A new survey has found many Kiwis are aiming to eat less meat this year.
Just under half of 500 New Zealanders surveyed in December said they will eat less, with 60 percent of that group citing health reasons.
The other 40 percent said they are more concerned about the environment.
Joanne Doran of vegetarian food producer MorningStar Farms - which commissioned the survey - said the results caught them off-guard.
"Around 48 percent people are planning on eating less meat in 2020 which comes as a little bit of a surprise, and the exciting thing about it is people are just looking for more choice," she told Newshub.
She says the research was thorough.
"We conducted an independent study and we polled 500 Kiwis across the country with a fair split between female and male," she told Newshub.
According to Doran, the next decade could see the plant-based alternative economy grow to $140 billion in the UK alone.
In Auckland, 78 percent of people say they eat meat frequently, compared with 66 percent of those from the South Island.
Only 5 percent said they never eat meat.