{"id":2665,"date":"2021-11-12T06:45:00","date_gmt":"2021-11-12T06:45:00","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=2665"},"modified":"2025-06-04T07:04:30","modified_gmt":"2025-06-04T07:04:30","slug":"tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/","title":{"rendered":"Tastemakers: How Sub-Saharan Africans\u2019 Eating Habits Have Changed In The Pandemic"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p style=\"font-size:18px\">Over the past 18 months, COVID has forced many of us to reconsider what we previously thought of as healthy eating habits.\u00a0<a href=\"https:\/\/borderlessaccess.com\/\">Borderless Access<\/a>\u00a0surveyed people\u2019s changing eating habits around the world. Here we look at how people living in Sub-Saharan Africa (for this study we focused on Nigeria and South Africa) compared to their global peers, on this topic.<\/p><br>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/#Sub-Saharan_Africans_are_not_health-trend_followers\" title=\"Sub-Saharan Africans are not health-trend followers\">Sub-Saharan Africans are not health-trend followers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/#The_rise_of_ready-made_meals_and_meal_kits\" title=\"The rise of ready-made meals and meal kits\">The rise of ready-made meals and meal kits<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/#Fresh_produce_boxes_are_less_exciting_to_Sub-Saharan_Africans_than_other_consumers\" title=\"Fresh produce boxes are less exciting to Sub-Saharan Africans than other consumers\">Fresh produce boxes are less exciting to Sub-Saharan Africans than other consumers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/#Rising_food_preparation_trends\" title=\"Rising food preparation trends\">Rising food preparation trends<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/#Where_to_for_the_restaurant_and_prepared_food_industry\" title=\"Where to for the restaurant and prepared food industry?\">Where to for the restaurant and prepared food industry?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Sub-Saharan_Africans_are_not_health-trend_followers\"><\/span><strong>Sub-Saharan Africans are not health-trend followers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\">Worldwide, three-quarters of people have experimented with an aspect of their diet, with vegetarian preferences and low-sugar and low-fat options being the most popular. While almost 80% of Nigerians say they have tweaked their diet to some degree, around half of South Africans say they haven\u2019t made any changes. Globally, there has been a dramatic shift towards meat-free diets, with 19% of all respondents admitting they had sought out vegan options. By contrast, only 6% of South Africans and 7% of Nigerians had done the same. This may be a reflection of the importance that meat-based meals play in these two cultures. However, when we looked at the number of people looking to reduce the amount of meat they ate overall, Sub-Saharan Africa followed closely behind international trends.<\/p><br>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"285\" data-id=\"2668\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/africans-not-health-trend-followers-1024x285.webp\" alt=\"Africans not health trend followers\" class=\"wp-image-2668\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/africans-not-health-trend-followers-1024x285.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/africans-not-health-trend-followers-300x84.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/africans-not-health-trend-followers-768x214.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/africans-not-health-trend-followers-1536x428.webp 1536w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/africans-not-health-trend-followers-2048x571.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"The_rise_of_ready-made_meals_and_meal_kits\"><\/span><strong>The rise of ready-made meals and meal kits<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\">Sub-Saharan Africans choose a ready meal from a grocery store for similar reasons as their global peers: these meals are convenient and are seen as a treat (the latter is especially true in Nigeria). They don\u2019t, however, choose such meals to explore new tastes &#8211; especially in South Africa.<\/p>\n\n\n\n<p style=\"font-size:18px\">Similar patterns can be observed when looking at meal kits delivered for preparation at home. In Sub-Saharan Africa these are seen as convenient cooking options. They are not seen as particularly creative choices.<\/p><br>\n\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2673\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/reason-for-home-meal-preparation-kits-1024x587.webp\" alt=\"Reasons to use home meal preparation kits\" class=\"wp-image-2673\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/reason-for-home-meal-preparation-kits-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/reason-for-home-meal-preparation-kits-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/reason-for-home-meal-preparation-kits-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/reason-for-home-meal-preparation-kits-1536x881.webp 1536w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/reason-for-home-meal-preparation-kits-2048x1175.webp 2048w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/reason-for-home-meal-preparation-kits-1250x715.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Fresh_produce_boxes_are_less_exciting_to_Sub-Saharan_Africans_than_other_consumers\"><\/span><strong>Fresh produce boxes are less exciting to Sub-Saharan Africans than other consumers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\">Like people around the world over, in Sub-Saharan Africa, having a box of fresh produce delivered to their home is seen as a way of getting fresher and \u2018more organic\u2019 fruit and vegetables. While the rest of the world enjoys the variety that these boxes provide, this is less of a reason for choosing such a box in Sub-Saharan Africa &#8212; perhaps because a range of fresh produce is more easily available for consumers in this region?<\/p><br>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Rising_food_preparation_trends\"><\/span><strong>Rising food preparation trends<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\">Keeping in mind the fact that COVID is still a concern for many, we take a look at what new food-preparation options people have embraced since the pandemic curtailed their access to restaurants. Nigerians overwhelmingly prefer fresh produce deliveries to meal kits, while in South Africa the reverse is true. Neither country is particularly excited by the ready meal offerings available to them in grocery stores.<\/p><br>\n\n\n\n<p style=\"font-size:18px\">While many people report enjoying having to cook at home more, this is particularly true of South Africans who have relished trying out new ingredients and recipes.<\/p><br>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"587\" data-id=\"2674\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/home-meal-preparation-kits-1-1024x587.webp\" alt=\"Home meal Preparation Kits\" class=\"wp-image-2674\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/home-meal-preparation-kits-1-1024x587.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/home-meal-preparation-kits-1-300x172.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/home-meal-preparation-kits-1-768x440.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/home-meal-preparation-kits-1-1536x881.webp 1536w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/home-meal-preparation-kits-1-2048x1175.webp 2048w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/home-meal-preparation-kits-1-1250x715.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Where_to_for_the_restaurant_and_prepared_food_industry\"><\/span><strong>Where to for the restaurant and prepared food industry?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><\/p>\n\n\n\n<p style=\"font-size:18px\">While meat is still an important part of Sub-Saharan Africans\u2019 food culture, there is certainly an awareness that it is becoming essential, be it for both health and environmental reasons, to eat less meat. The industry can tap into this trend in a measured manner: While recognizing and retaining the cultural importance of meat in this region, restaurants and prepared food options can offer meals that combine some meat with some non-meat alternatives, communicating the health (and cost) benefits of this more balanced approach.<\/p><br>\n\n\n\n<p style=\"font-size:18px\">Ready meals are still very much used for their convenience factor rather than as a way to try new tastes, flavours and variety. Perhaps an opportunity exists for ready-meal suppliers to entice consumers to use ready-meals as a way of trying new options, thereby expanding the reasons for purchasing ready-meals.<\/p><br>\n\n\n\n<p style=\"font-size:18px\">In contrast to this, South Africans in particular are open to trying new tastes and flavours when cooking for themselves at home. The home-meal preparation kit industry has room to further leverage this trend and continue to communicate and offer options for exploring new tastes from the comfort of one\u2019s own home.<\/p><br>\n\n\n\n<p style=\"font-size:18px\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Over the past 18 months, COVID has forced many of us to reconsider what we previously thought of as healthy eating habits.\u00a0Borderless Access\u00a0surveyed people\u2019s changing eating habits around the world. Here we look at how people living in Sub-Saharan Africa (for this study we focused on Nigeria and South Africa) compared to their global peers, on this topic. Sub-Saharan Africans are not health-trend followers Worldwide, three-quarters of people have experimented with an aspect of their diet, with vegetarian preferences and low-sugar and low-fat options being the most popular. While almost 80% of Nigerians say they have tweaked their diet to&#8230;<\/p>\n","protected":false},"author":21,"featured_media":2678,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[267,242,226,234,175,87,249,266,142],"class_list":["post-2665","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-behavior","tag-africa-and-pandemic","tag-africa-digital-market-reseearch","tag-africa-market-research","tag-ba-insightz","tag-behavioural-market-research","tag-borderless-access","tag-consumer-habit-study","tag-consumer-preference","tag-consumer-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How the Pandemic Shaped Eating Habits in Sub-Saharan Africa?<\/title>\n<meta name=\"description\" content=\"This case study looks at how people living in Sub-Saharan Africa have changed or reconsidered eating habits that were earlier considered healthy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tastemakers: How Sub-Saharan Africans\u2019 Eating Habits Have Changed In The Pandemic\" \/>\n<meta property=\"og:description\" content=\"This case study looks at how people living in Sub-Saharan Africa have changed or reconsidered eating habits that were earlier considered healthy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-12T06:45:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-04T07:04:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/south-african-eating-habit.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"325\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Cindy Bowdan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Bowdan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/\",\"name\":\"How the Pandemic Shaped Eating Habits in Sub-Saharan Africa?\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2021-11-12T06:45:00+00:00\",\"dateModified\":\"2025-06-04T07:04:30+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/7cef99a161a6dc7f1d93f063980cd0fd\"},\"description\":\"This case study looks at how people living in Sub-Saharan Africa have changed or reconsidered eating habits that were earlier considered healthy.\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/tastemakers-how-sub-saharan-africans-eating-habits-have-changed-in-the-pandemic\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Tastemakers: How Sub-Saharan Africans\u2019 Eating Habits Have Changed In The Pandemic\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/\",\"name\":\"Market Research Insights - Borderless Access Blog\",\"description\":\"Gain fresh perspectives and insights on global trends for your business growth. 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