Dietary supplement exporters will be able to make health claims that meet importing country regulations.

Samantha Gray, Government Affairs Director at Natural Health Products New Zealand, says current rules require exports to comply with New Zealand regulations even when the importing country’s differ.

She says an identical joint product can claim only to support joint health on a New Zealand shelf but can claim to reduce mild joint pain overseas. Colostrum, probiotics, collagen, keratin and green lip mussel extract are among the products.

She says work on the export changes started in 2021.

“It’s an opportunity that’s about half a billion dollars per year, and that’s a very conservative estimate.”

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