By Jamie Morton
Kiwis remain “overwhelmingly omnivorous”, a new snapshot reveals, with nine in 10 of us still including meat in our diets.
But many now appear to be lowering their meat intake – with cost and health concerns proving more influential than climate or environmental issues for those putting less on their plates.
A just-published study, led by AgResearch and Lincoln University researchers, throws fresh-light on New Zealand’s meat-eating trends at a time “flexitarianism” and alternative proteins have been broadening consumer choice.
Having observed developing trends overseas, the study team wanted to get a better idea of what was driving our meat-buying behaviour – and causing a large number of us to cut down consumption.
Data from a 2021 web-based survey of more than 1000 people found that 93 per cent were still eating meat in some form.
“[That] is not necessarily surprising given the well-established history and tradition of meat in New Zealanders’ diets, and awareness that meat offers important nutrients that are not easily obtained from other sources,” AgResearch senior scientist and study co-author Dr Cameron Craigie said.
“People are clearly more willing to reduce their meat intake in the face of challenges such as affordability, rather than exclude it altogether, because it is something they enjoy and consider important in their diets.”
Taste happened to be the top factor in their purchasing decisions, with some 70 per cent singling it out as “very important”.
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