Introduction: A Shift in Dietary Preferences

The food industry is undergoing a significant transformation as more consumers explore alternatives to traditional meat and dairy products. Factors such as rising costs, health concerns, environmental awareness, and ethical considerations are driving this change. Insights from YouGov Profiles provide a detailed look at the attitudes shaping this trend in South Africa. From reducing meat intake to embracing plant-based options, consumer demand is reshaping how food is produced, marketed, and consumed.

Active Efforts to Reduce Meat Consumption

A quarter (25%) of respondents say they are actively trying to reduce their meat consumption, according to YouGov Profiles. This shift is particularly noticeable among younger demographics and urban populations, who are more likely to experiment with alternative diets such as Meatless Diets.

Restaurants, grocery stores, and food producers can adapt by expanding their offerings of meat-free products. Meatless menu items, plant-based proteins, and creative meat substitutes are no longer niche—they’re becoming essential components of modern dining and shopping experiences. By normalising these options, the industry can cater to this growing demand.

Openness to Plant-Based Alternatives

While the market for plant-based alternatives is still emerging, 23% of respondents are open to substituting meat and dairy products with plant-based options, according to YouGov Profiles. This openness is driven by the increasing availability of high-quality alternatives that mimic the taste, texture, and nutritional value of traditional products.

However, challenges remain, particularly regarding price parity and taste acceptance. Brands that focus on innovation—improving flavors, textures, and affordability—can capture this audience and expand the market. Partnerships with restaurants and retailers can also help introduce these alternatives to consumers in familiar settings, encouraging trial and adoption.

The Cost of Quality Meat: A Barrier for Many

For 78% of South Africans, the high price of quality meat is a significant concern, according to YouGov Profiles. As food prices continue to rise, many consumers are rethinking their dietary choices and seeking more affordable options such as opting for the Meatless Diets route. This economic pressure is making plant-based and alternative protein sources more appealing to a growing segment of the population.

The food industry has an opportunity to capitalise on this trend by introducing cost-effective alternatives that maintain high nutritional value. Brands can also emphasise the long-term savings associated with plant-based diets, positioning them as a practical and budget-friendly choice for households.

Growing Interest in Reducing Meat and Dairy Intake

YouGov Profiles data reveals that 54% of consumersare considering reducing their meat and dairy consumption. This growing interest in dietary changes reflects a shift toward more conscious eating habits. Consumers are increasingly aware of the environmental impact of livestock farming and the potential health benefits of reducing meat and dairy intake.

The flexitarian approach—where individuals reduce but do not entirely eliminate meat and dairy—has gained traction. Food brands and restaurants can cater to this group by offering a wider variety of hybrid or plant-based options that fit seamlessly into their lifestyles.

Guilt Associated with Meat and Dairy Consumption

Guilt plays a role in consumer behaviour, with 44% of respondents sometimes feeling guilty about consuming meat and dairy products, according to YouGov Profiles. This guilt often stems from concerns about animal welfare, environmental sustainability, and personal health impacts pushing more consumers to Meatless Diets.

Brands can address this by promoting transparency in their sourcing practices and highlighting efforts to minimise environmental and ethical concerns. Certifications such as organic, free-range, or sustainably farmed can reassure consumers and mitigate feelings of guilt. Additionally, providing clear information about the benefits of plant-based alternatives can help consumers feel better about their choices.

Conclusion: Insights for the Food Industry

The shift toward Meatless Diets presents both challenges and opportunities for the food industry. Insights from YouGov Profiles reveal that rising costs, health awareness, and ethical concerns are driving consumers to rethink their dietary habits.

To meet this demand, food producers, retailers, and restaurants must adapt by offering accessible and appealing plant-based alternatives. Emphasising sustainability, affordability, and innovation will be key to winning over consumers who are reducing their meat consumption or exploring new options. By understanding and addressing these evolving preferences, the industry can not only cater to current trends but also shape the future of food.

Methodology:

Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.

Dataset: 2024-11-10

Nationally representative sample of South African adults with access to the internet, aged 18+

n ~ 5393