A new study has found that neighbourhood food availability and supermarket promotions influenced purchasing decisions among South Africans more than the health benefits of foods. Image:RF._.studio _/Pexels

For many South Africans, deciding what to eat is less about nutrition and more about what they can afford. While most people recognise the benefits of eating healthy foods, financial pressures, family responsibilities and what's available in local shops play a far greater role in determining what ends up on the dinner table.

This is according to a new University of the Western Cape (UWC) study that explored the factors influencing food choices among adults living in three urban South African communities: Worcester in the Western Cape, Stutterheim in the Eastern Cape, and Esikhawini in KwaZulu-Natal.

The study, published in the South African Journal of Clinical Nutrition, explored the factors influencing food choices in these South African communities. Researchers, including lead author Dr Nazeeia Sayed, currently a lecturer in Dietetics and Nutrition at UWC, and Prof Rina Swart, Head of the Department of Dietetics and Nutrition, found that while health was a consideration for some when purchasing food, it was rarely the primary deciding factor. Instead, participants balanced the perceived health benefits of food against practical considerations such as affordability,  convenience and proximity to retailers.

Not knowing how to prepare certain vegetables and legumes was viewed by some as a barrier to buying healthy food as these foods were considered less appealing. Image: Gustavo Fring/Pexel

Discussions with almost 70 participants, most of whom were unemployed or relied on social grants, also revealed that family and household preferences strongly influenced food choices. Many said they bought foods that would satisfy everyone's tastes and keep the family full, rather than choosing healthier alternatives. Meal decisions were often shaped by the preferences of children, partners and other family members.

The availability of food in neighbourhood shops, as well as promotions, affected purchasing decisions.

“In our household, we do not just buy food. Rather, we check the price of each food item first to see how much it costs,” reported one participant.

Study participants generally identified whole grains, fruits, vegetables, legumes, lean proteins and minimally processed foods as healthy choices, while processed foods, fried foods, sugary drinks, refined carbohydrates, foods high in fat and salt, and fast foods were commonly regarded as unhealthy. Some participants also associated specific products, such as foods carrying the Heart Foundation logo, with healthier eating. Barriers to eating healthy, affordable foods such as green leafy vegetables, legumes and chicken liver included not knowing how to prepare them in a tasty way, making these foods less appealing and reducing their consumption.

Lead author Dr Nazeeia Sayed. Image: supplied

Advertising and special offers from retailers were seen as a smart way to shop with price conscious consumers preferring to buy these specials to save money. 

“We watch the specials, we live on specials… We compare it monthly or weekly, depending on what our income is,” one participant commented.

Home-prepared foods were acknowledged as more affordable than buying ready-to-eat foods, while shopping in retail stores closer to home or work was considered as savings on transport costs.

Treats and snack foods such as yoghurt were considered unaffordable, and people preferred purchasing necessities such as flour instead of healthy snacks. Shelf life was also considered when buying food, with items with a short shelf life being less preferred.

Spaza shops had their advantages and disadvantages. They were close by and convenient, and offered items on credit. However, participants reported that they often stocked food that was not fresh or had expired.

Researchers note that while the findings may not necessarily be generalised beyond the three communities studied, they do provide valuable insight into how urban South Africans navigate food choices, and offer evidence that can inform future public health nutrition policies aimed at creating healthier food environments.

They concluded that improving South Africa's food system requires greater collaboration among government, retailers, industry and other stakeholders.

“Unless we start to work together to be innovative, the battle to improve our food system will be made more difficult. It can no longer be ‘business as usual’ if we want to see healthier food baskets; we need disruption through the promotion of healthier foods and less promotion of unhealthy foods,” researchers noted.

They added that these retail initiatives should be implemented alongside broader public health efforts to create a healthier food environment for South Africans.