Pieman’s is the largest manufacturer of pies in South Africa and the cost of their primary ingredient, meat, has increased dramatically over the last two years making it difficult to maintain their profitability targets. This research conducted two interviews and three focus groups to establish the suitability of developing a plant-based product to drive growth and appeal to young South Africans, half of whom are under thirty-five.
Internationally, the sales of plant-based meat alternatives and the prevalence of diets which include less meat like flexitarianism have increased exponentially. The dominant motivations for this change in diet are a concern for animal welfare, the environment and personal health. Most of this research is based in the Western world and very few are focused on people under thirty-five.
There is scientific evidence that our food choices, specifically the amount of meat we consume, are directly linked to both increased human mortality and the destruction of the environment. This study supports the argument for a change in diet to include more plant-based products. It clearly demonstrates that most South Africans are unaware of the link between diet and environmental destruction but make a strong link between the food they eat and health. The study shows that there needs to be a change in the quality and accessibility of plant-based products to drive change among young South Africans.
Claire Forbes – MAM JUL21
http://linkedin.com/in/claire-forbes-98060022
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