The Rise (and Roadblocks) of Plant-Based Living at South African Universities

Plant-based living at South African universities is growing. Rhodes University shows both promise and challenges in this shift.

Key Takeaways:

• Growing Interest: More students want plant-based options. This is due to health, ethics, and environmental concerns.
• Limited Choices: Cafeterias often offer only a few plant-based options. Students struggle to find satisfying possibilities.
• Awareness Efforts: Campaigns help raise awareness about plant-based diets. Events and workshops attract more interest.
• Community Support: Student groups are forming to promote plant-based living. They share recipes and tips, helping each other.
• Institutional Challenges: Universities face budget and supply issues. These can limit the availability of plant-based foods.

In summary, Rhodes University provides valuable lessons on embracing plant-based living. The journey includes both growth and obstacles.

By EatingPlantBasedZA

Introduction: When Students Shape the Future of Food

If you’ve strolled through a South African university cafeteria, you know the vibe.

Trays of boerie rolls sit next to vegan wraps. Soy cappuccinos are beside classic milkshakes. One student shares excitedly why oat milk is the best choice.

Something is changing.

Young South Africans are rethinking their diets.

They care about personal health, but also the planet, animals, and their wallets. However, even with this quiet shift, there hasn’t been much research on why young people choose or reject plant-based diets—until now.

A 2025 study at Rhodes University in Makhanda reveals key insights into plant-based eating among students. It examines their motivations, challenges, and opportunities (Andersson & Thondhlana, 2025).

Let’s unpack what this research tells us — and what it means for the future of plant-based living in South Africa.

The Study: A Snapshot of Student Eating Habits

Researchers C. Andersson and G. Thondhlana surveyed 300 students at Rhodes University. They wanted to find out how many people follow a plant-based diet. They also asked what motivates these choices and what obstacles people face.

Here’s what they found:

• 31% of students reported following a plant-based diet. However, when we exclude “flexitarians,” the figure falls to 18%.
• More women than men reported eating a plant-based diet.
• Top motivations included animal welfare, environmental sustainability, and personal health.
• The top barriers were high perceived cost and lack of knowledge.

Research shows that this generation gets why plant-based eating matters. But they still find it hard to know how to do it.

Why Plant-Based Diets Matter — Especially for Students

University students are more than a group; they’re the future’s policymakers, entrepreneurs, and educators. The habits they form today can shape South Africa’s food future.

Climate and Sustainability

Plant-based diets help cut greenhouse gas emissions and save natural resources. For a country like South Africa — one of the most water-stressed in the world — that’s a big deal.

Every plate of lentils over lamb is a small but meaningful act of sustainability.

Yet as the Rhodes study found, while environmental concern is a strong motivator, it’s not the only one. Many students connect their diet choices to ethical and personal values, too.

Conscious Consumption

The researchers found that students who prioritised “respecting the earth” and “protecting the environment” were more likely to adopt plant-based diets.

This suggests that plant-based eating isn’t just about food — it’s about identity. It’s about aligning lifestyle with values.

For students, this means joining a global movement. It’s about ethics and justice, but also kale smoothies.

The Motivations: Why Students Go Plant-Based

The study’s findings read like a mirror reflecting the values of a new generation.

Here’s a closer look at the top motivators:

1. Animal Welfare Comes First

Animal welfare was the leading reason students gave for following plant-based diets.

This shows a rising awareness of empathy. This isn’t surprising in a country where the ethical costs of animal agriculture are clear. Documentaries, social media, and NGO campaigns highlight these issues.

For many young people, choosing lentils over lamb isn’t just a dietary choice — it’s a moral one.

2. Environmental Sustainability

Environmental concerns, such as reducing carbon footprints, come in second. They strongly appeal to students who are aware of the climate crisis.

Wildfires, droughts, and floods are now common news in South Africa. Young people see the link between their food choices and the health of the planet.

3. Health and Wellness

Personal health ranked third.

Many students reported feeling better after reducing their intake of meat and dairy. They noticed clearer skin, improved digestion, and more energy.

The global rise in “plant-based wellness culture” has likely influenced this trend. This includes smoothie bowls, gym influencers, and vegan challenges.

4. Influence of Family and Friends

Social influence matters.

Students with vegan or vegetarian friends were more likely to adopt a vegan or vegetarian diet.

As plant-based options become more popular, this peer effect grows. It’s like “eco peer pressure,” but in a positive way.

5. Saving Money (Yes, Really)

Some see veganism as costly, but others say it saves money.

When done right, meals with staples like beans, rice, lentils, and seasonal veggies can cost less than meat-heavy diets.

This economic detail shows that views on affordability rely on how we approach plant-based eating.

The Barriers: What’s Holding Students Back?

Despite strong motivations, only 18% of students (excluding flexitarians) were fully plant-based. Why?

1. The Cost Perception Problem

Many respondents felt that eating plant-based food was “too expensive.”

This view often comes from the cost of processed vegan foods. For example, consider Beyond Burgers, almond milk, and imported mock meats.

Traditional South African diets include many affordable, plant-based staples. These are:

• Pap
• Morogo
• Beans
• Lentils
• Samp and beans (umngqusho)

The challenge is to rebrand local foods. They need to be seen as plant-based and appealing, not just as “poverty food.”

2. Lack of Knowledge

Students said they don’t know how to plan balanced, tasty plant-based meals. This barrier reflects a gap in both nutritional education and practical cooking skills.

University dining halls and student unions might improve things by holding workshops, offering recipe cards, and adding affordable vegan options.

3. Cultural Attachment to Meat

South Africa loves meat. Braais, biltong, and boerewors are its top symbols.

For many, cutting out meat can feel like losing part of one’s identity or social belonging.

The study didn’t directly measure cultural attitudes, but the tension is evident.

What This Means for Universities (and South Africa at Large)

Universities as Food Sustainability Hubs

Campuses like Rhodes are microcosms of the national food system. By supporting plant-based options, universities can set a precedent for the country.

Imagine:

• Dining halls showcase bean stews and veggie curries alongside traditional meat dishes.
• Sustainability departments running “Green Plate” campaigns.
• Partnerships with local farmers growing plant proteins.

Education is Empowerment

The researchers emphasise that promoting plant-based diets requires education — not preaching.

Students must see how plant-based eating relates to their values: respect for the earth, health, justice, and compassion. When those dots are joined, the shift feels natural, not forced.

Collaboration with Local Communities

South African universities can team up with local food vendors and small farmers. This way, they can offer affordable and accessible plant-based options.

This helps both the environment and society. It’s a win-win and supports South Africa’s food sovereignty goals.

Rethinking “Plant-Based” in the South African Context

The term “plant-based” often brings to mind Western veganism, like soy lattes, quinoa bowls, and vegan cheese from abroad.

But in the South African context, it’s essential to decolonise the narrative.

Before industrial meat production, most African diets focused on plants. They included grains, legumes, vegetables, fruits, and some meat.

Going back to these roots is not just about sustainability. It’s also about reviving culture.

Plant-based eating is not new; it’s ancestral.

We focus on traditional dishes like morogo, chakalaka, and samp and beans. These meals remind us of our roots.

The Gender Dimension

Interestingly, more female students reported eating plant-based foods than male students did.

This gender gap reflects global trends. Women often show greater empathy for animals and a more substantial concern for the environment.

This doesn’t mean men are uninterested. Instead, it shows that the media often portrays plant-based eating as “feminine.”

We need visible male role models to change this story.

Athletes, musicians, and chefs should embrace plant-forward lifestyles. They can make plant-based living aspirational, not just an alternative.

From Campus to Community: Scaling the Movement

The Rhodes study provides a strong guide for promoting plant-based eating outside the university.

Here’s how South Africa can build on this momentum:

1. Policy Support

Promote plant-based diets in national food guidelines. Focus on health and sustainability.

2. Affordability Initiatives

Subsidise local plant protein crops, such as beans, lentils, and peas. Also, promote student entrepreneurship in plant-based meal prep and delivery.

3. Visibility Campaigns

Use social media, influencer partnerships, and campus events to normalise plant-based eating. The more visible it is, the more socially acceptable it becomes.

4. Curriculum Integration

Add sustainability and ethical food systems to university courses. Focus on nutrition, environmental studies, and business.

The Emotional Side of Eating

Food isn’t just fuel — it’s culture, comfort, and community.

For students finding their independence, food choices can feel very emotional.

Choosing a plant-based lifestyle is a way to define yourself. It reflects your values in a world facing many challenges.

This emotional component is key to understanding why plant-based movements thrive on storytelling.

Students share why they went vegan or how they made their first lentil curry. They’re not just swapping recipes; they’re creating a new cultural story.

What’s Next?

The Rhodes University study ends on a positive note.

To promote plant-based diets, we should link them to values people care about, like respect for the earth, compassion, and justice.

If South African institutions, brands, and media outlets tap into this connection, we might witness an intense wave of dietary change on campuses. This change could spread to homes, cities, and policies.

We’ll see bean stews and braais living together in harmony. This could be a unique South African approach to sustainability.

Final Thoughts

Eating plant-based food in South Africa goes beyond global trends. It’s about reconnecting with our roots and redefining how we eat.

The choices we make at mealtime can impact not just our waistlines but the world around us.

The Rhodes study shows that moving to a plant-based future is personal and political.

It starts in the dining hall. It spreads through conversation. And it takes root in values that every South African can relate to — care for people, the planet, and the future.

Reference: Andersson, C. & Thondhlana, G. (2025). Plant-based diets among students at Rhodes University, South Africa: Prevalence, motivations, and barriers. Frontiers in Sustainable Food Systems.

About EatingPlantBasedZA

At EatingPlantBasedZA, we want to make sustainable eating simple, affordable, and a source of pride for South Africans. Whether you’re a flexitarian, vegan, or just curious, we’re here to help you eat well — for yourself and the planet.