JOSEPH SAAD                                                                                 PETE EVANS                    ...
A B O U T T H E P L AT E O F O U R N AT I O N R E S E A R C HIn July 2012 Weight Watchers commissioned multi-layered resea...
I M PA C T O F O B E S I T YThe majority of New Zealanders are obese                                The Silent Generation ...
What is New Zealand’s current weight?     4%                  11%              20%            19%          18%            ...
T H E 2 1 ST C E N T U R Y L I F E S T Y L EA lack of knowledge on health and exercise and living a far less active lifest...
42%                                                   OF N EW ZEALANDERS WILL                                             ...
F O O D VA L U E SNew Zealand’s value of food is diminishing. New Zealanders know what they eat affectstheir health, but m...
21%                                              How many have vegetables in their                                        ...
COOKING SKILLSNew Zealand’s knowledge of food and appreciation for cooking is disappearing fast.New Zealand’s busy lifesty...
Why does Generation Z not cook/not cook more often?                                         20%                16%        ...
RESEARCH REPORT NEW ZEALAND                                             Published by Weight Watchers Australasia October 2...
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Plate of our Nation Report Summary


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Plate of our Nation Report Summary

  2. 2. JOSEPH SAAD PETE EVANS Managing Director Renowned Chef Weight Watchers Australasia and health advocateYou only have to switch on the television or open a newspaper to Food is my passion and my philosophy is simple – cook with loveunderstand that obesity is one of the greatest health issues facing and laughter. Ask any chef what the most rewarding part of the job isthe developed world today; more than half of all New Zealanders are and I think it will be hearing that you have inspired someone to cookeither overweight or obese.* and try your food at home.The impact obesity has on our health, life-expectancy and quality Over the past few years I’ve observed some saddening trends; we’veof life is substantial; for the first time, the next generation will have a swapped fresh for fast, quality for convenience and our knowledgeshorter life expectancy than the one that lived before them.** The of food and cooking skills is in decline. With more technology insituation seems dire, but the good news is it’s entirely preventable. our lives we are becoming less active. Combine this with moreAs a leader in weight management we want to take a bold stand and demanding and stressful lifestyles and New Zealand is simply nothelp lead New Zealand to a healthier future. We are delighted to giving food and mealtimes the respect they deserve.announce the launch of Plate of our Nation; a social movement that It’s time for us to take action and turn this around. Together withwill put our attitudes to food and exercise under the microscope in a contributions from a variety of experts from differing backgroundsbid to get our nation healthy again. and approaches, I am delighted to lead the Weight Watchers’ PlateWe are putting our experience and scientific research behind Plate of our Nation movement, to rally the nation and positively influenceof our Nation to affect real change. This movement will begin with this issue and the growing obesity epidemic in this country.consumer research outlined in this summary report, giving a realinsight into our attitudes, beliefs and values in relation to the obesitycrisis. The research confirms how gradual changes in the way weeat, move and live our lives, have crept up on us over the last fiftyyears, however New Zealanders are not completely aware of this.Armed with this knowledge, we want to spark debate andgive New Zealanders a voice on the nation’s future. We wantKiwis to throw their social weight – in other words use theirFacebook and twitter connections - and discuss the issue Everyone can have their say becausewe truly believe that the public can collectively help us createpositive solutions and changes among New Zealand familiesand homes.This journey to a healthier future is just starting and we wanteveryone to get involved.* University of Otago and Ministry of Health. 2011. A Focus on Nutrition: Key findings of the 2008/09 New Zealand AdultNutrition Survey. Wellington: Ministry of Health.** Accelerating Progress in Obesity Prevention: Solving the Weight of the Nation Project, May 2012PAG E 2
  3. 3. A B O U T T H E P L AT E O F O U R N AT I O N R E S E A R C HIn July 2012 Weight Watchers commissioned multi-layered research as part of thePlate of our Nation movement.More than 1,000 New Zealanders* were questioned on everything a society that is largely sedentary, and one that has lost touch with thefrom food choices and knowledge, cooking skills, body image, value of fresh food and the importance of savouring mealtimes. Mostactivity levels, generational differences, impact of technology, worryingly, it is the younger generation that is most at and lifestyle, together with the many other factors that have This report marks out four key issues uncovered by the research:contributed to this obesity issue. 1. Impact of Obesity: New Zealand’s lack of recognition of theFor this unique and rigorous research piece, we consulted with, reality of the obesity issueand received analysis and interpretation from a number of relevantexperts: 2. 21st Century Lifestyle: New Zealanders are busier than ever before, but increasingly sedentary. The basic equation of• Pete Evans, Renowned Chef and health advocate energy in, energy out isn’t adding up• Martha Lourey-Bird, Exercise Scientist 3. Food Values: New Zealanders know what they eat affects• Anna Peeters, President, Obesity & Population Health Expert, their health, but many simply do not realise the importance of Baker IDI how they eat• Sarah Hanrahan, Nutritionist, NZ Nutrition Foundation 4. Cooking Skills: The knowledge of food and appreciation for• Emma Stirling, APD and Weight Watchers Nutrition Advisor cooking is fast disappearing• Dr Cindy Nour, Clinical Psychologist• Kathleen Alleaume, Independent Exercise Physiologist Weight Watchers is committed to helping all New Zealanders reach and Nutritionist a healthy weight range. With Plate of our Nation, the aim is to complement and build on recent Government efforts to encourage• Tara Diversi, Behavioural Change Expert our nation to make healthy lifestyle choices.• Jeff Lack, Stylist and Fashion Expert• Philip Cox, Architect• Joy Evans, Pete Evans’ mumThe findings of the Weight Watchers Plate of our Nation researchare undeniable. The nation’s obesity problem has not happened * Weight Watchers has grouped the 1,000 New Zealanders surveyedovernight, it is something that has slowly deteriorated, with subtle into generations. These are outlined as: • Generation Z – New Zealanders born from the 1990s onwardschanges in New Zealand’s everyday habits and behaviours. A steady • Generation X&Y – New Zealanders born between 1960 and 1990increase in the size of plates, the amount of hours per day spent • Baby Boomers – New Zealanders born between 1940 and 1960being active and the fact that technology is all-pervading, has lead to • Silent Generation – New Zealanders born between 1920 and 1940 PAG E 3
  4. 4. I M PA C T O F O B E S I T YThe majority of New Zealanders are obese The Silent Generation is more vocal on the issue of obesity; over two thirds view obesity as a critical issue for New Zealand. Interestingly,and overweight, but oblivious to the reality 65% believe being overweight is the fault of the individual andof the issue. only 17% believe the Government should take responsibility for theWorldwide obesity has more than doubled since 1980 and more obesity crisis.than 1.4 billion adults globally are overweight.* In New Zealand, 37% New Zealand healthcare and medical professionals also continueare overweight and 27.8% obese. to voice their concern with regards to the levels of obesity in NewNew Zealand opinions on obesity seem to be split by generation. Zealand, as the effects of obesity are not just limited to the impact on17% of Generation Z believe that being overweight is unavoidable the body. Several studies have found excess weight to be linked withwhile 34% believe seeing overweight people on TV makes it seems depression and other measures of psychological distress. In fact,normal. In addition, 39% believe the Government should take once a person reaches the 100kg mark, they begin to rate certainresponsibility for the obesity crisis. lifestyle aspects - friends, travel, body image - as less important than those who are at a healthy weight. * World Health Organisation, Overweight and Obesity Key Fact Sheet, May 2012 “The effect of obesity can be quite profound and people can often become depressed and experience low self esteem, which can lead to disengaging from others and rating friendships as not so important.” Dr Cindy Nour, Clinical PsychologistPAG E 4
  5. 5. What is New Zealand’s current weight? 4% 11% 20% 19% 18% 13% 8% 8% 70-79kgs 50-59kgs 60-69kgs 80-89kgs 90-99kgs Over 110kgs Less than 50kgs 100-109kgsBase: New Zealand Population, n=1,203 How important is health, Importance in Life weight and body image to New Zealand? Total New Zealand Over 100kgs FRIENDS 54% 48% EDUCATION 74% 69% Weight Health Body Image TRAVEL 26% 20% 37% 74% 24%Base: New Zealand Population, n=1,203 BODY IMAGE 24% 17% SPIRITUALITY 24% 17% Base: New Zealand Population, n=1,203
  6. 6. T H E 2 1 ST C E N T U R Y L I F E S T Y L EA lack of knowledge on health and exercise and living a far less active lifestyle is affectingNew Zealand’s health.The life of the average New Zealander in the 21st Century has become increasingly sedentary. On any given day, less than half of NewZealanders do some form of exercise. This is compared to more than eight in 10 New Zealanders who had time to watch television or usethe Internet or a computer.New Zealanders seem to have forgotten one of life’s basic equations; Compounding this problem is high calorie food, which is muchbalancing healthy nutritious food, including plenty of fresh fruit more readily available then fifty years ago. What was once viewedand vegetables, together with physical activity. Instead the nation as a treat is now available in any convenience over fuelling and underusing their energies, all contributing to This could explain why 70% claim to eat for pleasure rather thanan unhealthy lifestyle. In fact, only a third of New Zealanders eat for survival and more than three quarters of the population eatbecause they are hungry while 42% will continue eating until they treats on a weekly basis.are overfull.Today technology does much of the work for us at work and athome. The result is that New Zealanders spend more time sitting.This is in direct comparison to older generations who used to burn “Less than half of New Zealandersoff energy throughout the day including walking to work or handwashing clothes. Even with obesity at alarming levels it is clear are as active as they should be andNew Zealanders do not understand what it takes to burn off energy what we really need to appreciatein today’s society. Only 15% of the day is spent being active withalmost one in five New Zealanders saying they have no motivation is that food is fuel and it is there toto exercise and another one in five saying they are just too lazy. be used.” Martha Lourey-Bird, Exercise ScientistPAG E 6
  7. 7. 42% OF N EW ZEALANDERS WILL C ON TINUE TO EAT UNTIL THEY ARE OVERF ULL O N AN AV E R AGE 85% OF THE DAY, O N LY 42% O F N E W ZE AL AN DE R S TY PIC AL DAY IS E X E RC IS E C O M PAR E D TO 87 % SP E NT INAC T IVE WH O WATC H TV How many minutes of exercise does it take to burn off the kilojoules in these foods? 64.3 61.5 53.7 59.3 34.4 Perception mins mins mins mins mins Reality 120 60 150 130 120 mins mins mins mins mins Snickers Bar Can of Coke 2 glasses of wine Sausage roll Handful of peanutsReality figures denote actual time taken to burn off. Actual time calculated using Weight Watchers ProPoints and how many minutes of vigorous walking it takes toearn the same amount of ProPoints What do New Zealanders eat for pleasure? CHOCOLATE 77% SOFT DRINK 38% PANCAKES 19% CHIPS 54% CHEESE 34% POPCORN 22% BISCUITS 53% NUTS 30% CURED MEATS 16% LOLLIES 44% CRACKERS 26%Base: New Zealand Population, n=1,203 What are the main reasons New Zealanders do not exercise more often? 4% 22% 4% 20% 12% Too overweight Don’t enjoy it I’m too lazy I’m too stressed No motivationBase: New Zealand Population, n=1,203
  8. 8. F O O D VA L U E SNew Zealand’s value of food is diminishing. New Zealanders know what they eat affectstheir health, but many simply do not realise the importance of how they eat.The nation’s obesity problem didn’t happen overnight and one of The cost of living is also impacting value of food with New Zealandersthe key changes over the past 50 years is the size of New Zealand’s choosing quantity over quality with 64% believing that it is moremeals. Not only have plate sizes increased by 30%, but 41% of New expensive to buy healthier food.Zealanders also believe serving sizes were smaller growing up. Combine this with New Zealand’s busy 21st Century lifestylesFurthermore, 47% also believed dinners were healthier growing up. distracting the country from enjoying meals and the relative worthWhile increased portion sizes are not the sole contributor to New of food is vanishing fast. 80% of New Zealanders do somethingZealand’s obesity issue, large quantities of food have distorted else while they eat, such as reading, texting or working. In fact, thethe nation’s perception of what a typical meal is supposed to look nation is eating fewer meals at the dinner table. As children, 100%like. What is interesting is that 77% of New Zealanders still finish of the Silent generation ate dinner at the table, now only 46% ofeverything on their plates but 82% do not see the link between the Generation Z does. Worryingly, 39% of New Zealand eats dinner onincrease in portion size and gaining weight. the sofa and one in ten of Generation Z eat dinner in the bedroom. “With so much focus on size meaning ‘value’, we’ve entered a dangerous cycle. Plate size has now taken control of our rising culture of eating out and the idea of a normal serving size is no longer there.” Kathleen Alleaume, Independent Exercise Physiologist and NutritionistPAG E 8
  9. 9. 21% How many have vegetables in their evening meal eaten at home? O F GEN Z EATS B REAK FAST AFTER Gen Z VS Slient Generation 9:00 OR LATER AM 34% 40%Base: New Zealand Population, n=1,203 What proportion of food is normally on New Zealand’s dinner plate? Meat, fish, poultry, Breads, cerals, rice, other seafood and eggs pasta, noodles 30.5% 20.2% GE N E R ATIO N Z E AT TH E L E AS T V E GE TAB L E S (3 5 .1% ) AN D TH E 3.4% M O S T C AR BS Fruit (26 .0 % ) 5.5% 40.5% Vegetables Dairy (milk, yogurt, cheese etc.)Base: New Zealand Population, n=1,203 What else do New Zealanders typically do while eating dinner? 11% 59% 7% 4% Watch TV with Watch TV with Look at phone - using Look at iPad/tablet full attention some attention facebook, sending device - watching text messages video or reading articlesBase: New Zealand Population, n=1,203
  10. 10. COOKING SKILLSNew Zealand’s knowledge of food and appreciation for cooking is disappearing fast.New Zealand’s busy lifestyles are making what to eat and cook less of a priority, especially for the younger generation. Although over half ofthe nation cooks dinner at home up to five nights a week, 48% of New Zealanders agree that young people do not know how to cook.While 13% of Generation Z agrees that they do not cook because While the nation understands that healthy food can be delicious,they do not know how to, one in four also cite time as a key issue, 66% know cooking and eating healthier food takes planning. Thiswhether they arrive home too late or believe that cooking is too trend is also clear when it comes to fresh ingredients; only 22% oftime consuming. Interestingly, 12% simply believe cooking is an New Zealanders will use fresh ingredients on a daily basis comparedunpleasant task. to 71% of the country preferring to pick the easy option and use pre-The appreciation for cooking has traditionally been passed down prepared ingredients at home.from one family member to another, with cooking playing a central This decline in using fresh ingredients in every day meals isrole in the home. Teaching the nation how to create cooking starting to be reflected in the decline in young New Zealand’sand eating routines that focus on a variety of healthy and fresh general knowledge about nutritious and fresh foods. One in three ofingredients is still critical. However, 54% of the country does not feel Generation Z do not know where a pumpkin is grown compared toconfident about teaching others about healthy foods. mere 12% of the Silent Generation, and only 76% of Generation Z canInterestingly while only 17% of New Zealanders say media and identify a leek compared to 99% of the Silent Generation.advertising influences them on what they eat, the rise in popularityof cooking and healthy eating shows suggests otherwise. Cookingshows like My Kitchen Rules have helped the country re-ignite its “The key to good nutrition ispassion for cooking and aids in the education of healthy eating. Itseems, however, New Zealanders are still lacking in hands-on knowledge. A lack of knowledgeexperience. means a lack of confidence. And if we’re not confident about what we’re cooking then we won’t prepare nutritious food for ourselves or our kids.” Kathleen Alleaume, Independent Exercise Physiologist and NutritionistPAG E 1 0
  11. 11. Why does Generation Z not cook/not cook more often? 20% 16% 16% I’m busy with 11% 13% after-school I don’t know I arrive home activities/I have how to cook It’s too time I don’t know too late social plans many meals consuming how to cookBase: New Zealand Population, n=1,203 How much influence does each of the following have on what New Zealanders eat today? 22% 17% 53% O F GE NE RATIO N Z YOUR PARENTS COOKING SHOWS CO NS IDE R HE ATING + The media + Advertising CHICKE N NUGGE TS TO BE CO O KINGBase: New Zealand Population, n=1,203 38% O F GE N ER AT I O N Z C O N S I D ER P R EPA R I N G T W O M I N U T E NOODLES COOKING U P TO 30% OF GEN Z BE L IE V E S H E ALTH Y FOOD IS N OT A S DE L IC IO U S AS LESS H E A LTH Y F O O D.Base: New Zealand Population, n=1,203
  12. 12. RESEARCH REPORT NEW ZEALAND Published by Weight Watchers Australasia October 2012 ©Weight Watchers Australasia 2012 Care is taken to ensure the accuracy of the information contained in this publication. Please contact Weight Watchers Australasia if you have any concerns. For more information on Plate of our Nation and Weight Watchers go to: or For more information about Plate of our Nation and Weight Watchers please contact: Katie Walton Spark PR and Activate Level 2, 14 Normanby Road, Mt Eden Auckland 1025 New Zealand 09 638 1287 About the ResearchThe Plate of our Nation study report was conducted among 1,203 New Zealanders aged 15 – 74 years between Friday 31 July and Monday 6 August 2012. The study was conducted online amongst members of a permission-based panel. The research was conducted by Jigsaw Strategic Research, who partnered with GMI for this study – a global provider that is adheres to the ESOMAR guidelines.