Plant-based meat products could replace a significant amount of conventionally processed meat on Africa’s menu, feeding the growth of an alternative and sustainable protein products market, according to a report. Plant-based diets are seen as crucial in mitigating climate change and boosting food security and nutrition on the continent.
Changing taste preferences among Africa’s big consumers is driving plant-based diets mainstream in Africa as diners become more conscious about their health and climate.
US-based North Mountain Consulting Group and South Africa’s Credence Institute study show Kenya, Nigeria and Egypt have the continent’s biggest appetite for vegan meat.
It further found that Gen Z and millennial age groups (18-39 years) have developed the biggest taste for PBM in the three African states.
“Although not currently familiar or widely adopted, consumers in Kenya and Nigeria were quite open to trying and purchasing PBM (about three quarters of Kenyans and Nigerians were highly likely to try and buy)” states the report in part.
“Consumers in Egypt were also quite open to PBM (about half were highly likely to try and buy), but less so in comparison to Kenya and Nigeria. Health and food security were the most important motivations and were statistically significant predictors of purchase intention across all countries.”
Plant-based meats are made from plants and manufactured to feel, taste, and appear like real meat.
PBMs are deemed healthier than regular meat as they’re lower in saturated fat and calories, with ingredients including coconut oil, vegetable protein extract, and beet juice.
They are also rich in micronutrients, such as zinc, iron, and calcium making them an obvious choice for health-conscious diners.
In Kenya, Nigeria and Egypt, the most important reason for eating meat was lifestyle habits.
“In all three countries, the most important reasons for eating meat included: part of their usual meals or recipes, important for their health, and taste. Culture and religion were the least important reasons for our panels in Kenya and Nigeria, but were slightly more relevant in Egypt,” the Credence Institute report found.
