The HelloFresh Taste of the Nation report highlights the food trends and tastes of New Zealanders when it comes to mealtimes, following an analysis of 2022 customer data
Kiwis overall haven’t wavered from their love affair with meat, with fillet steak, lamb and chicken featuring in all top five of the most-ordered dishes for 2022
New Zealanders in the top three urban cities represent the biggest proportion of plant-based eaters
New Zealand’s leading meal kit delivery company, HelloFresh, has released a new report highlighting the food trends and favourite flavours of Kiwis, following an analysis of their 2022 customer data. The report highlights the top dishes tantalising the taste-buds of Kiwis, trends in meal preferences and dietary requirements, and predictions for 2023 from the HelloFresh expert culinary team.
HelloFresh Taste of the Nation report reveals Kiwis’ love affair with carbs and meat is strong:
The new report saw Kiwis favour carb heavy dishes overall, revealing New Zealand HelloFresh customers gobbled up 744,350 pasta recipes, 376,406 burger recipes, and 324,388 curry recipes over the course of 2022.
Despite meat reigning supreme overall, plant-based/veggie dishes are proving popular with urban dwellers. Kiwis in Tāmaki Makaurau represented the biggest proportion of plant-based/veggie eaters, with Aucklanders cooking the most plant-based dishes, followed by those based in greater Wellington and Canterbury.
Looking to the year ahead, the HelloFresh culinary team share their predictions:
Interactive eating is on the rise: Giving a whole new meaning to ‘play with your food’, as more cooks, creators and consumers alike turn towards DIY pizzas, burgers, salads and more, building a meal at the table and enjoying food to share such as canapés and charcuterie boards.
Energy efficient meals are here to stay: The air fryer is still having its moment, with the trend set to continue of people switching off ovens and giving the alternate cooking methods a go. HelloFresh expects people to pivot away from ingredients that are resource-heavy to produce and transport, and recipes that require lots of electricity and preparation.
Kiwis are looking to make the most of a meal: People are looking for ways to make dollars go further without compromising on taste. This involves rethinking typical food purchases, shifting to buying items and cooking meals that are more cost effective, and making budget-friendly vegetarian dishes the hero.
Favourite flavours for 2023: More twists on classic faves, along with a spike in sweet and savoury meals, and more ‘umami forward’ dishes exploring exciting savoury sensations. We’ll also see more innovative flavour combinations that compliment and elevate classic favourites, exploring new flavour profiles.
Tom Rutledge, CEO of HelloFresh ANZ said:
“The Taste of the Nation report gives some insightful analysis of the mealtime habits specific to Aotearoa.”
“While it is clear that many New Zealanders love meat with the popular protein taking out all five places in the top dishes for the last year, there is certainly a growing taste preference for plant-based and veggie meals for Kiwis who live in the three biggest cities.”
“With the shifting environment when it comes to a growing cost of living, we have seen more and more Kiwis join HelloFresh in the last year as an affordable way to bring convenience, freshness and variety into their kitchens. In addition, when Kiwis ditch the trolley for a meal kit service like HelloFresh, they get everything they need for a fabulous dinner at home at a set price each week, meaning the cost of ingredients doesn’t fluctuate like in the supermarkets.”
“With more Kiwis now recognising the many benefits of having HelloFresh as part of their weekly dinner-time repertoire, including being a more sustainable food choice because of the short supply chain as well as helping to eliminate food wastage, meal kits have firmly become the new norm in cooking and enjoying meals with loved ones every week.”
For more statistics, see the HelloFresh Taste of the Nation Report HERE. https://drive.google.com/file/d/1g_9l2rPosxNuvsKRwFDsY_897E5MjeT1/view
About HelloFresh
HelloFresh SE is a global food solutions group and the world’s leading meal kit company. The HelloFresh Group consists of six brands that provide customers with high quality food and recipes for different meal occasions. The Company was founded in Berlin in November 2011 and operates in the USA, the UK, Germany, the Netherlands, Belgium, Luxembourg, Australia, Austria, Switzerland, Canada, New Zealand, Sweden, France, Denmark, Norway, Italy, Japan and Ireland. In Q3 2022 HelloFresh delivered 243 million meals and reached 7.5 million active customers. HelloFresh went public on the Frankfurt Stock Exchange in November 2017 and is currently traded on the MDAX (Mid-Cap German Stock Market Index). HelloFresh has offices in Berlin, Saarbrücken, New York, Chicago, Boulder, London, Amsterdam, Sydney, Toronto, Auckland, Paris, Copenhagen, Milan, Tokyo and Dublin.
