We’re not eating enough vegetables — and it’s costing us more than we think.
Most South Africans know they should be eating more vegetables. But between long workdays, rising food costs and convenience foods on every corner, knowing and doing are rarely the same thing. The result is a growing number of people running on low energy — without realising that their daily food choices may be a significant contributing factor.
For South Africa’s food and beverage industry, this gap between nutritional intent and consumer behaviour represents both a challenge and an opportunity — one that product development, clean-label formulation, and accessible, nutrient-dense food solutions are uniquely placed to address.
Why vegetable intake in South Africa is falling short
The World Health Organization (WHO) recommends consuming more than 400 grams of fruit and vegetables per day to support overall health and reduce the risk of noncommunicable diseases such as type 2 diabetes, heart disease and obesity. For most South Africans, that target remains out of reach.
“Vegetables are not just a side dish — they provide fibre, vitamins, minerals and antioxidants that help your body use energy properly,” explains registered dietitian Mbali Mapholi. “When your diet is consistently low in these nutrients, it can contribute to unstable energy, poor concentration and feeling run down over time.”
The chronic underconsumption of plant-based whole foods is directly linked to the slow build-up of conditions that cost the health system — and the workforce — enormously over time.
The real cost of low nutrient-density diets
Low energy is often accepted as a normal part of daily life. It is not. Research consistently shows that diets low in dietary fibre, antioxidants and essential micronutrients contribute to:
- Unstable blood sugar and energy crashes throughout the day
- Compromised gut microbiome health, which affects digestion, immunity and mood
- Increased systemic inflammation
- Higher long-term risk of chronic disease
“People often want a quick fix for low energy, but nutrition works through consistency,” says Mapholi. “Adding a serving of vegetables today may feel small, but repeated over weeks and months, those choices can support better energy, gut health and long-term wellbeing.”
Practical ways to increase vegetable intake — without overhauling your diet
Closing the vegetable gap does not require a complete dietary overhaul. Small, consistent additions compound into meaningful nutritional shifts over time:
- Start with one meal. Add a handful of spinach to morning eggs or tomatoes to lunch. Incremental change is sustainable change.
- Buy what’s in season. Seasonal vegetables are fresher and more affordable. Local markets are often the best source of low-cost, high-nutrient produce.
- Batch prep to save time. Roasting a tray of mixed vegetables on Sunday takes 40 minutes and feeds the week. Boiling, steaming and stir-frying are fast alternatives.
- Stretch proteins further. Bulking out mince or stews with lentils and beans reduces meat costs while adding fibre, plant protein and minerals.
- Use frozen and canned options. Frozen vegetables retain their nutritional value and reduce food waste — often at a lower price point than fresh.
- Add vegetables to familiar dishes. Grate carrots or courgette into mince. Add beans to rice. Mix spinach into pap or maize meal. These are low-resistance entry points for nutrient-dense eating.
The compound effect: small choices, long-term returns
Health does not hinge on a single meal or a single product. It is built through repeated daily choices — what people eat, how they move, how they sleep, and how well they manage stress. Nutrient-dense food sits at the centre of that equation.
A single serving of vegetables will not transform health overnight. But the same choice repeated across weeks and months creates a compounding return — steadier energy, stronger immunity, better gut health, and improved long-term resilience.
“Better health starts with small choices repeated every day, and food is one of the most powerful choices you can make,” says Maria Carpenter, Head of Momentum Multiply. “When people understand how daily habits affect their energy, mood and long-term health — and are supported and rewarded for healthier choices — they are better equipped to take ownership of their wellbeing over time.”
What this means for the food and beverage industry
South African consumers are not eating enough vegetables — but many want to. The demand for accessible, affordable, nutrient-dense food solutions is real and growing. For manufacturers, formulators and retailers, this signals a clear direction: products that make it easier to eat well, without requiring consumers to change everything at once, are the ones most likely to earn long-term loyalty.
Whether through fortification, clean-label reformulation, high-fibre product development or packaging that supports better portion decisions — the industry has a meaningful role to play in closing the vegetable gap one better choice at a time.
