By Eddah Waithaka
In a revealing survey by Weetabix East Africa, nearly half of Kenya’s Generation Z—youth aged 16 to 25—are turning to cereal as their go-to snack, highlighting a significant trend towards health-conscious eating among the nation’s young consumers. The study found that 48% of these youthful Kenyans favor cereals for snacking, with 40% expressing a preference for convenient meals that fit their on-the-go lifestyles.
This shift towards ready-to-eat, nutritious options reflects a growing awareness of the impact of diet on health, positioning this demographic as a key market segment in the evolving landscape of food consumption.
Speaking during the announcement of the survey results, Dominic Kimani, CEO of Weetabix East Africa, noted that Generation Z’s increasing inclination towards healthier eating habits has resulted in a greater demand for cereals that offer enhanced nutritional benefits, including high fiber, whole grains, and added vitamins and minerals.
Additionally, he revealed plans for a Ksh. 273 million investment aimed at modernizing production processes and improving network engagement.
He observed that Generation Z has acknowledged that the convenience of food plays a significant role in their dietary decisions, alongside consuming them.
This heightened health awareness has led many Kenyans to select meals and as highly beneficial for their health, focusing on factors like 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 observed that Kenyans are progressively perceiving food as an integral component of their wellness regimen. Additionally, the surge in the popularity of ready-to-eat meals serves as a convenient option, allowing individuals to reduce their meal preparation time by up to 50%, which is especially beneficial given their fast-paced lifestyles.
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Kimani noted that, furthermore, the demand is being driven by working-class individuals, teenagers, hostel residents, and single people. Their preferences, which include factors like flavor, portion sizes, and convenience, are leading them to opt for alternatives to 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,” said Kimani.
Kimani stated that this study aligns with the firm’s Change for Even Better sustainability strategy, which emphasizes sourcing, product development, operations, and social responsibility. These pillars are built on Science-Based Targets as the company aims to achieve Net Zero status by 2050.
He declared that the company is rebranding its signature biscuit to be marketed as an ‘anytime’ food, suitable for consumption as a meal, snack, or dessert. This ready-to-eat (R even during 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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