 By 2011 Roy Morgan Research claimed the number of New Zealanders eating an "all or almost all" vegetarian diet to be 8.1%, growing to 10.3% in 2015 (with men providing the most growth, up 63% from 5.7% to 9.3%).In New Zealand there is a strong enough movement for vegetarianism that it has created significant enough demand for a number of vegetarian and vegan retailers to set up.As New Zealand and Australia work together to form common food standards (as seen in the Food Standards Australia New Zealand (FSANZ) and the Australia New Zealand Food Standards Code), there is also a lot of ambiguity surrounding the "natural flavour" ingredients.