Bay of Plenty and Waikato consumers are looking to buy locally made food as concerns of what's going into overseas manufactured goods, says a new survey.

A Munchkin study investigating the attitudes and habits of both regions' shoppers showed almost two-thirds (63 per cent) of consumers says country of origin for food products they ate is important to them.

A new study shows consumers want locally grown produce. File photo.

This figure jumped to 85 per cent for parents who had children of school age or younger, with almost nine in 10 of this group saying it's an important factor in deciding whether or not to give the product to their children, the survey says.

In a media release, Munchkin regional sales director Gary Hunter says the survey provides insights for food policy makers in this market.

'The one clear message from the research is that Waikato/BOP residents care where their food is made. It provides consumers with an important level of reassurance of quality as well as allowing them to proactively support local suppliers.”

More than half (53 per cent) of the residents believe products sold on supermarket shelves do not label their products adequately with enough country of origin details.

The research showed the majority six in 10, (62 per cent) of New Zealand shoppers try to buy food or beverage products made in New Zealand from local ingredients as often as possible. A fifth (20 per cent) says they always purchase food or beverage products made in New Zealand with locally sourced ingredients.

Respondents were also asked to provide the most important reason for knowing the country of origin of their food products, the most common response was a desire to support locally made wherever possible with 46 per cent giving this answer.

This was closely followed by concerns over food safety standards with another 34 per cent. Issues with chemicals, preservatives or additive levels was listed by 13 per cent of residents.

Taste preferences and environmental concerns about the distance the food has travelled were identified by 3 per cent of respondents.

When asked what product categories where country of origin labelling was important to them; dairy and fruit & vegetables products came up top at 95 per cent and 94 per cent respectively.

This was followed closely by meat with more than nine in 10 (91 per cent) consumers stating this. Knowing the source of their tinned or glass bottled products and dry packaged goods was also important with 84 per cent and 80 per cent identifying this preference.

The survey also found that 92 per cent of residents indicated given the choice, they would rather have dairy products from grass fed cows. Only 8 per cent say they preferred products from grain fed cows.

The research was carried out in conjunction with the launch of the new Munchkin Grass Fed milk-based formula and toddler drinks produced in Canterbury.