Consumer Values and Behaviour in South Africa
This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.
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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- Scope
- Consumer values and behaviour in South Africa
- Consumers have complex ideals, preferences and concerns
- Younger generations are less concerned with external appearances
- Consumers seek out new products and services that are tailored to their tastes
- Younger generations want to be engaged with brands
- Consumers generally have a positive outlook on life
- Younger generations feel they will have less time but be better off financially
- Home-based activities continue to grow in popularity, especially among younger cohorts
- Access to outside space or green spaces nearby is an important home feature
- Consumers prefer home-cooked food, but foodservice demand is strong
- Lack of time is one of the biggest barriers to preparing and cooking food at home
- Younger cohorts are less likely to spend time preparing food for themselves
- Seeking food and drinks with health benefits is of high importance to all generations
- Younger generations more focused on setting working hours that better suit their lifestyle
- Earnings and job security remain high priorities
- New focus on upskilling for better job opportunities or promotions
- Consumers continue to value regular leisure shopping trips
- All generations regularly socialise with friends on and offline
- Although value is an important consideration, being able to relax and unwind is key
- A high percentage of all generations just want to be able to relax when on vacation
- Consumers maintain regular exercise habits to improve their health
- Gap in some types of exercise habits narrowing among the generations
- A growing number of consumers focus on activities that will enhance their wellbeing
- Heightened awareness leads to greater focus on personal environmental impact
- Consumers actively working towards greener and more sustainable practices
- Consumers motivated to use energy-efficient products as energy costs impact spending
- Price-conscious consumers like to find bargains but are still focused on quality
- All generations like to hunt for bargains, but still enjoy shopping locally and visiting malls
- Consumers turning to cheaper alternatives, but many still enjoy niche and branded products
- Consumers of all ages continue to embrace the circular economy
- Consumers intend to increase spending on products that improve their health and wellbeing
- Younger cohorts less cautious about curbing their spending over the next 12 months
- High percentage of consumers are concerned about managing their budgets
- Younger cohorts less likely to be able to save and rely on financial support or borrowings
- All generations have low expectations of increasing their overall spending
- Privacy and managing data sharing are key concerns for consumers
- Younger consumers more likely to share their data to receive offers
- Frequency of online interactions grows as digital experiences improve
- Online banking, messaging and use of streaming service crosses all generations
- Consumers want to interact with brands and companies online
- Younger consumers still more likely to buy something via a social media platform
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