From braai to beans: 'Veganuary' nudges South Africans towards plant-based eating

A growing number of South Africans are experimenting with plant-based eating, driven in part by Veganuary, the annual campaign encouraging people to try a vegan lifestyle in January.

Speaking on CapeTalk, data consultant Andrew Fulton said Veganuary fits into a broader consumer trend towards healthier living, alongside reduced sugar and alcohol consumption.

While hard data on January-specific spending shifts is limited, estimates suggest around 3% of South Africa’s population now identifies as vegan or vegetarian, a small but growing and highly committed group.

“There’s clear growth in milk alternatives and in people choosing vegetarian or vegan options when ordering fast food,” Fulton said.

Retail shelves are changing

Retailers have taken notice.

Pick n Pay has previously reported that interest in vegan and vegetarian products has more than doubled in recent years, while plant-based meat alternatives are now common on shelvesat major supermarkets.

This shift is notable in a country where meat, and especially braai culture, remains deeply ingrained.

Not all or nothing

The move away from meat is not necessarily absolute. Fulton said many consumers are ‘augmenting’ rather than abandoning their diets, adopting habits like Meat-Free Mondays or alternating between meat and plant-based meals.

Even modest changes can have an impact. Abstaining from meat one day a week for a year can reduce emissions equivalent to driving from Cape Town to Mossel Bay.

Price pressures add momentum

Rising food prices are also playing a role.

Beef prices have reportedly increased by around 40% year on year, making plant-based proteins more attractive to cost-conscious consumers

According to Competition Commission data cited by Fulton, beef costs roughly R2.81 per gram of protein, compared to about 32 cents for dry beans.

“With prices where they are, a lot of people are voting with their wallets,” he said.

Milk alternatives surge

Milk substitutes are among the fastest-growing categories. Data from the 80/20 portal shows a 90% increase in South Africans using milk alternatives monthly between September 2023 and 2025.

Oat and almond milk dominate, with brands such as Almond Breeze, Good Hope, Butternut and Nature’s Choice leading the market. Demand is being driven by lactose intolerance, environmental concerns and changing consumer preferences.

A younger, greener shift

Survey data also points to generational differences. South Africans considering a move to veganism have an average age of 36, while those planning to simply eat less meat average 43.

Fulton said younger consumers tend to be more environmentally conscious, weighing planetary impact alongside health and cost when making food choices.

Veganuary, it seems, is less about a strict 31-day commitment and more about nudging people to rethink what and how often they eat.

For more information, listen to Fulton using the audio player below: