Low-Carb Eating in New Zealand: Popular Products, Future Growth & industry Hurdles

The State of the Low-Carb Food Industry in New Zealand: Trends, Challenges, and What’s Next

The low-carb food scene in New Zealand is constantly evolving, with exciting new products hitting the shelves, growing consumer demand, and also some major challenges along the way. I wanted to get first- hand knowledge of the scene in NZ so I went out to three industry leaders - Sharyn from Ketostore, Laura from Low Carb Haven, and Cath from Gerry's—to get their take on where things are at and what’s coming next.

Where Low-Carb is at right now: the hottest products and trends

If you’re into low-carb, you’ll know the options have exploded in recent years. So what’s been flying off the shelves in 2024? Here’s what our experts had to say:

• Snacks are king – Laura says her Fibre Boost bars are her top seller right now, with the snack category dominating overall.

• Breads and bakery staples – Cath’s best-sellers are Gerry’s Go Low Carb bread, their Almond Coconut Ultra Low Carb bread, and their buns. (which I'm not surprised about because this product is so delicious and such a fave with my clients)

• Ultra-low-carb ingredients – Sharyn highlights ingredients like bamboo fiber, keto flours, and whey protein isolate as game-changers, helping make low-carb baking taste more like the real thing.

• New takes on dairy and soup – Keto-friendly protein milks and soups are growing in popularity.

One big trend across the board? Protein. It’s no longer just about cutting carbs—high-protein, low-carb products are taking over, and this is only going to grow in 2025.

What People Want to See More Of

While the low-carb market has come a long way, there’s still a lot on the wish list:

• Cleaner, simpler ingredients – Laura would love to see more products going back to basics, with fewer additives and a more whole-food approach.

• Better on-the-go options – Cath points out that grabbing a low-carb meal on a road trip or at a café is still a struggle. More takeaway-friendly low-carb choices would be a game-changer.

• More transparency – Sharyn is passionate about better labeling, particularly around maltitol. Many “low-carb” products sneak in high levels of this sugar alcohol, making them much higher in carbs than they appear.

The Biggest Challenges in the Industry

It’s not all smooth sailing for the low-carb industry. Here are some of the biggest hurdles businesses are facing:

• Rising ingredient costs – From dairy to cocoa butter to whey protein, the cost of making low-carb foods is climbing fast. Laura has already seen some of her favorite brands shut down or reformulate because of it.

• The junk food problem – Sharyn warns that many low-carb products are still highly processed and packed with fillers like maltitol and maltodextrin, which can spike blood sugar levels just as much as sugar.

• The struggle to keep it natural – Cath emphasizes the difficulty of maintaining high-quality, natural products while dealing with rising costs and grocery store pricing pressures.

Looking Ahead

Despite the challenges, there’s a lot to be excited about. All three business owners hinted at new products in the works, though they’re keeping the details under wraps for now. But one thing is clear—the low-carb industry isn’t slowing down anytime soon.

What are your thoughts on the state of low-carb in New Zealand? Are there any products you’d love to see?