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 the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
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