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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* Get a detailed picture of the Consumer Values market;
* Pinpoint growth sectors and identify factors driving change;
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* Use five-year forecasts to assess how the market is predicted to develop.
- Scope
- Consumer values and behaviour in South Africa
- South African consumers are worried about the rising prices of everyday goods and services
- Older generations are steadfast about the importance of their spiritual beliefs
- South Africa consumers are willing to explore new product offerings and solutions
- Millennials are at the forefront in trying and researching new brands and solutions on offer
- South Africa consumers remain optimistic about their future lives
- Gen Z are particularly positive about their outlook
- While at home, consumers in South Africa frequently connect with friends or family online
- Safe location is the most appreciated home feature among South African households
- Consumers in South Africa enjoy cooking or baking dishes themselves
- South Africans confirm that someone else in household typically cooks for them
- Younger consumers lack the confidence to cook quality meals at home
- All generations are focused on identifying healthy ingredients as part of their dietary plans
- Baby boomers are most concerned about setting their own time schedules
- South Africans primarily desire to earn a competitive income
- Maintaining a clear separation between professional and personal lives remains paramount
- South African consumers engage in online social activities at least weekly
- Younger consumers love socialising both online and in person
- South African consumers consider value for money as their top travel consideration
- Baby boomers expect nature and outdoor activities options when travelling
- Running or jogging at least once a week remains the most frequent exercise habit
- Strenuous exercise such as running or jogging is most evident among younger consumers
- Millennials are taking active steps to reduce stress and maintain their mental wellbeing
- Consumers are worried about climate change
- Gen Z are least interested in changing their behaviour to lead a more sustainable life
- Baby boomers are driving green behaviours and activism
- Over half of South African consumers actively look for bargains
- Older generations like to browse in stores even if they don't need to buy anything
- Consumers in South Africa consistently search for established or renowned brands
- Baby boomers are showing strongest drive for a minimalist lifestyle
- South Africans want to increase spending on health and wellness
- Spending on education remains of importance among the youth
- South African consumers are far more concerned about their financial situation
- Most concerned about the current financial situation are those from older generations
- Gen Z are struggling to balance intentions to save more and spend less
- South Africans actively manage data sharing and privacy settings
- Younger generations are more open to sharing data in order to receive personalised offers/deals
- South Africans use messaging or communication apps almost daily
- All generations are benefiting from greater access to communication and messaging apps
- Younger generations are driving purchases of items or services online
- Engagement with companies' social media is much more popular compared to global average
- Younger consumers are much more likely to engage with companies and brands online
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