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Buyers are more interested in packaging than the product inside

As the general manager of market development for Food Innovation Australia (FIAL), Najib Lawand had some fresh insights to share on exports at Auspack’s National Technical Forums.

Australia’s supermarket heavyweights are in competition for the best price, but when it comes to reaching the Asian market, price is less important than product variety.

“With exporting it’s a race to come up with the best product rather than the best price,” Lawand says.

“People want health-related products that are also convenient – such as single-serve protein balls.  “Buyers are loving them at the moment.”  Key export markets are also paying attention to packaging.

“Appearance is everything,” says Lawand.  “Buyers are more interested in what the product looks like, and whether they can visualise it on shelf.

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