Sanitarium Research Results 2001

To mark World Vegetarian Day this year the Sanitarium Nutrition Education Service researched* New Zealanders' attitudes to vegetarian meals and our non-meat eating habits. Some of the results are highlighted below:

• Compared to 5 years ago about a quarter of New Zealanders (25%) eat more meals without meat (red meat, poultry and fish), and just over half (55%) are eating the same amount.
• Around a quarter (25%) of New Zealanders eat meals both with and without meat on an equal basis.
• It appears that singles like their meatless meals, as a quarter of this group often or only ever eat meals without meat (compared to the 17% population average)
• The myth that vegetarian food is boring was refuted by New Zealand consumers, 46% said they totally disagree with this statement.
• Around 1/5th of New Zealanders expressed a preference for eating meals without meat (21%); with females more likely to express a preference for meatless meals (this includes those who currently include meat in their diet)
• Nearly 50% of meat-eating New Zealanders had between one and three meals which excluded red meat, poultry or fish in the last seven days (before the survey)
  Amongst those who eat meat, 15% actually prefer meals without red meat, poultry or fish. A further 7% of meat eaters also prefer meatless meals, but do include poultry and/or fish in their diet.

Top New Zealand chefs agree that the demand for vegetarian dishes has quadrupled over the last five years.

This trend is confirmed by research undertaken by ACNielsen* which indicates that, compared to five years ago, over a quarter of New Zealanders (26%) aged 15 years and over eat more meals without meat.

Head Chef at MJs in Auckland, Michael James, has seen a marked increase in the number of vegetarian meal requests.

"Over the last five years vegetarian requests have tripled and to match that we have increased the vegetarian options available on our menu", he says. "I think people are choosing vegetables over meat as they see the vegetarian option as a health conscious move."

Chefs throughout the country were questioned regarding their changing menus, including Michael James of MJs in Auckland, Adrian Woodhouse of Braisserie Flip in Wellington, Jason Robinson of Annies Wine Bar in Christchurch and Michael Coughlin of Bell Pepper Blue Restaurant in Dunedin.

The research also indicated that 17% of the 15 years plus population often eats, or only ever eats meals without meat. Of those surveyed, 46% stated that meals without meat are not boring.

Kim Stirling, Sanitarium's Nutrition Education Service Manager, says that this research suggests New Zealanders are becoming more conscious of their health and well being. "There is plenty of evidence that eating more plant food can offer significant health benefits," she says.

A balanced, healthy diet based on a variety of plant foods such as whole grains, nuts and seeds, fruits and vegetables and legumes is important for everyone following a vegetarian diet.

*Research was conducted by ACNeilsen between September 5 and 11, 2001