Weetabix Survey Reveals Nearly Half of Kenyan Gen Z Snack on Cereal

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Nearly half of Kenyan Generation Z, aged 16 to 25, frequently snack on cereal, according to a survey by Weetabix East Africa. The study reveals that 48% of this youthful demographic prefer cereal as a snack, with four in ten citing its portability and convenience as a major attraction.

The survey underscores the growing shift among Generation Z toward healthier diets, with a particular focus on ready-to-eat (RTE) meals packed with nutritional benefits such as high fiber, whole grains, and fortified vitamins and minerals.

Dominic Kimani, CEO of Weetabix East Africa, attributed this trend to the increasing health consciousness of young Kenyans and their preference for functional foods that address weight management, nutrition, and convenience. Speaking during the launch of the Weetabix Fyatuka Reloaded Gen Z engagement program, Kimani said, “We expect this trend to be sustained for a long while, with people continuing to consume functional foods to support their health and wellness.”

Kimani announced a Ksh. 273 million investment in the modernization of production and expanded network engagement to meet the growing demand. He noted that Gen Z and working-class individuals, hostel residents, and single people are driving the demand for cereals as an alternative to traditional meals. Key considerations like flavor, portion size, and ease of consumption are influencing their choices.

The research also revealed that more than two-thirds of millennials under 40 are concerned about the affordability of healthier products, while taste, price, convenience, and sustainability remain important factors for consumers.

“As more Kenyans embrace food as part of their overall wellness routine, ready-to-eat cereals are increasingly seen as a practical, healthy, and time-saving alternative. This saves consumers at least 50% of their meal preparation time, which is critical for busy, on-the-go lifestyles,” Kimani added.

In line with this trend, Weetabix is repositioning its flagship cereal as an "anytime" food, suitable for breakfast, snacks, or even lunch and dinner. “The love of ready-to-eat cereal, combined with its variety in taste, texture, and nutrient levels, positions cereal as an evolving staple for modern consumers,” Kimani noted.

The survey aligns with Weetabix’s Change for Even Better sustainability strategy, which includes sourcing, product innovation, and operational improvements aimed at becoming a Net Zero company by 2050.

As the demand for healthy, convenient foods continues to grow, Weetabix’s focus on innovation and sustainability highlights its commitment to meeting the needs of Kenya’s younger, health-conscious population.


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