If we are what we eat, then New Zealand’s older generations are a nutritious amalgam of salads, soups and sandwiches, according to the latest findings from Roy Morgan Research. Like their Australian counterparts, Pre-Boomers and Baby Boomers in New Zealand list these three healthy foods as their favourites. Fish and chips comes fourth for both generations – not quite as virtuous, it’s true, but a popular choice for all Kiwis.
However, whereas Baby Boomers are Australia’s healthiest-eating generation, it’s the Pre-Boomers who clinch the title in New Zealand. Alongside their enjoyment of salads (73%), soups (70%) and sandwiches (69%), this generation also lists seafood (58%) in its Top Five. Baby Boomers, on the other hand, round out their list with fries/hot chips (56%).
Fries/hot chips, as well as fish and chips, are also popular food choices among Generations X, Y and Z. These younger generations still enjoy their salad (indeed, it tops the list for Gen X at 75%) and sandwiches, but have not yet reached the age where eating healthily determines their food choices quite as much as the Boomer generations. Pizza, for example, is the favourite food for Generations Y (79%) and Z (83%).
Source:Roy Morgan Single Source (New Zealand), January 2012 – December 2012 (n = 11,598); Base: New Zealanders aged 14+
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
“As in Australia, the difference in food preferences between generations of Kiwis is quite striking. While sandwiches are enjoyed across all generations, and salad is a favourite among all except Gen Z, it’s clear that the younger generations are less disciplined about what they eat.
“Pre-Boomers (64%) and Baby Boomers (65%) prefer to eat healthy snacks, and generally tend to agree with statements about eating healthily. Gens Y and Z, on the other hand, believe that taste is more important than ingredients.
“Food producers and retailers, nutritionists and health departments need to understand how food preferences differ between generations, and how they change over time, in order to maximise their ability to market existing and new products and services.”
Roy Morgan Research
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.
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