Nutrition information and dietary requirement perspectives at ‘The Food Show’ Auckland : a thesis presented in partial fulfilment of the requirements for the degree of Master of Science, Nutrition and Dietetics, Te Kunenga ki Pūrehuroa, Tāmaki Makaurau Aotearoa, Massey University, Auckland, New Zealand

Abstract

Background: Food events can be a source of product discovery for consumers and an opportunity to engage with food companies, learning more about their products. Using The Food Show Auckland (2024) as a case study, this research investigated the influence of nutritional information present at these events and its effect on consumer behaviours. Despite extensive research on food events, limited studies focus on how nutrition information provided at these food events can influence consumer behaviours, especially in the New Zealand environment. Methods: This research incorporated an exploratory case study that utilised an online survey sent to attendees of The Food Show Auckland (2024), who had registered their details while attending the event. The survey consisted of 40 questions, seeking a mix of quantitative and qualitative responses. Results: There were 572 viable responses to the survey, with only the survey question responses about dietary needs and requirements being the primary focus of this thesis. The majority of survey respondents valued the nutritional information provided at The Food Show Auckland (2024). Key findings of this study included attendees actively engaged with nutrition information, specifically relating to dietary needs and/or requirements, and this was largely influential in their decision-making processes. As well as this, attendees who had specific dietary requirements were more likely to place value on and utilise the nutrition information available to make informed decisions. Conclusion: This research concluded nutrition information presented at The Food Show Auckland (2024) had a large influence on consumer behaviours of attendees at this event. This research also found that those who had specific dietary needs or requirements were more likely to utilise this information in their consumer behaviours.