Understanding key consumer trends in the African F&B market
Powered by:
Learn more about Fi Africa: www.figlobal.com/africa
11-13 October 2020 Cairo, Egypt
2
| Learn more about Fi Africa: www.figlobal.com/africa
Contents Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1. Introduction and methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2. Demand in Africa for ‘clean products’ is growing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3. Natural is a phrase that is subjective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
4. Consumers want products that offer a health boost beyond basic nutrition . . . . . . . . . . . . . . . . 17 5. Sensory overload is occurring at a time when non-essential consumption occasions become more common . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 6. Conclusions and recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Understanding key consumer trends in the African F&B market | 3
Executive Summary Key findings from this report The middle class in Africa is growing and has more levels of disposable income than ever before. Whilst it is important not to over-estimate their spending power, this is something that is shaping food and drink habits in the region. Consumers want products that they deem to be green and clean. This is because consumers want to avoid ingredients that they believe are detrimental to their health and have no nutritional value. They also want products that have a minimal impact on the environment and are adopting dietary habits that they deem more sustainable. Natural is also an important product claim to consumers and something that significantly influences consumption patterns. Whilst the claim is appealing, it is also something that can be subjective in nature. As such, consumers want such claims validated. As well as wanting to avoid “bad� ingredients, consumers are also taking a greater interest in functional and fortified products that offer a health boost beyond basic nutrition. This is because consumers are taking a proactive and long-term approach to health, and want to improve their physical and mental wellbeing. This is resulting in consumers seeking out ingredients that can help boost health. When it comes to health and wellness, the issue of trust and transparency is crucial. This is because consumers can be skeptical about claims made by brands, especially when it comes to health and wellness and nutritional information. As such, brands need to communicate in a simple and transparent manner to build trust. Sensory appeal is also of high importance to consumers in Africa, driven by the need for reward and escapism. This is leading to consumers becoming more experimental and seeking out new and unusual flavors. It is also something that can act as a barrier towards healthy eating and drinking plans, with consumers being concerned about the taste of better-for-you options.
4
| Learn more about Fi Africa: www.figlobal.com/africa
1. Introduction and methodology Introduction This report has been compiled specifically for Fi Africa, examining key trends in the African market when it comes to food, drink, and nutritional supplements. The report focuses on the key topics of health and nutrition, sustainability, and sensory appeal, examining how consumption habits are changing in the region as a result of this. Areas examined include how consumers are seeking out products that they deem to be green and clean, the importance of natural claims, and how trust and simplicity is more important than ever before when it comes to validating claims. It also examines how consumers are taking a proactive and holistic approach to health and as such want products that offer a health boost beyond basic nutrition, helping address both physical and cognitive wellbeing. Finally, the report examines the importance of sensory appeal and how this is something that can be a key barrier when it comes to consumers leading a better-for-you lifestyle.
Methodology This presentation has been combined using the following FMCG Gurus survey series 1,000 respondents per survey – year of survey highlighted
Understanding key consumer trends in the African F&B market | 5
The middle class is growing in Africa Although it is important not to over-estimate spending power, the growth of the middle class in Africa is influencing the food and drink market. The middle class is growing in Africa. Whilst it is important not to over-estimating the spending power that these consumers have (especially compared to the middle class in countries such as China), a growing number of consumers are living above the poverty line and have greater levels of income at their disposal. As consumers become more financially confident, they are demonstrating a greater willingness to tradeup on food and drink that they associate with superior quality. This is especially the case when it comes to food and drink that is deemed to be healthier, more sustainable and more indulgent.
Proportion of respondents who say that they are satisfied with their financial situation
Proportion of respondents who say that they are willing to spend extra on products that are of higher quality
6
| Learn more about Fi Africa: www.figlobal.com/africa
A number of key trends are shaping consumption patterns This report focuses on the following six trends obtained from FMCG Gurus Top Ten Trends for 2020.
Re-evaluating Health Consumers recognize that their diets and lifestyles are impacting on their long-term physical and cognitive health. As such, they are wanting to make changes to their eating and drinking habits to address this.
Good for Me, Good for the Earth Consumers are concerned about the state of the environment, and also believe that damage to eco-systems also has a direct impact on their health. As such, consumers are looking to try and address this.
See All, Know All Trust towards brands is on the decline, with consumers becoming skeptical towards practices and policies and believing they do not have their best interests at heart, This is driving demand for maximum transparency from brands.
Snacking Reclassified Snacking habits are evolving, especially as the number of skipped meals continue to rise. Consumers want snacks that offer a nutritional boost so that they are deemed to be guilt-free and conveniently nutritious.
Sensory Overload High levels of self-entitlement mean that the number of non-essential consumption occasions is on the rise, driven by the need for reward and escapism. This is resulting in consumers becoming more quality orientated.
Evolution of Nutrition Consumers are taking a more proactive and long-term approach to health as they recognize that all aspects of physical and mental health are interlinked. This is directly influencing dietary habits.
Understanding key consumer trends in the African F&B market | 7
2. Demand in Africa for ‘clean products’ is growing Consumers in Africa are re-evaluating their diets Eating and drinking habits are changing as consumers look to stay healthier for longer.
I am – or – have been on a diet in the last twelve months to either lose weight or avoid weight gain Respondents who agree or strongly agree
Across Africa, consumers are evaluating – and looking to make changes to – their dietary habits. This is being driven by two issues. Firstly, consumers are concerned about their waistlines and secondly, consumers are looking to improve their overall health and wellness as they look to stay fit and active until as late in life as possible. Over the last couple of decades, dietary habits have changed dramatically in Africa. As a result of this, lifestyle-related health issues such as malnutrition have been replaced by problems such as rising obesity and diabetes rates, as the amount of high sugar and processed food and drink consumed continues to rise. FMCG Gurus research shows that four in ten consumers in Africa are currently trying to lose weight, whilst 72% say that they are actively looking to improve their diet in general. This shows that there is a significant level of dissatisfaction in Africa when it comes to current eating and drinking habits, with consumers concerned about the day-to-day and long-term implications of this.
I am actively looking to improve my diet Respondents who agree or strongly agree
8
| Learn more about Fi Africa: www.figlobal.com/africa
Consumers are looking to adopt more sustainable dietary habits Consumers feel that health and sustainability are interlinked. Have you changed your diet in the last two years in order to lead a more environmentally friendly lifestyle?
In the last two years, two thirds of consumers in Africa say that they have changed their diets in order to lead a more sustainable lifestyle. Whilst many steps have been taken to achieve this, one trend is the rise in consumers who are actively looking to reduce their intake of meat and dairy. This is despite meat and dairy consumption per capita in Africa being lower than in many other regions. The rise of the flexitarian diet is resulting in consumers turning to plant-based diets. Although plants are already a staple part of dietary habits in the region, consumers are recognizing the nutritional benefit of such products. That is, they are often high in protein and also are free from ingredients that are deemed to be detrimental to health, such as chemicals and synthetics.
What changes have you made? Respondents who have made change to their diets
Understanding key consumer trends in the African F&B market | 9
Consumers want maximum transparency from brands Consumers can feel that brands do not have their best interests at heart. Proportion of respondents who say that they are distrusting of the following types of brands
Proportion of respondents who say that trust towards the following types of brands has deteriorated in the last two years
Strongly linked to the demand for ‘clean’ products, consumers are becoming increasingly distrusting of the practices and policies of brands. This is because they believe that brands – especially larger multinationals – are driven more by the pursuit of corporate greed, as opposed to having the best interests of the consumer at heart. From a product formulation and nutritional perspective, consumers can often feel that brands can be purposely misleading when it comes to health claims made. Moreover, they may also believe that brands try to deliberately ‘disguise’ the use of 'bad’ ingredients in products. This is resulting in consumers wanting brands to demonstrate more transparency than ever before when it comes to communication around product formulation.
10 | Learn more about Fi Africa: www.figlobal.com/africa
Consumers want to avoid synthetic ingredients in products Consumers want to avoid ingredients that they deem to be detrimental to health. Consumers are paying a greater level of attention than ever before to the nutritional content of food and drink products. Linked to this, consumers want reassurance that products are natural and contain only real and authentic ingredients that they trust, and that are not detrimental to health. This is something that is being driven by consumers having greater levels of disposable income than ever before in the region and also consumers being exposed to more choice. FMCG Gurus research shows that across Africa, a significant proportion of consumers are making conscious attempts to avoid ingredients that are artificial, synthetic, and chemical, such as GMOs. This is a trend that will intensify as consumers continue to become more conscious about their health.
Respondents who say that they actively
Respondents who say that they are concerned
search for non-GMO products
about ingredients that sound chemical
Respondents who say that they focus their shopping on products free of ingredients that they dislike
Understanding key consumer trends in the African F&B market | 11
Consumers are prone to checking product labeling Consumers want maximum transparency when it comes to product formulation. How often do you do the following when buying food and drink? Respondents who say most of the time or all of the time Africa
Egypt
Kenya
Nigeria
South Africa
Avoid artificial ingredients in food and drink Check ingredient lists on food and drink Check nutritional information on food and drink Seek out natural food and drink products
54%
53%
59%
52%
53%
60%
59%
62%
70%
51%
61%
56%
65%
73%
50%
59%
37%
72%
72%
54%
Seek out food and drink products that contain recognizable ingredients
54%
37%
63%
62%
53%
As consumers seek out products that they deem to be green and clean, they are paying close attention to the nutritional labeling of the products that they turn to. The reality is that it would be too time-consuming to check every product label and there will also be times when consumers will be motivated more by indulgence rather than health. Nevertheless, the research shows that consumers say that they are prone to checking information about product formulation, which will more likely occur in categories that consumers deem to be healthier/more nutritious, or in categories they can be concerned may have a negative impact on health. This shows that consumers will want maximum simplicity and transparency from labeling to help them determine how 'clean' a product is.
12 | Learn more about Fi Africa: www.figlobal.com/africa
3. Natural is a phrase that is subjective Natural is a phrase that is associated with many favorable attributes Natural products are associated with being good for the individual and the planet. How important it is it to you that groceries are 100% natural? Respondents who say important or very important
Why is important that groceries are 100% natural? 100% natural groceries are‌ Respondents who say it is important or very important that groceries are 100% natural
Tasty Better-for-me Healthy Better for the environment Better quality
Africa
Egypt
Kenya
Nigeria
South Africa
40% 55% 77% 51% 54%
53% 53% 56% 43% 57%
37% 50% 91% 52% 56%
39% 54% 80% 44% 52%
32% 62% 80% 65% 52%
FMCG Gurus research shows that overall, three quarters of consumers in Africa believe that a product can be 100% natural, with consumers in Nigeria the most likely to demonstrate this sentiment. Of those consumers who believe that a product can be 100% natural, the claim natural is one that is associated with many favorable attributes. Indeed, natural products are associated with being healthy, better for the environment and higher quality. Additionally, 40% say that they believe natural products are more indulgent. However, as stated in the previous chapter, consumers can be skeptical of the practices and policies of brands, and marketing claims around natural formulation is no exception to this rule. As such, it is crucial that brands look to validate any marketing claims that they make.
Understanding key consumer trends in the African F&B market | 13
Natural is a phrase that can be subjective Irrespective of how it is defined, claims need to be seen as credible. What does the word 'natural' mean to you when it comes to food and drink? Africa overall – top ten answers
Across Africa, the phrase 'natural' is one that means many different things to consumers. Ultimately, the phrase is linked to better-for-you products that have a shortened list of real and authentic ingredients that consumers know and trust. However, the subjectivity of the word 'natural', whilst appealing to consumers, is something that can prove to be a hindrance when it comes to maximizing the credibility of such claims. This is because consumer perceptions and interpretations of why a product is deemed natural may misalign with that of the brand or manufacturer – something that can create feelings of distrust in the long-term. As such, it is crucial that brands need to validate why natural claims are being made in order to enhance credibility.
The term 'natural' is subjective across Africa What does the word 'natural' mean to you when it comes to food and drink?
Product contains natural colors Product contains no added sugar Product contains recognized ingredients Product has a shortened ingredient list Product has plant-based ingredient Product has traceability/ ingredients can be sourced Product is allergen-free Product is environmentally-friendly Product is free from additives Product is free from artificial colors Product is free from artificial ingredients Product is free from synthetic ingredients Product is healthier Product is low in sugar Product is minimally processed Product is non-GMO Product is organic Product is preservative-free Product is sugar-free The use of 'real' ingredients
Africa
Egypt
Kenya
Nigeria
South Africa
27% 56% 25% 60% 38% 27%
35% 35% 57% 51% 22% 30%
22% 68% 11% 67% 50% 20%
29% 63% 12% 54% 40% 27%
24% 59% 20% 67% 42% 32%
27% 52% 58% 39% 32% 64% 65% 25% 52% 50% 54% 54% 59% 53%
46% 60% 78% 28% 60% 91% 47% 30% 84% 79% 41% 44% 39% 87%
17% 55% 51% 41% 16% 56% 74% 15% 42% 64% 63% 55% 74% 33%
18% 39% 49% 39% 25% 50% 70% 27% 35% 20% 50% 54% 58% 43%
28% 55% 53% 50% 26% 61% 68% 27% 48% 38% 63% 62% 68% 50%
14 | Learn more about Fi Africa: www.figlobal.com/africa
Clean label remains an industry-driven term The clean label trend is simply an evolution of the natural trend. Clean label is a phrase that has been something of an industry buzzword in the food, drink, and supplement market for the last ten years. Moreover, it is something that can often be at the forefront of ideas when it comes to new product development, with the belief that clean label aligns with all the key need states of the modern consumer. However, the reality is that the phrase remains nothing more than an industry buzzword, with only 36% of consumers in Africa saying that they are familiar with the phrase. Rather than trying to tightly define what constitutes a clean label product, the industry instead needs to focus on what the need state is that is actually being addressed by such offerings. That is, clean label is something that is an evolution of the natural trend, with consumers simply wanting more validation around such claims. Indeed, branding products clean label is far less important that justifying why natural claims are being made on packaging.
Proportion of respondents who say that they are familiar with the phrase 'clean label'
Understanding key consumer trends in the African F&B market | 15
Simplicity and transparency is synonymous with natural formulation Consumers want brands that they deem to be honest. Respondents who believe the fewer ingredients in a product the better
Respondents who like nutritional information to be as simplified as possible
Respondents say that they find information on healthy eating to be confusing and contradictory
When it comes to validating natural claims, simplicity and transparency are key. After all, consumers can accept that a product may not be the healthiest. However, they are less accepting of the fact that nutritional labeling is disguising the nutritional value or content of a product. Currently, a total of 39% of consumers in Africa say that they find information around healthy eating to be confusing and contradictory. Meanwhile, a total of 58% say that they believe the fewer ingredients in a product the better, whilst 79% say that they like nutritional labeling to be as simplified as possible. Whilst brands need to be careful that streamlining ingredient lists is not seen to compromise on the taste of quality of products, the research shows that when it comes to validating natural claims, maximum simplicity and transparency is needed from a product formulation and packaging perspective.
16 | Learn more about Fi Africa: www.figlobal.com/africa
4. Consumers want products that offer a health boost beyond basic nutrition Historically, sugar has been the number one dietary evil in Africa However, healthy eating is not just associated with avoiding certain ingredients. Proportion of respondents who say that they look to avoid/moderate their sugar intake
Proportion of respondents who recognize the link between diet and diabetes
Proportion of respondents currently on a diet
Respondents looking to lose weight by reducing sugar intake Respondents on a diet
Traditionally, dietary habits have been focused primarily around avoidance and moderation, with consumers looking to avoid dietary evils that they associate with lifestyle-related diseases. Such attitudes still significantly influence consumer attitudes in Africa. For instance, one in two consumers in the region say that they make active attempts to avoid excessive sugar intake, which will be buoyed by the fact thee quarters say that they are aware of the link between diet and diabetes. Meanwhile, one of the main strategies of those looking to lose weight is to reduce sugar intake. However, whilst avoiding ingredients such as sugar and synthetic/chemical ingredients is still a priority for consumers, many are adopting a more well-balanced approach to leading a healthier diet. That is, diets are not just focused on avoidance and moderation but instead are being adapted to try and improve overall health and wellness. This is being driven by consumers taking a more proactive approach to health maintenance as they believe all aspects of health are interlinked and need to be maintained in order to live healthier for longer.
Understanding key consumer trends in the African F&B market | 17
Holistic health is influencing eating and drinking habits in Africa Consumers recognize that all aspects of health are interlinked and should not be treated in isolation. Consumers in Africa are embracing the concept of holistic health. That is, consumers recognize that all aspects of health – physical and cognitive – are interlinked and should not be treated in isolation. As such, consumers are focusing on leading an overall healthy diet, believing this will help address all aspects of health. Moreover, consumers are also taking an interest in functional and fortified food and drink products that offer a health boost beyond basic nutrition. This means that consumers are not just turning to food and drink products that they associate with avoidance and moderation. Instead, consumers want products with active ingredients that they associate with offering a convenient boost to their physical and cognitive health.
Consumers are embracing the concept of holistic health, wanting to improve all aspects of their physical and mental wellbeing even if they are not suffering from a specific health problem. Respondents who say that they are interested in food and drink products that offer the following benefits
Improves bone health Improves energy levels Improves gut health Improves heart health Improves mental wellbeing Improves physical appearance Maintains healthy blood sugar levels Maintains lean muscle mass Reduces aged related muscle loss or prevents the loss of muscle mass Reduces the risk of developing diabetes
Africa
Egypt
Kenya
Nigeria
South Africa
76% 67% 72% 72% 71% 75% 65% 66% 60%
66% 47% 59% 54% 65% 75% 58% 64% 38%
82% 77% 80% 82% 77% 77% 71% 71% 72%
77% 72% 75% 76% 71% 72% 65% 64% 65%
78% 73% 76% 78% 72% 73% 66% 66% 66%
60%
51%
68%
60%
61%
18 | Learn more about Fi Africa: www.figlobal.com/africa
Mental wellbeing is just as important as physical health This is especially true at a time when disrupted sleep patterns and stress are common problems. Consumers in Africa are interested in food, drink and supplement products that help aid mental wellbeing, with this being seen as just as an important issue as physical health. Across Africa, a considerable proportion of consumers are suffering from stress and disrupted sleep patterns. This is something that has been brought about by the pressures of everyday life, with consumers trying to cram as many activities into the day as possible and also feeling under pressure to succeed both personally and professionally. This is something that can have an impact on the ability to relax and unwind. This in turn is resulting in consumers demonstrating an interest in food and drink products that aid mental wellbeing.
I am interested in products that improve sleep quality Respondents who agree or strongly agree
I am interested in products that reduce stress Respondents who agree or strongly agree
Understanding key consumer trends in the African F&B market | 19
Consumers want ingredients that offer positive nutrition Consumers want products that offer a convenient health boost. I like products with new and healthy ingredients Respondents who agree or strongly agree
I actively seek out food products that I associate with boosting my health Respondents who agree or strongly agree
When it comes to analyzing changing eating and drinking habits in Africa, several factors need to be taken into consideration: â—?
C onsumers are exposed to more information than ever before when it comes to health and wellness
â—?
L evels of disposable income in the region are rising, meaning consumers have more finances to take a proactive approach to health maintenance
â—?
Changing dietary habits over the last couple of decades has meant that lifestyle-related problems such as obesity and diabetes are becoming more common
As such, consumers are taking a more proactive approach to health maintenance and improvement. This is driven by several factors. From a consumer perspective, people are looking to stay healthier for longer whilst also being concerned about the risk of disease and illness. From a societal perspective, consumers recognize that healthcare systems can sometimes not be adequate to help them with health problems. This is something that is directly shaping food and drink habits, with consumers taking a greater interest in the ingredients used in food and drink products. Indeed, consumers are looking for functional ingredients that offer a health boost beyond basic nutrition, with such claims having a greater influence on purchasing and consumption behavior than ever before.
20 | Learn more about Fi Africa: www.figlobal.com/africa
This is resulting in consumers re-evaluating their snacking habits Consumers in Africa want snacks that offer a nutritional boost. Meal-time fragmentation is occurring in Africa, with consumers skipping meals on a regular basis, especially at breakfast and lunch-time. This is something that can often be attributed to time-scarcity. This in turn is resulting in consumers snacking on a more regular basis. Given that consumers are snacking more regularly and also becoming more health conscious, they are re-evaluating what they expect from the snacks that they turn to. For instance, FMCG Gurus research shows that over a third of consumers in Africa say that they expect snacks to offer a nutritional boost. As a result of this, snacking habits in the region are changing, with consumers switching from 'traditional' snack products to those that carry claims such as 'high in protein' and 'low in sugar'.
Proportion of consumers who skip the following meal at least once in the average week
Proportion of consumers who say that they regularly substitute skipped meals with a snack
Proportion of consumers who say that they expect snacks to offer a nutritional boost
Understanding key consumer trends in the African F&B market | 21
5. S ensory overload is occurring at a time when non-essential consumption occasions become more common Consumers like to enjoy moments of indulgence daily This is for reward and escapism purposes. To what extent do you agree with the following statements Respondents who agree or strongly agree
Whilst much attention has been given to consumers becoming more health-conscious and influenced by the ingredients used in food and drink products, it must be remembered that the desire for indulgence remains the key driver of consumption occasions. This is especially true at a time when rising levels of disposable income mean that the number of non-essential eating and drinking occasions continue to rise. FMCG Gurus research shows a considerable proportion of consumers say that they deem themselves to be adventurous and like different flavors when it comes to food and drink products. This is driven by the desire for reward and escapism as a way of dealing with the pressures of everyday life. It is also something that can be linked to the issue of self-expression, with consumers in Africa wanting products that they feel reflect their good tastes and sophistication.
22 | Learn more about Fi Africa: www.figlobal.com/africa
Consumers want conscious indulgence Consumers do not want to feel guilty for enjoying such moments of indulgence. Proportion of respondents who say that they regularly enjoy an indulgent treat
Proportion of respondents who say it is okay to enjoy an indulgent treat as part of a healthy diet
Consumers who have switched from 'traditional' snacks like chocolate to high protein/low sugar alternatives in the last twelve months
The pressures of everyday life are a key reason why consumers in Africa turn to indulgent products on a regular basis, with consumers looking for temporary moments of escapism that help alleviate stress. As such, consumers do not want to feel guilty for enjoying these moments of indulgence, even if they do not necessarily align with health and weight management goals that they may have. Overall, consumers in Africa believe that it is perfectly acceptable to enjoy moments of daily indulgence as part of an overall healthy diet. Whilst, consumers will prioritize taste and enjoyment when it comes to treating, they also want snacks that they deem to be guilt-free and conveniently nutritious, something that offers them moments of conscious and permissible indulgence. This is a key reason why snacking habits are changing in the region, with approximately one in two health conscious consumers in Africa saying that in the last twelve months, they have made conscious attempts to switch from traditional snack products like chocolate to high protein/low sugar alternatives. Again, this serves to reflect how consumers want to combine indulgence and great taste with better-foryou/healthier ingredients so that products can be enjoyed as part of an overall healthy diet.
Understanding key consumer trends in the African F&B market | 23
Concerns can exist towards the taste of better-for-you snacks Consumers do not want to compromise on indulgence. Proportion of respondents who find healthier/ high protein snacks to be less tasty
Proportion of respondents who say they are concerned about the after-taste of high protein snacks
Proportion of respondents who say that they find healthy food to be bland and boring
When it comes to moments of indulgence, consumers in Africa want these to be compromise-free. This is true even when it comes to better-for-you snacking occasions. Indeed, whilst claims around products being high in ‘good’ ingredients and low in ‘bad’ ingredients are of appeal, taste is paramount. This is something that can act as a barrier when it comes to better-for-you eating and drinking habits in Africa. FMCG Gurus research shows that a significant proportion of consumers say that they find healthier snack products to be less tasty – especially the after-taste of high protein products, whilst others find healthy food to be bland and boring in comparison to less healthy food. These attitudes serves to highlight why many health plans and goals fail in the region. That is, many consumers demonstrate attitudes towards improving their diets and lifestyles in order to reduce the risk of disease and illness. However, barriers can often exist when it comes to the sensory element of food and drink products. When it comes to having to make a trade-off between taste and nutrition, consumers will ultimately opt for indulgence – something that means health plans fail. To counter this, it is important that the food and drink industry in Africa ensure that better-for-you snacks are deemed to be compromise-free from a taste perspective in the eyes of the consumer.
24 | Learn more about Fi Africa: www.figlobal.com/africa
6. Conclusions and recommendations Conclusions Combine health and indulgence Most of this report focuses on how consumers in Africa are becoming more health-orientated. Whilst this is certainly true, it must be remembered that nutritional value alone is not something to shape consumption habits in the region. Consumers want moments of indulgence daily, driven by the need for reward and escapism due to everyday pressures. Any better-for-you products need to be positioned not just in a way that highlight ingredients used in formulation, but also that they are seen to be compromise-free when it comes to taste.
Ensure trust and transparency When it comes to targeting health conscious consumers, one issue is critical for food, drink and supplement brands: trust. Consumers can often be skeptical about the health and wellness industry, believing that brands do not have their best interests at heart and can make misleading claims in order to capitalize on desires for instant health solutions. If consumers are going to incorporate better-for-you/healthy brands into their daily routines, it is important that they are fully trusting when it comes to claims made around product formulation.
Remember the claim 'natural' is the key health claim for consumers In recent years, much attention has been given to issues around the evolution of nutrition, as well as industry buzzwords such as clean label. The reality is though when it comes to food and drink, consumers prioritize natural claims. That is, consumers want products that they believe contain real and authentic ingredients that are not detrimental to their health. The main change from a consumer perspective is that they want more validation than ever before when it comes to natural claims.
Combine health and sustainability Consumers are concerned about the state of the environment and believe that damage done may be irreversible. This is leading to them making changes to their diets in order to lead a more sustainable lifestyle. This is seen as something that is not just ethical but something that is also healthier. This creates the opportunity to promote products as being good for the earth and the individual by positioning products around being free-from a variety of chemical ingredients.
Recognize the importance of mental wellbeing The concept of holistic health is being embraced in Africa, with consumers recognizing that all aspects of health are interlinked and should not be treated in isolation. As such, consumers are adopting their diets to try and improve their overall health and wellness, with dietary plans no longer just focused on dieting but trying to improve overall nutritional intake. Central to this is the importance of mental wellbeing, with this being just as important as physical health, especially as feelings of stress and sleep disruption are common. This is something that needs to be factored in when it comes to new product development.
Understanding key consumer trends in the African F&B market | 25
Push the boundaries of indulgence (in a guilt-free way) Consumers in Africa like to enjoy moments of indulgence on a regular basis. This is something that is helped by consumers having higher levels of disposable income and being exposed to more choice than ever before. As a result of this, consumers are becoming more adventurous with their choice of food and drink, taking enjoyment from products that offer new and unusual flavor sensations. This means that brands in the country need to look to push the boundaries of sensory appeal to appeal to more experimental consumers.
Powered by: FMCG Gurus provides market research and insight into consumer attitudes and behaviours across the food, beverage and supplement markets around the world.
26 | Learn more about Fi Africa: www.figlobal.com/africa
Learn more about Fi Africa: www.figlobal.com/africa