April 28, 2023
Bronwen Evans looks at the rise of young people choosing plant-based alternatives in Africa and speaks to Donovan Will at ProVeg South Africa about the accessibility of plant-based products.
The plant-based movement in the African continent is driven by many of the same factors influencing consumers in other parts of the world: increasing awareness of and concern for sustainability, health and stable food systems. In Africa, however, sizeable populational growth predicted until 2050 adds a different shade to proceedings.
Africa will comprise most of the world’s population growth over the upcoming century with Nigeria predicted to become the third most populous country in the world by 2050 by which time Africa will account for a quarter of the global population. The question of how to ensure our food systems are adequately equipped to feed future generations is markedly urgent for Africa. However, with 60% of the current 1 billion-strong population comprised of under twenty-fives, the continent represents a unique opportunity. Millennials and Gen Z are often the most enthusiastically ethical consumers, meaning Africa is fertile ground for a large-scale transition to more sustainable food systems - in particular an increase in plant-based diets.
A study by the North Mountain Consulting Group in conjunction with the Credence Institute in South Africa shows that younger consumers (18-39) appear to be especially likely to swap meat for products made with plant-based alternatives such as chickpeas. Compared to 63% of young Americans (aged 24-39) who are willing to swap meat for a plant-based alternative, over 75% of Nigeria-based Millennials and Gen Z consumers say they are highly likely to try meat alternatives. It was also reported that 72% of young people in Kenya say that they are highly likely to buy plant-based meat alternatives.
“A plant-based diet is a fast-growing trend among young people as they are exposed to more information through Google and social media,” says Tumelo Mojapelo, head of content for Fluxtrends, a trend-watching company. “They are also more aware of the impact that their diet or lifestyle choices have on the environment because they are inheriting the results from the way we have been living in the past”.
12% of millennials worldwide follow a plant-based diet and tend to be the people who are buying and cooking food for their families. On the whole, they represent the first generation that has been fully aware of the way their diets affect the planet.
Changing location demographics are also driving factors in dietary change in Africa. Just under half of Sub-Saharan Africa’s population lives in cities, but the continent is rapidly urbanizing. People are moving out of rural areas with the realization that they may be economically better off. This kind of move means people may have better access to jobs and healthcare, as well as more access to commercial and public goods. Younger consumers, who make up over half the population, also have better access to more plant-based alternatives.
South Africa has been at the forefront of this push, with plant-based diets becoming popular in Cape Town and Johannesburg. Aside from young people having the developed inclination to look at how their diets affect our environment and animal welfare, the simple fact that meat substitutes are increasingly accessible is a clear reason why people of all ages are eating consuming more.
“South Africans love meat, so it is not surprising that many of the people who are cutting back on animal products for health, environmental and ethical reasons are replacing their meat with plant-based options that mimic the taste and texture of the products they seek to replace,” explains Donovan Will, Country Director at ProVeg South Africa.
Referencing a 2021 study, Will comments that “67% of South Africans were highly likely to try these products, 59% were highly likely to purchase them, and 31% were highly likely to pay more for them.” He also notes the growth in commercial plant-based producers as an important driver in public consumption:
“Thanks to the presence of The Fry Family Food Co. (Fry’s), meat replacements have been available in South Africa since 1991. 10 years ago, it would have been difficult to find plant-based meat replacements (other than very cheap soya mince) other than Fry’s in leading retailers. As of 2023, all of South Africa’s top retailers stock a variety of different brands of meat replacements, including both locally-produced products and some of the top international brands.”
Younger generations also eat out more often than their older counterparts and the market has responded accordingly: a 2022 ProVeg South Africa report on plant-based friendly fast food franchises found that the food service industry has significantly increased its offerings in the past decade.
Further research conducted by the group found that although taste and texture are the most important factors in attracting new consumers to plant-based products, price remains the biggest prohibiting factor for those who are actively looking for alternatives to meat.
Developments in plant-based alternatives also encourage meat producers to keep up with trends and cater to a more plant friendly diet, as younger consumers become ambassadors for the environment and animal welfare. Start-up innovations in the plant-based protein market in Africa are ever-increasing, as is the range of meat alternatives from larger stores and brands, such as Woolworths.
Veggie Victory, founded in 2013 holds the title of being the first commercial plant-based meat producer in Nigeria, and has since received funding from various venture capital firms.
In 2021, Hakeem Jimo, co-founder and CEO of the startup, said that he believes that these investments are indicative of the potential for Africa to be the “next frontier” for the global plant-based movement.
In countries across Africa, particularly Nigeria, consumers are traditionally big meat eaters. Across Africa, animal farming occupies 70% of agricultural land and around 80% of all food production is dedicated to pasture or crops for animal feed. With demand for meat in Africa set to quadruple by 2050 alongside population increases, consumption will also overtake production, adding additional pressure to food systems already on struggling to be sustainable.
A high degree of receptiveness to plant-based products is a significant factor in what could be a monumental shift in eating patterns and, according to one of the scientists in the North Mountain study, “an opportunity to reduce reliance on conventional meat, improving public health, environmental, and animal welfare outcomes".
As the African middle class swells, the trend towards increasing meat consumption alongside an increase in income is prevalent. Yet, the African diet has traditionally been high in pulses and whole grains, of which a diverse and rich variety is produced across the continent. As well as innovations in animal protein substitutes, the opportunity for a continuation of or return to the traditional diet is pertinent, or, as chef Nicola Kagoro said in 2022: “More Africans are going back to being vegan, not becoming vegan”.
Kagoro told ProVeg: “Veganism originated in Africa. We keep sheep and cattle, but back in the day, when we slaughtered these animals, it was only for special reasons like a ceremony or a celebration like a wedding, the birth of a child, or a funeral”. With ever more informed young generations leading the charge and dietary changes increasingly influenced by consumers, the possibilities for innovation and development towards a more sustainable are endless.
Disclaimer: The opinions or views expressed in this publication are those of the authors or quoted persons. They do not purport to reflect the opinions or views of the Global Pulse Confederation or its members.
