The study revealed that the vast majority, 84 per cent, of Kiwis thought unemployment was the most likely reason someone would need a food parcel. Having a large family to provide for, high debt, and poor budgeting skills were also thought to be key factors.
Of the 1319 people surveyed 15 per cent said they had relied on a foodbank at some point in their lives. Almost half cited large unexpected bills such as a car or house repairs as the most common reason they needed help. Only 33 per cent listed job loss as the reason.
Last year the Salvation Army distributed 56,000 food parcels to 28,871 families.
Salvation Army spokeswoman Major Pamela Waugh said donated food was just as likely to go to someone who was working and having a short period of hardship.
"Most of our clients are budgeting down to the last cent after paying a mortgage or increasing rents, or paying for childcare so mum and dad can go to work.
"The research shows there's a massive gap between the perception of foodbanks and the reality that we see every day."
Waugh explained that in many cases people could not turn to their friends or family as they were also struggling.
"There are many complex reasons behind requiring foodbank assistance. Some families need help with a short-term crisis, others we help with longer term solutions to become independent and stable."
Only 11 per cent of people would turn to a foodbank as a first option if they were struggling.
Countdown's Winter Appeal encourages customers to make a food donation in-store in the purple Food Rescue bins or online via The Foodbank Project. Shoppers can also donate money at the checkout.
Groceries are then distributed to those in need through the Salvation Army.
"This is needed to help keep the foodbank lights on and bills paid at a time of heavy demand for their services," Waugh said.
The Salvation Army expects to distribute more than 56,000 food parcels to families this year.
The research was conducted by Perceptive Research.
The most needed items this winter include:
Rice and pasta
Tinned goods such as fish, baked beans and spaghetti
Long life milk
Baking ingredients like flour and sugar
Socks, tissues, throat lozenges and vitamins
Toothpaste and toilet paper
