Hostname: page-component-77c89778f8-vpsfw Total loading time: 0 Render date: 2024-07-19T13:51:15.718Z Has data issue: false hasContentIssue false
  • English
  • Français

Fast Food in Ibadan: An Emerging Consumption Pattern

Published online by Cambridge University Press:  19 May 2011

A. O. Olutayo  and
O. Akanle
Get access Rights & Permissions [Opens in a new window]

Abstract

In its modernization garb, development has come to mean the inculcation of foreign values resulting in the fundamental transformation of modernizing nations. Ironically, little attention is being drawn to the consequences of modernizing influences. This is the core of the article. Through qualitative research methodology consisting of in-depth interviews (IDIs), participant observation and informal interviews, the article examines the emergence and ascendancy of fast foods in Ibadan, Nigeria. Our finding is that the middle class, the youth and children, as conveyors of imported cultures (into which they have been socialized), are the major customers whose values are projected through marketing strategies by the fast food outfits. Unfortunately, the health implications of these foods have not been properly grasped by these consumers, and neither have the market operators attempted to sensitize them. The article concludes that even when modernization influences are to be incorporated in the globalizing world, their initiatives must be well contextualized, comprehended and their contours managed for objective development to be achieved and sustained.

Sous son apparence de modernisation, le développement désigne désormais l'inculcation de valeurs étrangères débouchant sur la transformation fondamentale de nations en voie de modernisation. Paradoxalement, les conséquences des influences modernisantes ont reçu peu d'attention. C'est de cela que traite cet article. Au moyen d'une méthodologie de recherche qualitative basée sur des entretiens approfondis, des observations participantes et des entretiens informels, l'article examine l’émergence et l'essor de la restauration rapide à Ibadan (Nigeria). Il constate que les classes moyennes, les jeunes et les enfants, en tant que véhicules de cultures importées (au sein desquelles ils ont été socialisés), sont les principaux clients dont les valeurs sont projetées au moyen de stratégies marketing par les enseignes de restauration rapide. Malheureusement, ces clients n'ont pas bien saisi les implications de ce type d'alimentation en matière de santé et les acteurs du marché n'ont fait aucun effort pour les y sensibiliser. L'article conclut qu'il convient, même lorsque les influences modernisantes sont à intégrer dans un monde globalisant, de bien contextualiser et saisir leurs initiatives et de gérer les contours de ces initiatives pour arriver à un développement objectif durable.

Type
Research Articles
Information
Africa , Volume 79 , Issue 2 , May 2009 , pp. 207 - 227
Copyright
Copyright © International African Institute 2009

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

REFERENCES

Adedokun, A. (2005/2006) ‘Endocrinology in Nigeria’, Endocrinologist 76 (Winter).Google Scholar
Adeyemo, O. K. (2002) ‘Unhygienic operation of a city abattoir in southwestern Nigeria: environmental implication’, Ajeam/Ragee 4 (1): 23–8.Google Scholar
Afolayan, A. A. (1994) ‘Population’in Filani, M. O., Akinola, F. O. and Ikporukpo, C. O. (eds), Ibadan Region. Ibadan: Rex Charles Publications.Google Scholar
African Development Bank (ADB) (2006) Selected Statistics on African Countries. Tunis: ADB, Development Research Department.Google Scholar
Ajewole, O. I. and Omonona, B. T. (2006) ‘Urban–rural differential in food consumption in Nigeria: a case study of Ilesa and Atakumosa LGAs of Osun State’, Journal of Agricultural and Food Information 7 (2–3): 145–57.CrossRefGoogle Scholar
Ajuluchukwu, J. (2007) ‘Once alien, hypertension now ravages Africa’, The Punch, 21 March 2007.Google Scholar
Akinkugbe, O. (2006) ‘Experts link rising cases of chronic kidney disease to diabetes’, Guardian (Nigeria), 17 August 2006.Google Scholar
Akinyele, I. O. (1991) ‘Comparative study of the socioeconomic characteristics of food vendors and consumers in Ibadan, Lagos and Kaduna’, technical report, Food and Agriculture Organization.Google Scholar
Akinyele, I. O. (1998) ‘Street foods and their contributions to the food security and nutritional status of Nigerians’, West African Journal of Food and Nutrition 1 (1) (September): 6–20.Google Scholar
Alber, E. (2004) ‘Grandparents as foster parents: transformations in foster relations between grandparents and grandchild in north Benin’, Africa 71 (1): 28–46.CrossRefGoogle Scholar
Areola, O. (1994) ‘The spatial growth of Ibadan City and its impact on the rural hinterland’ in Filani, M. O., Akinola, F. O. and Ikporukpo, C. O. (eds), Ibadan Region. Ibadan: Rex Charles Publications.Google Scholar
Babcock, B. A. (1978) The Reversible World: symbolic inversion in art and society. Ithaca NY and London: Cornell University Press.Google Scholar
Balogun, S. K. and Olutayo, A. O. (2005/2006) ‘Globalisation and the African family system’, Psychopathologie Africaine 33 (1): 77–91.Google Scholar
Boem, M. W., Moench-Pfanner, R., Graciano, F.Stallkamp, G. and Pee, S. de (2004) ‘Trends in health and nutrition indicators in the urban slums of three cities in Bangladesh, compared to its rural area’in Unisa, (ed.), Globalization of Food Systems in Developing Countries: impact on food security and nutrition. http:\\www.un.org/Depts/dhl/food/toc.4/pdf, accessed 24 April 2007.Google Scholar
Bryman, A. (2004) Social Research Methods. Oxford: Oxford University Press.Google Scholar
Central Bank of Nigeria (CBN) (2006a) ‘Annual report and statement of accounts for the year ended 31 December 2005’. Abuja: Central Bank of Nigeria.Google Scholar
Central Bank of Nigeria (CBN) (2006b) ‘Economic report for the first half of 2006’. Abuja: Research and Statistics Department, Central Bank of Nigeria.Google Scholar
Chopra, M. (2004) ‘Globalization, urbanization and nutritional changes in South Africa ’in Unisa, (ed.), Globalization of Food Systems in Developing Countries: impact on food security and nutrition. http:\\www.un.org/Depts/dhl/food/toc.4/pdf , accessed 24 April 2007.Google Scholar
Clarke, A. (2001) ‘Research and the policy-making process’in Gilbert, N. (ed.), Researching Social Life. London, Thousand Oaks CA, and New Delhi: Sage Publications.Google Scholar
Cooper, F. (2001) ‘What is the concept of globalization good for? An African historian's perspective’, African Affairs 100 (399): 189–213.CrossRefGoogle Scholar
Eke, E. (2006) ‘The fast food business in Nigeria’. Report prepared for the US Commercial Service. ID:137173. http://commerccan.ic.gc/scdt/bizmap/interface2.nsf/vdownload/ISA5543/&file/X7603147.doc , accessed 11 November 2007.Google Scholar
Ekong, E. E. (2003) Rural Sociology: an introduction and analysis of rural Nigeria. Ugo, Nigeria: Dove Educational Publishers.Google Scholar
Fantasia, R. (1995) ‘Fast food in France’, Theory and Society 24 (2): 201–43.CrossRefGoogle Scholar
Federal Government of Nigeria (FGN) (2004) ‘National Policy on Population for Sustainable Development’. Abuja: FGN.Google Scholar
Federal Government of Nigeria (FGN) (2006) ‘National position paper on progress towards the attainment of 1996 World Food Summit Commitment and AU/NEPAD Food Security Decisions’, presented to Summit on Food Security in Africa: Availability, Accessibility and Affordability, International Conference Centre, Abuja, Nigeria. 4–7 December.Google Scholar
Food Digest (2001) ‘UAC foods: new challenges and prospects’. Food Digest (an in-house publication of UAC Foods) 3.Google Scholar
Gbadegesin, A. S. (1994) ‘Agricultural practices’in Filani, M. O., Akintola, F. O. and Ikporukpo, C. O. (eds), Ibadan Region. Ibadan: Rex Charles Publications.Google Scholar
Ikpe, E. B. (1994) Food and Society in Nigeria: a history of food customs, food economy and cultural change, 1900–89. Stuttgart: Franz Steiner Verlag.Google Scholar
Ingstad, B. (2004) ‘The value of grandchildren: changing relations between generations in Botswana’, Africa 74 (1): 62–75.CrossRefGoogle Scholar
International Institute of Tropical Agriculture (IITA) (2004) Food Consumption and Nutrition Survey (2001–2003). Ibadan: IITA.Google Scholar
Iyun, B. F. (1992) ‘Women's status and childhood mortality in two contrasting areas in south-western Nigeria’, Geojournal 26 (1): 43–52.CrossRefGoogle ScholarPubMed
Kellner, D. (1999) Theorizing/Resisting McDonaldization: a multiperspective approach. http://www.gseries/ucla.edu/faculty/kelner/kellner.html, accessed 9 March 2007.CrossRefGoogle Scholar
Kennedy, G. (2003) ‘Food security in the context of urban sub-Saharan Africa’, Food Africa Internet Forum, http://foodafrica.nri.org, accessed 7 March 2007.Google Scholar
Kinabo, J. (2004) ‘Impact of globalization on food consumption, health and nutrition in urban areas: a case study of Dar es Salaam, United Republic of Tanzania’ in Unisa, (ed.), Globalization of Food Systems in Developing Countries: impact on food security and nutrition. http:\\www.un.org/Depts/dhl/food/toc.4/pdf, accessed 24 April 2007.Google Scholar
Lev-Aladgem, S. (1998) ‘Improvisation upon the scroll of Esther: symbolic inversion in an adult day-care centre’, Journal of Folklore Research 35 (2): 127–43.Google Scholar
Mendez, M., Du, A. Shufa and Popkin, B. M. (2004) ‘Urbanization, income and the nutrition transition in China: a case study’ in Unisa, (ed.), Globalization of Food Systems in Developing Countries: impact on food security and nutrition. http:\\www.un.org/Depts/dhl/food/toc.4/pdf, accessed 24 April 2007.Google Scholar
National Bureau of Statistics (NBS) (2006) ‘The Nigerian statistical fact sheets on economic and social development’. Nigeria: National Bureau of Statistics.Google Scholar
Tribune, Nigerian, (2006) ‘World's diabetics to double by 2030’. 16 November.Google Scholar
Nigerian Business Info.com (2000–2001) ‘The fast track Nigerian fast food industry’. Website accessed 27 March 2007.Google Scholar
Notemans, C. (2004) ‘Sharing home, food and bed: paths of grandmotherhood in east Cameroun’, Africa 74 (1): 6–27.CrossRefGoogle Scholar
Nwuke, C. (2001) ‘UAC foods: drive in a new direction’, Food Digest 3.Google Scholar
Okere, L. C. (1983) The Anthropology of Food in Rural Igboland, Nigeria. Lanham MD: University Press of America.Google Scholar
Olarinde, L. O. and Kuponiyi, F. A. (2005) ‘Rural livelihood and food consumption patterns among households in Oyo State, Nigeria: implications for food security and poverty eradication in a deregulated economy’, Journal of Social Sciences 11 (2): 127–32.CrossRefGoogle Scholar
Olayiwola, K., Soyibo, A. and Atinmo, T. (2004) ‘Impact of globalization on food consumption, health and nutrition in Nigeria’ in Unisa, (ed.),Globalization of Food Systems in Developing Countries: impact on food security and nutrition. http:\\www.un.org/Depts/dhl/food/toc.4/pdf, accessed 24 April 2007.Google Scholar
Olutayo, A. O. and Omobowale, A. O. (2006) ‘The youth and the family in transition in Nigeria’, Review of Sociology 12 (2): 85–95.Google Scholar
Opare-Obisaw, C. (1998) ‘Students' patronage and views on the operations and services of food vendors’, Journal of Consumer Studies and Home Economics 22 (3): 139–46.CrossRefGoogle Scholar
Pearce, T. O., Kujore, O. O. and Agboh-Bankole, V. A. (1988) ‘Generating an income in the urban environment: the experience of street food vendors in Ile-Ife, Nigeria’, Africa 58 (4): 385–400.CrossRefGoogle Scholar
Ram, U. (2004) ‘Glocommodification: how the global consumes the local — McDonalds in Israel’, Current Sociology 52 (1): 11–31.Google Scholar
Research Machines (2008) Ibadan. www.tiscali.co.uk/reference/encyclopedia/hutchinson/m0004326.html, accessed 13 March 2008.Google Scholar
Ritzer, G. (1993) The McDonaldization of Society. Thousand Oaks CA: Pine Forge Press.Google Scholar
Ritzer, G. (1996) ‘The McDonaldization thesis: is expansion inevitable?’, International Sociology 11 (3): 291–308.CrossRefGoogle Scholar
Ruel, M. T., Haddad, L. and Garrett, J. L. (1999) ‘Some urban facts of life: implications for research and policy’, Discussion Paper No. 64, Food Consumption and Nutrition Division, International Food Policy Research Institute.CrossRefGoogle Scholar
Saturday Punch (2006) ‘Hypertension: practices you must shun to avoid the silent killer’. 16 September.Google Scholar
Schultz, J. T. (2004) ‘Globalization, urbanization and nutrition transition in a developing island country: a case study in Fiji’ in Unisa, (ed.), Globalization of Food Systems in Developing Countries: impact on food security and nutrition. http:\\www.un.org/Depts/dhl/food/toc.4/pdf, accessed 24 April 2007.Google Scholar
Shokunbi, A. (2006) ‘Taking preventive measures could curb rise in kidney disease’, The Punch, 1 November 2006.Google Scholar
Shokunbi, A. (2007) ‘Prevention: best for kidney failure’, Nigerian Tribune, 8 March 2007.Google Scholar
Suarez-Villa, L. n.d. ‘Tangible and intangible infrastructure’. http://www.regionalinversion.com/region/infrastructure.htm, accessed 2 February 2008.Google Scholar
Talabi, O. (2006) ‘Stroke: facts you must know’, Sunday Punch, 10 September.Google Scholar
The Columbia Encyclopaedia (2007) Sixth Edition.Google Scholar
The Punch (2006) ‘NBC declares N55 bn profit’, 25 May.Google Scholar
The Punch (2006) ‘Valentine blast: get serenaded this Valentine!’, 9 February.Google Scholar
Thornton, A. and Fricke, T. E. (1987) ‘Social change and the family: comparative perspectives from the West, China and South Asia’, Sociological Forum 2 (4): 746–79.CrossRefGoogle Scholar
Udoh, R. K. (1994) ‘Ibadan in its regional setting’ in Filani, M. O., Akinola, F. O. and Ikporukpo, C. O. (eds), Ibadan Region. Ibadan: Rex Charles Publications.Google Scholar
UNU-WIDER (2007) ‘Beyond the tipping point: development in an urban world’. UNU-WIDER Project Workshop, London School of Economics.Google Scholar
van der Geest, S. (2004) ‘Grandparents and grandchildren in Kwahu, Ghana: the performance of respect’, Africa 74 (1): 47–61.CrossRefGoogle Scholar
van Ufford, P. Q. (2004) ‘Shared lives: exploring practices of amity between grandmothers and grandchildren in western Kenya’, Africa 74 (1): 95–120.Google Scholar
Watts, M. (1983) Silent Violence: food, famine and peasantry in northern Nigeria. Berkeley CA: University of California Press.Google Scholar
Whyte, S. R., Alber, E. and Geissler, P. W. (2004) ‘Lifetimes intertwined: African grandparents and grandchildren’, Africa 74 (1): 1–5.CrossRefGoogle Scholar
Whyte, M. A. and Whyte, S. R. (2004) ‘Children's children: time and relatedness in European Uganda’, Africa 74 (1): 76–94.CrossRefGoogle Scholar
Wikipedia (2007) ‘Fast Food’ http://en.wikipedia.org/wiki/fast_food, accessed 24 April 2007.Google Scholar