The rise of veganism in South Africa
In recent years, South Africa’s food landscape has undergone some significant transformations as more individuals ditch meat to embrace veganism and plant-based diets.
With the rapidly expanding vegan food market growing at an annual compound growth rate of 18.1%, the global market is predicted to hit a whopping R1.698 trillion in 2027.
Vegan Roots South Africa describes veganism as “a way of living which seeks to exclude, as far as is possible and practicable, all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose.”
Adopting a vegan lifestyle is done in various ways and for multiple reasons.
Yet, a common aspect among vegans is their adherence to a plant-based diet, omitting all forms of animal products such as meat, dairy, eggs, and honey and avoiding using products made from or tested on animals.
“The plant-based industry in South Africa has been gradually developing, and reflects a global shift in consumer choices towards more healthy, ethical and environmentally friendly lifestyles,” said food awareness organisation, ProVeg.
What was once considered a niche lifestyle choice has now become a mainstream movement which various businesses across the country are looking to capitalise on.
According to CC Research, the global market for vegan food was valued at R657.32 billion in 2021, R740.41 billion in 2022, and anticipated to hit R1.698 trillion in 2027, with a compound annual growth rate (CAGR) of 18.1% for the period of 2022-2027.
Fairfield Market Research highlights that the global plant-based meat market alone is expected to be worth over R240.8 billion by 2026, registering a CAGR of 18.9%.
Research by ProVeg shows that this market is budding locally, with vegan, vegetarian and ‘flexitarian’ consumers making up between 10% and 12% of the South African consumer base as of 2023.
To meet this growing market, fast-food chains and retailers across the globe are jumping on the decision to include more plant-based options on their menus and shelves, with South Africa no exception.
The market shift
On top of newer plant-based focused retailers, established retailers like Woolworths, Pick n Pay and Checkers have consistently been expanding and promoting their vegan product offerings.
For example, several years ago, when Woolworth began significantly increasing its plant-based products, the company noted “a fundamental shift in customer’s habits towards a plant-based way of eating.”
“It is a concept that appeals to a diverse range of customers, including meat-eaters, sustainable farming supporters and health advocates alike,” Woolworths Nutrition Manager Cindy Chin previously outlined.
From dairy-free milk alternatives to ready-made meals of meat substitutes made from soy or lentils, these supermarkets now offer a wide array of products that cater specifically to vegans and plant-based diets.
This is not exclusive to supermarkets.
On top of the rise in vegetarian and vegan-friendly eateries, like Leafy Greens Café, Plant Café, The Fussy Vegan and Lexi’s Healthy Eatery to name a few, established chains across the country are increasing their plant-based options.
“Responding to the presence of this consumer base, South African food chains have adopted plant-based options, providing exciting new food choices that feed the frenzy for more novel plant-rich alternatives,” said ProVeg.
Industry players, including McDonald’s, Burger King, Nando’s, Steers, and many more, are adapting their menus to meet the growing demand.
According to ProVeg, plant-based offerings for mains and sides across 25 of the country’s most popular fast food franchises saw a 20% and 23.43% rise between 2022 and 2023 – which is expected to increase further in 2024.
The ProVeg study also looked at and ranked the most plant-based friendly fast-food franchises in South Africa for 2023.
This includes:
Interestingly, Uber’s 2023 Annual Cravings Report showed that Johannesburg is the most popular hub for ordering vegan food, with Cape Town losing the top spot to those on the highveld.
“While many South Africans think of Cape Town as the epicentre of vegan eating in South Africa, in 2023 however, Johannesburg overtook it with vegan orders. Users in The City of Gold made 23% more vegan orders than The Mother City,” said Uber.
Consumer sentiments on veganism
While its popularity and market is expanding, public opinion on veganism and vegetarianism in South Africa is diverse.
According to YouGov Profiles data, the diverse consumer sentiments are seen in:
- Health Preferences: 61.71% favour healthier versions of their favourite foods, suggesting a market for healthier alternatives.
- Perceived Health Benefits: 49.90% view a meatless diet as healthier, reflecting a shift in dietary perceptions.
- Demand for Options: 49.11% want more vegan and vegetarian choices in restaurants, indicating rising interest in plant-based diets.
- Understanding Gaps: 43.89% lack understanding of vegetarianism, underscoring the need for better education and discourse.
- Ethical Considerations: 42.83% and 41.80% value the ethical aspects of veganism and vegetarianism, respectively, showing moral motivation for some.
- Perception Issues: 34.93% see veganism as silly, highlighting a need for increased education to challenge stereotypes.
Read: Out with the new, in with the old – the rise of a R10 billion economy in South Africa
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