Non-communicable diseases (NCDs) are rising rapidly, accounting for 41% of deaths in Kenya, according to the World Health Organization’s 2022 report. The Kenya Health Policy (2014-2030) further highlights that NCDs contribute to about 50% of hospital admissions and over 55% of hospital deaths, with diabetes, hypertension, cancers, and heart disease among the leading causes. 

The World Bank adds that the growing prevalence of NCDs in Kenya is not only a major public health concern but also a hindrance to long-term economic growth.

As the world evolves digitally, NCD Alliance Kenya has recognised the need to train digital health advocates on how to use their platforms to educate the public about this growing crisis.

Speaking during the digital health advocacy training on Front-of-Pack Nutrition Labelling (FoPNL), Harrison Andeko, Program Officer at NCD Alliance Kenya, noted that the country’s food environment is saturated with cheap, heavily advertised, and unhealthy foods, mostly targeting children who lack awareness of NCDs.

“We really don’t have a choice of healthy eating in Kenya. For those who stay along Thika road, if you move from Muthaiga towards town, much of what you see on the billboards is food. And every weekend, for those who go to the malls, there’s always a food eatery in a corner,” said Andeko.

He added that healthier foods in supermarkets are usually more expensive than unhealthy alternatives. This dynamic is worsened by fiscal policies, where price increase drive consumers toward cheaper, less nutritious food. 

“When there is an increase in pricing, people will prefer cheaper options. Thus, when the price of food gets higher, consumers turn to less healthy alternatives,” Andeko explained.

Andeko emphasized that the food industry has normalized the consumption of unhealthy foods by framing them as harmless or even beneficial. Packaging and advertising often mislead the consumers, while most products still qualify as high in calories under nutritional profiling standards.

“The industry has used about three to four strategies to lure consumers, making unhealthy food sound healthy. They use terms such as natural, low in fat or fat-free, sugar-free, gluten-free or lactose-free, and organic,” he observed.

Many people consume such products in good faith, believing they are making healthier choices, when in reality they may be increasing their risks.

Importance of Food Labels and The Role of Digital Health Advocates 

Anne Swakei, Program Officer at NCD Alliance Kenya, highlighted the role of digital health advocates in shaping food policy narratives. She applauds the Ministry of Health for the successful publication of Kenya Nutrient Profile Model (KNPM), now available on its website. 

Swakei also stresses that advocates must understand these concepts deeply to avoid misinformation.

“If you do not have the right information about KNPM you will lose the trust of your followers or audiences. It is important to have facts when creating content,” said Swakei. 

Adding “The good news is that the KNPM has been launched. It provides a method of differentiating between foods and non-alcoholic beverages based on nutrients of concern according to WHO standards, which are exposing people to the risk of diet related diseases.”

Beyond nutrition, the KNPM framework also addresses food safety, climate change, environmental concerns, and pollution. Swakei pointed out that despite rising rates of some NCDs, many people, including educated individuals, remain unaware of the health risks tied to their diets. 

“We are not only talking about food safety but also looking at other risk factors related to NCDs. The  rising rates of obesity and overweight raises concern because a lot of people have normalized Western diets, and don’t want to be seen eating traditional foods,” observed Swakei.

Dr. Catherine Karekezi, Executive Director of NCD Alliance Kenya, explained the importance of food labeling to consumers. She noted that labels will help consumers identify what a product contains.

“They give you advice about the allergens present in a product since some people are allergic to certain cereal, gluten, and so on. This makes it crucial for the public to be aware of what they consume,” she explained.

She also stressed the need for industries to include labels on their products to specify serving sizes on packaging, representing the average portion to be consumed. However, most packaging uses very small print, making reading difficult and consumers check expiry dates rather than nutritional information. 

“The main issue with these labels, which are required by law, is that people do not understand what they mean and where they’re imported. This is why we emphasize the importance of Front-of-Pack Nutrition Labels to indicate if a product is high in the nutrients of concern,” emphasized Dr. Karekezi.