A recent study conducted by US-based North Mountain Consulting Group and South Africa’s Credence Institute in June 2022 shows that Kenyans are more interested in shifting to plant-based meat (PBM).
The research, conducted in three African countries, Egypt, Nigeria, and Kenya, shows that the increasing population in the continent has seen more people move to PBM consumption.
Among the three countries, more Kenyans showed interest in consuming plant-based meat over conventional meat. The high level of protein in PBM is one of the leading contributing factors.
“With the highest rates of acceptance, use of butcheries and supermarkets for purchasing meat, and a higher proportion of flexitarians (semi-vegetarian), Kenya may offer the most promising opportunity to increase adoption,” read part of the report.
In addition, Kenya has a majority of Generation Z (Gen-Z) and millennials who are more open to consuming PBM. Among those interviewed, 4 out of 5 say they are likely to try plant-based meat.
According to the report, lower-middle-income families are a crucial and emerging market for alternative protein in Kenya. This is attributed to the rising economic status.
“Due to rapid population and economic growth meat consumption is expected to see an especially strong rise in many African countries in the coming decades,” the report added.
The non-traditional form of meat is meant to reduce the severe effects on animal welfare because animals will be slaughtered less for meat.
Plant-based meat imitates the taste of several types of meat including beef, chicken, and fish. The main sources of PBM are soy, wheat, and peas. Also, animal cells are grown directly to make PBM.
Plant oils like sunflower and canola oil are also used in making plant-based meat.
Conclusively, the report states that an alternative form of meat will help ease the effects of the looming food crisis in the country and the continent at large.
