Māori Lead the Way in Healthy Eating as Fruit and Vegetable Consumption Rises Nationally

New research has revealed a significant boost in healthy eating habits across Aotearoa, with Māori leading the nation in fresh produce consumption. According to the 2026 5+ A Day Awareness and Consumption Report released on 11 September 2026, 60 percent of Māori surveyed are eating five or more servings of fruit and vegetables daily. This figure sits notably higher than the national average of 45 percent, highlighting a major success in hauora Māori and the adoption of healthy kai practices within whānau. The report, conducted by NielsenIQ, indicates a general upward trend in nutrition across the country. In 2023, only 40 percent of New Zealand adults met the 5-a-day threshold, meaning approximately 200,000 more people have reached the target over the last three years. Furthermore, the number of people consuming six or more servings daily has risen to 30 percent, the highest level recorded since 2021. Gen Z was also identified as a top-performing group, specifically leading in vegetable consumption. Dr Carolyn Lister, a Trustee of the 5+ A Day Charitable Trust and Team Leader at Food & Bioproducts Technology, noted that the results demonstrate the effectiveness of consistent messaging regarding seasonal produce. The study found that affordability remains the primary motivator for these dietary choices. Approximately 85 percent of respondents said that having affordable, seasonal fruit and vegetables available encouraged them to eat more, ranking higher than personal health goals or home gardening. While the findings celebrate a shift toward better health outcomes for Māori, the report suggests there is still room for growth. Researchers found that while dinner is the primary time for eating vegetables, breakfast and snacks offer untapped opportunities to increase daily intake. Currently, only one-third of adults correctly identified the recommended five servings of vegetables, suggesting that further education on serving sizes could help maintain this positive momentum.