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Consumer Lifestyles in South Africa

Consumer Lifestyles in South Africa

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations, and aligning them with broader trends 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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Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Consumer landscape 2021
Life priorities
South Africans place high value on finding time for themselves
Prioritising work is high on the agenda for many South Africans
Although Gen Z prioritise work, time for friends is as important
Curated and personally tailored experiences appeal to nearly 60%
Millennials are more interested in uniquely tailored products/services
71% of consumers like to try new products and services
Millennials more likely to buy only from companies/brands they trust
Home life
Only 20% regularly entertain in their homes, while 81% connect online
Over 80% of Gen Z regularly study at home
South Africans want a home in a safe location, ideally with outside space
Older generations express stronger desire for homes with outside space
Eating habits
Eating in restaurants/home delivery of food lower than global average
Millennials most active in regular food orders for takeaway or pick-up
Low prices and healthy ingredients top selections for food shoppers
Flexitarian eating habits most pronounced among Gen Z and Boomers
South Africans enjoy snacking while watching TV and streaming content
All generations enjoy snacking between meals, especially young cohorts
Working life
High salaries are key, but workers want more flexibility
Work-life balance more important for younger generations
Baby Boomers rate job security above earning a high salary
Most future work expectations far exceed global averages
Millennials more focused on starting their own company in future
Sustainable living
Consumers have most trust in recyclable labels
Baby Boomers more positive about their efforts to protect the planet
Reducing food waste is top of the agenda for South Africans
Baby Boomers more focused on reducing the use of plastics
Repairing, reusing and the circular economy resonates with consumers
Boomers way out front when it comes to repairing and reusing items
Leisure habits
Connecting frequently with friends online has become mainstream
All generations are highly engaged with friends and family online
In-person socialising still popular despite restrictions
All generations engage with friends online; Gen Z adopt online study
High rates of domestic travel among all cohorts as overseas trips limited
Travellers prefer relaxation and outdoor activities when choosing trips
Boomers most concerned about finding a safe travel destination
Health and wellness
Nearly 60% of consumers are taking vitamins/supplements every week
Individual exercise routines – walking and running most popular
Nearly 40% of Gen Z regularly play team sports
Consumers have higher take-up of herbal remedies than global average
Younger cohorts more likely to use meditation for stress-reduction
Shopping habits
Consumers like to buy locally sourced products and services
All cohorts prefer to buy fewer items to afford better quality
Consumers are highly reliant on friends and family recommendations
Baby Boomers more influenced by independent consumer reviews
Consumers mostly motivated to shop in-store for immediate purchase
Boomers more motivated by seeing and trying first than other cohorts
Free shipping and ease of ordering biggest online shopping motivations
Ordering anytime from anywhere most compelling reason to shop online
Only 18% freely share their personal information online
All generations actively manage their data sharing and privacy settings
High rates of smartphone ownership as reliance on internet access grows
Ownership of fitness wearables/health trackers at global average
Frequency of online video gaming lower than global average
All generations highly engaged with social networking

Report Title: Consumer Lifestyles in South Africa

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