The tuna market in Australia and New Zealand is changing significantly as innovation and sustainability take hold. According to Tim Anastasopoulos, senior category manager for sourcing at Simplot Foods Group, most of the current tuna for the Australian and New Zealand markets comes from the western and central Pacific, with a small proportion coming from the Indian Ocean.

In a speech, Anastasopoulos noted that skipjack tuna is the main tuna species sold in the markets of both countries, followed by yellowfin tuna. He also noted that most of the tuna is processed in Thailand and a small amount in Indonesia. about 233 million units are sold annually in the Australian market, with a market value of about $309 million, of which 65% of the value and 80% of the sales are concentrated in the small 95g cans. Similarly, the New Zealand market sells around 37 million units per year, with a market value of around NZ $50 million, and small 95g cans also account for a significant share.

Recent innovation in the tuna market is reflected in the shift from traditional cans to plastic bags and ready-to-eat meal solutions that include products such as rice and pasta. Anastasopoulos noted that sales of the category grew 14.7 percent in New Zealand and 5 percent in Australia. According to Simplot, which owns the John West brand in Australia, these convenience products are expected to continue to drive market growth.

Anastasopoulos observed that sustainability remains a key but complex concern for Australian and New Zealand consumers. While resource management and fisheries health are key industry concerns, consumers also value pollution reduction, emission reduction and social responsibility. According to a Nielsen sustainability report, conservation of natural resources aligns with industry views, but also includes broader environmental and social aspects.

Anastasopoulos said a striking observation of in-store interactions was the need for clearer and more direct sustainability messages. Consumers often have difficulty understanding the numerous sustainability labels and claims, leading to confusion and distrust. Still, he adds, sustainability claims on packaging are becoming increasingly important, with consumers preferring third-party certification.

He noted that price, taste and brand name are the main influences in purchasing decisions. While sustainability is important, it is often difficult to understand or recognize on the shelf. Limited options, confusing information, and lack of trust in sustainability claims are the main obstacles. Significantly, 70 per cent of consumers in the Australian market expressed no confidence in sustainability statements, highlighting key areas for improvement.

Anastasopoulos also noted that a positive trend towards greater transparency and sustainability is emerging. For example, a major retailer in Australia recently announced plans to switch its private label products to Marine Stewardship Council certification from September 2024.