Nearly half of youthful Kenyans aged between 16 and 25 often reach for cereal as a snack, according to a survey by Weetabix East Africa.
In a study commissioned by the firm, 48% of the age group popularly referred to as the Generation Z category said they eat cereal as a snack, with 4 out of 10 claiming to like food that can be eaten on the go as the market segment which is highly conscious of the impact of diet on health, has proven to be a strong adopter of healthy and ready-to-eat meals.
Speaking when he shared the results of the survey, Dominic Kimani, Weetabix East Africa’s CEO said that Generation Z’s shift towards healthier diets has led to higher demand for cereals with added nutritional benefits such as high fiber, whole grains, and fortified vitamins and minerals. He also announced an investment of Ksh. 273 million in modernization of production and network engagement.
He noted that Gen Z admitted that food convenience is a key factor influencing their food choices and amid increasing health consciousness, perceived nutrition of cereals and utilitarian eating values that have fostered positive attitudes toward cereal consumption. This health consciousness has driven Kenyans to go for meals and foods they consider highly functional for their health benefits including addressing aspects such as weight management, nutrition, and convenience.
“We expect this trend to be sustained for a long while with people continuing to consume functional foods to support their health and wellness,” added Kimani as he officially kicked off the Weetabix Fyatuka Reloaded Gen Z engagement program.
He noted that Kenyans increasingly view food as part of their overall wellness routine. Coupled with the rise in ready-to-eat foods phenomenon as a convenience alternative, it saves them at least 50% of their entire meal preparation time due to their busy on-the-go lifestyles.
Kimani pointed out that in addition, working-class individuals, teenagers, hostel residents, and single people are pushing the demand, with key considerations such as flavor, portions and convenience of consumption forcing them to replace traditional meals.
“Our research also has revealed that more than two-thirds of millennials aged below 40 are concerned about access to affordable healthier products even as the data shows Kenyans increasingly favor healthy ready-to-eat snacks and meals. At the same time, taste, price and convenience, the environmental impact of their food choices, and sustainability are considered important,” explained Kimani noting that it is important to understand the group to coordinate an effective approach to sustainable consumption.
He added that this study was in line with the firm’s Change for Even Better sustainability strategy focused on sourcing, product, operational, and social pillars and which have been developed on Science Based Targets as it works towards becoming a Net Zero company by 2050.
He announced that the firm was repositioning its flagship biscuit as an ‘anytime’ food that can be consumed as a meal, snack, or dessert, a ready-to-eat (RTE) cereal at any time of day, including for lunch or dinner.
“The love of RTE cereal, combined with the array of options available for taste, texture, size, ingredients, and nutrient levels, suggests that cereal is well-positioned to evolve with the times,” he noted.
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