A study based on the GeoPoll Annual Report examines consumer purchasing trends for fresh and chilled foods across Kenya, Nigeria and South Africa. Quality emerged as the leading factor influencing purchasing decisions, cited by 48 per cent of consumers. Price followed at 28 per cent, while convenience accounted for 11 per cent.
Fresh meat, including beef, poultry, pork, lamb and mutton, was the most commonly purchased category, reported by 65 per cent of respondents. Fresh vegetables followed at 61 per cent, while eggs and fresh fruits were purchased by 57 per cent and 53 per cent respectively.
Fresh fish and seafood accounted for 36 per cent of purchases, while processed meats such as sausages, bacon, ham, salami and hot dogs were reported by 25 per cent of respondents. Only five per cent said they purchased none of the listed products.
The findings point to a strong preference for fresh, whole and perishable foods, with consumers placing greater emphasis on quality than price or convenience when making purchasing decisions.
