One in three New Zealanders are consciously limiting their meat consumption according to new research into food habits, with health cited as the biggest reason for reducing consumption of beef and lamb. 31 per cent of respondents were "flexitarian" or "Meat Reducers", and three percent of New Zealanders are Vegetarian or Vegan. Emma Wheeler KPMG's Senior Manager for Agrifood reports that there has been an increase in plant-based awareness globally and that New Zealand needs to focus on the quality of our red meat in order to stay competitive in the global market. An increased focus on traceability and transparency can also be seen across the market as consumers look for ethically and sustainably sourced meat.

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