Consumer Lifestyles in South Africa
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in South Africa.
Euromonitor's Consumer Lifestyles in South Africa report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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- Scope
- Consumer landscape in South Africa 2022
- Life priorities
- South Africans place high value on finding time for themselves
- Prioritising work is high on the agenda for all, but Gen Z are the most invested in work
- Individuality and unique products are important
- Millennials put the most value on tailored products and curated experiences
- Consumers are interested in trying new products and services
- Millennials and Gen Z are more likely to buy only from companies/brands they trust
- Home life
- 82% of South Africans connect with their friends or family when they are at home
- Over 70% of Gen X regularly work from home
- South Africans express a stronger desire for homes with outside space than global average
- Eating habits
- South Africans cook or bake at home less than the global average
- South Africans are highly influenced by strong and well-known brands
- Flexitarian eating habits most pronounced among Gen Z and Baby Boomers
- Respondents are more likely to have an evening snack on the weekend
- Gen Z least likely to eat their meals at the same time each day and enjoy snacking
- Working life
- High salaries and home working are priorities for South Africans
- Older generations would much prefer to be able to work from home
- Earning a high salary is a key priority for younger generations
- Many South Africans expect to have more flexibility in their work lives in the future
- Gen Z are most eager to start their own companies
- Leisure habits
- All generations are highly engaged with friends and family online
- Over a third of South Africans take a day trip for leisure at least once every few months
- Millennials are most active in pursuing their leisure activities
- Domestic personal trips far exceed international travel
- Relaxation is by far the most important travel feature for South Africans
- Nature and outdoor activities appeal more to older cohorts
- Health and wellness
- Women take health supplements more often while men choose to exercise more often
- Going out for a walk or hike is the most popular form of exercise
- Millennials are most likely to take up a group fitness class
- Meditation is the most prevalent stress-reduction activity in South Africa
- Gen Z use yoga more than other cohorts for stress reduction
- Sustainable living
- 75% of South Africans try to have a more positive impact on the environment
- All generations are concerned about climate change
- South Africans more actively engaged in green behaviours than their global counterparts
- Baby Boomers more likely to repair and reuse than other generations
- Shopping habits
- A high percentage of consumers are more focused on quality over quantity
- Younger generations enjoy visits to shopping malls
- Consumers rely on friends and family recommendations over other sources of information
- Baby Boomers pay attention to the product label information the most
- Immediate purchase is the biggest motivation to shop in-store
- Baby Boomers shop in-store to see or try before buying
- The ability to shop at any time and from any place is the biggest motivator to shop online
- Gen X are motivated more by best prices and ease of delivery
- Spending habits
- Gen Z have the highest intentions in most categories to increase their spending
- A high percentage of consumers are expecting to save more in the coming months
- Technology
- South Africans actively manage their data sharing and privacy
- Millennials care the most about cultivating their personal brand online
- South Africans have high rates of desktop/laptop and smartphone ownership
- Younger generations have high rates of wired and wireless earphone ownership
- South Africans spend more time browsing online than the global average
- Over a third of Gen Z take part in regular online video gaming
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