Consumer Perceptions on Animal Welfare and Food Safety across East Africa

Dr. Victor YAMO, Campaigns Manager – Animals in Farming, Phone: +254 738 361631, [email protected] @MoveTheWorldAF

We were known as WSPA Presentation made to at a Media Breakfast on 19th September 2019 at Silver Springs Hotel, (World Society for the Nairobi, Kenya Protection of Animals) World Animal Protection Our • We are World Animal Protection Vision • We end the needless suffering of animals. A World where Animals Live free • We influence decision makers to put from Cruelty and Suffering animals on the global agenda. • We help the world see how important animals are to all of us. Our • We inspire people to change animals’ lives for the better. Mission • We move the world to protect animals. We Move the World to Protect Animals STUDY OBJECTIVES AND DESIGN Study Objectives

❑ Evaluate Consumer’s Knowledge, Attitudes and Practices around sourcing and consumption of meat products. ❑Identify the main supermarkets and fast food restaurants where meats are purchased. ❑Determine the main types of meats consumed and consumption patterns. ❑Determine level of consumer awareness on Animal Welfare, Food Safety and Antibiotics Use. ❑Identify the Consumer’s source of information and their level of engagement on digital (social media) platforms. Study Area

The study targeted Consumers within major centers of four (4) Eastern Africa countries 1. Kenya • Nairobi • Kisumu • Mombasa 2. Tanzania • Arusha 3 1 • Dar es Salaam 3. Uganda 2 • Kampala • Entebbe • Jinja 4 4. Zambia • Lusaka Study design

Study type • Literature review conducted to map supermarkets and fast food restaurants in the 4 countries • A survey was conducted to understand perceptions of meat consumption in the four countries

Study population • Targeted all Consumers over 15 years of age • Questionnaires administered in and around shopping centers, malls, restaurants and gatherings like exhibitions, conferences. • Questionnaires also administered digitally STUDY FINDINGS Respondents per Country

The study achieved to engage with 1,346 respondents Zambia, 172, • 1082-manual 13% • 264-electronic Other, 28, 2% Tanzania, 273, Other Countries captured: 20% • South Africa 19 • Nigeria 4 • Egypt 1 • Namibia 1 • Brazil 1 • Mozambique 1 • Rwanda 1 Uganda, 217, 16% Kenya, 656, 49% Socio-demographic & Psychographic characteristics Gender Males: 51.8% Females: 48.2%

Overall 51.8 48.2

Other 21.4 78.6

Zambia 50 50

Tanzania 48.1 51.9

Uganda 55.3 44.7

Kenya 53.9 46.1

Male Female Age Distribution Overall: 20–24 years 19.2%, 25–29 years 14.5%

Overall 7.8 19.2 14.5 13.1 13.1 11.7 7.8 6.1 6.1

Other 3.7 3.7 3.7 3.7 7.4 3.7 18.5 7.4 48.1

Zambia 7.6 20.3 10.5 19.2 14.5 11.6 6.4 4.7 5.2

Tanzania 5.1 11.4 15.8 17.6 18.3 15.4 7.3 4 5.1

Uganda 20.3 35.9 10.1 10.1 9.7 8.3 2.8 1.8 0.9

Kenya 5.1 17.6 17.1 11.1 12 11.7 9.7 8.8 6.8

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55 Level of Education

Overall: College Cert/Diploma 34.5%

100% 0.2 0 0 0 0 0.1 11.1 11.8 12.2 15.1 90% 18.4 23.1 80% 24.9 28.3 23.8 70% 26.8 28.3 15.4 60% 50% 32.7 33.7 40% 38.6 42.3 34.5 33.5 30% 20% 26.3 25 14.7 18.5 10% 15.9 19.2 6.6 0% 3.7 5.1 5.2 0 4.6 Kenya Uganda Tanzania Zambia Other Overall No /Primary Education Secondary/ High School College Cert/ Diploma Undergraduate Postgraduate Other Employment

Overall: Self Employed 25.1%, Students 21.3%

Other 0.8 Student 21.3 Self Employed 25.1 Retired 2.7 Unemployed 5.6 Public Sector 12.6 Private Sector 16.2 NGO Sector 6.7 Casual 4.9 Academia 3.6

0 5 10 15 20 25 30 MEAT CONSUMPTION PATTERNS Meat Consumption Preference

Overall: Limited Consumption 56.4%, Carnivore 38.8%, Vegan/Veg 4.8%

70.0 64.5 59.8 60.7 60.0 56.4 50.5 51.2 50.0 44.7 43.0 38.8 40.0 35.1 35.0

30.0 25.0

20.0 14.3

10.0 5.0 4.8 5.8 4.8 0.5 0.0 Kenya Uganda Tanzania Zambia Other Total Vegan/Vegeterian Limited consumption Carnivore Most Consumed Meat

Overall: Chicken 93.1%, Beef 84.3%, Fish 76.0% 100.0 93.1 90.0 84.3 76.0 80.0 72.0 70.0 60.0 57.3 50.0

40.0 34.6 30.0 21.0 20.0 10.0 0.0 Pork Chicken Beef Mutton Goat Rabbit Fish Most do not eat pork due to religious reasons and perceived possible health problems that can be brought by the consumption. Most Consumed Meat Kenya Uganda

92.6 95.4 84.7 75.7 79.4 82.9 78.2 78.7 50.7 65.4 42.9 38.0 21.4 37.0

Pork Chicken Beef Mutton Goat Rabbit Fish Pork Chicken Beef Mutton Goat Rabbit Fish

Tanzania Zambia

93.5 85.4 93.2 70.8 85.8 59.6 62.7 60.5 71.6 69.1 30.9 13.8 9.2 18.5 Pork Chicken Beef Mutton Goat Rabbit Fish Pork Chicken Beef Mutton Goat Rabbit Fish

Meat consumers do not frequently eat chicken due to the cost Frequency of Chicken Consumption

Overall: Occasionally 32.3%, Weekly 32.3% (Tanzania Daily)

Total 2.8 32.3 19.2 8.3 32.3 4.5

Zambia 1.3 26.9 21.3 4.4 40.0 5.6

Tanzania 2.4 26.6 27.0 0.04.8 34.5

Uganda 3.7 31.9 14.8 7.4 35.2 6.5

Kenya 2.7 36.7 17.6 11.1 27.5 3.5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Don't consume Occasionally Monthly Fortnightly Weekly Daily Other Frequency of Chicken consumption affected mainly by cost Frequency of Pork Consumption

Overall: Don’t Consume 38.7%, Occasionally 33.6%

Total 38.7 33.6 12.4 4.3 9.3 1.1.6

Zambia 37.7 29.9 15.6 4.5 9.1 2.6.6

Tanzania 40.0 26.5 15.1 5.7 12.2 0.0.4

Uganda 34.9 23.1 16.0 4.2 18.4 1.91.4

Kenya 39.4 40.8 9.4 3.5 5.5 .8.6

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Don't consume Occasionally Monthly Fortnightly Weekly Daily Other Most do not eat pork due to religious reasons and perceived possible health problems that can be brought by the consumption. Most Common Meal

Overall: Lunch 46.1%

100% 17.7 25.9 90% 29.5 32.5 26.9 80% 8.2 3.5 2.3 3.8 70% 3.9 16.9 16.8 18.9 60% 17.7 22.8 50% 40% 51.9 49.7 30% 46.7 46.1 35.9 20% 10% 0% Kenya Uganda Tanzania Zambia Total Breakfast Lunch Dinner Snack No particular time Sources of Meat & Meat-products

Overall: Butchery 65.2%, Supermarket 20.7% 90 79.4 80

70 64.7 66.5 65.2 60 54

50 % 40

30 23.3 23 19 20.7 20 11.3 10.7 10 6.6 5.2 5.2 7 5.2 3.1 3.1 4.2 4 4.4 2.9 4.8 1.6 0.0 0.4 0.4 1.3 1.9 1.2 0 Kenya Uganda Tanzania Zambia Total Butchery Slaughtery Restaurant Supermarket Farm Other Preferred Supermarkets & fast food restaurants and factors that influence their choice Preferred Supermarkets: Kenya Frequency Location Supermarket 1st 2nd Total Percent (%) Naivas 104 35 139 21.2 Tuskys 56 50 106 16.2 Carrefour 31 0 31 4.7 Nairobi Chandarana 15 9 24 3.7 Main factors influencing choice of Clean Shelf 14 0 14 2.1 preferred supermarket in Kenya (in order Quickmatt 0 4 4 0.6 of importance): Choppies 0 3 3 0.5 Naivas 30 26 56 8.5 • Convenient location (61.8%) Tuskys 34 15 49 7.5 Mombasa Carrefour 0 3 3 0.5 • Quality/food safety (56.6%) Chandarana 9 3 12 1.8 Budget 0 3 3 0.5 • Low prices (49.3%) Naivas 9 6 15 2.3 Tuskys 35 7 42 6.4 Tumaini 11 11 22 3.4 Kisumu Nakumatt 5 5 10 1.5 Choppies 2 0 2 0.3 Keitas 0 7 7 1.1 Naivas 143 67 210 32.0 Tuskys 125 72 197 30.0 Carrefour 31 3 34 5.2 Kenya Chandarana 24 12 36 5.5 Tumaini 11 11 22 3.4 Nakumatt 5 5 10 1.5 Reason for Selecting Preferred Supermarket Convenient Location (61.8%), Safe food (56.6%) and Price / Value (49.3%)

70 60 50

40 % 30 61.8 56.6 49.3 47.4 20 38.9 42.4 28 10 21.9 10.1 11.5

0

Standards

experience

Easy car parking

values

Goodspecial offer

Convinientlocation

Enjoyableshopping

High High Animalwelfare

Widervariety food of

Lowprices/good value

Goodcustomer service

Ethicalvalues aligned to my Quality/Safe food /freshness Important Parameters: Supermarket

Importance of Freshness/free from contamination Importance of how animals raised

Total 6.7 6.8 9.7 12.6 64.3 Total 18.5 13.7 20.3 19.7 27.9

Zambia 5.8 10.3 8.3 16 59.6 Zambia 16.9 14.9 19.6 23 25.7

Tanzania 8.4 9.2 19.7 15.5 47.3 Tanzania 11.7 11.7 31 27.9 17.8

Uganda 12.9 10.4 12.4 13.9 50.2 Uganda 26.1 11.6 18.1 21.6 22.6

Kenya 4.4 4 5.4 10.4 75.8 Kenya 19.2 15.2 18.3 15.5 31.8

0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Least Important Not Important Neither/Nor Least Important Not Important Neither/Nor Important Most Important Important Most Important Important Parameters: Supermarket

Importance of Organic/non-GMO products Importance of products free from Chemicals

Total 13.5 10 18.9 18.3 39.3 Total 10.1 8.2 13.9 16.9 50.9

Zambia 10.3 13.8 21.4 20.7 33.8 Zambia 6.9 9.7 15.2 22.1 46.2

Tanzania 7 11.4 33.3 24.4 23.9 Tanzania 7.5 4.3 21.4 25.7 41.2

Uganda 19.5 12 19.5 22 27 Uganda 18.9 11.9 19.9 18.4 30.8

Kenya 14.8 8.1 13 14.2 49.9 Kenya 9 8.2 9.2 12.1 61.5

0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Least Important Not Important Neither/Nor Least Important Not Important Neither/Nor Important Most Important Important Most Important Important Parameters: Supermarket

Importance of Welfare during transportation Importance of Welfare during slaughter

Total 16.6 12.6 20.9 19.3 30.6 Total 18.6 14 19.9 18.8 28.8

Zambia 14.9 12.3 21.4 18.8 32.5 Zambia 16.3 15 23.8 19 25.9

Tanzania 8.8 13.2 28.6 27.3 22 Tanzania 10.1 16.1 30.7 27.1 16.1

Uganda 23.9 13.4 17.4 18.9 26.4 Uganda 26.8 12.1 17.7 17.7 25.8

Kenya 18.1 12.7 19.5 16.6 33.1 Kenya 19.9 14.3 16.4 16.4 33.1

0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Least Important Not Important Neither/Nor Least Important Not Important Neither/Nor Important Most Important Important Most Important Favorite Fast Food Restaurant: Kenya Frequency Location` Restaurant 1st 2nd Total Percent (%) Java House 65 14 79 12.0 KFC 35 20 55 8.4 Chicken inn 27 13 40 6.1 Frequency Percent Nairobi Tuskys 8 0 8 1.2 Location Restaurant 1st 2nd Total (%) Pizza Inn 0 12 12 1.8 CJs 0 12 12 1.8 Java House 78 16 94 14.3 Galitos 0 7 7 1.1 KFC 62 23 85 13.0 Naivas 18 5 23 3.5 Chicken inn 36 21 57 8.7 Pizza Inn 15 0 15 2.3 Kenya Pizza Inn 26 5 31 4.7 Galitos 9 15 24 3.7 Chicken inn 9 8 17 2.6 Galitos 9 15 24 3.7 Mombasa Java House 6 2 8 1.2 Naivas 18 5 23 3.5 Little Chef 2 0 2 0.3 Main factors influencing choice of preferred restaurant: Steers 2 0 2 0.3 • Taste of food (67%) McFrys 0 1 1 0.2 KFC 27 3 30 4.6 • Price of the meal (67%) Acacia 10 9 19 2.9 • Freshness of the food was third (65%) Savana 9 0 9 1.4 Sunset 8 0 8 1.2 Kisumu Java House 7 0 7 1.1 Five Star 0 3 3 0.5 Tuskys 0 2 2 0.3 Imperial 0 2 2 0.3 Reasons for selecting preferred restaurant Taste of Food (67.1%), Price (66.5%) and Service (Friendly) (64.6%)

Non GMO/freerange produce 11.5 No chemicals 19.9 Environmentally friendly packaging 18.9 Size of individual pieces of meat 22.1 Brand 20.1 Convinience of packaging 20.8 Taste of food 67.1 Animals are humanely raised 10.9 Quantity/package size 34.3 Freshness/expiry date 65.1 High animal welfare standards 16.3 Great promotions 22 Friendly and efficient service 64.6 Choice/variety of foods available 54 Price affordable and reasonable 66.5 0 10 20 30 40 50 60 70 Commitments Retailers should make to attract and retain customers Food safety

82.7% will purchase more if food safety is assured 100 89.9 86.1 90 83.2 82.7 80 72.7 70 60 50 40 30 24.4 20 14.8 14.6 10.8 10 7 2 2.9 3.1 3.2 2.6 0 Kenya Uganda Tanzania Zambia Total More About the same Less Locally produced animals

46.4% will purchase more if animals were locally raised 60 53.9 53.5

50 47.1 46.4 44.2 42.4 43.5 42.9 40 37.1 32.2 30

20 14.3 12.3 10.5 10.6 10 9

0 Kenya Uganda Tanzania Zambia Total More About the same Less Animal welfare friendly production

48.3% will purchase more if production was animal welfare friendly 100 92 90 80 70 60 55.1 48.3 50 44.3 44.1 43.4 41.4 42.8 40 40 37.5 36.7 30 19.2 20 14.3 13.8 11.7 7.4 10 4 4 0 Kenya Uganda Tanzania Zambia Other Total More About the same Less Sustainable production

52.9% will purchase more if production was environmentally friendly 84

62.4 52.8 52.9 46.146.1 44.543.1 38.2 40 33.4

12.4 8.9 7.9 8 8 7.1 4.2

Kenya Uganda Tanzania Zambia Other Total More About the same Less Food free of chemicals

68.8% will purchase more if assured that food is free of chemicals

90 78.5 80 68.8 70 63.9 60.1 60 54.5 50

40 34.9 30 23.3 25.2 22.6 20 17.5 16.6 10.5 11 8.6 10 4 0 Kenya Uganda Tanzania Zambia Total More About the same Less Organic / Free Range

55.3% will purchase more if assured that food is organic/free range

80

70 67.5

60 55.3 52.9 48.1 50 44.9 40.5 38.9 40 36.6 35.6 30 27.4

20 16.2 11.4 10.5 9.1 10 5.1 0 Kenya Uganda Tanzania Zambia Total More About the same Less Consumer awareness on antibiotics use and importance of animal welfare during production Animal Welfare during shopping

73.2% think about the life of the animal

43.2 43 43.3 40.4 38.5

32.4 28.7 26.6 27.9 26.9 24.3 21.7 20.9 18.9 16 16.9 11.9

7.5 6.4 4.8

Kenya Uganda Tanzania Zambia Total Never Sometimes Often All the time Concerns on welfare of farm animals

Respondents from Kenya had the most concerns on welfare of farm Other 23% Kenya animals 29%

79% are indicated awareness that Zambia poor animal welfare affects the 17% Uganda quality of meat 14% Tanzania 17% Antibiotics Free Production

72.6% indicated willingness to pay more for antibiotics free meat/products Concerns on the Antibiotics Use

61.7% of respondents aware that X animals in poor welfare production systems receive antibiotics

76.4% indicated that antibiotics have an impact on consumer health Sourcing of Meat Products 76.2% (overall) and 75%.0 in Kenya would stop sourcing as well as tell family and friends to also stop if restaurants/supermarkets had poor animal welfare practices

45.0 45.0 40.0 39.0 40.0 38.2 38.0 36.0 35.0 35.0 30.0 30.0 25.0 25.0 20.0 20.0 15.0 15.0 11.9 10.8 10.3 11.0 10.0 10.0 5.0 2.7 5.0 2.1 0.0 0.0 I would stop Yes I would Would Would Would Yes I would I would stop Would Would Would & tell stop consider consider but continue stop & tell consider consider but continue friends/fami still shop th shopping friends/fami still shop th shopping there there Customer’s Sources of Information Main Source of Information

Overall: TV 38% Digital 30% Whatsapp None of the Newspaper None of the above 9% above Whatsapp 4% Twitter Instagram Other 1% 7% 1% 9% Facebook Radio 2% 1% 11% Other 10% Instagram 0% 3% Google Twitter 11% Facebook 5% 12% Newspaper Television 9% Google 43% 12% Radio Television 12% 38% Kenya: TV 43% Digital 33% Trust and source of information/news ❑The most trusted sources of information/news were: • Researcher/scientist – 57.3% • Physician – 52.6% 57.3% • Farmers – 33% Researcher/scientist • Government – 33% • International media – 31.8%

❑The least trusted sources of information/news were: • Government – 26.3% • Butchers – 19.3% 26.3% • Social media – 18.9% Government • Local retailers – 18.8% • Hotels/restaurants – 15.5% CONCLUSIONS Conclusions: quality assurance

Consumers want:

Healthy meals that are chemical free

Pay more for humanely reared animals and animal products

Buy more meat and products if it is safer

Buy more locally produced meat/products if animals were raised in an environmentally sustainable way

Pay more if they are assured that the meat is free of antibiotics. Conclusions: Public health

Animal welfare is inextricably linked with animal health, and human health and welfare.

Example: stress and poor welfare in farm animals increases the transmission and virulence of a number of zoonotic diseases. Protecting the welfare of farm animals can therefore be an important factor in decreasing the spread of disease. Conclusions: sensitization

• A large percentage of consumers get their Next year information from television and radio • Continue sensitization on television and radio and Rank fast food restaurants and supermarkets on animal welfare proper packaging of digital content to share practices through the social and print media.

Higher animal welfare production systems are characterized by: • low antibiotic usage • Environmentally friendly

This will target and reach the largest proportion of audience to spur behavior change.