Sunday, July 1st, 2012 - Roy Morgan Research
According to the latest Roy Morgan Research “State of the Nation” Report, 47% of New Zealanders agree that they are eating less red meat these days, down from 53% a decade ago.  On the other hand, 49% of New Zealanders agree that taste is more important than ingredients, down from 54% a decade ago.
 
The proportion of New Zealanders who will not buy genetically modified food still hovers around the 50% mark, while the proportion of those who try to buy additive free food remains around the 35% mark.


New Zealanders attitudes towards food


Source: Roy Morgan Single Source, New Zealanders aged 14+, 12month rolling average, n= 12,101.


These findings are based on Roy Morgan Research Single Source – a New Zealand-wide survey of approximately 11,500 New Zealanders annually.


Pip Elliott, Head of Roy Morgan New Zealand, Roy Morgan Research says:
 
“In New Zealand, we have witnessed a dichotomy in Kiwis’ attitudes towards food over the past decade. While they are becoming less concerned about eating red meat, they are simultaneously becoming more concerned with the ingredients. Interestingly, their attitudes towards genetically modified and additive free foods have not declined and remained high.

“These attitudes are not the same throughout the New Zealand population with women being much more concerned than men about what goes into the food and also less likely to be eating red meat. There is also much more concern among those over fifty regarding these food issues compared to those under 25.

“It is worth noting that there is an increasing proportion of New Zealanders indicating that they would like to be able to lose weight but in reality there has been an increase in obesity.”

 

The latest detailed Roy Morgan Research State of the Nation New Zealand Report 5 is now available.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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According to the latest Roy Morgan Research “State of the Nation” Report, 47% of New Zealanders agree that they are eating less red meat these days, down from 53% a decade ago.

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