New research shows more people are turning their backs on meat.
The study, commissioned by health food manufacturer Life Health Foods, shows one in three New Zealanders are limiting meat consumption, with three percent not eating it at all.
Life Health Foods spokesperson Mark Roper says price is a factor, but the biggest consideration is health.
Roper told The AM Show the findings are positive.
"It's not so much about switching from one to the other, it's saying 'I'll have a little less meat, and I'll have a little more plant-based food', and we think that's a good and healthy decision."
But those considering cutting back on meat consumption are being urged to take all advice with a grain of salt.
Federated Farmers President Katie Milne said plant-based advocates can selectively share information.
"They just say it's unhealthy, without the back story," she said. "That gets hard for us to take, because there's a lot more complexity around meat and livestock production especially."
Milne said the attitude is having little effect on New Zealand's meat market.
"A lot of our meat is exported overseas, and with the African swine fever that's affecting pork product especially in parts of the world, there is a high demand," she told The AM Show.