KFC Targets South Africa’s Growing Vegan Market
International fast food franchise with operations across the United States, Europe, Asia and Africa, KFC is making moves to capitalize on veganism in South Africa.
The trend has been picking up steam in countries across the continent with more people embracing the meat-free lifestyle.
However, strict ethical vegetarianism in Africa is reported to be low since most of the region’s traditional food consists of meat. Nonetheless, countries in North Africa have a tradition of vegetarian dishes, with Morocco, Algeria, Libya and Tunisia being particularly active in this arena.
According to a recent report from Euromonitor International, a market research provider, KFC has joined a new list of service providers looking to cater to the growing market.
Euromonitor International in a statement said “Veganism, the practice of abstaining from the use of animal products for any purpose, is no longer seen as a choice for life with total eradication of animal-based products with today’s Conscious Consumers having a more flexible approach to their consumption and choosing to be vegan—or flexitarian—for one meal, one or two days a week.”
The market research provider has noted that the veganism trend is prevalent in other African countries as well. Nigeria has been listed as top among of countries increasingly embracing veganism. It is followed by Pakistan, Indonesia, The Philippines, Germany and Brazil.
Kenya has also made the list with 99,500 new vegans reported between 2016 and 2017, compared with Nigeria’s 1.4 million new vegans.
As a result, South Africa’s leading fast food chain, KFC has recently launched a vegan burger in in the country.
Director of Lifestyle at Euromonitor International, Gina Westbrook commented “To include the Veggie Burger in the menu of selected KFC restaurants in South Africa was a bold move. South Africa has heavily invested in meat production and sales, and the popularity of fried chicken is particularly widespread among consumers.”
She added “KFC’s animal welfare initiatives continue, with the company currently testing faux fried chicken in the UK, mimicking its signature product with herbs and spices minus the meat, hoping to launch this vegetarian option in the country in 2019.”