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Why Businesses Need a Fresh Lens for South African Consumers Post Covid

South Africa Consumers Post-Covid

Business Problem

  • Consumer sentiments are shifting with the revival of and surge in purchasing power in South Africa. We wanted to tap into those movements and gauze the newly shaped consumer behavior to reassess patterns and classifications of consumer profiling and share the information with businesses enabling key marketing strategies and successful brand building

What & How We Did It

  • We utilized our pre-profiled BA proprietary panel base to collect data through online surveys. We saw wide representation across South Africa
  • Extensive information about 35 top-level sectors and 1,000+ brands in South Africa was made available via an intuitive online dashboard which featured always-on quarterly trends data. Data was also made available on analytical tools (Telmar, Eighty20, etc.) to view and run various analysis

Key Insights

  • We found that South Africans are drawn towards spending more time on personal wellbeing and development through learning and spirituality, focusing on health with a long-term outlook. Personal finance is South Africans’ biggest life focus and concern. There has been a notable surge in purchasing power and spending across multiple categories from alcohol, technology, non-alcoholic beverages & grocery items as compared to pre-Covid times.

Client Impact :

Businesses were able to identify new markets and growth prospects in the Africa market through the new consumer profiling of the South African population across 35 top-level sectors and 1000+ brands leading them to take specific business actions.

Market

South Africa

South Africa

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