MEAT’S MATCH Has reducetarianism taken hold in New Zealand? The latest data indicates Kiwi attitudes towards meat are changing.
Pravina Patel Insights Consultant Solutions & Innovation at IRI
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FMCG BUSINESS - JUNE 2021
New Zealand might be known for its livestock industry, but many Kiwis are increasingly turning their backs on meat. In a growing trend, plant-based foods are taking centre stage, as consumers see these as key to enjoying a healthier, more sustainable, eco-friendly and ethical lifestyle. An IRI survey revealed health is the number one reason Kiwis avoid or restrict meat, followed by environmental, sustainability and animal welfare concerns1. Eight percent of New Zealanders identify as vegetarian or vegan1 and according to Google Trends, New Zealand is the fifth most popular country for veganism in the world2. So, what’s the difference between a vegan and a vegetarian? The Vegan Society of Aotearoa New Zealand defines a vegan as, ‘a person who knowingly chooses not to consume, use or wear any products produced from animals or containing animal byproducts and avoids products tested on animals3.’ The NZ Vegetarian Society describes vegetarians as those who, ‘for whatever reason (e.g. moral, health, religious), do not eat meat (red meat, poultry, fish, shellfish or crustacea) or by-products of slaughter4.’ However, for many of us, it’s not about cutting out meat completely, but reducing consumption. The concepts of flexitarianism and reducetarianism are undoubtedly gaining momentum, as almost one in three Kiwis identify as flexitarian.1
Growing trend The increasing popularity of plant-based options is clear when considering that sales of pickled vegetables are up 6.6%, vegetable juices and drinks have risen 5.7%, fresh vegetarian snacks and meals have grown by 12.8%, and frozen vegetarian snacks and meals have jumped a whopping 16%. All are outperforming total pre-packaged goods growth, which has risen 1.9%5. Dairy alternatives have also seen phenomenal growth, largely due to the fact more than one in five Kiwis exclude or limit dairy in their diets1. Dairyfree shelf-stable milk, which makes up 45% of the category, has grown by 13.1%, outpacing category growth of 1%. Dairy-free ice cream and dairy-free yoghurt have both seen growth this year, up 25.4% and 4.8% respectively. And while non-dairy specialty cheese remains niche, it has still experienced almost double the rate of category growth5.
From alternative to mainstream As plant-based eating gains momentum, it’s clear everyone wants a ‘leaf ’ of the action. The hospitality industry is fully embracing it; not least because plant-based has become a micro-trend of health and wellness. A 2020 nationwide survey by The Restaurant Association of New Zealand identified veggie-centric and plant-based proteins among the top chef-driven trends for the year. Almost a quarter
