Chapter 17: Consumer Perception and Acceptance of Foods in Africa

Foods in Sub-Saharan Africa are diverse and varied but little is known about consumer attitudes or how food behaviours evolve over time. Changes in consumer perception were explored by reviewing information about consumer demographics, analysing gross domestic agricultural production and studying published literature on sensory evaluation and consumer preference. Results suggest that consumer trends in Africa are swiftly changing, probably due to rapid population growth and urbanisation, along with increased purchasing power. These changes are also related to an increase in obesity and double burden of malnutrition, particularly in urban areas. The growing use of digital technology will lead to new ways of tracking food preferences and supporting healthy eating.