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
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.
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.
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