An increasing number of older men are drowning in Hawke's Bay waters, according to figures from Water Safety New Zealand.
There were a total of six drownings in Hawke's Bay last year, which was the same number as in 2013. Six drownings is also the region's five-year average.
Last year saw a spike in the number of drowning victims who were older men, with 83 per cent of the victims male and aged over 45.
A Water Safety New Zealand spokeswoman said three of the drownings occurred offshore, two at beaches and one at inland still waters.
Five of the victims were male and one was female.
All of the male victims were aged over 45, which was "unusual" for Hawke's Bay. From 2008-12 only 20 per cent of victims were aged over 45.
The spokeswoman urged men to always wear a lifejacket at sea and pay attention to the conditions.
"We think a she'll-be-right attitude is getting men in particular into trouble. They are underestimating their environment."
A total of 90 people - mostly men and including eight pre-school children - drowned nationwide in 2014.
The number is down from 2013's final total of 107 but may rise as coroner's reports are received.
Water Safety New Zealand chief executive Matt Claridge said that, while total drownings had tracked downwards in recent years, New Zealand was still ranked among the three worst countries for drowning in the developed world.