South Africa's cultural love for meat is giving way to a growing preference for plant-based food alternatives, despite regulatory hurdles. The market for these products is expanding at an annual rate of 6.5%, with expectations to reach $561 million by 2023, which represents over half of the continent's share of the global market. This shift, while significant, is still modest compared to the country's $15 billion meat consumption in 2018. The meat processing industry has lobbied the government to prohibit the use of descriptive terms like 'nugget' or 'sausage' on plant-based product packaging to prevent consumer confusion.