The power of plants: Consumers are switching to plant-based alternatives as they look to moderate their intake of meat and dairy products

Proportion of consumers who say that they follow a diet based around avoidance/moderation of meat and/or dairy (2019/2020)

Reasons why consumers follow a diet around meat avoidance/moderation (2019/2020) Consumers who follow such a dietary plan Top five reasons

25% 25%

13% 21%

Nigeria South Africa Saudi Arabia UAE

Source: Meat and plant-based protein survey, Q3 2019/Q2 2020 (4,000 respondents)

Source: Meat and plant-based protein survey, Q3 2019/Q2 2020 (4,000 respondents)

Concerns over animal welfare

Environmental concerns

I associate eating less meat with being healthier I believe eating meat leads to heart health problems I believe eating meat leads to weight gain Nigeria 61%

60%

82%

51%

67% South Africa

63%

70%

79%

56%

50% Saudi Arabia

43%

56%

53%

50%

41% UAE

33%

49%

67%

17%

30%

Better for you, not best for you: Consumers want products that they deem to be guilt-free and conveniently nutritious

Despite high levels of attention being given to health and wellbeing across the industry, it is important not to overestimate the influence that nutrition has on eating and drinking habits all the time. Indeed, the extent of the influence of health on consumption habits is something that varies on an occasionby-occasion basis. As such, it is crucial that brands are not seen to over-promote health benefits at the expense of sensory appeal. Instead, brands need to position products as offering taste and nutrition simultaneously.

As mentioned, the healthiness of eating and drinking habits can vary throughout the day. Consumers tend to be more health-orientated in the morning and later in the evening, and less health-orientated throughout the day. This is because consumers are more likely to turn to food and drink for moments of escapism, indulgence, energy and as cure to boredom in the afternoon. When it comes to such occasions, focus is on taste and enjoyment – often at the expense of nutritional intake. Moreover, a growing middleclass in the region is demonstrating high levels of self-entitlement. This is resulting in consumption occasions where people are driven purely by the desire for indulgence, paying little-to-no attention to nutritional intake.

Over the next twelve months, consumers in Africa and the Middle East will demonstrate two, somewhat contradictory, need states. Firstly, consumers will become more conscious about their health and seek out products that actively improve their wellbeing. This is the result of consumers becoming more conscious about their health in general due to the pandemic, and also increased overweight concerns as a result of greater levels of comfort eating over the last twelve months due to high levels of uncertainty. However, on the other hand, the lingering impact of COVID-19 will result in consumers turning to food and drink for escapism purposes. This is something that will drive demand for products that bridge these two need states, with consumers seeking out better-for-you products that are seen to offer taste and nutrition.

If products are seen to offer taste and nutrition simultaneously and without the compromise, it is something that will encourage a middle-class demographic to trade-up.