From South Africa’s first democratic elections in 1994 until the financial crisis in 2009, steady economic growth and higher disposable incomes pushed large numbers of consumers towards protein-filled diets, and as a result, meat consumption levels skyrocketed.
In 1994, per capita consumption was 38 kilograms (kg) of meat a year, while 15 years later in 2009, that figure increased to 64kg of meat a year – an increase of almost 70% over the period.
However, over the next 15 years slower economic growth and lower disposable income dampened the meat consumption surge. Relatively high inflation and interest rates, coupled with an unemployment rate of more than 30%, put growing pressure on consumer spending. As a result, the growth in meat demand softened as consumers on tight budgets cut back on expenditures for non-staple foods.
South Africa’s economic growth outlook over the medium term continues to be lacklustre. The country’s Gross Domestic Product (GDP) grew by 0.6 percent in 2023 and is expected to expand by only 1% in 2024 and 2025.
This has implications for expansion in the animal feed industry, of which the demand is mainly derived from the domestic consumption of meat and other animal products. While South Africa has exported a growing volume of product to neighboring African markets where demand is steadily rising, there has been limited success in accessing markets abroad due to challenges with animal diseases. These outbreaks take a significant toll on domestic protein production. For example, the South African poultry industry had a major outbreak of Highly Pathogenic Avian Influenza (HPAI) in 2024, which impacted local production and chicken meat prices.
Poultry meat represents 60% of total meat consumption and annual per capita consumption is about 35kg per person. As poultry meat is relatively inexpensive and ubiquitous, it has grown to be the most important protein source in the diet of the majority of South Africans. However, in addition to income and affordability dynamics, expansion of the population and persistent urbanisation, with the associated access to more frequent purchases and refrigeration facilities also contribute to meat consumption growth.
South Africa's red meat and wool exports are on a recovery path
Report: Meat Consumption in South Africa
1. Introduction Meat consumption patterns in South Africa reflect a complex interplay of cultural, economic, and environmental factors. With a population exceeding 60 million, South Africa is a diverse country where meat is a staple in many traditional diets. This report examines the current trends, key drivers, and challenges associated with meat consumption in South Africa.
2. Current Trends in Meat Consumption
Per Capita Consumption: South Africans consume an average of 58 kg of meat per person annually, with poultry being the most consumed, followed by beef, pork, and lamb/mutton.
Popular Choices: Chicken is the dominant protein source, accounting for over 60% of total meat consumption. Beef consumption follows, making up approximately 30% of the total.
Urban vs Rural Consumption: Urban areas show higher levels of meat consumption due to better access to retail outlets and higher incomes compared to rural areas, where plant-based diets are more prevalent.
3. Key Drivers of Meat Consumption
Cultural Significance: Meat plays a central role in South African cuisine and cultural practices, such as braais (barbecues) and traditional ceremonies.
Economic Factors: Rising incomes among the middle class have led to an increase in meat consumption. However, the high cost of certain meats like beef has shifted preferences toward more affordable options like chicken.
Population Growth: A steadily growing population contributes to increased demand for meat products.
Global Influences: Exposure to global food trends has diversified meat consumption patterns, introducing processed and exotic meat products.
4. Environmental and Health Implications
Environmental Impact: The meat industry is a significant contributor to greenhouse gas emissions, deforestation, and water usage in South Africa. Beef production, in particular, has a high environmental footprint.
Health Concerns: Excessive meat consumption has been linked to non-communicable diseases such as obesity, diabetes, and heart disease. Public health campaigns emphasize balanced diets that include plant-based options.
5. Challenges and Opportunities
Economic Inequality: A significant portion of the population cannot afford regular meat consumption, leading to disparities in dietary quality.
Sustainability: There is growing pressure on the meat industry to adopt sustainable practices, such as reducing emissions and improving animal welfare.
Alternative Proteins: Plant-based and lab-grown meat products are gaining traction as healthier and more sustainable alternatives, though they remain niche markets in South Africa.
6. Conclusion Meat consumption in South Africa is shaped by a mix of cultural heritage, economic conditions, and emerging global trends. While demand for meat remains robust, challenges such as affordability, health risks, and environmental concerns necessitate a shift toward more sustainable practices and diversified protein sources. Policymakers, industry stakeholders, and consumers must collaborate to ensure a balanced approach to meat production and consumption in the future.
7. Recommendations
Promote Sustainable Practices: Encourage the adoption of environmentally friendly methods in meat production.
Enhance Public Awareness: Launch campaigns to educate the public on the health and environmental impacts of excessive meat consumption.
Support Alternative Proteins: Invest in research and development of plant-based and lab-grown meat options to expand affordable protein sources.
Address Economic Inequality: Implement policies that improve access to nutritious foods, including meat, for low-income households.
