understanding the eating habits of the south …...healthy eating. 31. 46. 23. i eat whatever i...

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Copyright © 2017 The Nielsen Company. Confidential and proprietary.

UNDERSTANDING THE EATING HABITS OF THE SOUTH AFRICAN POPULATION

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Copyright © 2017 The Nielsen Company. Confidential and proprietary. 2

BACKGROUND & METHODOLOGY

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STUDY BACKGROUND

Knorr would like to he lp South Africa m ove towards a be tte r food fu ture by provid ing stakeholde rs (governm ent, NGO’s, Industry,

re ta ile rs, e tc.) with in form ation regard ing how & what the na tion is ea ting and how it im pacts South Africa ’s hea lth

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RESEARCH OBJECTIVESThe m ain purpose of th is re search is to crea te a source of in form ation tha t stakeholders can tap in to in orde r to shape the hea lth of the na tion

Understand the composition of the plate of the nation across the different demographics (% of

meat eaters, vegetarians, vegans, flexitarians)

Understand the attitudes towards

food, what is consumed and the

link to health

Understanding if there is an

improvement in access to healthy

foods

Understand the challenges in

consuming healthy foods

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All figures in the presentation are

percentage figures (%) unless otherwise

stated

Fieldwork took place:11-23 Feb 2020

Methodology: CAPI (Computer Aided Interview)Sample size: n=1005

30 minute questionnaireSample design:

Nationally representative of SA population aged 16+Males and females

All racesLSM 1-10

All regionsUrban and Rural

RESEARCH DESIGN

This is an annual study and we will be tracking how the plate changes

over time

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GENERAL EATING HABITS

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84% of South Africans eat meat almost everyday

84%

0,3%

2%

14%

0,1%Meat Eater Pescatarian Vegetarian Flexitarian Vegan

SA DIET TYPE BREAKDOWN

SA FOOD CONSUMPTION

Meat Eaters: highest for white,

coloured and Urban

Flexitarians: highest for rural

and LSM 1-4

Vegetarians: highest for Indian

The average South African eats 2meals per day

Q11. How would you best describe your food consumption / eating habits? (SA) Q12. Please select all the meal occasions when you usually eat. (MA)

n=1005

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The typical South African adults plate consists largely of starch a meat

Q13b. If your plate is divided into 10 equal parts, can you tell me how many parts were meat, how many were starch, how many vegetables etc. SHOWCARD

TOTAL SA ADULT PLATE COMPOSITION

26%

41%

13%

8%3%

9%

TOTAL SA PLATE COMPOSITIONADULTSAGE 16+

n=1005

This is consistent across all regions and demographics

(includes eggs)

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The typical South African plate has a far greater proportion of me and is lacking in vegetables

Source: University of Cambridge – School of clinical medicine

SA vs RECOMMENDED PLATE COMPOSITION

29%

41%

13%

8%9%

TOTAL SA PLATE COMPOSITIONADULTSAGE 16+

RECOMMENDED PLATE COMPOSITIONThe Eatwell plate composition as defined by the University

of Cambridge and the NHS

12%

32%

33%

15%

8%

(includes eggs)

26% Meat3% Legumes

n=1005

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. 28%

40%

14%

6%3%9%

Meat products Starch Vegetables Dairy Legumes Fats & oils

Breakfast generally has the largest proportion of starch, while dinner the largest amount of meat

Q13b. If your plate is divided into 10 equal parts, can you tell me how many parts were meat, how many were starch, how many vegetables etc. SHOWCARD

TOTAL SA ADULT PLATE COMPOSITION n=1005

16%

49%

8%

15%

2%10%

PLATE COMPOSITIONBREAKFAST

PLATE COMPOSITIONLUNCH

33%

36%

17%

3%3%8%

PLATE COMPOSITIONDINNER

ADULTSAGE 16+

(includes eggs)

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Top dishes are all centred around starch, and for lunch and dinn tend to include meat (mostly red meat or chicken)

Q13a. Please think about the last time you had (meal occasion). What did you eat? OE

SA TOP DISHES

TOP DISHES

BREAKFAST• Bread/Toast • Bread/Toast & egg • Porridge • Cereal

DINNER• Pap & Meat (red meat,

chicken, fish, tripe, liver, mince)• Rice & Meat (red meat,

chicken, fish, curry, biryani)• Stew

LUNCH• Bread/ Sandwich (egg, peanut

butter, polony, fish, cheese, meat, chicken)

• Pap & Meat (red meat, chicken, fish, tripe, liver, stew, mince)

• Rice & Meat (red meat, chicken, fish, curry, biryani)

n=1005

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77% of kids living at home eat the same things as their parents

Q14. Do you eat the same things all the time or do you like to try different things regularly? (SA) Q15. Do your children eat the same / similar things as you or do they eat something different (SA)

FOOD VARIETY IN THE HOME

THOSE WITH KIDS FROM AGE 4-16 LIVING AT HOME

77

16 6

Kids eat sameas adults

Some eat same,some eatdifferent

Kids eatsomethingdifferent

WHAT DO KIDS EAT?

n=1005

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The plate of kids between the ages of 4 and 16 is very much th same as the typical SA adult

Q13b/Q15b. If your plate is divided into 10 equal parts, can you tell me how many parts were meat, how many were starch, how many vegetables etc. SHOWCARD

TOTAL SA KIDS PLATE COMPOSITION

24%

43%

12%

9%

3%9%

TOTAL SA PLATE COMPOSITIONKIDSAGE 4-15

n=479

(includes eggs)

26%

41%

13%

8%3%

9%

ADULTSAGE 16+

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FOOD GROUP EVALUATION

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Meat is eaten on average 4 times per week, with poultry & red m being the most favoured

Q16. How often do you eat meat? (SA) Q17. What meat products do you regularly eat? (MA) Q18. Do you use the following meat replacements? (MA)

MEAT EXPLORATION n=1005

n=984

98% of the SA population eat some type of meat, but beans are the most used substitute, likely due to the fact that meat is relatively expensive

39%

51%

7% 2%1%

Every day 2-3 times per week

Once a week 2-3 times per month

Once a month

FREQUENCY OF CONSUMPTION

AVE. PER WEEK – 4 times

MEAT REPLACEMENTS USED

n=1005

66

24

18

17

10

1

27

Beans

Mushrooms

Lentils

Textured veg protein

Soya

Paneer

None

Meat subs:Used most by

Females, KZN,

Flexitarians, Health

Conscious

MEAT TYPE REGULARLY CONSUMED

92

83

53

45

Poultry

Red Meat

Seafood

Porkn=984

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Starch is eaten 6 times a week, with bread, rice, potatoes and Mieliepap being the most popular

Q19. How often do you eat Starch? (SA) Q20. What starch products do you regularly eat? (MA) Q21. Do you use the following starch replacements? (MA)

STARCH EXPLORATION n=1005

78%

20%2%

Every day 2-3 times per week Once a week



Around half the population do not use any type of starch substitutes, likely due to price.STARCH TYPE REGULARLY CONSUMED

9388

8078

5554

454040

5

Bread

Rice

Potatoes / sweet Potatoes

Mielie Pap

Pasta

Pumpkin / butternut

Breakfast cereals

Noodles

Oats

Couscous / quinoa / barley

STARCH REPLACEMENTS USED

37

30

21

9

3

48

Green beans

Cauliflower

White beans

Egglplant

Courgettes

None

Starch subs:Used most by White, Urban, WC, LSM 7-10,

Health Conscious

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Vegetable consumption is also 4 times a week, with cheaper fru & veg most consumed

Q22. How often do you eat vegetables? (SA) Q23. What vegetables do you regularly eat? (MA)

VEGETABLE EXPLORATION n=1005

36%

48%

13%2% 1%

Every day 2-3 times per week

Once a week 2-3 times per month

Once a month Less often



VEGETABLES REGULARLY CONSUMED

828180

756160

54525149

383332

242221

19

TomatoOnions

CabbageCarrots

BeetrootSpinach / kale

LettucePeppers

CucumberAvocado

MieliesBeans

MushroomsCauliflower

BrocolliPeas

Squash

FRUIT REGULARLY CONSUMED

7772

503533

3030

2116

12

Bananas

Apples / Pears

Mangoes

Citrus

Guavas

Stone fruits

Melon

Berries

Granadillas

Kiwi fruit

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Only 31% claim to always eat healthy. There is very little understanding of what a plant based diet is

Q29a. What does ‘eating in a healthy way’ mean to you? (OE) Q29b. Can you tell me what types of foods you think are healthy? (OE) Q29c. Can you tell me what you think a plant based diet is? (OE) Q30. How do you feel about healthy eating and how it affects your wellbeing? (SA)

HEALTHY EATING ATTITUDES n=1005

ATTITUDES TOWARDS HEALTHY EATING

31

46

23

I eat whatever I want, not worried about eating healthy

Sometimes eat healthy, but spoil myself on occasion

Always eat as healthy as possible

Most likely to always eat healthy -white &

vegetarian

Least likely to always eat healthy -

rural, LSM 1-3 (least access to healthy

food)

Healthy eating means:Eating lots of vegetables (29%)Eating fruits (19%)Eating good food (19%)Living a healthy lifestyle (17%)Cut down on fatty/oily food (10%)

What food is healthy:Vegetables (74%)Fruit (53%)Fish / Seafood (11%)Red meat (9%)Dairy products (8%)Chicken (8%)

A plant based diet is:Don’t know (36%)Vegetables (20%)Food from the garden (11%)Fruit (8%)Eating healthy food (5%)Food from plants (4%)

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Word of mouth and health care professions are the main source on nutritional information

Q34. Where do you get information about nutrition (MA)

n=1005

Online sources are still quite low and this may be due to trust and credibility more than accessibility

SOURCES OF NUTRITIONAL INFO

NUTRITION INFORMATION SOURCESFriends &

Family62%

Product Packaging

37%

Internet23%

Advertising34%

Health professional

40%

Social Media20%

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Access to healthy food is not a problem, however affordability is concern for many

Q31. Is it easy to find healthy foods in your area? (SA) Q32. Do you think it has become easier to find healthy foods where you shop in the past 5 years? (SA) Q33. Do you think healthy food is affordable? (SA)

n=1005

63

26

11

Yes Sometimes No

ACCESS TO HEALTHY FOOD

82% THINK IT HAS BECOME EASIER TO FIND HEALTHY FOOD IN THE PAST 5 YEARS

BUT, ONLY 52% THINK HEALTHY

FOOD IS AFFORDABLE

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KEY FINDINGS• South Africa has a Meat eating culture

• Composition far off the recommended plate – too much starch and meat, too little vegetables

• Accessibility is easier, but affordability is a barrier

• Kids eat the same as adults, so there is unlikely to be a change in future behaviour without intervention

• Vegetables are perceived as healthy but this is not reflected in their consumption behaviour

understanding the eating habits of the south …...healthy eating. 31. 46. 23. i eat whatever i...

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