Consumer Values and Behaviour in South Africa
This report visually explores everyday habits and behaviours that reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits in South Africa.
Euromonitor's Consumer Values and Behaviour 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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* Get a detailed picture of the Consumer Values market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Scope
- Consumer values and behaviour in South Africa
- Consumers are highly interested in trying new services and products
- Millennials are the most interested in trying new products and services
- Millennials have most faith in their long-term investments
- South Africans have a positive outlook for the future
- South Africans have strong belief that more activities will shift to in-person
- Younger cohorts expect to be better of financially in the future
- Over half of consumers will be more engaged in their community
- South Africans more concerned than global cohorts about political unrest
- Younger generations will be more engaged in their communities
- All generations regularly connect with friends and family online
- Energy efficiency is a key home feature for South Africans
- Access to outside space is an important consideration for homeowners
- Cooking or baking at home is the most popular weekly meal choice
- Lack of time is a major barrier to home cooking
- Millennials prefer ordering food for delivery than cooking for themselves
- Healthy ingredients are sought-after by all generations
- Baby Boomers and Gen X would like the opportunity to work from home
- Gen Z put earning high salaries above other priorities
- All generations put high importance on finding ways to simplify their lives
- Almost half of Gen Z respondents take a virtual class or attend a lecture online
- Shopping for leisure is the most frequent activity for South African consumers
- Millennials are more avid leisure shoppers
- Over 60% walk or hike for exercise at least once a week
- Millennials more likely than other cohorts to take a group fitness class
- Younger cohorts more likely to use meditation for stress-reduction
- Consumers trust recyclable labels the most
- A high percentage of Baby Boomers are trying to reduce their food waste
- Baby Boomers are repairing broken items instead of replacing them
- Consumers focus on finding bargains
- Younger generations like to browse in stores and visit shopping malls
- South Africans more likely to buy strong or well-known brands than global average
- Baby Boomers not as focused on strong or well-known brands as other generations are
- Half expect to spend more on health and wellness over the next year
- Gen Z intend to increase their spending in most categories in future
- Saving money is a priority for the majority of consumers
- Consumers manage their data sharing and privacy settings above global average
- Gen Z is the least likely to freely share their personal information online
- High percentage will “follow” or “like” a company’s social media feed or post
- Baby Boomers rarely buy something via a social media platform
- Banking is the most frequently accessed service via a mobile device
- Millennials use their mobile device to access services more frequently than other cohorts do
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