Market research

Strawberries market in New Zealand

Release date: Mar 28, 2026

Submission: 15 minutes after payment

Research period: 2017-2025

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Earlier Report Observations

From 2018 to 2019, the New Zealand strawberry market expanded, with estimated planting increases of 5-8% driven by growing domestic demand. Millennial consumers further stimulated innovation in direct-to-consumer sales and sustainable packaging, supporting a rise in market volume to nearly 4 000 metric tons in 2019.

Market volume then contracted by over 40% between 2020 and 2022, falling to 2 350 metric tons. Production declined steadily during this period, reflecting broader challenges in the sector.

By 2023, a projected 30% reduction in strawberry plants—due to propagator retirements, adverse weather, and labor shortages—threatened supply. In response, the industry turned to innovation: vertical farming by 26 Seasons enabled year-round production by 2025, while T&G Fresh partnered with an international breeder to introduce new varieties, aiming to stabilize and modernize domestic supply.

Table of content

1. Disclaimer
2. Terms of use of the report
3. Product codes in the statistical classifications used in the report
4. Key Market Indicators and Trends
1. 4.1. Key Market Indicators
  1. 4.1.1. In kind
    1. 4.1.1.1. Production, 2018-2023
    2. 4.1.1.2. Imports, 2018-2025
    3. 4.1.1.3. Exports, 2018-2025
    4. 4.1.1.4. Market size, 2018-2023
2. 4.2. Market Trends and Factors
5. Production
1. 5.1. Production in New Zealand
  1. 5.1.1. Annual dynamics of production in New Zealand in kind, 2018-2023, t
  2. 5.1.2. Annual dynamics of production in New Zealand in value, 2018-2023, $ US
2. 5.2. Global production by Country, 2018-2023
  1. 5.2.1. Annual dynamics of production by macroregions in kind, 2018-2023, t
  2. 5.2.2. Dynamics of production structure by macroregions in kind, 2018-2023
  3. 5.2.3. Annual dynamics of production by country in kind, 2018-2023, t
  4. 5.2.4. Structure of production by countries in kind, 2018-2023
  5. 5.2.5. Dynamics of peoduction structure by countries in kind, 2018-2023
6. Exports
1. 6.1. Exports (Direct Data)
  1. 6.1.1. Exports - Total information
  2. 6.1.2. Exports in kind, t
    1. 6.1.2.1. Annual dynamics of product's exports from New Zealand in kind, 2018-2025, t
    2. 6.1.2.2. Dynamics of product's exports in kind from New Zealand by countries, 2018-2025, t
    3. 6.1.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.1.3. Exports in value, K $ US
    1. 6.1.3.1. Annual dynamics of product's exports from New Zealand in value, 2018-2025, K $ US
    2. 6.1.3.2. Dynamics of product's exports in value from New Zealand by countries, 2018-2025, K $ US
    3. 6.1.3.3. Structure of product's exports in value by countries, 2018-2025
  4. 6.1.4. Average price of product's exports, $ US/kg
    1. 6.1.4.1. Annual dynamics of average price of product's exports from New Zealand, 2018-2025, $ US/kg
    2. 6.1.4.2. Dynamics of average price of product's exports from New Zealand by countries, 2018-2025, $ US/kg
2. 6.2. Exports (Mirror Data)
  1. 6.2.1. Exports - Total information
  2. 6.2.2. Exports in kind, t
    1. 6.2.2.1. Annual dynamics of product's exports from New Zealand in kind, 2018-2025, t
    2. 6.2.2.2. Dynamics of product's exports in kind from New Zealand by countries, 2018-2025, t
    3. 6.2.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.2.3. Exports in value, K $ US
    1. 6.2.3.1. Annual dynamics of product's exports from New Zealand in value, 2018-2025, K $ US
    2. 6.2.3.2. Dynamics of product's exports in value from New Zealand by countries, 2018-2025, K $ US
    3. 6.2.3.3. Structure of product's exports in value by countries, 2018-2025
  4. 6.2.4. Average price of product's exports, $ US/kg
    1. 6.2.4.1. Annual dynamics of average price of product's exports from New Zealand, 2018-2025, $ US/kg
    2. 6.2.4.2. Dynamics of average price of product's exports from New Zealand by countries, 2018-2025, $ US/kg
7. Imports
1. 7.1. Imports (Direct Data)
  1. 7.1.1. Imports - Total information
  2. 7.1.2. Imports in kind, t
    1. 7.1.2.1. Annual dynamics of product's imports to New Zealand in kind, 2018-2025, t
    2. 7.1.2.2. Dynamics of product's imports in kind to New Zealand by countries, 2018-2025, t
    3. 7.1.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.1.3. Imports in value, K $ US
    1. 7.1.3.1. Annual dynamics of product's imports to New Zealand in value, 2018-2025, K $ US
    2. 7.1.3.2. Dynamics of product's imports in value to New Zealand by countries, 2018-2025, K $ US
    3. 7.1.3.3. Structure of product's imports in value by countries, 2018-2025
  4. 7.1.4. Average price of product's imports, $ US/kg
    1. 7.1.4.1. Annual dynamics of average price of product's imports to New Zealand, 2018-2025, $ US/kg
    2. 7.1.4.2. Dynamics of average price of product's imports to New Zealand by countries, 2018-2025, $ US/kg
2. 7.2. Imports (Mirror Data)
  1. 7.2.1. Imports - Total information
  2. 7.2.2. Imports in kind, t
    1. 7.2.2.1. Annual dynamics of product's imports to New Zealand in kind, 2018-2025, t
    2. 7.2.2.2. Dynamics of product's imports in kind to New Zealand by countries, 2018-2025, t
    3. 7.2.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.2.3. Imports in value, K $ US
    1. 7.2.3.1. Annual dynamics of product's imports to New Zealand in value, 2018-2025, K $ US
    2. 7.2.3.2. Dynamics of product's imports in value to New Zealand by countries, 2018-2025, K $ US
    3. 7.2.3.3. Structure of product's imports in value by countries, 2018-2025
  4. 7.2.4. Average price of product's imports, $ US/kg
    1. 7.2.4.1. Annual dynamics of average price of product's imports to New Zealand, 2018-2025, $ US/kg
    2. 7.2.4.2. Dynamics of average price of product's imports to New Zealand by countries, 2018-2025, $ US/kg
8. Trade balance
1. 8.1. Trade balance (Direct Data)
  1. 8.1.1. In kind, t
  2. 8.1.2. In value, K $ US
2. 8.2. Trade balance (Mirror Data)
  1. 8.2.1. In kind, t
  2. 8.2.2. In value, K $ US
9. Top buying and selling countries, 2018-2025
1. 9.1. Direct Data
  1. 9.1.1. Import in Value by Countries-buyers
  2. 9.1.2. Export in Value by Countries-suppliers
2. 9.2. Mirror Data
  1. 9.2.1. Import in Value by Countries-buyers
  2. 9.2.2. Export in Value by Countries-suppliers

Production strawberries in New Zealand

In kind, 2018-2021, t

Top producers of strawberries, 2018-2021

Source: SHEV.io

World map of production of strawberries, 2018-2021

Source: SHEV.io

New Zealand's strawberry production has declined for the third year in a row. In 2021, the country produced 2,962 tonnes of strawberries, which represents a 12.5% decrease compared to the previous year. Looking at the period from 2018 to 2021, production fell by 23.3%, translating to an average annual decline of 8.5%.

Annual dynamics of production in New Zealand in kind, 2018-2021, t

Parameter		2019	2020	2021	CAGR
1	Change from last year	(0.8%)	(11.6%)	(12.5%)	(8.5%)

Source: SHEV.io

Exports strawberries from New Zealand

Exports in kind, t

Strawberry exports from New Zealand have also decreased for the third consecutive year. In 2021, the country exported 247.0 tonnes of strawberries, marking a significant 42.7% drop from 2020. Between 2018 and 2021, exports plummeted by 65.6%, with an average annual decline of 30.0%.

Annual dynamics of product's exports from New Zealand in kind, 2018-2021, t

Parameter		2019	2020	2021	CAGR
1	Change from last year	(24.8%)	(20.2%)	(42.7%)	(30.0%)

Source: SHEV.io

From 2018 to 2021, the three largest markets for New Zealand's strawberry exports in volume terms were Thailand, Singapore, and Asia, not elsewhere specified. Together, these destinations accounted for 71.9% of total export flows.

Structure of product's exports in kind by countries, 2018-2021

Source: SHEV.io

World map of product's exports from New Zealand in kind, 2018-2021

Source: SHEV.io

Exports in value, K $ US

The value of strawberry exports from New Zealand has declined for the third year in a row. In 2021, exports were valued at 2,518 thousand US dollars, reflecting a 24.7% decrease compared to the previous year. Over the period from 2018 to 2021, export value fell by 58.7%, with an average annual decline of 25.5%.

Annual dynamics of product's exports from New Zealand in value, 2018-2021, K $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	(32.0%)	(19.3%)	(24.7%)	(25.5%)

Source: SHEV.io

Throughout 2018–2021, the key destinations for New Zealand's strawberry exports in value terms were Thailand (32.1% of total export value), Singapore (23.1%), and Asia, not elsewhere specified (14.2%). Combined, these three markets represented 69.4% of total export flows.

Structure of product's exports in value by countries, 2018-2021

Source: SHEV.io

World map of product's exports from New Zealand in value, 2018-2021

Source: SHEV.io

Imports strawberries to New Zealand

Imports in kind, t

Strawberry imports into New Zealand have declined for the second consecutive year. In 2021, import volume totaled 486.7 tonnes, which is 17.3% lower than the previous year. Over the period from 2018 to 2021, imports decreased by 13.3%, with a compound annual growth rate of -4.6%. The highest import volume was recorded in 2019 at 686.8 tonnes, which also saw the largest increase of 22.4%.

Annual dynamics of product's imports to New Zealand in kind, 2018-2021, t

Parameter		2019	2020	2021	CAGR
1	Change from last year	22.4%	(14.3%)	(17.3%)	(4.6%)

Source: SHEV.io

Between 2018 and 2021, Australia dominated strawberry imports into New Zealand in volume terms, accounting for 99.5% of total import flows.

Structure of product's imports in kind by countries, 2018-2021

Source: SHEV.io

World map of product's imports to New Zealand in kind, 2018-2021

Source: SHEV.io

Imports in value, K $ US

The value of strawberry imports into New Zealand has fallen for the second year in a row. In 2021, imports were valued at 3,510 thousand US dollars, representing a 4.5% decrease year-over-year. From 2018 to 2021, import value declined by 5.4%, with an average annual decline of 1.8%. The peak value was recorded in 2019 at 3,901 thousand US dollars, which also saw the largest increase of 5.1%. The largest decline occurred in 2020, with a drop of 5.7%.

Annual dynamics of product's imports to New Zealand in value, 2018-2021, K $ US