New Zealanders are willing to pay more for foods and drinks that don’t contain unwanted ingredients, according to research from Nielsen.

Over two in five (44 per cent) of New Zealand consumers say they wished there were more ‘all-natural’ food products on the shelves and 45 per cent are willing to pay more for healthier foods.

Findings from Nielsen’s Global Health and Ingredient-Sentiment Survey said consumers are adopting a back-to-basics mindset where a focus on simple ingredients and fewer artificial or processed foods is a priority.

“Consumers are increasingly looking for ways to eat more healthily and are looking for more ‘natural’ products to do so,” said Lance Dobson, retail director at Nielsen.

For New Zealand consumers, animal products that contain antibiotics or hormones are the most worrying, with six in 10 consumers saying that they actively avoid these products.

“Consumers are becoming a lot more aware of what they eat and drink, and are avoiding these ingredients because of their perceived impact on health, rather than because of an actual medical condition,” Dobson added.

The top 10 ingredients that New Zealand consumers avoid includes antibiotics and hormones in animals products; foods with BPA packaging; MSG and artificial sweeteners.

“New Zealand consumers are demanding more from the foods they eat, many prioritising ingredients over brands,” Dobson explained.

Close to nine in 10 respondents said they avoid specific ingredients because they believe them to be harmful to their own or their family’s health; while six in 10 consumers said they are concerned about their long term health impact of artificial ingredients in their diet.

“As such, there is clearly a gap in the market, providing food manufacturers the opportunity to offer and market products that are formulated with good-for-you ingredients. It’s also important to promote where products were raised, gown or made with two thirds of New Zealanders (66 per cent) looking for details of provenance.”