NZers are less concerned about red meat

Monday, 2 July 2012, 4:58 pm
Press Release: Roy Morgan Research

New Zealanders are less concerned about eating red meat,
but still concerned about the ingredients

Article No. 1724 - Source: Roy Morgan Single Source, New Zealanders aged 14+, 12month rolling average, n= 12,101.: July 02, 2012

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.”

Roy Morgan Research State of the Nation Report 5

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About Roy Morgan Research:

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in the United States, United Kingdom, New Zealand and Indonesia. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has more than 65 years experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on print media measurement, financial behaviour, voting intention and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The following table gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

ENDS

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Roy Morgan Research

New Zealand's leading social and market research company

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. Roy Morgan Research was set up in New Zealand in the 1990s and has been collecting information across a wide range of industries in New Zealand ever since. Roy Morgan currently has over 10 years of trended data on a geographically and demographically representative sample of over 12,000 New Zealanders aged 14+.

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