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.
This trend is driven by a growing emphasis on health and convenience, with 40% of this demographic preferring on-the-go food options.
“Generation Z’s shift towards healthier diets has led to a surge in demand for cereals with added nutritional benefits,” stated Dominic Kimani, CEO of Weetabix East Africa.
He highlighted the increasing importance of convenience, nutrition, and health consciousness in influencing food choices.
The survey also revealed that:
- Convenience is Key: Busy lifestyles and the rise of ready-to-eat foods have significantly impacted eating habits.
- Health Focus: Consumers prioritize health and wellness, seeking meals that address concerns like weight management and nutrition.
- Sustainability Matters: Environmental impact and sustainability are increasingly important considerations for consumers.
Weetabix Invests Ksh 273M as Cereal Consumption Soars
Kimani announced a Ksh 273 million investment in modernizing production and enhancing network engagement. This investment aligns with Weetabix’s sustainability strategy, focusing on reducing environmental impact and improving operational efficiency.
The company is repositioning its flagship biscuit as an “anytime” food, emphasizing its versatility as a meal, snack, or dessert. This strategy aims to capitalize on the growing trend of cereal consumption beyond breakfast.
“The regional cereal market is projected to grow at an annual rate of 13.43% through 2029,” Kimani noted. “This growth is fueled by rising demand for healthier options, increased awareness of breakfast’s importance, and the convenience of ready-to-eat cereals.”
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