New Survey Shows Farmers’ Markets Are More Affordable Than Supermarkets

Farmers’ Markets New Zealand (FMNZ) is proud to announce the return of National Farmers’ Markets Week, running from March 1-9, 2025. This annual celebration highlights the importance of farmers’ markets in connecting communities and supporting local food producers. 

To encourage more Kiwis to experience the benefits of shopping at farmers’ markets, FMNZ has conducted a nationwide price comparison survey - and the results challenge the common perception that farmers’ markets are more expensive than supermarkets.

Survey Confirms Farmers’ Markets Offer More Affordable, Fresh, Seasonal Produce

A price comparison study conducted across seven farmers’ markets in New Zealand found that six out of seven markets were cheaper than their supermarket counterparts. The study, carried out by market managers on February 15-16, 2025 (with Nelson’s survey taking place on February 12), compared the cost of a basket of produce from the markets compared with a like-for-like basket from their closest two supermarkets. Key findings include:

•    Gisborne Farmers’ Market was 32% cheaper than its supermarket counterparts.

•    Otago Farmers’ Market in Dunedin followed at 17.5% cheaper.

•    Hamilton Farmers’ Market shoppers saved over 11% while Southern Farmers’ Market (Invercargill) offered a 10% saving.

•    Nelson (2.5%) and Amberley, Canterbury, (1.5%) Farmers’ Markets were still slightly more affordable than supermarkets.

•    The Grey Lynn Farmers’ Market was the only exception, coming in 1% more expensive, however this figure represents an average across multiple market produce vendors, with some offering more affordable options.`    

These findings reinforce that shopping at farmers’ markets is not only an investment in fresher, local produce and a way to connect with the community, but also a way to save money.

The Benefits of Shopping at Farmers’ Markets

Beyond cost savings, shopping at a farmers’ market provides numerous advantages, including:
•    Access to in-season produce that is fresher, lasts longer, and tastes better.
•    A stable price environment, with less fluctuation compared to supermarkets.
•    A wide variety of local food staples, including fruits, vegetables, meat, eggs, dairy, bread, and more.
•    Support for small local businesses, with every purchase directly benefiting regional producers.

Farmers’ markets can be found nationwide, from the Bay of Islands to Invercargill, with 26 FMNZ-affiliated farmers' markets supporting over 1,000 small food businesses and attracting more than 50,000 weekly shoppers.

Jono Walker, FMNZ Chair, Encourages Kiwis to Give Farmers’ Markets a Try

National Farmers’ Markets Week is championed by Farmers’ Markets NZ, a volunteer organisation that advocates for the industry. FMNZ Chair Jono Walker, a passionate advocate for local food systems encourages Kiwis to explore their local markets.

“We are well aware that the fresh quality and seasonality at farmers’ markets is top notch but it’s heartening to see that the produce is overall cheaper as well, so you get better quality at an affordable price. 

“We’re working hard to dispel the perception that farmers’ markets are more expensive than the local supermarkets, and this survey shows people can benefit financially alongside the other benefits of shopping at a market - and every little bit helps”, he says. 

“We encourage all Kiwis who live close to one of the 26 markets around the motu, to plan a visit and taste the difference”. 

About Farmers’ Markets New Zealand (FMNZ): est. 2005

FMNZ is a membership organisation, established in 2005, of around 26 independently owned and operated farmers' markets; over 1000 small food businesses, with an estimated 50,000 customers supporting them every week of the year. 

FMNZ offers support to new and established farmers' markets throughout New Zealand. Member markets benefit from mutual support, networking, national promotions, advertising, and advocacy at a national level.  The Farmers’ Market movement is about supporting the local food economy, giving consumers access to regional food and building and strengthening local communities. 

Farmers' markets are a great platform for producers to sell their goods directly to customers, offering an alternative to supermarket chains.