Kenyans appetite for Nyama Choma hits a new high

Kenyans are reported to be consuming an average of 15 kilogrammes of meat per capita per year, according to a new study by the Kenya Market Trust.

This is an increase of 7% from 9.9 kilogrammes per capita per year in 2014.

The increase on consumption of red meat was recorded despite enough awareness on the health benefits of white meat, states the new survey titled, ‘A Study on Meat end Market Trends in Kenya’ published in April 2019.

Consumption of red meat among high income earners was recorded at 18.2kg per capita annually against 17.37kg on all types of meat. The middle income bracket recorded read meat consumption of 16.43kg  per capita annually against 14.66kg for all types of meat.

The low income segment were estimated to consume 13.2kg per capita per year for all types of meat and 10.61kg for red meat exclusively.

Nairobi and Mombasa counties led the country in the consumption of more red meat estimated at 17.37kg per capita per year and 15.60kg per capita per year respectively.

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“Overall the per capita meat consumption for red meat for the three-segment combined is estimated at 15.08 kg per capita per year,” read part of the report.

This new trend has revealed that high income earners eat more red meat compared to the low income segment whom preferred more fish due to cost and quantity.

“The study shows market share for red meat (beef, mutton and goat meat) in high end segment is at 43 percent of the total meat consumed, followed by fish, at 29 percent; in the middle income, red meat takes a share of 49 percent of the total meat consumed followed by fish which take 28 percent of the total meat consumed; in low income segments market share for red meat is 34 percent of the total meat consumed, coming second after fish which takes 51 percent of total meat consumed,” notes the report.

Ironically, health concerns such as fear of lifestyle diseases and drug residues is a major consideration on the type of meat consumers in the high income and middle income segments buy while low income segment largely consider price.

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Kenyans aged between 20-35 years in high, middle and low income segments prefer to go to Nyama Choma joints that serve beef and chicken (boiled or fried) mainly to socialise and also as an opportunity to eat meat not prepared at home.

Meat traders and processors have been urged to to target Nyama Choma joints to tap the readily available market. Nyama Choma joints should, therefore, create conducive environment for socialisation while also coming up with unique products to meet the needs for out goers.

“There is need for Nyama Choma operators, or the fast food restaurants to package Nyama Choma for home delivery targeting those people in the high- and middle-income segments who are not able to go out for some reasons,” reads the report.

According to the demographics, the middle and low income segments are the largest consumers of meat while the high-income households are more likely to buy meat 3-4 times in a week.

With an annual production of about 600,000 metric tons, Kenya is a meat deficit country to the tune of 300,000 metric tons.

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