New Zealanders are eating much less meat than they used to, according to reports.
In addition, polling shows the number of vegetarians in the country has risen by 27 percent since 2011.
Price, health issues and sustainability concerns have all been listed as reasons why more Kiwis are ditching meat.
Butcher Hannah Miller told radio show Newstalk host Mike Hosking she has seen the drop in consumption.
According to Miller: "People are eating less meat but I'd say people are being 'more mindful' about the meat they are eating.
"And so there is a shift to definitely less but I think people are eating it on a regular basis - just not in such big quantities."
She says she hasn't noticed a shift from one type of meat to another, just a general trend in eating less.
While Miller believes price is the major factor in people eating less meat, she believes health concerns have also played a role.
She added: "I'd say health plays a part in the equation - I don't think it's a health thing insofar as choosing chicken over red meat.
"I would say it's more of a health thing in that in general people are eating less and smaller portion sizes."