2. JOSEPH SAAD PETE EVANS
Managing Director Renowned Chef
Weight Watchers Australasia and health advocate
You only have to switch on the television or open a newspaper to Food is my passion and my philosophy is simple – cook with love
understand that obesity is one of the greatest health issues facing and laughter. Ask any chef what the most rewarding part of the job is
the developed world today; more than half of all New Zealanders are and I think it will be hearing that you have inspired someone to cook
either 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’ve
of life is substantial; for the first time, the next generation will have a swapped fresh for fast, quality for convenience and our knowledge
shorter life expectancy than the one that lived before them.** The of food and cooking skills is in decline. With more technology in
situation seems dire, but the good news is it’s entirely preventable. our lives we are becoming less active. Combine this with more
As a leader in weight management we want to take a bold stand and demanding and stressful lifestyles and New Zealand is simply not
help 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 with
will put our attitudes to food and exercise under the microscope in a contributions from a variety of experts from differing backgrounds
bid to get our nation healthy again. and approaches, I am delighted to lead the Weight Watchers’ Plate
We are putting our experience and scientific research behind Plate of our Nation movement, to rally the nation and positively influence
of 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 real
insight into our attitudes, beliefs and values in relation to the obesity
crisis. The research confirms how gradual changes in the way we
eat, move and live our lives, have crept up on us over the last fifty
years, however New Zealanders are not completely aware of this.
Armed with this knowledge, we want to spark debate and
give New Zealanders a voice on the nation’s future. We want
Kiwis to throw their social weight – in other words use their
Facebook and twitter connections - and discuss the issue on
www.plateofournation.co.nz. Everyone can have their say because
we truly believe that the public can collectively help us create
positive solutions and changes among New Zealand families
and homes.
This journey to a healthier future is just starting and we want
everyone to get involved.
* University of Otago and Ministry of Health. 2011. A Focus on Nutrition: Key findings of the 2008/09 New Zealand Adult
Nutrition Survey. Wellington: Ministry of Health.
** Accelerating Progress in Obesity Prevention: Solving the Weight of the Nation Project, May 2012
PAG E 2
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 H
In July 2012 Weight Watchers commissioned multi-layered research as part of the
Plate 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 the
from food choices and knowledge, cooking skills, body image, value of fresh food and the importance of savouring mealtimes. Most
activity levels, generational differences, impact of technology, worryingly, it is the younger generation that is most at risk.
work 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 the
For this unique and rigorous research piece, we consulted with, reality of the obesity issue
and received analysis and interpretation from a number of relevant
experts: 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’ mum
The findings of the Weight Watchers Plate of our Nation research
are undeniable. The nation’s obesity problem has not happened * Weight Watchers has grouped the 1,000 New Zealanders surveyed
overnight, it is something that has slowly deteriorated, with subtle into generations. These are outlined as:
• Generation Z – New Zealanders born from the 1990s onwards
changes in New Zealand’s everyday habits and behaviours. A steady
• Generation X&Y – New Zealanders born between 1960 and 1990
increase in the size of plates, the amount of hours per day spent • Baby Boomers – New Zealanders born between 1940 and 1960
being 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. I M PA C T O F O B E S I T Y
The 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 and
of the issue. only 17% believe the Government should take responsibility for the
Worldwide 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 continue
are overweight and 27.8% obese. to voice their concern with regards to the levels of obesity in New
New Zealand opinions on obesity seem to be split by generation. Zealand, as the effects of obesity are not just limited to the impact on
17% of Generation Z believe that being overweight is unavoidable the body. Several studies have found excess weight to be linked with
while 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 certain
responsibility 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 Psychologist
PAG E 4
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 100-109kgs
Base: 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. T H E 2 1 ST C E N T U R Y L I F E S T Y L E
A lack of knowledge on health and exercise and living a far less active lifestyle is affecting
New 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 New
Zealanders do some form of exercise. This is compared to more than eight in 10 New Zealanders who had time to watch television or use
the 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 much
balancing healthy nutritious food, including plenty of fresh fruit more readily available then fifty years ago. What was once viewed
and vegetables, together with physical activity. Instead the nation as a treat is now available in any convenience store.
is over fuelling and underusing their energies, all contributing to This could explain why 70% claim to eat for pleasure rather than
an unhealthy lifestyle. In fact, only a third of New Zealanders eat for survival and more than three quarters of the population eat
because 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 at
home. 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 Zealanders
off energy throughout the day including walking to work or hand
washing clothes. Even with obesity at alarming levels it is clear are as active as they should be and
New Zealanders do not understand what it takes to burn off energy what we really need to appreciate
in today’s society. Only 15% of the day is spent being active with
almost one in five New Zealanders saying they have no motivation
is that food is fuel and it is there to
to exercise and another one in five saying they are just too lazy. be used.”
Martha Lourey-Bird, Exercise Scientist
PAG E 6
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 peanuts
Reality figures denote actual time taken to burn off. Actual time calculated using Weight Watchers ProPoints and how many minutes of vigorous walking it takes to
earn 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 motivation
Base: New Zealand Population, n=1,203
8. F O O D VA L U E S
New Zealand’s value of food is diminishing. New Zealanders know what they eat affects
their 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 Zealanders
the key changes over the past 50 years is the size of New Zealand’s choosing quantity over quality with 64% believing that it is more
meals. 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 lifestyles
Furthermore, 47% also believed dinners were healthier growing up. distracting the country from enjoying meals and the relative worth
While increased portion sizes are not the sole contributor to New of food is vanishing fast. 80% of New Zealanders do something
Zealand’s obesity issue, large quantities of food have distorted else while they eat, such as reading, texting or working. In fact, the
the 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% of
everything on their plates but 82% do not see the link between the Generation Z does. Worryingly, 39% of New Zealand eats dinner on
increase 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 Nutritionist
PAG E 8
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
articles
Base: New Zealand Population, n=1,203
10. COOKING SKILLS
New 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 of
the 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. This
whether they arrive home too late or believe that cooking is too trend is also clear when it comes to fresh ingredients; only 22% of
time consuming. Interestingly, 12% simply believe cooking is an New Zealanders will use fresh ingredients on a daily basis compared
unpleasant 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 is
role in the home. Teaching the nation how to create cooking starting to be reflected in the decline in young New Zealand’s
and eating routines that focus on a variety of healthy and fresh general knowledge about nutritious and fresh foods. One in three of
ingredients is still critical. However, 54% of the country does not feel Generation Z do not know where a pumpkin is grown compared to
confident about teaching others about healthy foods. mere 12% of the Silent Generation, and only 76% of Generation Z can
Interestingly 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 popularity
of cooking and healthy eating shows suggests otherwise. Cooking
shows like My Kitchen Rules have helped the country re-ignite its “The key to good nutrition is
passion for cooking and aids in the education of healthy eating. It
seems, however, New Zealanders are still lacking in hands-on
knowledge. A lack of knowledge
experience. 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 Nutritionist
PAG E 1 0
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 cook
Base: 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 KING
Base: 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
