Africa’s Youth Open to Plant-Based Meats as Food Security and Sustainability Issues Create Concern

July 24, 2022

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.

by Seth Onyango, bird story agency

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.

Beef, chicken, and fish were the most regularly consumed types of meat in all countries.

According to Markets and Markets, the PBM market was valued at US$4.3 billion in 2020 and is projected to reach US$8.3 billion by 2025, recording a CAGR of 14.0 per cent, in terms of value.

It is witnessing significant growth due to the growing vegan and flexitarian population across the world, raising awareness about the health benefits offered by plant-based meat over animal meat, and growth in government initiatives along with significant investments are driving the global market.

“The sales of plant-based meat can be increased by adopting marketing strategies such as diversification and segmentation. The objective is to create more demand among consumers, such as health-conscious consumers, vegetarians, flexitarians, and vegans. Along with this, it is crucial to position the product at the right place through the right sales channel,” the M&M report states.

Amid rapid population growth in Africa, PBM is expected to help cut beef-related emissions on the continent and boost its nutritional outcomes.

“This expected growth in meat consumption will pose significant challenges for the local food economies in Africa,” the Credence Institute assesses.

“Food insecurity in Egypt, Kenya, and Nigeria is still high, with 27.8 per cent, 68.5 per cent, and 57.7 per cent of the population respectively experiencing moderate or severe food insecurity in the period between 2018 and 2020.”

Studies show the meat and dairy industries create 7.1 gigatons of greenhouse gases annually or about 14.5 per cent of total man-made emissions.

Conversely, plant-based meat emits 30–90 per cent less greenhouse gas than conventional meat (kg-CO2-eq/kg-meat) according to Good Food Institute.

Worldwide, animal agriculture contributes more to climate change than exhaust emissions from the entire transportation sector.
It is important to note, however, that traditional African meals are already vegan top being yam and vegetables, Ghanaian beans and plantains, South African pap and chakalaka, and the Kenyan chapati, ugali and vegetable stew.

These everyday African meals contain no meat, dairy, or eggs. Similarly, many traditional Ethiopian dishes are vegan.

bird story agency

Join The Conversation

Bring a friend.

You'll like this


Now on Zikoko

August 13, 2022

The subject of this week’s Sex Life is a 25-year-old queer woman who owns half a dozen sex toys and wants more. She talks about her sex toy curiosity, the trial and errors before she found the perfect ones and how she navigates sex with people. 

Recommended Quizzes

March 24, 2020

While we know that a lot of the best Nigerian artists deservedly have fans across generations, that won’t stop us from attempting to guess how old you are based on your taste in Nigerian music. So, take this quiz to see if we got it right:

December 3, 2019

Are you a professional Yoruba demon? Are you walking around in search of whose life you can wreck at any given time? Well, this quiz knows exactly how many hearts you’ve shattered to date, and before you lie that your result is inaccurate, just remember that Zikoko is never wrong. Now, take it and be […]

how tall are you
March 11, 2020

Did your parents give you enough beans when you were growing up? If they did, then you’re probably around 6’0″ and above. Either way, we created a quiz that can guess your current height (pretty accurately, if we do say so ourselves). Take to see if we nailed it:

how much of an ajebutter
February 12, 2020

Are you an ajebutter or not? Well, if you’ve gone through life blissfully unaware of its harshness, then you probably are. Now, we want to know just how high you rank on that ajebutter scale, using your food preferences as a (very accurate) measure. Take to find out:

November 20, 2019

Last month, we thoughtfully made a quiz telling you guys exactly when you’ll marry, but some of you claimed that your spouse was nowhere to be found. Well, now we’ve created one that’ll tell you exactly who you’ll be dragging down that aisle. Take and start planning that wedding: 11 Quizzes For Nigerians Who Are […]

More from Chopist

August 11, 2022

On the days you’re too broke to be restaurant hopping, these 9 cooking hacks may be your only way to survive. And if you don’t learn at least one of them before 30, there’s no hope for you again.

August 8, 2022

Dammy lost a lot of weight in 2021. What she didn’t know was that her method of losing weight was going to come back and bite her in 2022. In this article, she talks about binge-eating and the effect it’s had on her mental and physical health.


Trending Videos

Zikoko Originals

December 14, 2020
What happens when a group of chatty young Nigerians talk about things they're passionate about? You get Nigerians talk. A show that discusses very familiar struggles for the average Nigerian. From relationship deal breakers to sex education with Nigerian parents to leaving Nigeria, be prepared for a ride.
November 2, 2020
'The Couch' is a Zikoko series featuring real life stories from anonymous people.
October 26, 2020
A collection of videos documenting some of the events of the EndSARS protests.
June 22, 2020
'The Couch' is a Zikoko series featuring real life stories from anonymous people.
June 22, 2020
Hacked is an interesting new series by Zikoko made up of fictional but hilarious chat conversations.
June 4, 2020
What happens when a group of chatty young Nigerians talk about things they're passionate about? You get Nigerians talk. A show that discusses very familiar struggles for the average Nigerian. From relationship deal breakers to sex education with Nigerian parents to leaving Nigeria, be prepared for a ride.
June 2, 2020
Quickie is a video series where everyone featured gets only one minute to rant, review or do absolutely anything.
May 14, 2020
Isolation Diary is a Zikoko series that showcases what isolation is like for one young Nigerian working from home due to the Coronavirus pandemic.
March 12, 2020
Life is already hard. Deciding where to eat and get the best lifestyle experiences, isn't something you should stress about. Let VRSUS do that for you.

Z! Stacks

Here's a rabbit hole of stories to lose yourself in:

Zikoko amplifies African youth culture by curating and creating smart and joyful content for young Africans and the world.