Vegetarianism had been regarded as an alternative lifestyle for many years; but became more mainstream during the 1980s even though consistent vegetarians are still rare. Despite exhortations by the Ministry of Health and their allies for people to eat less meat, and more cereals, fruits, and vegetables, a highly meat-based diet remains a part of New Zealand culture, albeit with decrease of red meat consumption and intake of fish and chicken has been on the rise due to their relative affordability compared to red meat. Annual meat consumption was per capita in 2019, comprising of chicken and other poultry, of pork, ham and bacon, of beef and veal, and of lamb and mutton.