Barriers and Facilitators in Adopting Plant-based Diets: Insights from a Consumer Survey and Dietary Recall in Kwazulu-Natal, South Africa

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Unhealthy, ultra-processed, and animal-based foods dominate diets in many populations, contributing to non-communicable diseases and environmental challenges, while plant-based diets (PBDs) offer healthier and more sustainable alternatives. Though there is a gradual transition to PBD, information regarding consumers’ perception is required to address challenges associated with its adoption, and to sustain this dietary change. This study investigated the consumption patterns, barriers, facilitators, and nutrient adequacy of plant-based food (PBF) consumers in KwaZulu-Natal, South Africa. A cross-sectional online survey was conducted among 383 adults, complemented by a face-to-face interview with a subset of 91 participants for 24-hour dietary recalls recorded twice (one weekday and one weekend). The mean intake was used to determine nutrient adequacy based on estimated average requirements (EARs) and adequate intakes (AIs). While Statistical Package for Social Sciences (SPSS) version 29.0 was used to perform statistical analysis, dietary data was analysed using South African Medical Research Council (SAMRC) Food Finder version 3.0 software. Level of statisitical significance was set at p<0.05.The majority of participants were young adults (68.2%) with high school education (86.7%), and 78.1% identified as flexitarians, consuming PBFs two to three times per week, with plant-based burgers (58.5%) and sausages (41.5%) being the most preferred products. Health concerns (80%) and religious beliefs (37%) were the main motivators for PBF consumption, while high cost (58.5%) and limited variety (40.5%) were the major barriers. Dietary analysis revealed widespread nutrient inadequacies, particularly in energy, dietary fibre, zinc, folate, and vitamins D and B12, despite some participants using supplements. Men did not meet daily requirement of energy, dietary fibre, zinc, folate, niacin, vitamins D and B12 requirements, while women did not meet vitamins D and B12 requirements. The study highlights a growing shift toward flexitarian diets and an increasing demand for plant-based options but underscores the need for greater affordability, product diversity, and nutrition education to address nutrient deficiencies and promote sustainable dietary practices in South Africa. Key words: Barriers, Facilitators, Food, Plant-based diets, Consumers, Adults, South Africa

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