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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Copyright © 2017 The Nielsen Company. Confidential and proprietary. 6
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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Copyright © 2017 The Nielsen Company. Confidential and proprietary. 14
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
FREQUENCY OF CONSUMPTION
AVE. PER WEEK – 6 times
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
FREQUENCY OF CONSUMPTION
AVE. PER WEEK – 4 times
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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HEALTHY FOODS
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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
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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
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