The South African government tried to ban the use of “meat names” for plant-based products two years ago. A higher court overturned the decision, but not before putting South African plant-based foods in the global spotlight.
The South African market for plant-based meat products is growing and significant compared to other African countries. In South Africa, however, the availability of conventional meat is not taken for granted. According to A studyIn the United States, access to meat has become a status symbol.
Is it possible to grow plant-based meat in such conditions? How do consumers perceive it?
Plant-based meat from South Africa
South Africa has a large plant-based meat presence, with many brands from around the world available. Locally, Feinschmecker Deli Meats is one of the country’s leading meat producers. They have a range called Gudness which includes plant-based products.
South Africa also has several companies that produce plant-based products. Fry's Family Foods is a South African company that produces plant-based meat products such as burgers, sausages and schnitzels. It was founded in Durban and sells its products in the UK, USA, Australia and Germany, as well as throughout Africa.
The Johannesburg High Court ruled earlier this year that the South African government's plan to ban meat-related terms on products containing plant-based meat (France's attempts to implement a similar banRecently, the court ruled that this was also the case).
The South African Food Safety Authority (FSA) has reportedly removed products from shelves with names that contain meat. The Department of Agriculture, Land Reform and Rural Development (DALRRD) argued that the ban would avoid consumer confusion.
The High Court was, however, able to stop the seizures after an intervention by the Consumer Goods Council of South Africa. The decision was then followed by a ruling in favour of plant-based meat.
What do South Africans think about plant-based meats?
South Africans have conducted several studies to determine their perception of herbal products.
In a study published in the Journal of Agricultural and Applied Economics last year, researchers explored South Africans' perceptions of plant-based alternatives to meat and cultured meat.
A discrete choice exercise (DCE), used in the study, was conducted to determine what consumers might choose when faced with a purchasing situation. The study asked participants to choose between four burgers: a beef burger, a cultured meat burger, and two plant-based options using heme protein or pea protein.
Consumers who were not informed about these products preferred conventional beef. They then chose cultured beef and finally plant-based meat. Sustainability information only slightly improved consumers’ desire for plant-based and cultured meats. After receiving this information, participants’ desire to consume plant-based protein foods increased from 21 % to 25 %. The percentage increased slightly from 21 % to 25 %.
The study found that when consumers are given the option not to purchase, they tend to choose the plant-based alternative.
When asked whether they were more or less likely to buy plant-based products if they used a “meat name,” 37.01 % said they were more likely, while 27.67 % said they would be less likely. The remaining respondents said neither were more likely. The majority of 58.01 % said these names should be used by companies, and the remaining 40.99 % said they would not.
A study published in Frontiers 2021 on South African consumers’ perceptions of meat-free products found that 67.3% were willing to try it, 58.8% were likely to buy it and 31.5% were likely to spend more. The study found that plant-based foods were more popular than cultured meat.
In addition, she examined the motivations behind early adoption. The strongest motivations were found to be animal welfare, food safety, and health. Higher purchase intentions were predicted by lower household income.
According to Reuters, South Africa's plant-based food industry is growing at an annual rate of $6.5 billion.
Plant-based food successes in South Africa
Fry's Family Foods was founded in Durban, South Africa over 30 years ago. Tammy Fry is the co-founder of Fry's Family Foods. She believes that plant-based diets have become more mainstream than ever before.
The demand for plant-based meat alternatives has grown exponentially since we started. She told FoodNaviagator that initially, people viewed plant-based foods as a niche. But today, the demand for plant-based meat has grown exponentially since we started.
In South Africa, this change has happened gradually, but it is gaining momentum. This is particularly true among the younger generation who are concerned about their health and the environment.
She told us that the South African plant-based food market has a “strong foundation” for growth. South Africa’s young and vibrant population is increasingly motivated by sustainability and health concerns. This age group is more willing to try alternatives to meat. South Africa has also reached a stage where restaurants and retailers are beginning to understand the importance of catering to vegetarians and vegans as well as flexitarians.
Journal of Agricultural and Applied Economics
'The Alternative Livestock Revolution': Consumer accepting plant-based meat and cultivated meat in South Africa
Publication date: November 17, 2023
Doi: https://doi.org/10.1017/aae.2023.36
Authors: C. Tsvakirai, L. Nalley, S. Rider, E. Van Loo, M. Tshehla
Frontiers
South African consumer adopting plant-based and cultivated meat: A segmentation study
Publication date: October 10, 2021
Doi: https://doi.org/10.3389/fsufs.2021.744199
Authors: K. Szejda, M. Stumpe, L. Raal, CE Tapscott
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