Red meat consumption is on the decline in New Zealand, as shoppers fill trolleys with chicken instead.

A study out of Lincoln University shows that while nine in ten of us still eat meat, over all intake is lowering due to cost and health concerns.

But it also found that chicken now makes up about a third of meals a week.

Poultry Industry Association Executive Director Michael Brooks says people are more likely to continue buying chicken to save money.

He says its versatility, being able to be dressed up or dressed down, will also be adding to the appeal.

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