This study examined consumer attitudes towards attributes in food and beverages in China, India, Indonesia, Japan and the UK. The attributes are basic attributes such as price and quality, but also included food safety, health benefits, environmental and social attributes. The importance of factors affecting key attributes were examined in more detail. The study used a web-based survey with 1,000 middle and upper income consumers in each country. In addition, the potential economic impact of agricultural returns of different levels of premiums for food attributes in New Zealand were examined using the partial equilibrium Lincoln Trade and Environment Model (LTEM). This study found that consumers from developing countries valued food attributes more than the developed countries. Trade model projections showed an important impact on the agricultural sectors in New Zealand from the different levels of premiums for food attributes in selected overseas markets.