of this innovation,” she says. “In applications like oat milk, enzymes are helping achieve smoother textures, better stability and the kind of barista-level foam performance consumers now expect – all without compromising taste.”
She adds that while enzymes have long been used for technical processing tasks – such as improving dough handling or boosting cheese yield – their role is expanding into more complex formulation strategies. “It’s not just about process efficiency anymore. It’s about enabling the sensory and nutritional profile people are looking for, whether that’s a richer plant-based milk or a higher-protein baked good.”
Sugar reduction is another area where Salberg sees formulation challenges and opportunities converging. “In beverages, consumers are paying closer attention to added sugar and artificial ingredients. But removing sugar isn’t simple, it affects mouthfeel, body and shelf life,” she says. “That’s where fibre systems, enzymes and sweetener combinations can help close the gap.”
Salberg also points to the growing influence of protein and performance ingredients in the local market, including specialised formats like Creapure and CreaVitalis. “We’re seeing these ingredients move beyond traditional sports nutrition into areas like women’s health and everyday vitality,” she says.
These developments reflect broader shifts in how consumers evaluate products – with texture, taste and functionality increasingly expected alongside health and sustainability markers. Salberg says manufacturers are responding by combining technical expertise with a new generation of formulation tools designed for flexibility and transparency.
“Producers are looking for ingredient systems that work across clean label, high-protein or reduced-sugar targets – often all at once,” she says. “What’s emerging is a more nuanced, consumer-focused approach to food design.”
Salberg describes Azelis as a “leading innovation service provider” in the specialty chemicals and food ingredients sector, adding that “customers leverage its deep formulation expertise and broad portfolio — from advanced biosolutions to specialised ingredient systems — to help shape the future of food and beverages.”
Sponsored content: For more information phone +64 9 444 4650, email FoodAPAC@azelis.com or visit www.azelis.com/en.
