Official Survey Reveals Low Vegan Prevalence
In late 2023, data analysis from the 2018/19 and 2019/20 New Zealand Health Survey (NZHS) confirmed that a very small proportion of the adult population completely excludes all animal products. Specifically, the prevalence of true vegans, who abstain from meat, poultry, fish/shellfish, eggs, and dairy, was found to be a mere 0.74%. This finding stands in contrast to some earlier, less rigorous market research polls which sometimes yielded higher figures by relying on less precise self-identification.
The Data vs. Anecdotal Evidence
There has long been a debate regarding the number of vegans and vegetarians in New Zealand, with different surveys producing a range of results. The discrepancy arises largely from the methodology used. Some polls ask participants to self-identify their diet, which can be less accurate than the NZHS method, which specifically asked if certain food groups were completely excluded. For example, market research from 2019 suggested 10% of Kiwis were mostly or completely meat-free, encompassing a wider group than true vegans.
This is also why New Zealand has sometimes been ranked highly for veganism based on Google search trends, a metric that measures interest but not actual adoption rates. While Kiwis search for vegan-related topics with high frequency, the NZHS data provides a more grounded perspective on the actual population figures.
Demographic Factors Influencing Veganism
Research into the NZHS data revealed several socio-demographic factors associated with being vegan or vegetarian. These findings highlight that the lifestyle is not uniformly adopted across the population.
- Age: Younger people are more likely to be vegan or vegetarian than older generations, particularly those over 75.
- Ethnicity: Asian people showed a significantly higher likelihood of being vegetarian/vegan compared to New Zealand Europeans.
- Education: Individuals with a tertiary education were more likely to follow a vegan or vegetarian diet.
- Lifestyle: Active individuals were more likely to follow a plant-based diet, while current smokers were less likely.
Veganism vs. Plant-Based: Clarifying the Differences
It is essential to distinguish between veganism and a general "plant-based" diet, as the terms are often used interchangeably, leading to inflated statistics. While all vegan diets are plant-based, not all plant-based diets are vegan. Many people may reduce their meat and dairy intake (becoming 'flexitarians') but do not completely eliminate all animal products. The NZHS data highlights this nuance by identifying those who completely exclude certain food groups versus those who simply eat less of them.
| Dietary Pattern | Key Characteristics | NZHS Prevalence (2018/19 & 2019/20) |
|---|---|---|
| Vegan | Excludes all meat, fish, poultry, eggs, and dairy. | 0.74% |
| Vegetarian | Excludes meat, fish, and poultry, but may include eggs and/or dairy. | 2.04% |
| Pescatarian | Excludes meat and poultry, but includes fish and other seafood. | 1.40% |
| Red-Meat Excluder | Excludes red meat, but may consume poultry, fish, etc.. | 2.89% |
| Red-Meat Eater | Consumes red meat, along with other animal products. | ~93% |
The Broader Context of Plant-Based Trends
While the strict vegan population remains small in New Zealand, the overall trend towards reducing meat consumption is undeniable. Factors like growing awareness of animal welfare, environmental concerns, and perceived health benefits are driving more Kiwis to explore plant-based options. This is reflected in the increasing availability of vegan-friendly products and menus in restaurants and supermarkets across the country. However, some recent surveys have also indicated a slight decline in intentions to reduce meat, possibly influenced by economic factors like the cost of living.
Conclusion
While a common misconception might suggest a large vegan population in New Zealand due to high search interest and growing product availability, official health survey data presents a more sober reality. The actual percentage of true vegans is below one percent, although a larger segment of the population is adopting more plant-based and meat-free diets. The demographic profile of Kiwi vegans suggests they tend to be younger, more educated, and more physically active. The nuanced distinction between strict veganism and broader plant-based trends helps to reconcile the varying figures seen in different reports and offers a more accurate picture of dietary habits in Aotearoa. For more official health data and statistics in New Zealand, the Ministry of Health website is an authoritative source.
