Meat consumption in South African continues to surge
Chicken remains the most popular meat
19 December 2024
2 minute read
By: Expansion of the livestock sector in South Africa has been driven primarily by a surge in local meat consumption, particularly chicken meat, according to a recent US Department of Agriculture (USDA) Global Agricultural Information Network (GAIN) report.
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.
