Source: Natural Health Products New Zealand
Exporters of dietary supplements have strongly welcomed a government proposal to overhaul restrictive export rules, calling it a critical step towards unlocking massive growth in one of New Zealand’s most innovative value-added sectors.
Food Safety Minister Andrew Hoggard has announced proposed regulatory changes that will allow New Zealand exporters to make therapeutic claims in line with importing country requirements. Crucially, the reforms will exempt export-only products from domestic compositional requirements, including rules around food additives and maximum daily doses for vitamins and minerals.
See Minister’s announcement here: https://www.beehive.govt.nz/release/improvements-proposed-level-playing-field-dietary-supplements-exporters
Natural Health Products New Zealand (NHPNZ) described the move as a massive milestone for an industry already worth NZ$2.3 billion annually. By removing duplicated compliance, the reforms are projected to unlock up to NZ$500 million a year in additional export opportunities.
Capitalising on a NZ$300 Billion Global Market
The global dietary supplements market is currently estimated at NZ$300 billion. Driven by consumer shifts toward proactive health management, the sector is structurally outpacing conventional packaged foods.”
“This will be a game changer for our industry,” said NHPNZ Government Affairs Director Samantha Gray. “Without a doubt, this will free up exporters from decades of red tape, saving time and money. It means New Zealand businesses-ranging from innovative start-ups and SMEs to large enterprises-can better tap into fast-growing markets across Asia, the Middle East, North America, and Europe.”
For decades, outdated regulations forced manufacturers to meet both New Zealand’s strict domestic food rules and those of the destination country, even if the product was never intended for local sale. The new framework allows businesses to manufacture export-only products tailored strictly to international regulations and market-driven demands.
Protecting IP and Supporting High-Value Jobs
The reforms will strengthen New Zealand’s position as a trusted, world-class manufacturing and research hub for dietary supplements, nutraceuticals, functional foods, and specialized ingredients. By enabling companies to commercialise locally developed research and build unique ingredients, the changes will protect valuable intellectual property (IP).
Furthermore, the growth will support highly skilled kiwi jobs across the entire value chain, from high-tech manufacturing and R&D to export services and new product development. The reform directly supports the Government’s strategic target to double New Zealand’s exports by value over the next decade.
Urgent Call for Implementation and Future Reform
While some technical amendments will also be rolled out to modernise domestic regulations, NHPNZ cautions that this is a first step, not the finish line.
“Our priority now is getting the regulations right and putting them into effect without further delay,” said Ms Gray. “Exporters urgently need a clear, workable pathway across the full range of dietary supplements. NHPNZ is committed to working closely with the Government and agencies to nail down the details so the benefits start flowing immediately.”
“A lack of regulatory reform over many years has left us lagging behind international trading partners. The fact that our sector has grown to its current scale is a credit to the people backing it. We will continue pushing the government for further, fast-paced reform to accelerate growth for this rising star of New Zealand’s value-added economy.”
About the Natural Health Products Industry
New Zealand is an internationally recognised source of high-quality natural health products, leveraging its natural environment, agricultural history, and unique biological resources. From harnessing the antibacterial properties of mānuka honey to isolating bioactive properties in locally grown fruit, the sector has a long track record of premium innovation. Key exports include marine oils, plant, fruit and marine extracts, value-added honey products, deer velvet, collagen and extracts from wool, probiotics, antioxidants, botanical and dairy bioactive products-all backed by stringent manufacturing standards and world-leading animal health status.