A new survey says Kiwis are eating a lot less meat, but Beef and Lamb New Zealand say any decrease is minimal.
The survey, initiated by company Bean Supreme, asked respondents multiple questions about meat consumption.
People were asked to agree or disagree with statements such as "these days I eat less meat than I used to" and "By 2025, my diet will probably be mostly meat-free".
More than half agreed that they now ate less meat than previously and more than 20 per cent said their diet would be mostly vegetarian by 2025.
Ashley Hall of Beef and Lamb New Zealand said the decline in meat consumption and purchase was slight and she was unconcerned.
"We are not concerned with this slow decline in consumption as our own consumer research tells us the inherent positive health attributes of lean red meat are well recognised."
The organisation's data showed the average household purchased 64.4kg of fresh meat last year, compared to 67.5kg in 2012, Hall said.
Most respondents to the bean brand's survey said their major reasons for eating less meat were health and cost.
Liz O'Meara, from Bean Supreme, said more people were buying vegetarian meals.
"Kiwis' developing interest in a flexitarian diet has led to the introduction of more products which fit this lifestyle option."
Just 1 per cent of the 1000 respondents identified as vegan, and 2 per cent as vegetarian.
One in 10 said they ate chicken or fish but not red meat.
Just 21 per cent said they chose an evening meal without meat 4 times a week or more.
Hall said Ministry of Health data showed there had been a "small decline" in meat consumption between 1997 and 2008.
Recent Foodstuffs data showed chicken has become increasingly popular over the past 10 years.
The supermarket chain's data revealed boneless chicken breast meat was its most popular butchery item in 2016/17.
In Pak 'n Save and New World stores in the South Island, chicken breast sales rose from just over 4 per cent of butchery sales in 2007/8 to nearly 7 per cent in the past year.
Data released by Countdown supermarkets in February showed chicken sales had overtaken sales of beef mince.