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Consumer Values and Behaviour in South Africa

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.

Why buy this report?
* 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.

Consumer values and behaviour in South Africa
Consumers have faith in their long-term investments
All generations like to try new products and services
Millennials prefer branded goods to non-branded alternatives
Few consumers believe that more activities will shift online in future
Consumers feel confident that more activities will shift to be in-person
Gen Z overwhelmingly believe that they will work more in the future
Nearly half feel they will be more engaged in the community in future
Consumers feel less certain about the future political situation
Gen Z feel climate change will have a greater impact on them in future
In-home entertaining low compared with connecting with friends online
Energy efficiency is key building feature for over 40% of consumers
Over half want access to an outdoor space from their homes
Eating at restaurants less popular than ordering takeaway food
Ease of food delivery a major barrier to home cooking
Millennials have the least time to spend on cooking
Consumers focus on looking for healthy ingredients
Gen Z have more food allergies/intolerances than other cohorts
Many want home-based jobs and better work-life balance
Jobs having a good work-life balance top criterion for younger cohorts
High earnings are a top priority, but job security is also a concern
Gen X most concerned about having job security
Finding ways to simplify life is high on the agenda for over 80%
Gen Z feel under the most pressure to get things done
Connecting frequently with friends online has become mainstream
All generations are highly engaged with friends and family online
Over a third of consumers go shopping as a leisure activity monthly
Millennials are more active leisure shoppers than other generations
Individual exercise routines – walking and running most popular
Nearly 40% of Gen Z regularly play team sports
High proportion of consumers use herbal remedies to combat stress
Younger cohorts more likely to use meditation for stress-reduction
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
Consumers more proactive in repairing and reusing than global average
Baby Boomers are the most engaged in the circular economy
Price-conscious consumers like to find bargains
Younger generations show a keener interest in visiting shopping malls
Over half of consumers are willing to purchase repurposed items
Older cohorts are cutting back and only buying when necessary
Consumers’ biggest increase on spending will be on health and wellness
Increased spending on education is the prime focus for Gen Z
Over a third of consumers prefer to communicate online
Younger cohorts more likely to share their data to personalised offers
Over half of consumers like to interact with brands on social media
Millennials more actively buy products via a social media platform
Banking is the most frequently accessed service via a mobile device
Millennials make more in-store payments than other cohorts

Report Title: Consumer Values and Behaviour in South Africa


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