From Left to Right: Weetabix EA Finance Director Sebastian Muthama, Head of Marketing Ascah Ogara and CEO Dominic Kimani pose during the event
Nearly half of young Kenyans aged 16 to 25 frequently snack on cereals, a new survey by Weetabix East Africa reveals. The study, which highlights the evolving dietary habits of Generation Z, found that 48 percent of this age group turn to cereal as a convenient and healthy snack option.
The survey underscores Generation Z’s growing preference for functional and ready-to-eat (RTE) foods, driven by health consciousness and busy lifestyles. With 4 out of 10 participants favoring portable, easy-to-eat foods, the findings reflect a significant shift toward healthier eating patterns.
Speaking about the survey results, Dominic Kimani, CEO of Weetabix East Africa, highlighted the demand for cereals enriched with high fiber, whole grains, and fortified nutrients. “Generation Z’s shift toward healthier diets has led to increased interest in cereals with added nutritional benefits,” Kimani said. He added that convenience and perceived health benefits play a key role in influencing food choices among young consumers.
Kimani also pointed out that this trend aligns with a broader movement toward meals that support health and wellness. “We expect this trend to persist, with people continuing to consume functional foods for health, weight management, and convenience.”
To meet the rising demand, Weetabix East Africa announced a Ksh. 273 million investment in modernizing its production facilities and expanding network engagement. The company also launched the Weetabix Fyatuka Reloaded Gen Z Engagement Program, aimed at fostering closer connections with its youthful audience.
Kimani noted that food convenience saves consumers up to 50 percent of meal preparation time, making RTE cereals an attractive alternative for busy individuals. This demand is particularly strong among working-class professionals, teenagers, hostel residents, and single individuals who prioritize flavor, portion control, and ease of consumption over traditional meals.
The survey also found that more than two-thirds of millennials under 40 are concerned about access to affordable, healthier food options. Taste, price, convenience, environmental impact, and sustainability are key factors influencing their choices.
Kimani emphasized the importance of understanding these considerations to promote sustainable consumption. “Our findings align with our Change for Even Better sustainability strategy, which focuses on sourcing, product innovation, and operational efficiency as we work toward becoming a Net Zero company by 2050,” he explained.
Weetabix East Africa is repositioning its flagship biscuit as a versatile, anytime food that can be enjoyed as a meal, snack, or dessert. Kimani noted that the versatility of RTE cereals—offering options for taste, texture, size, and nutrition—ensures they remain a staple in evolving consumer diets.
“The love for RTE cereals, combined with their variety, positions them well to adapt to changing consumer needs,” Kimani concluded.
With Generation Z leading the charge toward healthier, more convenient food options, the Kenyan market appears poised for sustained growth in the RTE cereal segment. As consumers continue to integrate functional foods into their wellness routines, companies like Weetabix East Africa are stepping up to meet the demand with innovative products and sustainable practices.