Plate of the Nation: A look at what S.A. is eating and the nation’s health. March 2020 We need a fundamental overhaul of our food system which, in its current form, is a threat to the environment and human health. (WWF South Africa report :Agri-Food Systems: Facts and Futures) Our planet is not headed in a good direction on various levels: our collective health is deteriorating, our environment is worsening, and our growing human population will continue taxing food supplies. (The Great Food Transformation: The EAT Lancet Commission Report) Understand the composition of the plate of the nation across the different demographics (% of meat eaters, What was vegetarians, vegans, flexitarians). the reason for Understand the attitudes towards food, what is consumed and the link to health. the study? • Knorr would like to help South Africa move towards a better food future by providing stakeholders Understanding if there is an improvement (government, NGO’s, Industry, retailers, etc.) in access to healthy foods. with information regarding how & what the nation is eating and how it impacts South Africa’s health • The main purpose of this research is to create a source of information that stakeholders can tap into in order to shape the health of the nation Understand the challenges in consuming healthy foods. Research was conducted amongst a nationally representative 10% sample of SA population, Limpopo aged 16+ years (LSM 2-10) 26% 8% 7% Gauteng Mpumalanga 48% 52% North West Males Females 5% Free State 19% 65% Kwa-Zulu Natal 78% Urban Black 2% 10% 35% Northern Cape White Rural 9% 12% Coloured Eastern Cape 3% 12% Indian/Asian Western Cape Methodology: Fieldwork took place between 11-23 Feb 2020 • CAPI (Computer Aided Interview) • This is an annual study and we will be tracking how the plate changes over time • Sample size: n=1005 - All figures in the presentation are percentage figures (%) unless otherwise stated • 30 minute questionnaire - Additional data from WWF has also been included to complete the picture Summary of findings • South Africans generally understand the main tenets of healthy - South Africans may have a good repertoire of fruit and vegetables eating i.e. eating vegetables they claim to eat, it is the frequency of consumption that is the issue as well as the proportions of vegetables and fruit to meat • However, there is a massive discrepancy between what is “known” and starch and what is “done” • Starch is eaten 6 times a week, with bread, rice, potatoes - Vegetables are seen as far less important to include in a meal and mielie pap being the most popular. than meat or starch Around half the population do not use any type of vegetables as a substitute for starch • Whilst ¾ South Africans claim to eat healthily with some regularity, - Overall, bread with eggs and pap and meat are the most the general eating habits of S.A. are out of kilter with consumed meals in South Africa recommendations - South Africa has a meat eating culture with meat being eaten, • 70% of South Africans admit to snacking in between meals on average 4 times per week. - Some more than on one occasion during the day • Poultry and red meat are most favoured. - South Africans have an average of 6 snacks in their repertoires - Beans are the most used substitute, likely due to the fact with chips being the most widely consumed that meat is relatively expensive • Word of mouth and health care professions are the main sources • The typical South African plate has a far greater proportion of on nutritional information. meat and is lacking in vegetables - Online sources are still quite low and this may be due to trust • This is likely to be linked to the importance of traditional and credibility more than accessibility foods in SA - As kids are generally eating the same as their parents, a kid’s • The importance of Knorr’s purpose of “Reinventing Food for Humanity” plate is also lacking in vegetables has never been more relevant & important for South Africa It’s been said that South Africa is the unhealthiest nation on earth The Indigo Wellness Index focuses on ten key metrics: Blood pressure, Blood glucose, obesity, depression, happiness, alcohol use, tobacco use, exercise, healthy life expectancy, and government spending on healthcare. (Source: Indigo Wellness Index, 2019) FOOD SECURITY, SAFETY AND NUTRITION of South Africans >50% increase in consumption of processed are considered 26% and packaged food since 1994 FOODFOOD INSECURE SECURITY, SAFETY AND NUTRITION of South Afr icans >50% increase 45,8%in consuincreasemption of proc inessed are considered 26%FOOD SECURITY, SAFETYcon AsumNDpt NioUTRITIOnan ofd p parocckeassNgeded me foodat since 1994 27% FOOD71% INSECURE of of South Afr icans >50% increase children <5 women are in consumption of processed are considered 2017 experienc26% e overweight 43%45,8%anof d paincreaseckathgede year food of s thin incee 1994 stunting deconatsumhs cptauiosedn of by proc woessrledd’s me largatest sin ce 1994 FOOD orINSECURE obese diet-related NCDs Listeriosis outbreak 27% 71% of children <5 women are 45,8% increase2017 in consumption of processed meat since 1994 experienc e overweight 43% of the year of the 27%stunting or obese deaths caused by world’s largest 71% of diet-related NCDs Listeriosis outbreak children <5 women are ECONOMY AND POVERTY 2017 South Africa’s experienc e overweight 43% of the year of the stunting deaths caused by world’s largest or obese diet-related NCDs Listeriosis outbreak OF THE HOUSEHOLDS 67% POPUL ATION 70% SOURCE FOOD LIVE IN ECOURBANNOMY AREA SAND POVERTY FROM INFORMAL MARKETS fewer job food system of income in lower OF THE opportunities inH OUSEHOLDS LSM (1–3) households 67%ECONOMYPOPUL AATNIODN POVERT Y A70%GRICULTURESOURCE FOOD 35% is spentLIVE IN onURBAN FOOD AREAS 55% SINFROMCE 20INFOR00MAL MARKETS HOUSEHOLDS OF THE fewer job of income in lower POPUL ATION 70%opportunities SOURCEin FOOD LSM 67%(1–3) households LIVE IN URBAN AREAS FROMAGRI CULTUREINFORMAL MARKETS and health & 35% is spent on FOOD 55% SINCE 2000 fewer job of income in lowerEQUITY AND FAIRNESS opportunities in LSM (1–3) households AGRICULTURE 35A healthy% basis ketspent on FOOD SINCE 2000 of food can cost 55% up to well-being EQUITY AND F20%AIRNESS OF FARMS IN A healthy basket SOUTH AF RICA 65of food can% cost Land ownership up to MORE EQUITY AND FAIRproNvESidSe is still deeply THAN 20% OF THE FOOD A healthy basJUNKket skewed along OF FARMS IN IN FORMAL of food canFOOD cost racial lines 80%SOUTH AF RICARETAIL OUTLETS up65 to % Land ownership provid e MORE 20% THAN is still deeply OF FARMS IN OF THE FOOD JUNK skewed along SOUTH AF RICA IN FORMAL 65FOOD% racial lines RETAIL OUTLETS MORE Land ownership p80%rovid e THAN is still deeply OF THE FOOD JUNK skewed along IN FORMAL FOOD racial lines 80% RETAIL OUTLETS Over 23% ¾ Not at all 31% of South Africans Always* claim to eat healthy meals South Africans with some frequency 46% eat an average of 2 meals per day with Sometimes weekday dinner being the most consumed (88%) and weekend breakfast being the least (54%) * Higher % of vegetarians, women, white South Africans and those in WC fall into this segment. There is a higher incidence of acknowledged health issues in this group which may also be driving behavior (vs. eating healthily to prevent issues) Yet 47% admit to eating the same foods most of the time i.e. low dietary diversity Interestingly nearly 2/3 of the self-proclaimed healthy eater group also identified themselves as having a more diverse diet i.e. “like to try new and different foods” – this may be a function of affordability and food experimentation confidence or simply that there’s an understanding in this group that healthy eating and diverse diets are linked 62% of South Africans get their nutritional information from friends and family This is in line with other general findings around what’s considered a reliable source of information U.S. Brazil China India Russia South Africa 58 60 54 54 Personal recommendation 47 for brands are more 36 important than they were a few years ago Source: IPG New Realities Study 2019 % Strongly Agreeing • Half of those with acknowledged medical conditions also rely on health care professionals for advice Healthy eaters tend to look for • Packaging also plays an important role – particularly for self-pro nutritional info from claimed healthy eaters more sources - 42% look at info on packs vs 31% of non-healthy eaters (2,5 vs 1,9 for non-healthy • 1/3 of people look to traditional advertising such as TV, radio and eaters) billboards, to get nutritional info • Surprisingly, in this digital age, neither social media nor the internet (blogs, google, product pages etc.) were used by as many South Africans as you might imagine - 23% internet - 20% social media - This is likely linked to the decreasing trust people claim to have in these channels (Edleman Trust Report 2020) Vegetables are seen to lead the charge in terms of healthy eating However, there is a massive discrepancy between what is “known” and what is “done”. Thankfully, not one respondent admitted to Healthy eating means: What food is healthy: not eating • Eating lots of vegetables (29%) • Vegetables (74%) any fruit and vegetables! • Eating fruits (19%) • Fruit (53%) • Eating good food (19%) • Fish / Seafood (11%) • Living a healthy lifestyle (17%) • Red meat (9%) • Cut down on fatty/oily food (10%) • Dairy products (8%) • Chicken (8%) Starch is eaten more frequently than fruit and vegetables STARCH MEAT VEGETABLES 6X 4X 4X Despite the claimed belief that they are generally eating healthily, the general eating habits of S.A.