The consumption, product compliance and manufacturer insights of plant-based foods in KwaZulu-Natal
Authors:   , Govender Camilla 
Published: October 2024

Background: The term plant-based diet focuses predominantly on the consumption of food from plants. A plant-based diet consists mainly of wholegrains, fruits, vegetables, legumes, nuts, seeds and may also include more processed food products made from these ingredients. Food is the single most powerful lever to optimise human health and environmental sustainability. A large body of work has emerged on the environmental impact of various diets. As per the findings of the Environmental Assessment and Reference Tool (EAT)-Lancet Commission, many studies have concluded that a diet rich in plant-based foods (PBFs) has improved health and also environmental benefits. This transition has led to a noteworthy increase in the demand for PBFs globally, and South Africa is no exception. Aim: This study aimed to determine the consumption, product compliance and manufacturer insights of plant-based foods in KwaZulu-Natal (KZN). Methods: This study used a mixed methods approach, namely, qualitative and quantitative research methodology. The first objective of this study was to determine the consumption of PBFs and identify barriers and facilitators influencing the adoption of plant-based diets through a consumer survey. The study's second objective was to document the scope of plant-based products in terms of availability through in-store and online observations that were available in KZN. All products were analysed to determine the scientific and regulatory compliance of plant-based products by analysing food labels according to the Foodstuffs, Cosmetic and Disinfectant Act (Act 54, 1972), R146 Regulation relating to the labelling and advertising of foodstuffs. The qualitative aspect of the study delved into the product development practices, trends and challenges of plant-based manufacturers in South Africa through key informant interviews. The adequacy of the diet among consumers (n=100) who consumed plant-based foods was assessed through two 24-hour food recalls and analysed for dietary adequacy. Results: Three hundred and eighty consumers participated in the online survey, of which 67.7% (n=259) of participants were women and 31.3% (n=120). Regarding the frequency of consumption of PBFs, 47% (n=180) of participants consumed PBFs between 2 to 3 times a week, 27.7% (n=106) of participants consumed PBFs daily, 17.2% (n=66) of participants consumed PBFs once a week, and 4.2% (n=16) of participants consumed PBFs once a month. A significant 63.4% (n=243) of participants indicated that they spend at most R60.00 on plantbased products, p<0.001. Using the binomial test to assess if any response option was selected significantly more than others, a significant number of participants (80% n=307) p<0.001, reported that they consumed PBFs for health reasons, followed by 37% (n=142) who reported that they consumed PBFs due to religious reasons. A significant 64% (n=245) and 58.5% (n=224) of participants reported that the most common format of plant-based meat alternatives that they consumed were burgers and sausages, respectively (p<0.001). The findings of this study also revealed that there are many challenges and barriers that are associated with the adoption of PBFs. This study found that 58.5% of participants (n=224) reported that PBFs were expensive (p<0.001), and 40.5% of participants (n=155) indicated that PBFs were limited and lacked variety. A comprehensive database of plant-based products (n=431) in the South African market was documented through in-store and online observations. Eighty-nine percent (n=386) of the products documented were manufactured in South Africa.. Regarding South Africa's labelling regulation, 95% (n=411) of the plant-based products complied with legislation. Key informant interviews were conducted with manufacturers to understand the market trends and constraints within the South African plant-based food sector. Key themes emerging from the key informant interviews included consumer-centric PBFs, consumer-driven plant-based trends, growth in the plant-based market, dynamic and evolving plant-based product development, challenges in PBF manufacture and marketability, insufficient government support and market-related price of PBFs. Furthermore, the adequacy of plant-based diets was analysed using the 24-hour food recall (n=92). The majority of nutrients fell below the EAR for both males and females. Both groups exhibited dietary inadequacies in specific micronutrients: vitamin D, folate, vitamin B12, and iron. Dietary inadequacy of specific micronutrients was noted for vitamin D, Folate, vitamin B12 and iron in both groups. However, there was notable carbohydrate excess intake across both groups and genders, surpassing the recommended estimate for energy. Conclusion: This study comprehensively examined the consumption patterns, product compliance, and manufacturer insights of PBFs in KZN. The findings reveal a growing interest in flexitarian diets and frequent consumption of PBFs, driven primarily by health motivations but hindered by cost and limited variety. Retail availability of PBFs in KZN is extensive, offering consumers a wide range of choices in both fresh and frozen categories, reflecting the robust state of the plant-based industry in KZN and it can be reasonably generalised to the whole country Regulatory compliance among PBFs is generally high, although small-scale manufacturers occasionally fall short of labelling standards. Manufacturer insights indicate a consumer-driven demand for PBFs that closely mimic meat products, necessitating innovation and regulatory support to stabilise this emerging market. Nutritional assessments of plant-based diets highlight a critical need for dietary supplementation to address deficiencies in essential vitamins and minerals such as B12, iron, and zinc. The study underscores the importance of nutrition education to guide consumers towards healthier food choices within plant-based diets. In conclusion, while the plant-based food sector in KZN is expanding and meeting many consumer needs, there are significant opportunities for improvement in product variety, affordability, regulatory compliance, and nutritional adequacy. Addressing these challenges through coordinated efforts among stakeholders can further enhance the adoption and benefits of plant-based diets. The conclusions drawn from this study can be reasonably generalised to metropolitan areas of the whole country.